影響消費者行為因素相關(guān)理論概述

1、影響消費者行為因素相關(guān)理論概述學習要點Key studying points了解影響因素論的架構(gòu)The framework of influencing factor theory 影響消費者行為因素The list of influenced factors on consumer behavior幾個根本的消費者行為解釋模型Several basic explanation models of consumer behaviors2022/9/122.1影響消費者行為的因素The influence factors on consumer behaviors兩因素論: 內(nèi)部有因素和外部因素

2、The framework of The Influence Factor Theory:Two -Factor Theory : internal factors and external factors.2.1.2 三因素論：內(nèi)部因素、環(huán)境因素和營銷因素Three- Factor theory : internal factors, environmental factors, and marketing factors. (see next page)2022/9/132022/9/14消費者行為外部環(huán)境因素消費者內(nèi)部因素市場營銷因素圖2-1 消費者行為的三大影響因素Four- Laye

3、r Theory : culture, society, individual, and psychology四層面論：2022/9/15消費者文化因素文化亞文化社會階層參照群體家庭角色地位個人因素個性和自我概念年齡和生命周期階段職業(yè)經(jīng)濟環(huán)境生活方式鼓勵知覺學習信念和態(tài)度社會因素心理因素圖2-2 2.1.2影響因素The influence factor list1)外部環(huán)境影響因素 (四方面的因素The external environmental factors to influence consumers behaviors 因素1：文化和亞文化因素 價值觀、傳統(tǒng)、宗教、民族等Facto

4、r 1： cultural factors and sub-cultural factors values， traditions， religions， ethnics 因素2：社會消費根底結(jié)構(gòu) 政策、消費根底設(shè)施、技術(shù)等Factor 2： social consumption basic structure policy， consumption infrastructure, technology2022/9/16 因素3：家庭 ( 結(jié)構(gòu)、壽命周期、決策模式 Factor 3： family structure， life-circle， decision making model因素4

5、：參照群體 資格、接觸類型和吸引力 Factor 4: Reference groups qualification, contact types, attractiveness) 因素5：社會階層Factor 5: Social class (age, status, income, occupation, education) 2022/9/172消費者內(nèi)部因素 四方面的因素Consumer internal factors：因素6：知覺、情緒、動機、態(tài)度、學習 心理Factor 6: perception, affection, motivation, attitude, learnin

6、g 因素7：個性和自我概念 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 2022/9/183)營銷因素 Marketing factors因素9：營銷溝通: 廣告、促銷、公關(guān)關(guān)系、消費者教育等。 Factor 9: Marketing communication (advertising, promotion, public relation, consumer education)因素10：營銷要素：品牌、質(zhì)量、效勞、情景因素。 Factor 10: M

7、arketing elements (brand, quality, services, situation) 2022/9/19對上述因素的補充解釋：外部因素的構(gòu)成Components of the External Environment人口統(tǒng)計特征因素 Demographic經(jīng)濟因素 Economic自然因素Natural技術(shù)因素Technological政治因素Political文化因素 Cultural2022/9/110 Demographic factors 人口統(tǒng)計特征因素人口統(tǒng)計特征理論，從年齡、性別、收入、教育、民族和地理因素的根底上，研究不同人口統(tǒng)計學群體的人口變化和亞文

8、化價值觀。Demographics is . . . . . the study of population changes and subcultural values of various demographic groups based on such factors as age, sex, income, education, ethnicity, and geography. 2022/9/111人口統(tǒng)計學變量的指標例子微觀視角：年齡、性別、收入、民族、國籍、住戶規(guī)模、婚姻狀況、宗教、教育、職業(yè)等。Examples of demographic variables (from mi

9、cro-view) :age, sex, income, ethnicity, nationality, household size, marital status, religion, education, occupation.2022/9/112 從宏觀角度：From the macro-viewpoints:人口總數(shù)The total number of population人口密度和分布The density and distribution of population 2022/9/113經(jīng)濟環(huán)境因素The Economic Environment Factors經(jīng)濟因素包括一系

10、列影響企業(yè)/消費者的資金來源、自然資源和人力資源因素。Economic factors areA set of factors involving monetary, natural, and human resources that influence firms/consumers.2022/9/114從宏觀觀角度Macroeconomic factors ：國家經(jīng)濟政策 National economic Policies 政府宏觀政策調(diào)控措施 Governments macro-adjustment measures 國內(nèi)經(jīng)濟開展水平 The status of the domesti

11、c economy development 市場總體供求 The total demand and supply of market2022/9/115微觀因素與企業(yè)相關(guān) Microeconomic factors (related to firms)Product design 產(chǎn)品設(shè)計 Product processing 產(chǎn)品加工Advertising 廣告Sales promotion 營業(yè)推廣Product quality 產(chǎn)品質(zhì)量Styles 款式Prices 價格Trade marks 商標Packages 包裝2022/9/116自然環(huán)境因素The Natural enviro

12、nment influencers自然環(huán)境因素包括有效的原材料類型、污染、消費者對患致命疾病的恐懼、全球沙漠化區(qū)域擴大問題、不同的氣候現(xiàn)象、例如颶風、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, su

13、ch as hurricanes or drought2022/9/117地理因素Geographical region位置Location城鄉(xiāng)City and countryside氣候Climate地理區(qū)域Geographical region溫室效應(yīng)Greenhouse Effect自然資源的開發(fā)和利用Natural resources development and utility物理環(huán)境Physical environment2022/9/118Political and legislative factors 政治與法律因素Political and legislative env

14、ironment refer to the political regime, social system, power handover, stability of a country, and well as the factors related to laws and regulations issuance. 政治與法律因素涉及政治體制、社會體系、權(quán)力移交、國家的穩(wěn)定性，以及相關(guān)的法律與規(guī)那么的發(fā)布等因素。2022/9/119科技因素Scientific and Technologic factors技術(shù)環(huán)境The Technological Environment旨在預(yù)測技術(shù)環(huán)境將

15、發(fā)生的變和這些變化將如何影響消費者的生活方式和消費模式。Goal is to anticipate what changes in the technological environment will occur and how these will influence the lifestyle and consumption patterns of consumers.2022/9/120科學技術(shù)的快速開展，給消費者行為帶來巨大的影響，包括：The rapidly developed science and technologies that are bringing huge influ

16、ences on consumers behaviors. ：新的生活方式的出現(xiàn)New life styles新產(chǎn)品New products新概念和更快的變化New concepts and Changing faster 由于消費者有太多的選擇，作出購置決策將更加困難More difficult to make buying decisions because consumers have too many choices 。2022/9/121社會群體因素Social group environmental factorsFamily 家庭Social classes 社會階層Social

17、 organizations 社會組織Reference groups 相關(guān)群體2022/9/122幾個根本重要概念:The basic and important concepts文化：文化是一組從社會中獲得的行為模式，它通過語言和其他方式象征性的傳遞給特定的社會成員。文化的根本要素是價值觀、行為標準和圖騰象征。Culture: culture is a set of behavior models which is obtained from a society. Culture is delivered to certain social members through language

18、 and other symbolic forms John C.Mowen, 2003) . The basic elements of Culture are values, behaviors norms and totem symbols. 2022/9/1232022/9/1242022/9/125社會消費根底結(jié)構(gòu)Social consumption infrastructure它包括硬結(jié)構(gòu)消費根底設(shè)施和軟結(jié)構(gòu)消費政策，為社會消費提供平臺和可能，也反映國家或地區(qū)的消費水準It includes hard infrastructure (consumption infrastructu

19、re) 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.。2022/9/126參照群體Reference group:參照群體是指該群體的看法和價值觀被個體作為當前行為的根底。因此，參照群體是個體在某種特定情況下，作為行為向?qū)Ф褂玫娜后w。It refers a group whos

20、e belief and values are considered as current base of individuals behaviors. Reference group is the behavior guide group of a individual in certain situation. 2022/9/127Social class: 社會階層Social class refers the classes that have different social status, wealth, education level, property, and values

21、in a certain society, and it has a relatively stable character. (Mowen, 2003).社會階層是指社會中地位、財富、教育水平、財產(chǎn)和價值觀上互不相同、相比照較穩(wěn)定的階層。 2022/9/1282.2消費者行為總體解釋模型General models of consumer behavior1) Consumer behavior total model (Hokinson, 2003) (CTM)該模型從4個方面解釋消費者行為：即外部影響、內(nèi)部影響、自我概念與生活方式、決策過程。The model uses four asp

22、ects to explain consumer behavior: external influences, internal influences, self-concept and life-style, decision-making process. 2022/9/1292022/9/130外部影響文化亞文化人口環(huán)境社會地位參照群體家庭營銷活動內(nèi)部環(huán)境知覺學習記憶動機個性情緒態(tài)度自我概念與生活方式?jīng)Q策過程情景問題識別信息搜集評價與選擇經(jīng)銷商選擇和購置購后過程圖2-3 消費者行為總體解釋模型體驗與產(chǎn)品的獲取體驗與產(chǎn)品的獲取阿塞爾的消費者行為反響模型：Assael Model: Consumer Feedba