no126-132

[132] Change of shopping street of central area in local city during the period when smartphones are popular

- Transformation of the shopping street of Sakurayama by comparison of stores in 2009 and 2020 -

○Yuya Narukawa¹, Satoshi Miyake², Keisuke Tamiya³ (1. Iwate University, Division of Regional Innovation and Management,Graduate School of Arts and Sciences, 2. Iwate University, 3. Uchida Esco co., ltd.)

Keywords:shopping street, advertisement, online, SNS, transformation, smartphone

This study focuses on clarifying the situation of adjustment for employing online advertisements among shops in the shopping district in a Japanese local city. Data was collected via the questionnaire answered by store managers. The results show four points, which are: 1.The number of young and new manager decreased in this decade, 2. The importance of location increased, 3. SNS was not employed among elder and long-time-running managers, 4. Online advertisements were useful in getting customers from various generation. Those results imply the possibility that the shopping district in a Japanese local city will more easily adjust to present information-oriented society thanks to young generations who are familiar with online advertisements.