Expansion of risk communication domain to the market : a theoretical approach to build trust between business entities and consumers

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  • リスク・コミュニケーション空間の市場への拡張 : 企業と消費者の信頼形成のための理論的アプローチ
  • リスク コミュニケーション クウカン ノ シジョウ エノ カクチョウ キギョウ ト ショウヒシャ ノ シンライ ケイセイ ノ タメノ リロンテキ アプローチ

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Abstract

The aim of this paper is to reveal required conditions theoretically to expand risk communication domain to the market place where we mutually interact in daily life. The first approach to be taken is to review changes of institutional consumer protection in Japan, where stakeholders can be categorized into the first party, the second party and the third party. Categories also used in the review to differentiate the consumer protection institution are "compulsory specification" and "voluntary specification". And when both of these factors and the risk communication domain that I previously reported are taken into consideration, I can show that the marketing communication between the business entities and the consumers as well as the consequent purchasing action by the consumers are conceptually identical to the risk communication in the market. What are also led by this approach are classification of information contents and the system to build trustful relationship between the business entities and the consumers.

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