消费者行为学第二章分析解析优秀PPT.ppt

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1、其次章 影响消费者行为因素相关理论概述Chapter 2:The general theoretic descriptions of the Influencing Factors on Consumer Behaviors2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior1学习要点Key studying points了解影响因素论的架构The framework of influencing factor theory 影响消费者行为因素The list of influenced factors on consumer beh

2、avior几个基本的消费者行为说明模型Several basic explanation models of consumer behaviors2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior22.1影响消费者行为的因素The influence factors on consumer behaviors两因素论:内部有因素和外部因素The framework of The Influence Factor Theory:Two-Factor Theory:internal factors and external factor

3、s.2.1.2 三因素论：内部因素、环境因素和营销因素Three-Factor theory:internal factors,environmental factors,and marketing factors.(see next page)2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior32022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior4图2-1 消费者行为的三大影响因素Four-Layer Theory:culture,society,individual,a

4、nd psychology四层面论：2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior5消费者文化因素文化亚文化社会阶层参照群体家庭角色地位个人因素特性和自我概念年龄和生命周期阶段职业经济环境生活方式激励知觉学习信念和看法社会因素心理因素图2-2 2.1.2影响因素The influence factor list1)外部环境影响因素(四方面的因素）The external environmental factors to influence consumers behaviors 因素1：文化和亚文化因素文化和亚文化因素（价值观、

5、传统、宗教、民族等）Factor 1：cultural factors and sub-cultural factors（values，traditions，religions，ethnics）因素2：社会消费基础结构社会消费基础结构（政策、消费基础设施、技术等）Factor 2：social consumption basic structure（policy，consumption infrastructure,technology）2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior6 因素3：家庭家庭(结构、寿命周期、决策模式

6、）Factor 3：family（structure，life-circle，decision making model）因素4：参照群体参照群体（资格、接触类型和吸引力）Factor 4:Reference groups （qualification,contact types,attractiveness)因素5：社会阶层社会阶层Factor 5:Social class(age,status,income,occupation,education)2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior72）消费者内部因素（四方面的

7、因素）Consumer internal factors：因素6：知觉、心情、动机、看法、学习（心理）Factor 6:perception,affection,motivation,attitude,learning 因素7：特性和自我概念 （心理特征）Factor 7:Personality and self-concept 因素8：世代和生活方式 Factor 8:Generation and life-style 2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior83)营销因素 Marketing factors因素9：营销

8、沟通:广告、促销、公关关系、消费者教化等。Factor 9:Marketing communication(advertising,promotion,public relation,consumer education)因素10：营销要素：品牌、质量、服务、情景因素。Factor 10:Marketing elements(brand,quality,services,situation)2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior9对上述因素的补充说明：外部因素的构成Components of the External E

9、nvironment人口统计特征因素 Demographic经济因素 Economic自然因素Natural技术因素Technological政治因素Political文化因素 Cultural2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior10 Demographic factors 人口统计特征因素人口统计特征理论，从年龄、性别、收入、教化、民族和地理因素的基础上，探讨不同人口统计学群体的人口变更和亚文化价值观。Demographics is.the study of population changes and subcul

10、tural values of various demographic groups based on such factors as age,sex,income,education,ethnicity,and geography.2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior11人口统计学变量的指标例子（微观视角）：年龄、性别、收入、民族、国籍、住户规模、婚姻状况、宗教、教化、职业等。Examples of demographic variables(from micro-view):age,sex,income,ethni

11、city,nationality,household size,marital status,religion,education,occupation.2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior12 从宏观角度：From the macro-viewpoints:人口总数The total number of population人口密度和分布The density and distribution of population 2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer

12、Behavior13经济环境因素The Economic Environment Factors经济因素包括一系列影响企业经济因素包括一系列影响企业/消费者的资消费者的资金来源、自然资源和人力资源因素。金来源、自然资源和人力资源因素。Economic factors areA set of factors involving monetary,natural,and human resources that influence firms/consumers.2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior14从宏观观角度Macr

13、oeconomic factors：国家经济政策 National economic Policies 政府宏观政策调控措施 Governments macro-adjustment measures 国内经济发展水平 The status of the domestic economy development 市场总体供求 The total demand and supply of market2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior15微观因素（与企业相关）Microeconomic factors(related

14、to firms)Product design 产品设计 Product processing 产品加工Advertising 广告Sales promotion 营业推广Product quality 产品质量Styles 款式Prices 价格Trade marks 商标Packages 包装2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior16自然环境因素The Natural environment influencers自然环境因素包括有效的原材料类型、污染、消费者对患致命疾病的恐惊、全球沙漠化区域扩大问题、不同的气候现象

15、、例如飓风、干旱等。The Natural Environment.includes the types of raw materials available,pollution,consumer fear of contracting deadly diseases,the expansion of desert regions around the globe,and various weather phenomena,such as hurricanes or drought2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior1

16、7地理因素地理因素Geographical region位置Location城乡City and countryside气候气候Climate地理区域Geographical region温室效应Greenhouse Effect自然资源的开发和利用Natural resources development and utility物理环境物理环境Physical environment2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior18Political and legislative factors 政治与法律因素Politic

17、al and legislative environment refer to the political regime,social system,power handover,stability of a country,and well as the factors related to laws and regulations issuance.政治与法律因素涉及政治体制、社会体系、权力移交、国家的稳定性，以及相关的法律与规则的发布等因素。2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior19科技因素Scientific a

18、nd Technologic factors技术环境The Technological Environment旨在预料技术环境将发生的变和这些变更将如何影响消费者的生活方式和消费模式。Goal is to anticipate what changes in the technological environment will occur and how these will influence the lifestyle and consumption patterns of consumers.2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer

19、Behavior20科学技术的快速发展，给消费者行为带来巨大的影响，包括：The rapidly developed science and technologies that are bringing huge influences on consumers behaviors.：新的生活方式的出现New life styles新产品New products新概念和更快的变更New concepts and Changing faster 由于消费者有太多的选择，作出购买决策将更加困难More difficult to make buying decisions because consum

20、ers have too many choices。2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior21社会群体因素社会群体因素Social group environmental factorsFamily 家庭家庭Social classes 社会阶层社会阶层Social organizations 社会组织社会组织Reference groups 相关群体相关群体2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior22几个基本重要概念:The basic and i

21、mportant concepts文化文化：文化是一组从社会中获得的行为模式，它通过语言和其他方式象征性的传递给特定的社会成员。文化的基本要素是价值观、行为规范和图腾象征。Culture:culture is a set of behavior models which is obtained from a society.Culture is delivered to certain social members through language and other symbolic forms（John C.Mowen,2003).The basic elements of Culture

22、 are values,behaviors norms and totem symbols.2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior232022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior242022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior25社会消费基础结构Social consumption infrastructure它包括硬结构（消费基础设施）和软结构（消费政策），为社会消费供应平台和可能，也

23、反映国家或地区的消费水准It includes hard infrastructure(consumption infrastructure)and soft infrastructure(consumption policies)which provide a platform and possibilities for social consumption.It also reflects the consumption standards of a country or a region.。2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer B

24、ehavior26参照群体Reference group:参照群体是指该群体的看法和价值观被个体作为当前行为的基础。因此，参照群体是个体在某种特定状况下，作为行为向导而运用的群体。It refers a group whose belief and values are considered as current base of individuals behaviors.Reference group is the behavior guide group of a individual in certain situation.2022/11/3Ma Guo,CEBA,Teaching N

25、otes of Consumer Behavior27Social class:社会阶层Social class refers the classes that have different social status,wealth,education level,property,and values in a certain society,and it has a relatively stable character.(Mowen,2003).社会阶层是指社会中地位、财宝、教化水平、财产和价值观上互不相同、相对比较稳定的阶层。2022/11/3Ma Guo,CEBA,Teaching

26、Notes of Consumer Behavior282.2消费者行为总体说明模型General models of consumer behavior1)Consumer behavior total model(Hokinson,2003)(CTM)该模型从4个方面说明消费者行为：即外部影响、内部影响、自我概念与生活方式、决策过程。The model uses four aspects to explain consumer behavior:external influences,internal influences,self-concept and life-style,decis

27、ion-making process.2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior292022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior30图图2-3 消费者行为总体说明模型消费者行为总体说明模型体验与产品的获得体验与产品的获得体验与产品的获得体验与产品的获得阿塞尔的消费者行为反馈模型：Assael Model:Consumer Feedback2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior31消费者

28、反馈：消费者反馈：购后评价购后评价消费者个体消费者个体环境影响环境影响消费者决策消费者决策消费者反应消费者反应环境反馈：环境反馈：营销策略开发营销策略开发图 2-4 阿塞尔模型所罗门的消费者行为轮盘模型Solomon Model:Wheel of consumer behavior2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior32市场中市场中市场中市场中的人们的人们的人们的人们作为个作为个作为个作为个体的体的体的体的消费者消费者消费者消费者作为决策者的作为决策者的作为决策者的作为决策者的消费者消费者消费者消费者消费者消费者消费者

29、消费者文化与文化与文化与文化与消费者消费者消费者消费者与亚文化与亚文化与亚文化与亚文化图2-5 所罗门模型Philip Kotler:Model of Consumer behavior black box 消费者行为黑箱模型2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior33营销刺激营销刺激其它刺激其它刺激产品产品 经济经济价格价格 科技科技渠道渠道 政治政治促销促销 文化文化购买者购买者特征特征购买者购买者决策过程决策过程文化文化社会社会个人个人心理心理问题认知问题认知咨迅搜集咨迅搜集方案评估方案评估购买决策购买决策购后行为购

30、后行为购买者选择购买者选择产品选择产品选择品牌选择品牌选择经销商选择经销商选择购买选择购买选择购买数量购买数量图图2-6 购买行为模型购买行为模型刺激刺激 黑箱黑箱 反应反应消费者决策过程模型Model of consumer decision-making process5-stage model 2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior34相识问题相识问题搜寻信息搜寻信息评价备选方案评价备选方案选择与决策选择与决策购后评价购后评价图图2-7 五阶段模型五阶段模型布莱克韦尔的拓展模型（7阶段）2022/11/3Ma Gu

31、o,CEBA,Teaching Notes of Consumer Behavior35需求确认需求确认搜寻资料搜寻资料购买前评估购买前评估 购买购买 运用运用用后评价用后评价 处置处置 2.2.4 消费者信息处理模型Model of consumer information processing(CIP)7-stage model:2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior36不知晓不知晓知晓知晓 驾驭学问驾驭学问宠爱宠爱 偏好偏好确信确信 购买购买图图2-8 消费者信息处理模型消费者信息处理模型Questions1。试以某一消费者行为举例，具体说明影响消费者行为的三大因素中的每一种因素：例如,购买衣服 或电脑2.请你谈谈理解消费者行为的难点。2022/11/3Ma Guo,CEBA,Teaching Notes of Consumer Behavior37外部因素内部因素营销因素