消费者行为学第二章

1、第二章 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 Behaviors2022-6-24Ma 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 consum

2、er behavior 几个基本的消费者行为解释模型 Several basic explanation models of consumer behaviors2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior22.1影响消费者行为的因素The influence factors on consumer behaviors 2.1.1两因素论: 内部有因素和外部因素 The framework of The Influence Factor Theory: Two -Factor Theory : internal facto

3、rs and external factors. 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)2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior32022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior4消费者行为外部环境因素消费者内部因素市场营销因素图2-1

4、消费者行为的三大影响因素 Four- Layer Theory : culture, society, individual, and psychology四层面论：2022-6-24Ma 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个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态度社会因素心理因素图2-2 2.1.2影响因素The influence factor list 1)外部环境影响因素 (四方面的因素） The external environmen

5、tal 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、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, techno

6、logy）2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior6 因素3：家庭家庭 ( 结构、寿命周期、决策模式） 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, st

7、atus, income, occupation, education) 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior72）消费者内部因素 （四方面的因素）Consumer internal factors： 因素6：知觉、情绪、动机、态度、学习知觉、情绪、动机、态度、学习 （心理）Factor 6: perception, affection, motivation, attitude, learning 因素7：个性和自我概念个性和自我概念 （心理特征） Factor 7: Personality and self-c

8、oncept 因素8：世代和生活方式世代和生活方式 Factor 8: Generation and life-style 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior83)营销因素 Marketing factors 因素9：营销沟通: 广告、促销、公关关系、消费者教育等。 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。 Fac

9、tor 10: Marketing elements (brand, quality, services, situation) 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior9对上述因素的补充解释：外部因素的构成Components of the External Environment 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 Cultural2022-6-24Ma Guo, CEBA, Teac

10、hing 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、教育、民族和地理因素的基础上，研究不同人口统计学群体的人口变化和亚文化价值观。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

11、geography. 2022-6-24Ma 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、教育、职业等。Examples of demographic variables (from micro-view) :age, sex, income, ethnicity, nationality, household size, marital status, religion, education, occupation.2022-6-24Ma Guo,

12、 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 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer 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

13、、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 are A set of factors involving monetary, natural, and human resources that influence firms/consumers.2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior14从宏观观角度Macroeconomic factors ： 国家经济政策 National economic Policies 政府宏观政策调控措施 Governments macro

14、-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 market2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior15微观因素（与企业相关） Microeconomic factors (related to firms) Product design 产品设计 Product processing 产品加工 Advertising 广告 Sales p

15、romotion 营业推广 Product quality 产品质量 Styles 款式 Prices 价格 Trade marks 商标 Packages 包装2022-6-24Ma 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惧、全球沙漠化区域扩大问题、不同的气候现象、例如飓风、干旱等。The Natural Environment . . . . . includes the types of

16、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 drought2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior17 地理因素地理因素Geographical region 位置Location 城乡City a

17、nd 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 environment2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior18Political and legislative factors 政治与法律因素 Political and legislative environment refer t

18、o 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。2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior19科技因素Scientific and Technologic factors技术环境The T

19、echnological Environment 旨在预测技术环境将发生的变和这些变化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.2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior20 科学技术的快速发展，给消费者行为带

20、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 新概念和更快的变化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 consumers have too many choi

21、ces 。2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior21社会群体因素社会群体因素Social group environmental factors Family 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2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior22几个基本重要概念:The basic and important conc

22、epts 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 are

23、values, behaviors norms and totem symbols. 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior232022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior242022-6-24Ma 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），为社会消费提供平台和

24、可能，也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. 。2022-6-24Ma Guo, CEBA, Teaching Notes o

25、f Consumer Behavior26参照群体Reference group: 参照群体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情况下，作为行为向导而使用的群体。 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. 2022-6-24Ma

26、 Guo, CEBA, Teaching Notes 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、财富、教育水平、财产和价值观上互不相同、相对比较稳定的阶

27、层。 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior282.2消费者行为总体解释模型General models of consumer behavior1) Consumer behavior total model (Hokinson, 2003) (CTM) 该模型从4个方面解释消费者行为：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 i

28、nfluences, self-concept and life-style, decision-making process. 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior292022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior30外部影响外部影响文化文化亚文化亚文化人口环境人口环境社会地位社会地位参照群体参照群体家庭家庭营销活动营销活动内部环境内部环境知觉知觉学习学习记忆记忆动机动机个性个性情绪情绪态度态度自我概念自我概念与生活方式与生活方式图图2-3 消

29、费者行为总体解释模型消费者行为总体解释模型体验与产品的获取体验与产品的获取体验与产品的获取体验与产品的获取 阿塞尔的消费者行为反馈模型：Assael Model: Consumer Feedback2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior31消费者反馈：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 behavior2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior32图2-5 所罗门模型Philip Kotler: Model of