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1 AISCA AISCA: A New Consumer Behavior Model in the Social Media Era Hiroshi YAMAGUCHI AIDMA 2005 AISAS Attention InterestSharingConfidenceAction5 AISCA, Keyword: consumer behavior, social media, AISCA, Platform-Induced Consumption Attention Interest Desire3 AID Lewis 1900 Action 4 AIDA Strong 1925a AIDA AIDA 2 AIDA M Memory: AIDMA 2005AISAS AISAS Attention InterestSearchAction Share
2 Journal of Global Media Studies Vol AID Lewis 1898 Attention, Interest, Desire AIDA Lewis 1900 Attention, Interest, Desire, Action AICA Printers Ink 1910 Attention, Interest, Conviction, Action AIDAS Sheldon 1911 Attention, Interest, Desire, Action, Satisfaction PAISCH Sheldon 1911 Preparation, Approach, Interest, Closing, Sale, Holding AICCA Hall 1915 Attention, Interest, Conviction, Confidence, Action ADICA West Coast Life Insurance Company 1920 Attention, Desire, (Removing) Inhibitions, Confidence, Action AIDCA Ramsay 1921 Attention, Interest, Desire, Caution, Action AIDCA Kitson 1921 Attention, Interest, Desire, Conviction, Action AIJA Osborn 1922 Attention, Interest, Judgment, Action SRBRA Starch 1923 Seen, Remembered, Believed, Read, Acted AIDAS Strong 1925 Attention, Interest, Desire, Action, Satisfaction AID(W) C(S) PS Strong 1938 Attention, Interest, Desire (Want), Conviction (Solution), Purchase, Satisfaction AIDCA Bedell 1940 Attention, Interest, Desire, Conviction, Action AIDMA DeVoe 1956 Attention, Interest, Desire, Memory, Action; AKLPCP Lavidge and Steiner 1961 Awareness, Knowledge, Liking, Preference, Conviction, Purchase ACCA Colley 1961 Awareness, Comprehension, Conviction, Action EPC(K)C(A)A Advertising Research Foundation 1961 Exposure, Perception, Communication (Knowledge), Communication (Attitude), Action AAPIS Wolfe, Brown and Thompson 1962 Awareness, Acceptance, Preference, Intention, Provocation of Sale AIETA Rogers 1962 Awareness, Interest, Evaluation, Trial, Adoption API Aspinwall 1964 Acceptance, Preference, Insistence EPIA Sanclage and Fryburger 1967 Exposure, perception, Integration, Action EARACP Schwartz 1969 Exposure, Attention, Retention, Attitude Change, Purchase ACAIP Howard and jagdish Sheth 1969 Attention, Comprehension, Attitude, Intention, Purchase PACYRB McGuire 1969 Presentation, Attention, Comprehension, Yielding Retention, Behavior ACALTA Robertson 1971 Awareness, Comprehension, Attitude, Legitimation, Trial, Adoption EAPCBMA Longman 1971 Exposure, Attention, Perception, Comprehension, Belief, Motivation, Action ATR Ehrenberg 1974 Awareness, Trial, Reinforcement APMAI Holbrook 1975 Attention, Perception, memory, Attitude, Intention Association model Preston 1982 Distribution, vehicle exposure, advertising exposure, advertising awareness, advertising elements awareness, association evaluation, product perception, integrated perception, products evaluation, prior evaluation, integrated evaluation, product stimulation, prior stimulation, integrated stimulation, search, search perception, search evaluation, search stimulation, trial, trial perception, trial stimulation, adoption, adoption perception, adoption evaluation, adoption stimulation AISDALSLove Wijaya 2012 Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate) AISAS 2005 Attention, Interest, Search, Action, Share AMTUL 1976 Awareness, Memory, Trial, Usage, Loyalty AIDEES 2006 Attention, Interest, Desire, Experience, Enthusiasm, Share AISCEAS 2005 Attention, Interest, Search, Comparison, Examination, Action, Share AISA 2012 Attention, Interest, Social Filter, Action VISAS 2010 Viral, Influence, Sympathy, Action, Share SIPS 2011 Sympathize, Identify, Participate, Share&Spread 26
3 27 AISCA AISAS 1.2 AISCA AISCA AIDA 1.3 AISCA (1) (2011) % 25.4% 6 (2012) comscore(2012) SNS 6 1 SNS (2011) Nielsen (2012) SNS 21.3 SNS (2011)
4 Journal of Global Media Studies Vol. 11 SIPS (2) (2012a) (3 55 BP (2012) ( BP 2012) JEITA PHS PHS (3) (2011a)
5 AISCA 1 AIDMA AISAS 4 2 AISCA (1) A : attention A AIDA 1 (2011a) mixi 2 twitter 3 facebook SNS 2.1 AISCA AISCA Attention InterestSharing ConfidenceAction AISCA Attention Interest Sharing Confidence Action 29
6 Journal of Global Media Studies Vol. 11 AIDMA AISAS (2) I : interest 2 I R&D(2012) 74.8 (2012) 44.2 (2011b) (3) S : sharing 3S AISAS A S AISCA AISAS AIDA AIDMA (2012) SNS
7 31 AISCA AISA AISAS S S (2012b) DiFonzo (2008) (4) C : confidence 4C AIDCAC Conviction: AISCA involvement AIDAS PACYRBAMTUL AIDEES AISCEAS AIETA
8 Journal of Global Media Studies Vol. 11 (2011a) (5) A : action A (Action: AISCA AISAS AISCA AISCA twitter tumblr 5 twitter tumblr
9 33 AISCA 3.2 AISCA AISCA 3 (1) AISCA1 (2011a) mixi twitter facebook 46 twitter facebook mixi 1990 HTML 2000 AISAS 3 search twitter tumblr pinterest twitter 140 Twitter RT twitter 6
10 Journal of Global Media Studies Vol mixi 2010 twitter facebook tumblr twitter PIC: Platform-Induced Communication PIC: Platform-Induced Consumption Lessig (2000) architecture architecture PIC 3 (2) C A AISCA2 A C AIDCA AIDCA AIDA AIDMA AIDCA AISCA AIDA 34
11 35 AISCA DiFonzo (2008) (3) A AISCA3 A AISCA A AISCA 1 AISCA AISCA
12 Journal of Global Media Studies Vol. 11 AISCA (2011) (2011a) AISCA CMC AISCA 4.2 AISCA (1) AISCA AISA AISAS AISCA AISCA (2) 3.2 PIC Platform- Induced Communication Platform-Induced Consumption (2012) twitter API twitter 1.8 (3) AISCAC 36
13 AISCA A Barry, Thomas E. & Daniel J. Howard (1990). A Review and Critique of The Hierarchy of Effects in Advertising. International Journal of Advertising, 9 (2): comscore(2012) U.S. Digital Future in Focus. Whitepapers/2012/2012_US_Digital_Future_in_Focus (2012/11/20 ) DiFonzo, Nicholas (2008). The Waterecooler Effect: A Psychologist Explores the Extraordinary Power of Rumors. Avery. Nielsen Company(2012). State of the Meda: U.S. Digital Consumption Report, Q3-Q nielsen.com/us/en/insights/reports-downloads/2012/usdigital-consumer-report.html (2012/11/20 ) Strong, Edward K., Jr. (1925a). The Psychology of Selling and Advertising. New York: McCraw-Hill. Strong, E.K. 1925b. Theories of Selling.. Journal of Applied Psychology 9: Lessig, Laurence (2000). Code and Other Laws of Cyberspace. Basic Books. Wijaya, Bambang Sukma (2012). "The Development of Hierarchy of Effects Model in Advertising." International Research Journal of Business Studies 5(1): (2012). filemanager/connectors/php/transfer.php?file=/2012/ uid000030_736f c6d e (2012/11/20 ) (2011). IT R&D(2012) R&D. (2010). Viral VISAS 3e06.html (2012/11/20 ) (2006). AIDMA AIDEES BP Laboratory of Advertising Platform vol pdf (2012/11/20 ) (2011). ICT KDDI h23_05_houkoku.pdf (2012/11/20 ) (2011). ICT 23. (2012a). ICT 24. (2012b) 23. (2005). AISAS (2011). SIPS. (2012/11/20 ) (2012) / (2012/11/20 ),,,,, (2012).. Vol ICS-168 No.3. BP(2012). BP (2012/11/20 ) (2011a). 37
14 Journal of Global Media Studies Vol NRI. forum162.pdf (2012/11/20 ) (2011b).. (2012/11/20 ) (1976).. (2005) :
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