Factor Analysis of the Tapioca Drink Boom in Japan

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  • Maehara Shunsuke
    Faculty of International Food and Information Studies, Tokyo University of Agriculture
  • Park Soo-Young
    Faculty of Bioresource Sciences, Prefectural University of Hiroshima

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Other Title
  • 日本におけるタピオカドリンクブームの発生要因分析

Abstract

<p>Despite the growing importance of information in society, there are few studies relating the use of social network services (SNSs) to the sale of agricultural products and foods. Therefore, focusing on the importance of SNSs, as a case study, we clarified the causes of the tapioca drink boom that occurred in 2019 in Japan. Specifically, we analyzed what kind of consumers contributed most to the boom, their purchasing behavior, and the influence of SNSs, especially Instagram. We conducted a questionnaire survey, collecting data from 539 people, and analyzed the results using the Brunner-Munzel and chi-squared tests. BuMoc, a web application for support of statistical tests, was used as a tool. Trend-sensitive female students were found to be the main actors in this boom. Information was disseminated through SNSs, especially Instagram, which led to an increase in motivation to purchase the items. Although Instagram was used for information acquisition, it became clear that the reason for repeated purchases of the tapioca drinks was the tapioca drink products themselves; for example, their taste and texture were positively evaluated. This boom may persist at least at a certain level of consumption, particularly in the target group (female students) who are sensitive to the trend.</p>

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