ESTIMATION OF SOCIAL CAPITAL BASED ON USER BEHAVIOR INFORMATION ON REGIONAL ELECTRONIC COUPON

The relationship between the usage information of electronic coupons at regional food and beverage events and the index of the state of accumulation of the social capital of users is clarified. In order to vitalize the local economy, "Machi-Bars" – street bar events are designed to invite local residents and commuters to visit multiple shops, to discover new shops that they do not usually visit, and to attract potential customers. From the analysis of the usage data of such events, it is found that the index indicating the degree of accumulation of social capital advocated by the OECD is related to the purchase and the usage of the coupon tickets. By using this knowledge, the amount of the social capital can be estimated without high costly questionnaires.