Information Technology Reference
In-Depth Information
For instance, olive growing area and the amount of crop decreased rapidly in past 50
years [6] [7]. Therefore, It is absolutely necessary to consider "quality" consisting of
two aspects for inheritance of food culture. One is the quality of products required by
consumers. The consumption behavior of modern customers can be expressed as
AIDEES, which is the abbreviation for Attention Interest Desire Experience
Enthusiasm Share, and the adoption of Consumer Generated Media (CGM) such as
blogs and BBS when considering popularization and edification of products as a part
of conserving culture is indispensable for the system that cognizes the customer
demanding quality varying across the ages. Moreover, the structure that stimulates
their shopping behavior by correct understandings and knowledge providing through
education and experience will also be requisite.
The other is the satisfaction of the strong quality requirement on primary products.
Today, when issues of food mislabeling and residual pesticide are often on mass
media, there have been increasing in the number of integrants making up the quality
that fulfill the requirements by modern society on primary products. Moreover, even
the cultivation of crop itself is becoming difficult due to the unstable climatic change.
Therefore, the informatization of the integrants and method for primary products
satisfying the required quality level is essential. Furthermore, olive and olive
cultivation in Shodoshima will not disappear if passing the integrants and methods
down the generations.
Just like CGM mentioned earlier as the example, the informatization, information
conservation and management of quality consisted of above-mentioned two aspects
are becoming impossible without using ICT in an increasingly complex world.
Therefore, as the tactics for relaying olive culture to next 100 years, we attempted to
construct the structures fulfilling the quality required by each aspect by website and
ICT devices.
2.1 Consumer Driven Food Culture Extension
Regarding the popularization of the olive and its food culture, the consumer behavior
and the perception of food quality are major parameters to be taken into account [8]
.
On top of this, the consideration of a marketing strategy is imperative. With the
advent of the internet era, internet communication tools such as blogs, microblogs
such as Twitter, social networking service (SNS) and bulletin board system (BBS)
have appeared and AIDEES that is the marketing model to adequately apprehend
consumption behavior of consumers in modern society was advocated in 2006. This
model refers to the process of the behavior that customers detect products, have
interests, conceive buying motivation, purchase and experience, become wildly
enthusiastic fans, and encourage others through their experiences. And the recent
scientific research on the social relationship between word-of-mouth (WOM) senders
and receivers showed that the information transmitted by customers has positive
influence on consumption behavior of other customers [9].
Therefore, providing
CGM, which is the website becoming the new media by compiling a database of
transmitted information, makes a huge contribution to acquire consumer needs and
prevalence of food culture. Additionally, nowadays, when everyone is able to provide
information on the web, provision of precise and reliable information and knowledge
on food and food culture, and the education to younger generations are critical
prerequisites.
