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Snapshot of Consumer Behaviors of July 2022-EOLiSurvey (JP).pdf

2022年7月消費者レポート 1. インフレ影響下における消費者行動調查 2. ショートムービー・ライブ配信の視聴行為に関する調査 3. 消費者行動フォローアップ調査 • 新たな消費者行動に関する調查 • 消費者間で自発的にシェアされた話題

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7月消費者レポート
2022年
2022年8月9日公開
東方線上消費者研究グループ
東方線上股份有限公司,台北市大安区信義路四段306号7階
1. インフレ影響下における消費者行動調查
2. ショートムービー・ライブ配信の視聴行為に関する調査
3. 消費者行動フォローアップ調査
• 新たな消費者行動に関する調查
• 消費者間で自発的にシェアされた話題
9/14 (水) 政大商学部信義書院 x 東方線上消費者研究グループ主催
2022消費者サステナビリティ指標発表会
本レポートの內容
2
1. インフレ影響下における消費者行動調查
2. ショートムービー・ライブ配信の視聴行為に関する調査
3. 消費者行動フォローアップ調查
• 新たな消費者行動に関する調查
• 消費者間で自発的にシェアされた話題
東方線上消費者研究グループ每月自主調查,N=1,000,20-59歲;研究執行:東方快線インターネット会員オンライン調查(2022年7月) © 東方線上股份有限公司
インフレ影響下における
消費者行動調查
PART 1
東方線上消費者研究グループ /マーケティング部
東方線上股份有限公司,台北市大安区信義路四段306号7階
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2019 2020 2021 2022
消費欲望 主動討論購物優惠 (%)
• 直近4ヶ月の消費欲求は下降:東方線上2022年E-ICPトレンド研究会データより、消費者は2021年下半期から物価の上昇を
感じていることがわかる。加えて金融機関の政策調整やロシア・ウクライナ戦争等より、消費者の購買意欲は2022年4~7月
の4ヶ月間連続して減少している。
• 消費者は自発的に買い物・キャンペーンについてシェアしている:消費欲求は2020年コロナ感染流行初期よりも低くなって
いるが、自発的に買い物・キャンペーンについてシェアしている消費者の割合は横ばいである。物価の上昇による影響
を 受 け な が ら も 、 買 い 物 に 関 す る お 得 な 情 報 も 同 時 に 気 に し て い る と 理 解 す る こ と が で き る 。
消費者は買い物をしたいだけでなく、物価上昇への対策も考えている。
4
1. 消費欲求は4ヶ月連続で下降, お得な情報には注目
東方線上消費者研究グループ每月自主調查,N=1,000,20-59歲;研究執行:東方快線インターネット会員オンライン調查(2022年7月) © 東方線上股份有限公司
消費欲求 自発的に買い物・キャンペーンについて話し合った割合(%)
• 消費者は普段の外食行為を調整:食事に関する費用項目のうち、普段の外食行動の変化が最も大きく、7割を超え
た消費者が変化したと回答している;友人との食事会も影響を受けている項目のうちの一つである。
• 個人の清潔用品、衛生用品等の変化は小さい:多くの消費者の基本的な支出項目のうち、日常で使用している
清潔用品・衛生用品の購入回数・購入数・購入ブランド・商品形態などはあまり変わっていない。
5
2. 74%の消費者がインフレにより外食行為が変化
60%
74%
55%
70%
57%
50% 42% 46%
66%
50%
62%
普
段
の
自
炊
(
食
材
)
普
段
の
外
食
フ
ー
ド
デ
リ
バ
リ
ー
サ
ー
ビ
ス
を
使
用
友
人
と
の
食
事
会
友
人
ら
と
の
小
さ
な
食
事
会
/
誕
生
日
会
ア
ル
コ
ー
ル
類
衛
生
用
品
(
ト
イ
レ
ッ
ト
ペ
ー
パ
ー
、
ナ
プ
キ
ン
等
)
個
人
の
清
潔
用
品
(
身
体
/
頭
/
顔
)
お
出
か
け
用
の
服
フ
ォ
ー
マ
ル
/
ビ
ジ
ネ
ス
用
の
服
旅
行
インフレ・物価上昇により購買行動が変化した項目(%)
Q. 【過去1ヶ月】物価の上昇により以下のどの項目の使用や購入を調整しましたか?(購入回数が減った、購入量が減った、ブランド・店舗・商品形態を変えた、何も変えていない)
東方線上消費者研究グループ每月自主調查,N=1,000,20-59歲;研究執行:東方快線インターネット会員オンライン調查(2022年7月) © 東方線上股份有限公司
• 消費者は友人との食事会、外食、旅行の回数を減らしている:消費者は物価上昇に伴い、購入頻度が減少している。そのうち
自分自身で調整が可能な食事方法(外食、食事会)を減らしている消費者が最も多かった。また、お出かけ用の服の購入を減ら
している割合はフィーマル用の服よりも多かった;また旅行も減らしていると回答した消費者も比較的多かった。
• ブランド・メーカーは市場の変動に注意するべき:データからも分かるように、消費者は購入頻度や購入数を減らしている
だけでなく、約1割の消費者は今まで使用していた衛生用品及び個人の清潔用品のメーカーや商品形態を変更しており、
他の項目よりも高くなっている。
6
友人との食事会、外食、旅行 がトップ3に
3. 消費者がインフレのため購入回数を減らした項目
9% 6% 7% 5% 5%
11% 12%
6% 5% 5%
普
段
の
外
食
フ
ー
ド
デ
リ
バ
リ
ー
サ
ー
ビ
ス
友
人
ら
と
の
食
事
会
友
人
ら
と
の
小
さ
な
食
事
会
/
誕
生
日
会
ア
ル
コ
ー
ル
類
衛
生
用
品
(
ト
イ
レ
ッ
ト
ペ
ー
パ
ー
、
ナ
プ
キ
ン
等
)
個
人
清
潔
用
品
(
身
体
/
頭
/
顔
)
お
出
か
け
用
の
服
フ
ォ
ー
マ
ル
/
ビ
ジ
ネ
ス
の
服
旅
行
インフレの影響でブランド/店舗を変更した項目 (%)
18%
35%
27%
39%
27%
21%
12% 13%
31%
22%
32%
普
段
の
自
炊
(
食
材
)
普
段
の
外
食
フ
ー
ド
デ
リ
バ
リ
ー
サ
ー
ビ
ス
の
使
用
友
人
ら
と
の
食
事
会
友
人
ら
と
の
小
さ
な
食
事
会
/
誕
生
日
会
ア
ル
コ
ー
ル
類
衛
生
用
品
(
ト
イ
レ
ッ
ト
ペ
ー
パ
ー
、
ナ
プ
キ
ン
等
)
個
人
清
潔
用
品
(
身
体
/
頭
/
顔
)
お
出
か
け
用
の
服
フ
ォ
ー
マ
ル
/
ビ
ジ
ネ
ス
の
服
旅
行
インフレの影響で購入回数が減少した項目(%)
東方線上消費者研究グループ每月自主調查,N=1,000,20-59歲;研究執行:東方快線インターネット会員オンライン調查(2022年7月) © 東方線上股份有限公司
Q. 【過去1ヶ月】物価の上昇により以下のどの項目の使用や購入を調整しましたか?(購入回数が減った、購入量が減った、ブランド・店舗・商品形態を変えた、何も変えていない)
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