A new IT governance model will be proposed, based on the conventional model and the knowledge obtained from this research on the consistency of business strategy and IT strategy, which are connected with the uniqueness of the organizational structure of Japanese companies. Empirical research will be conducted using data from questionnaire surveys conducted throughout Japan.

　Data on consumer purchasing factors are analyzed and are contributed to academic research and improvement of the market analysis ability of companies. Specifically, contact data with basic media such as watching TV programs, browsing websites, reading magazines and newspapers, product recognition rate, store contact rate, purchasing rate, multiple purchasing rate (repeat purchasing rate), etc. By using data on purchase intentions and actual purchases, I analyze how consumers came to purchase from the perspective of data science.