[Translation from Japanese to English ] To judge effectiveness of S-D logic, we also applied G-D logic as a contrast ...

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大学院修士論文の「要約」部分です。「S-Dロジック」「G-Dロジック」とは、Vargo氏の論文で発表されている概念モデルの事です。

Original Text / Japanese

これまで消費することが役割とされてきた消費者について、近年、生産活動を行っているとする研究が数多く報告されている。それは先進的な消費者が行うだけでなく、一般の消費者も日常の中で行っており、ITの進化により消費者による生産活動はさらに活発なものとなっている。こうした消費者を、価値の視点から共創者と捉えたのが、Vargo氏が提唱するS-Dロジックである。S-Dロジックでの価値は共創されるものであり、企業と消費者の双方の活動が常に必要とされる概念である。

Translation / English

Up to now, it has been thought that the role of consumers is to consume, however, a number of studies have been reported that consumers actually do production activities. Not only forward-thinking customers but also ordinary consumers do that in their daily lives, the production activities by consumers have become more active thanks to IT evolution. This is the S-D logic, a concept put forward by Vargo, that considers those consumers as co-creators from the perspective of value. The value in S-D logic should be co-created and S-D logic is a concept that always requires both activities of enterprises and consumers.

Translation / English

In recent years, many report are reported that the consumers perform production activity, about the consumer that it was considered to be a role to use until now. It is performed by advanced customers, but also by common consumers daily life, and the production activity is more active by consumers IT development. It is the S-D logic that is proposed by Mr. Vargo regarded these consumers as a person of cocreater from a viewpoint of the value. The value in the S-D logic is co-created, and the activity by both companies and consumers is the concept that is always needed.

Translation / English

Recently there have been many studies that the consumers having played a role only in consuming foods and other products are producing things. Not only do the advanced consumers produce, but the general ones do, which is supported strongly by the development of IT. S-D logic, advocated by Vargo, perceives the consumers as co-creators from the view of value. The value of S-D logic should be co-created, which always demands the activity of both company and consumers.

Original Text / Japanese

しかしS-Dロジックは概念であるため、利用するのは困難であるとされてきた。そこで本研究では、概念モデルであるS-Dロジックを利用可能なモデルへと発展させるため、一考察を与えることを目的とする。S-Dロジックは価値の共創を定義していることから、S-Dロジックの基本的前提（以下、FP）を使い、消費者の共創意識を数値化することで、共創による価値を判断できると考えた。方法として消費者の意識調査を行い、消費者の共創意識を共創度合いとして計った。

Translation / English

S-D logic is a concept, however, it has been said that the it is difficult to utilize. This study is intended to offer a view, to make S-D logic - as a concept model - develop to a utilized one. As S-D logic defines co-creation of value, we thought that it could be measurable by quantifying consumer awareness of co-creation using the fundamental premises (FP, afterwards) of S-D logic. We conducted an attitude survey on consumers, and measured consumer awareness of co-creation as degree of co-creation.

Translation / English

However, it is thought that it is difficult to use, because the S-D logic is the concept. Therefore, the aim in this study to give one consideration that the S-D logic that is a concept model to develop to an available model. Because the S-D logic is defined as co-created the value, we think that the co-created value is evaluated by quantifying consciousness of the consumer with fundamental hypothesis of the S-D logic. We have conducted survey research on consumers as the method and measured the co-created consciousness of the consumer for the co-created degree.

Translation / English

However S-D logic is a concept and said to be difficult to utilize. Therefore on this study, my purpose is to give one example of thoughts, to develop the conceptional model of S-D logic into the usable one. S-D logic is defined to co-create value. Therefore I think we can judge the co-created value by digitizing the co-creation consciousness of consumers, using the fundamental premise of S-D logic (I call it FP below).

Original Text / Japanese

またS-Dロジックの有効性を判断するために対の概念であるG-Dロジックを用い比較を行った。調査対象にはS-Dロジック志向にアイドル・グループであるAKB48、G-Dロジック志向にKARAを選定し、それぞれのファンに意識調査を行った。その結果、S-Dロジック志向であるAKB48の共創度合いが高い結果を示し、その裏付けとして、市場での観察からも、AKB48は共創活動が高い数値を示した。

Translation / English

To judge effectiveness of S-D logic, we also applied G-D logic as a contrast concept and compared the results. We choose a pop group AKB48 for S-D logic orientation and KARA for G-D logic orientation, and conducted an attitude survey of fans of each group. As a result, S-D logic oriented AKB48 showed a high degree of co-creation, and as a supportive evidence, the group also showed the same result from the observation of the market.

Translation / English

Moreover, we compared with the G-D logic that is a binary concept to evaluate the efficiency of S-D logic. We chose an idol group AKB48 as in S-D logic intention and KARA as in S-D logic intention, and conduct survey research on each fan. As a result, the co-created degree of AKB48 which is S-D logic intention showed high , as the proof, co-created activity showed high numerical value in AKB48 from the observation in the market.

Translation / English

And to judge the the effectiveness of S-D logic I compared with G-D logic, an opposite concept. The objects of the survey are "AKB48", a group of idols, for S-D logic and "KARA" for G-D logic respectively. I conducted an attitude survey for both fans, where I found that AKB48 has higher number of co-creation and, as an evidence, their number of co-creation is also high in the market.