影响消费者行为因素相关理论概述

1、影响消费者行为因素相关理论概述学习要点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 behavior几个根本的消费者行为解释模型Several basic explanation models of consumer behaviors2022/9/122.1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

2、The framework of The Influence Factor Theory:Two -Factor Theory : internal factors 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)2022/9/132022/9/14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 消费者行为的三大影响因素Four- Laye

3、r Theory : culture, society, individual, and psychology四层面论：2022/9/15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鼓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 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 价值观、传统、宗教、民族等Facto

4、r 1： cultural factors and sub-cultural factors values， traditions， religions， ethnics 因素2：社会消费根底结构 政策、消费根底设施、技术等Factor 2： social consumption basic structure policy， consumption infrastructure, technology2022/9/16 因素3：家庭 ( 结构、寿命周期、决策模式 Factor 3： family structure， life-circle， decision making model因素4

5、：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Factor 5: Social class (age, status, income, occupation, education) 2022/9/172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 心理Factor 6: perception, affection, motivation, attitude, learnin

6、g 因素7：个性和自我概念 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)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、效劳、情景因素。 Factor 10: M

7、arketing elements (brand, quality, services, situation) 2022/9/19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 Cultural2022/9/110 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、民族和地理因素的根底上，研究不同人口统计学群体的人口变化和亚文

8、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 geography. 2022/9/111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 mi

9、cro-view) :age, sex, income, ethnicity, nationality, household size, marital status, religion, education, occupation.2022/9/112 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 2022/9/113经济环境因素The Economic Environment Factors经济因素包括一系

10、列影响企业/消费者的资金来源、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.2022/9/114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-adjustment measures 国内经济开展水平 The status of the domesti

11、c economy development 市场总体供求 The total demand and supply of market2022/9/115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 promotion 营业推广Product quality 产品质量Styles 款式Prices 价格Trade marks 商标Packages 包装2022/9/116自然环境因素The Natural enviro

12、nment 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 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城乡City and countryside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Physical environment2022/9/118Political and legislative factors 政治与法律因素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那么的发布等因素。2022/9/119科技因素Scientific and Technologic factors技术环境The Technological Environment旨在预测技术环境将

15、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.2022/9/120科学技术的快速开展，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 influ

16、ences 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，作出购置决策将更加困难More difficult to make buying decisions because consumers have too many choices 。2022/9/121社会群体因素Social group environmental factorsFamily 家庭Social classes 社会阶层Social

17、 organizations 社会组织Reference groups 相关群体2022/9/122几个根本重要概念:The basic and important concepts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。文化的根本要素是价值观、行为标准和图腾象征。Culture: culture is a set of behavior models which is obtained from a society. Culture is delivered to certain social members through language

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社会消费根底结构Social consumption infrastructure它包括硬结构消费根底设施和软结构消费政策，为社会消费提供平台和可能，也反映国家或地区的消费水准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根底。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 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: 社会阶层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、相比照较稳定的阶层。 2022/9/1282.2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 asp

22、ects to explain consumer behavior: external influences, internal influences, self-concept and life-style, decision-making process. 2022/9/1292022/9/130外部影响文化亚文化人口环境社会地位参照群体家庭营销活动内部环境知觉学习记忆动机个性情绪态度自我概念与生活方式决策过程情景问题识别信息搜集评价与选择经销商选择和购置购后过程图2-3 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阿塞尔的消费者行为反响模型：Assael Model: Consumer Feedba