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    2011 エデルマントラストバロメーター 2011 エデルマントラストバロメーター Presentation Transcript

    • 2011 エデルマン信頼度調査エデルマン トラスト バロメーター
    • エデルマン トラストバロメーター(信頼度調査) 調査概要第11回目の調査発表世界23カ国で5, 075人を調査(日本在住者、200人)25歳から64歳まで大学・専門学校卒以上各国の各世代における収入上位25%以内メディアとの接触頻度が高く、ビジネスニュースや政策に関心が高いAPACで選ばれたさまざまな国: インド, 中国, 日本, 韓国, インドネーシア, シンガポール, オーストラリア(中国375人、 その他200人が回答) 2
    • 信頼度の現状重心が移り変わってきている
    • 日本、4機関に対して同水準の信頼度 4機関の信頼度 世界 APAC 日本 100% 90% 80% 70% 64% 62% 62% 61% 61% 60% 58% 53% 54% 51% 51% 51% 50% 48% 40% 30% 20% 10% 0% NGO 企業 政府 メディアA7-A10. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. On a 9-point scalewhere one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much do you trust [INSERT] todo what is right? (Top 4 Box) Informed Publics ages 25-64 in 23 countries, Asia Pacific and Japan. 4
    • 日本での企業の信頼度はわずか53% 企業の信頼度(2010 – 2011) 2010 2011 100% +16 信頼している 中立的 信頼していない 90% 80% 80% +2 -8 70% 70% 67% 67% 64% 63% 62% 61% 61% 58% 57% 53% 60% 54% 56% 54% 54% 50% 46% 47% 45% 46% 40% 30% 20% 10% 0%A9. [Business in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what isright. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREAT DEAL, how much doyou trust [INSERT] to do what is right? (Top 4 Box, Trust) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 5
    • 日本での政府の信頼度は約50% 政府の信頼度 (2010 – 2011) 2010 2011 100% +14 信頼している 中立的 信頼していない 88% 90% +5 84% 80% 74% 77% +5 -6 70% 64% 62% 62% +11 59% 60% 52% 52% 51% 50% 50% 50% 47% 46% 42% 43% 44% 40% 41% 40% 30% 20% 10% 0%A7. [Government in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institutionto do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREATDEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 6
    • 日本におけるNGOの信頼度上昇 NGOの信頼度 回答者年齢 35-64歳 米国 英国/フランス/ドイツ 日本 中国 70% 65% 60% 55% 55% 54% 53% 53% 50% 48% 45% 40% 42% 36% 35% 31% 30% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011A10. [Non-governmental organizations TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST thatinstitution to do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEMA GREAT DEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 35-64 in US, UK/FR/GER, Japan and China 7
    • 日本におけるメディアの信頼度上昇 メディアの信頼度(2010 – 2011) 2010 2011 信頼している 中立的 信頼していない +11 100% +17 90% 86% +7 80% 80% 75% +4 70% 63% 63% +12 61% 60% - 11 59% 58% 54% 53% 49% 49% 50% 48% 50% 45% 38% 36% 40% 32% 30% 30% 27% 20% 10% 0%A8. [Media in general TRACKING] I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institutionto do what is right. On a 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine means that you ―TRUST THEM A GREATDEAL, how much do you trust [INSERT] to do what is right? (Top 4 Box) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 8
    • APAC地域で最も信頼されているのは日本の企業 最も信頼する企業の国籍は(全世界) 2010 2011 信頼している 信頼していない 100% 90% +3 80% 75% 76% 76% 75% 76% 73% 71% 73% 69% 69% 69% 69% 68% 64% 65% 70% 61% 63% +3 +4 60% +5 +5 50% 50% 50% 44% 42% 40% 39% 39% 40% 36% 34% 35% 30% 30% 20% 10% N/A N/A 0%A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST global companiesheadquartered in the following countries to do what is right. Use the same 9-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine meansthat you ―TRUST THEM A GREAT DEAL‖. (Top 4 box) Informed Publics ages 25-64 in 20 countries (excludes Singapore, UAE and Argentina) 9
    • 日本の企業の信頼度、中国で上昇するも米国では低下 日本国籍企業の信頼度 + 15 + 16100% 95% 92% + 19 90% 86% 86% -9 -9 - 21 - 14 84% + 11 + 16 81% 81% - 12 + 18 - 15 80% 77% - 15 - 10 69% 70% 69% 69% 68% 68% 70% 65% 65% 63% 62% 61% 60% 58% 57% 57% 60% 56% 50% 40% 30% 20% 10% 0%A13-29. [Japan TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUSTglobal companies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you "DO NOT TRUSTTHEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL―. (Top 4 Box, Trust) Informed publics ages 25-64 in 20 countries (excludesSingapore, UAE and Argentina) 10
    • 親しさが企業の信頼度のカギ? 国籍別企業の信頼度(日本)100% 信頼している 信頼していない 90% 81% 80% 70% 62% 58% 60% 56% 56% 55% 50% 48% 50% 46% 44% 41% 41% 40% 39% 40% 37% 36% 30% 30% 20% 10% 0%A13-29. [TRACKING] Now I would like to focus on global companies headquartered in specific countries. Please tell me how much you TRUST globalcompanies headquartered in the following countries to do what is right. Use the same 9-point scale where one means that you "DO NOT TRUST THEMAT ALL" and nine means that you "TRUST THEM A GREAT DEAL―. (Top 4 Box, Trust) Informed publics ages 25-64 in Japan 11
    • 日本で最も信頼されているのは テクノロジー、通信、エネルギー業界 APAC 各業界の信頼度 テクノロジー 81% 87% 78% #1 自動車 69% 77% 72% 通信 68% 78% 75% #2 食品 66% 66% 66% バイオテクノロジー 65% 67% 73% 小売り 65% 71% 56% エンターテイメント 63% 67% 57% 製薬 63% 72% 60% エネルギー 62% 68% 75% #2 消費財 59% 59% 60% 市販薬・ヘルスケア 57% 61% 63% 酒造 57% 54% 61% メディア 54% 64% 54% 保険 52% 65% 55% 銀行 51% 75% 71% 金融サービス 50% 66% 55% Significant at 95% confidence level compared to globalA30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses in each of thefollowing industries to do what is right. Again, please use a nine-point scale where one means that you ―DO NOT TRUST THEM AT ALL‖ and nine meansthat you ―TRUST THEM A GREAT DEAL.‖ (Top 4 Box) Informed publics ages 25-64 in 23 countries, APAC and Japan. 12
    • 4機関に対する信頼度の平均値が 日本では6%上昇したが、順位は低下した 2009 2011 中国 61 ブラジル 80 ブラジル 58 インドネシア 74 インド 58 中国 73 インドネシア 58 シンガポール 67 全世界 49 インド 56 日本 49 全世界 55 豪州 47 韓国 53 韓国 45 豪州 51 英国 42 日本 51 ドイツ 42 フランス 50 フランス 41 ドイツ 44 米国 36 米国 42 シンガポール N/A 英国 40Composite score is an average of a country’s trust in all four institutionsAges 25-64 (Global excludes Singapore, UAE and Argentina) 13
    • ビジネスと社会共有価値に向けて
    • 日本は「企業の社会的責任とは利潤を増大させることにある」 (ミルトン・フリードマン提唱)に最も賛同する国の一つ ミルトン・フリードマン: 「企業の社会的責任とは利潤を増大させることにある」 賛同率(%) 100% 90% 84% 80% 72% 70% 70% 70% 64% 60% 60% 57% 57% 56% 55% 52% 50% 49% 48% 50% 44% 44% 43% 43% 39% 37% 40% 35% 33% 30% 30% 20% 10% 0%G124. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree with the following quotefrom Milton Friedman: ―The social responsibility of business is to increase its profits‖? (Net: Strongly agree + somewhat agree) Informed Publics ages 25-64in 23 countries 15
    • しかし、株主価値を生む事と社会的利益とは 共通であるべきと10人に6人は信じている 例え株主価値に犠牲を強いる場合でも、 株主価値を生む事と社会的利益とは共通であるべきだ 100% 91% 89% 89% 89% 90% 85% 85% 85% 82% 81% 81% 80% 79% 78% 78% 80% 74% 73% 72% 71% 71% 70% 67% 63% 62% 60% 55% 50% 40% 30% 20% 10% 0%G120. Which of the following two positions comes closest to your view? A corporation should focus only on creating shareholder value, even if the way inwhich they create shareholder value conflicts with societal interests OR corporations need to create shareholder value in a way that aligns with society’sinterests, even if that means sacrificing shareholder value. Informed Publics ages 25-64 in 23 countries 16
    • 企業が正しく行動するように 政府が介入すべきだと考える日本人は少ない 企業が正しく行動するように政府が介入すべきだ 100% 90% 82% 82% 80% 74% 73% 70% 69% 70% 67% 66% 63% 63% 62% 61% 61% 58% 57% 56% 60% 53% 53% 50% 49% 48% 50% 44% 42% 40% 30% 20% 10% 0%G123. And which of the following statements is closest to your view? I trust corporations to act on their own to behave in a responsible mannerOR I think government needs to regulate corporations’ activities to ensure that they are behaving in a responsible manner. Informed Publicsages 25-64 in 23 countries 17
    • 企業は複数のステークホルダーの利益を 考慮する事が求められている CEOの下す経営判断における各ステークホルダーの重要度(日本) 100% 90% 80% 78% 78% 75% 72% 70% 70% 59% 60% 50% 40% 30% 20% 10% 0% 顧客 社員 地域コミュニティ 社会 投資家 政府E112-117. [TRACKING] Now I would like to read you a list of business stakeholders. When a CEO makes business decisions for his or her company,please tell me how important you believe the interests of each of the following stakeholders should be to that CEO’s business decisions using a scale of 1 to9 where 1 means that stakeholder’s interests should not be important at all to the CEO’s business decisions and 9 means that stakeholder’s interestsshould be extremely important to the CEO’s business decisions. Let’s start with [INSERT FIRST]. How important should [INSERT FIRST]’s interests be toCEO’s decisions? (Top 4 Box, Important) Informed Publics ages 25-64 in Japan 18
    • 日本では品質、信用度、社員の待遇が最重要視され、 他はあまり考慮されない 重要視される項目 APAC 質の高い商品やサービスを提供している 94% 93% 86% #1 透明性があり誠実なビジネスを行っている 92% 90% 74% 企業の信用度 92% 89% 82% #2 社員にやさしい企業 92% 91% 82% #2 商品に対して公正かつ競争力のある価格設定をしている 90% 91% 77% 企業情報を頻繁かつ誠実に伝えている 89% 90% 76% 優良な企業市民である 88% 88% 75% 新商品、サービスやアイデアの提供者である 87% 85% 78% 投資家に安定した利益を還元している 79% 84% 69% トップリーダーとして良い評価が広く認知されている 78% 73% 62% Significant at 95% confidence levelB72-81. [TRACKING] How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one compared to globalmeans that factor is ―not at all important‖ and nine means it is ―extremely important‖ to overall reputation. The first one is [INSERT FIRST]. How importantis this factor to overall reputation on a 9-point scale where one means ―not at all important‖ and nine means ―extremely important‖? (Top 4 Box, Important)Informed Publics ages 25-64 in 23 countries, Asia Pacific and Japan 19
    • CEOの信頼度復活
    • スポークスパーソンの信頼度が全般的に上昇 信頼できるスポークスパーソン(日本) 2010 2011 100% 90% +14 80% +34 +34 69% 70% 70% 67% 65% 63% 59% +16 60% +10 53% 50% 48% 43% 40% 39% 40% 32% 29% 29% 30% 25% 20% 10% N/A 0% 学者/専門家 CEO 企業内技術者 役人 一般社員 NGO代表 金融/業界 私のような人 アナリストD104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information abouta company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Japan. 21
    • CEOの信頼度が世界的に上昇、日本も同じ傾向 信頼できるスポークスパーソンとしてのCEO (APAC) 100% +20 2010 2011 90% +7 78% +14 +13 80% +10 70% 67% 66% +11 63% 58% 58% 58% 60% 51% 53% 53% 50% 50% 50% 50% 49% 50% 45% 40% 38% 40% 34% 31% 30% 20% 10% 0%D104-111. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information abouta company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all?(Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 (Global excludes Singapore, UAE and Argentina) 22
    • CEOの信頼度倍増、2008年比 CEOの信頼度(日本) 80% 70% 67% 60% 53% 51% 50% 40% 34% 30% 20% 10% 0% 2008 2009 2010 2011D104-111. [CEO of a company TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heardinformation about a company from that person, how credible would the information be—extremely credible, very credible, somewhat credible, or notcredible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Japan 23
    • 危機的状況下では複数者によるスポークスパーソンが 求められるが、CEOはその先頭に立つべきである 日本 企業危機の渦中において 製品リコール時にふさわしい 地域コミュニティが被害を被った時に 信用されるスポークスパーソン スポークスパーソン ふさわしいスポークスパーソン 60% 60% 60% 60% 51% 50% 50% 50% 46% 40% 40% 40% 30% 30% 30% 20% 20% 18% 20% 14% 11% 12% 13% 10% 9% 10% 10% 10% 10% 6% 6% 10% 7% 4% 4% 6% 0% 0% 0%D100. Now I am going to read you a list of people. When a company experiences a crisis, please tell me which one of the following people you trust the most to deliver honest information aboutthat crisis. Informed Publics ages 25-64 in Japan.D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from about that recall? Informed Publics ages 25-64in Japan.D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person do you want to hear information from aboutthat damage? Informed Publics ages 25-64 in Japan. 24
    • 製品リコール発生時、日本ではCEOからの説明が求められる 製品リコールの渦中に説明をしてほしい人 米国 APAC 日本 60% 60% 60% 60% 50% 50% 50% 42% 40% 40% 40% 35% 33% 30% 30% 26% 30% 20% 18% 20% 20% 13% 12% 10% 10% 9% 10% 7% 10% 6% 10% 5% 4% 4% 2% 3% 0% 0% 0%D101. Keeping the same list of people in mind, when a company issues a product recall, which one person do you want to hear information from aboutthat recall? Informed Publics ages 25-64 in U.S., APAC and Japan 25
    • 地域コミュニティーが被害を被った時 日本ではCEOからの説明が求められる 地域コミュニティーが被害を被った時、説明をしてほしい人 米国 APAC 日本 50% 47% 50% 50% 46% 40% 40% 40% 34% 30% 30% 30% 24% 22% 20% 20% 20% 18% 15% 13% 13% 10% 10% 10% 10% 10% 7% 10% 10% 7% 6% 6% 2% 0% 0% 0%D102. Keeping the same list of people in mind, when a company’s actions have damaged the local community where it operates, which one person doyou want to hear information from about that damage? Informed Publics ages 25-64 in U.S., APAC and Japan 26
    • 企業に関する情報源として 日本ではテレビと新聞の信頼度が高い 信頼度の高い情報源 – テレビや新聞は”大いに信頼されている” APAC テレビ 41% 44% #1 従来のメディア 新聞 40% 36% #2 ラジオ 28% 29% 一般誌やビジネス誌 23% 22% オンライン オンライン検索エンジン 25% 20% ソース マルチ ニュース/RSSフィード 18% 18% YouTubeなどのコンテンツ共有サイト(SNS) 10% 10% メディア ソーシャル ソーシャルネットワーキングサイト 10% 12% ブログ 8% 9% Twitterなどのマイクロブログサイト 7% 10% コーポレート プレスリリースなどの企業広報 24% 24% 企業/製品広告 11% 19% Significant at 95% confidence levelH125-136. Now I’m going to read you a list of places where you might get information about a company. For each, please tell me if you trust it – a great deal,somewhat, not too much, or not at all as a source of information about a company? (Trust A Great Deal) Informed Publics ages 25-64 in APAC and Japan. 27
    • 日本では、企業に関する情報を得る際の 第1情報源は放送番組やオンラインニュース 企業のニュースや情報を得るために使用するメディア(日本) 第1情報源 第2情報源放送番組 (ラジオ/テレビ) 26% オンラインニュース 34% 企業危機について調べる際も、 同じメディアを参考にしますか? オンラインニュース 25% 紙媒体(新聞/雑誌) 19%オンライン検索エンジン 18% 放送番組 (ラジオ/テレビ) 19% No, 5% 紙媒体(新聞/雑誌) 18% ソーシャルメディア 9% 友人や家族 8% オンライン検索エンジン 8% Yes, 94% ソーシャルメディア 4% 企業HP 6% 企業HP 2% 友人や家族 4% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%(NETS) I139. There are a number of sources one could use to find general news or information about a company. When looking for general news or information about a company, which one typeof information source would you generally consult first? I140. And after [INSERT I139 RESPONSE], which one type of information source would you generally consult second when looking forgeneral news or information about a company? II141. Now, thinking about a business crisis, are [INSERT I139 AND I140 RESPONSE] the same types of sources you consult first for informationabout a business crisis? Informed Publics ages 25-64 in Japan 28
    • ブランド力の強いメディアがトップに 多くが企業に関する情報を得るためにメディアを活用 (unaided) 日本 アメリカ イギリス 中国 情報源 情報源 情報源 情報源 1. Yahoo! 21% 1. Google 31% 1. Google 47% 1. CCTV 30% 2. Google 20% 2. The Wall Street Journal 24% 2. BBC 46% 2. Baidu(百度) 18% 3. 日本経済新聞 13% 3. The New York Times 16% 3. The Financial Times 16% 3. Sina(新浪) 11% 4. 朝日新聞 13% 4. CNN 16% 4. The Times 13% 4. Sohu(搜狐) 10% 5. NHK 12% 5. FOX News 14% 5. The Guardian 11% 5. `163.COM 8% 6. 東京テレビ 4% 6. Yahoo! 10% 6. The Economist 7% 6. Google 7% 7. 読売新聞 2% 7. National Public Radio 7% 7. The Telegraph 7% 7. Phoenix Television 5% 8. テレビ朝日 2% 8. The Economist 7% 8. Sky News 6% 8. Xinhua(新华网) 4% 9. Twitter 2% 9. Bloomberg 7% 9. Yahoo! 5% 9. The Wall Street Journal 1% 10. マイクロソフト 1% 10. MSNBC 6% 10. The Independent 4% 10. China Securities Journal 1%I143. Please tell me the names of the specific sources you rely on most for information about companies. (Open Ended Response) Informed Publics ages 25-64in the U.S., the U.K., China and Japan 29
    • 日本では、複数の情報源からの情報発信が求められている 情報を信用するには、3~5回の再確認が必要 日本 6-9回, 3% 10回以上, 1% 1回, 4% 4-5回, 17% 2回, 28% 3-5 回が60% 3回, 43%H137. Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to beexposed to something about a specific company to believe that the information is likely to be true? Please give me a number.Informed publics ages 25-64 in Japan. 30
    • 信頼度を高めるメリット
    • 高い信頼度は企業の評判を守る 日本 企業が信頼されていないとき 企業が信頼されているとき 61% は1-2回聞くことで ネガティブな情報 を信じる 60%は 1-2回聞くことで ポジティブな 情報を信じる 30% は1-2回聞くことで 39% ポジティブな 情報を信じる は1-2回聞くことで ネガティブな 情報を信じる-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Japan.-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) aboutthat company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Japan. 32
    • 個人の行動を通じて、信頼度を高めるメリットが具現化される 過去12ヶ月間にとられた行動 (日本) 信頼していない企業に対して _+ 信頼している企業に対して 83% 88% 商品やサービスの購入を拒否した 商品やサービスを購入した 74% 87% 友人や同僚にネガティブな話をした 友人や同僚に勧めた 59% 商品やサービスにより多くの対価を支払った 52% 56% オンラインでネガティブな意見を述べた オンラインでポジティブな意見を述べた 41% 46% 株を売った 株を買ったF118. [TRACKING] Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Pleaseanswer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in Japan.F119. [TRACKING] Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust?Please answer yes or no to each action. (Percent ―Yes‖) Informed Publics ages 25-64 in Japan. 33
    • まとめ同水準の信頼が寄せられている日本の4機関(NGO/企業/政府/メディア)は、互いに協力すべき権威や透明性への要求により、企業のリーダーに対する期待は新たにされたメディア業界図の変遷により、複数の声やチャネルを通じた情報発信が求められるようになった高い信頼度は防御作用を持つ 34
    • 「信頼」の変遷 古いフレームワーク 新しい構造 情報のコントロール 一方的な情報発信ブランドの保護 WHAT 利益最重視 目的の伴った利益 35