Updated on 2022/12/02

写真a

 
KWON, Soonho
 
Affiliation
Faculty of Commerce, School of Commerce
Job title
Research Associate

Education

  • 2018.04
    -
    Now

    Waseda University   Faculty of Commerce   Doctoral course  

  • 2016.04
    -
    2018.03

    Waseda University   Faculty of Commerce   Master's Program  

  • 2010.04
    -
    2016.03

    Aoyama Gakuin University   School of Business   Department of Marketing  

Degree

  • Waseda University   M.A. in Commerce

Research Experience

  • 2019.04
    -
    Now

    Waseda University   Faculty of Commerce   Research associate

  • 2022.04
    -
    2023.03

    (Part-time Lecturer), Faculty of Economics and Business Wako University

  • 2020.04
    -
    2021.03

    Chiba University of Commerce   Faculty of Service Inovation   Part-time Lecturer

  • 2019.09
    -
    2020.09

    Wako University   Faculty of Economics and Business   Part-time Lecturer

Professional Memberships

  •  
     
     

    American Marketing Association

  •  
     
     

    JAPAN ACADEMY OF ADVERTISING

  •  
     
     

    JAPAN ASSOCIATION FOR CONSUMER STUDIES

  •  
     
     

    JAPAN SOCIETY OF MARKETING & DISTRIBUTION

 

Research Areas

  • Commerce   Marketing

Research Interests

  • Psychological Ownership

  • Marketing Communication

  • Consumer Behavior

Papers

  • Effects of Screen Contact with Digital Media on Perceived Control and Psychological Ownership

    Kwon, Soonho, Hisashi Kawamata, Takanori Suda

    Japan Marketing Journal   42 ( 3 )  2023.01  [Refereed]  [Invited]

    Authorship:Lead author

  • Understanding Psychological Ownership in the Digital Environment

    Kwon, SoonHo

    Japan Marketing Journal   40 ( 4 ) 66 - 74  2021.03  [Refereed]  [Invited]

    Authorship:Lead author

  • Why are paper books still alive?

    Kwon, SoonHo

    The Waseda Commercial Review   459   51 - 68  2020.09  [Refereed]

    Authorship:Lead author

  • Media effect in Marketing Communications

    Kwon, SoonHo

    JSMD Review   4 ( 1 ) 9 - 16  2020.05  [Refereed]

    Authorship:Lead author

  • How Media Influence to Us?: Focusing on Print and Digital Media

    Kwon, SoonHo

    The Bulletin of the Graduate School of Commerce   87   57 - 73  2018.11  [Refereed]

    Authorship:Lead author

Misc

  • Effects of office BGM on communication between employees

    Onzo, Naoto, Hiraki, Ikumi, Kwon, SoonHo

    Sound Desgin for Office   12   8 - 11  2020.03

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

  • A Shift from the Selling-Goods to the Selling-Experiences in a Production Goods Company: New Challenges for Daikin Technology

    Kwon, SoonHo, Onzo, Naoto

    Japan Marketing Journal   39 ( 4 ) 86 - 96  2020.03

    Authorship:Lead author

    Article, review, commentary, editorial, etc. (trade magazine, newspaper, online media)  

Awards

  • Best poster award

    2021.10   Japan Marketing Academy  

Research Projects

  • 同一製品の形態の相違が消費者に及ぼす影響―デジタル財の利用促進に注目して―

    Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research(C)

    Project Year :

    2021.04
    -
    2024.03
     

    Kwon, Soonho

  • 消費者物質主義の低下に関する探索的研究

    Project Year :

    2022.04
    -
    2023.03
     

    Takuya Nomura, Soonho Kwon, Takanori Suda

Presentations

  • 「論文を読むことの意義:優れた研究とは?」(第1部)

    Kwon, Soonho  [Invited]

    Young Researcher Training Seminar 

    Presentation date: 2022.09

  • Does perceived product weight lead to weakening psychological ownership of products in the digital environment?

    Kwon, Soonho

    2022 AMA Summer Academic Conference 

    Presentation date: 2022.08

  • The influence of product presentation format on consumers' product perception in online environments

    Kwon, Soonho, Takanori Suda, Takuya Nomura

    ISMS Marketing Science Conference 2022 

    Presentation date: 2022.06

  • 消費者の心理的所有感に対する社会的他者の影響

    Suda, Takanori, Soonho Kwon, Takuya Nomura

    Japan Society of Marketing and Distribution 72th Academic conference 

    Presentation date: 2022.05

  • Do mobile payment methods affect psychological ownership?

    Kwon, Soonho, Hisasi Kawamata, Takanori Suda

    Japan Association for Consumer Studies 64th Academic Conference 

    Presentation date: 2022.05

  • The effect of music on vertical interpersonal communication: sensory marketing perspective

    Ikumi, Hiraki, Soonho Kwon, Naoto Onzo

    2022 AMA Winter Academic Conference 

    Presentation date: 2022.02

  • The Influence of Paper Media on Consumer Behavior - Focusing on Psychological Factors

    Kwon, Soonho  [Invited]

    The Japanese Society of Printing Science and Technology 17th media symposium 

    Presentation date: 2021.11

  • オンライン環境における製品の提示形式が重さ知覚と製品評価に及ぼす影響

    Kwon, Soonho, Takanori Suda, Takuya Nomura

    Japan Marketing Academy Conference 2021 

    Presentation date: 2021.10

  • Influential factors in the selection of book media

    Kwon, Soonho

    Japan Association for Consumer Studies 61th Annual Conference 

    Presentation date: 2020.10

    Event date:
    2020.10
     
     
  • How to get materialistic consumers to use subscription services? :The Impact of Consumer Materialism and Psychological Ownership on the Evaluation of Music Subscription Services

    Nomura,Takuya, Kwon, Soonho, Suda,Takanori

    Japan Marketing Academy Conference 2020 

    Presentation date: 2020.10

    Event date:
    2020.10
    -
     
  • Investigation of Influencing Factors in Consumer Media Selection

    Kwon Soonho

    Japan Society of Marketing and Distribution: Kanto Regional Meeting 

    Presentation date: 2020.09

  • Influence of BGM in Work Space on Communication between Employees-Examination Considering Social Distance-

    Hiraki, Ikumi, Kwon, SoonHo, Morizumi, Kanako, Simizu, Sayaka, Onzo, Naoto

    Japan Society of Marketing and Distribution 9th National Convention 

    Presentation date: 2019.12

  • The Impact of Communication Media on Consumers

    Kwon, Soonho

    Japan Society of Marketing and Distribution: Kanto Regional Meeting 

    Presentation date: 2018.11

  • Media Effect on Consumer Awareness and Communication Evaluation: Response to Coupons by Mail and Email

    Ishii, Hiroaki, Hiraki, Ikumi, Togawa, Taku, Kwon, SoonHo, Nakagaki, Seiya, Isshiki, Akinori, Suzuki, Mutuo, Naoto, Onzo

    Japan Association for Consumer Studies 57th Annual Conference 

    Presentation date: 2018.10

  • The Effect of BGM on Communication: Examination Considering Office Productivity

    Hiraki, Ikumi, Kwon, SoonHo, Yasuda, Kenichi, Saitou, Jyun, Onzo, Naoto

    Japan Association for Consumer Studies 57th Annual Conference 10 28, 2018 

    Presentation date: 2018.10

  • Difference of Coupon Delivery Effect between Paper and Electronic Media: Examination Considering Consumer Generations

    Hiraki, Ikumi, Ishii, Hiroaki, Togawa, Taku, Kwon, SoonHo, Nakagaki, Seiya, Isski Akinori, Suzuki Mutuo, Onzo, Naoto

    Japan Marketing Academy Conference2018 

    Presentation date: 2018.10

  • Coupon Delivery Format and Consumer Response: Focusing on Print and Electronic Media

    Togawa, Taku, Ishii, Hiroaki, Hiraki, Ikumi, Kwon, SoonHo, Suzuki, Mutuo, Issiki, Akinori, Onzo, Naoto

    Japan Association for Consumer Studies 56th Annual Conference 

    Presentation date: 2018.05

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Specific Research

  • 同一製品の形態が消費者に及ぼす影響ーデジタル財の利用促進に注目してー

    2021  

     View Summary

     本研究は、デジタル環境における知覚リスクを低減させる要因として「心理的所有感」や「製品の提示形式」に注目した。 前者の「心理的所有感」に注目した研究は、デジタル環境においてどのような場合が心理的所有感の発達を阻害するかについて注目しており、その成果をまとめて海外の学会に投稿した(ポスター発表)。 後者の「製品の提示形式」は、多くのECサイトで製品画像として「平面的画像(2D)」と「立体的画像(3D)」の2つの形式が混在していることに注目し、このような提示形式の違いが製品の大きさ/重さ推定に及ぼす影響、またこのようなバイアスが製品評価に及ぼす影響を取り上げた。

  • 商品の形態と心理的所有感が商品選択に及ぼす影響

    2020  

     View Summary

    本研究は、同一商品における形態の相違(有形/無形)が消費者の製品評価に及ぼす影響について注目している。多くの消費者は、同一商品の場合、有形財の方を無形財よりも高く評価する傾向があるが、その背景には有形商品に触ることによって想起される触覚経験が心理的所有感を知覚させ、結果的に対象への評価を高めるとされている。調査では、同一商品で有形財と無形財の両方が存在する「書籍」を取り上げている。インターネット上の質問紙調査を行った結果、紙の書籍が電子書籍よりも購買意図が高く、特に触覚経験に関連する制御欲求が高い消費者においてその影響が顕著に見られることを確認した。

  • マーケティング・コミュニケーションにおける媒体効果―世代と情報処理に注目―

    2019  

     View Summary

    マーケティング・コミュニケーションにおける媒体効果に焦点を当てた本研究課題の2019年度研究成果としては、媒体(紙媒体/電子媒体)において見られる媒体効果(情報処理、態度、評価など)が生じる要因について、先行研究のレビューを通して具体的な影響要因について抽出した。1.論文權純鎬(2020)「マーケティング・コミュニケーションにおける媒体効果と影響要因」, 『JSMDレビュー』,4(1),1-7.(単著、査読付)2.学会報告平木いくみ, 權純鎬, 森角香奈子, 清水さやか, 恩藏直人 (2019) 「職務空間におけるBGMが社員間コミュニケーションに及ぼす影響ー社会的距離を考慮した検討ー」日本商業学会第9回全国研究報告会.(2019年12月8日)

 

Teaching Experience

  • Seminar Ⅲ(Marketing Communication)

    Wako University  

    2022.04
    -
    2023.03
     

  • Marketing Communication 1・2

    Wako University  

    2022.04
    -
    2023.03
     

  • Marketing Strategy (Chiba University of Commerce)

    2020.09
    -
    2021.03
     

  • Marketing: An Introduction (Chiba University of Commerce)

    2020.04
    -
    2020.09
     

  • Marketing Communication 1 (Wako University)

    2020.04
    -
    2020.09
     

  • Marketing Communication 2 (Wako University)

    2019.09
    -
    2020.03
     

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