消費(fèi)者行為學(xué)第二章

1、第二章 影響消費(fèi)者行為因素相關(guān)理論概述Chapter 2: The general theoretic descriptions of the Influencing Factors on Consumer Behaviors2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior1學(xué)習(xí)要點(diǎn)Key studying points 了解影響因素論的架構(gòu) The framework of influencing factor theory 影響消費(fèi)者行為因素 The list of influenced factors on consum

2、er behavior 幾個(gè)基本的消費(fèi)者行為解釋模型 Several basic explanation models of consumer behaviors2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior22.1影響消費(fèi)者行為的因素The influence factors on consumer behaviors 2.1.1兩因素論: 內(nèi)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)2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior32022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior4消費(fèi)者行為外部環(huán)境因素消費(fèi)者內(nèi)部因素市場(chǎng)營銷因素圖2-1

4、消費(fèi)者行為的三大影響因素 Four- Layer Theory : culture, society, individual, and psychology四層面論：2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior5消費(fèi)者文化因素文化亞文化社會(huì)階層參照群體家庭角色地位個(gè)人因素個(gè)性和自我概念年齡和生命周期階段職業(yè)經(jīng)濟(jì)環(huán)境生活方式激勵(lì)知覺學(xué)習(xí)信念和態(tài)度社會(huì)因素心理因素圖2-2 2.1.2影響因素The influence factor list 1)外部環(huán)境影響因素 (四方面的因素） The external environmen

5、tal factors to influence consumers behaviors 因素1：文化和亞文化因素文化和亞文化因素 （價(jià)值觀、傳統(tǒng)、宗教、民族等） Factor 1： cultural factors and sub-cultural factors （values， traditions， religions， ethnics） 因素2：社會(huì)消費(fèi)基礎(chǔ)結(jié)構(gòu)社會(huì)消費(fèi)基礎(chǔ)結(jié)構(gòu) （政策、消費(fèi)基礎(chǔ)設(shè)施、技術(shù)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 ( 結(jié)構(gòu)、壽命周期、決策模式） Factor 3： family （structure， life-circle， decision making model） 因素4：參照群體參照群體 （資格、接觸類型和吸引力） Factor 4: Reference groups （qualification, contact types, attractiveness) 因素5：社會(huì)階層社會(huì)階層 Factor 5: Social class (age, st

7、atus, income, occupation, education) 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior72）消費(fèi)者內(nèi)部因素 （四方面的因素）Consumer internal factors： 因素6：知覺、情緒、動(dòng)機(jī)、態(tài)度、學(xué)習(xí)知覺、情緒、動(dòng)機(jī)、態(tài)度、學(xué)習(xí) （心理）Factor 6: perception, affection, motivation, attitude, learning 因素7：個(gè)性和自我概念個(gè)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)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(fèi)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、服務(wù)、情景因素。 Fac

9、tor 10: Marketing elements (brand, quality, services, situation) 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior9對(duì)上述因素的補(bǔ)充解釋：外部因素的構(gòu)成Components of the External Environment 人口統(tǒng)計(jì)特征因素 Demographic 經(jīng)濟(jì)因素 Economic 自然因素Natural 技術(shù)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 人口統(tǒng)計(jì)特征因素人口統(tǒng)計(jì)特征理論，從年齡、性別、收入、教育、民族和地理因素的基礎(chǔ)上，研究不同人口統(tǒng)計(jì)學(xué)群體的人口變化和亞文化價(jià)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

11、geography. 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior11人口統(tǒng)計(jì)學(xué)變量的指標(biāo)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 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 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 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior13經(jīng)濟(jì)環(huán)境因素The Economic Environment Factors 經(jīng)濟(jì)因素包括一系列影響企業(yè)經(jīng)濟(jì)因素包括一系列影響企業(yè)/消費(fèi)者的資消費(fèi)者的資金來源

13、、自然資源和人力資源因素。金來源、自然資源和人力資源因素。 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從宏觀觀角度Macroeconomic factors ： 國家經(jīng)濟(jì)政策 National economic Policies 政府宏觀政策調(diào)控措施 Governments macro

14、-adjustment measures 國內(nèi)經(jīng)濟(jì)發(fā)展水平 The status of the domestic economy development 市場(chǎng)總體供求 The total demand and supply of market2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior15微觀因素（與企業(yè)相關(guān)） Microeconomic factors (related to firms) Product design 產(chǎn)品設(shè)計(jì) Product processing 產(chǎn)品加工 Advertising 廣告 Sales p

15、romotion 營業(yè)推廣 Product quality 產(chǎn)品質(zhì)量 Styles 款式 Prices 價(jià)格 Trade marks 商標(biāo) Packages 包裝2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior16自然環(huán)境因素The Natural environment influencers自然環(huán)境因素包括有效的原材料類型、污染、消費(fèi)者對(duì)患致命疾病的恐懼、全球沙漠化區(qū)域擴(kuò)大問題、不同的氣候現(xiàn)象、例如颶風(fēng)、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 城鄉(xiāng)City a

17、nd countryside 氣候氣候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)境物理環(huán)境Physical environment2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior18Political and legislative factors 政治與法律因素 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. 政治與法律因素涉及政治體制、社會(huì)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)則的發(fā)布等因素。2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior19科技因素Scientific and Technologic factors技術(shù)環(huán)境The T

19、echnological Environment 旨在預(yù)測(cè)技術(shù)環(huán)境將發(fā)生的變和這些變化將如何影響消費(fèi)者的生活方式和消費(fèi)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 科學(xué)技術(shù)的快速發(fā)展，給消費(fèi)者行為帶

20、來巨大的影響，包括： The rapidly developed science and technologies that are bringing huge influences 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(fèi)者有太多的選擇，作出購買決策將更加困難More difficult to make buying decisions because consumers have too many choi

21、ces 。2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior21社會(huì)群體因素社會(huì)群體因素Social group environmental factors Family 家庭家庭 Social classes 社會(huì)階層社會(huì)階層 Social organizations 社會(huì)組織社會(huì)組織 Reference groups 相關(guān)群體相關(guān)群體2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior22幾個(gè)基本重要概念:The basic and important conc

22、epts 文化文化：文化是一組從社會(huì)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(huì)成員。文化的基本要素是價(jià)值觀、行為規(guī)范和圖騰象征。 Culture: culture is a set of behavior models which is obtained from a society. Culture is delivered to certain social members through language 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社會(huì)消費(fèi)基礎(chǔ)結(jié)構(gòu)Social consumption infrastructure 它包括硬結(jié)構(gòu)（消費(fèi)基礎(chǔ)設(shè)施）和軟結(jié)構(gòu)（消費(fèi)政策），為社會(huì)消費(fèi)提供平臺(tái)和

24、可能，也反映國家或地區(qū)的消費(fèi)水準(zhǔn)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 Behavior26參照群體Reference group: 參照群體參照群體是指該群體的看法和價(jià)值觀被個(gè)體作為當(dāng)前行為的基礎(chǔ)。因此，參照群體是個(gè)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 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: 社會(huì)階層 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). 社會(huì)階層是指社會(huì)中地位、財(cái)富、教育水平、財(cái)產(chǎn)和價(jià)值觀上互不相同、相對(duì)比較穩(wěn)定的階

27、層。 2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior282.2消費(fèi)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(gè)方面解釋消費(fèi)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 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外部影響外部影響文化文化亞文化亞文化人口環(huán)境人口環(huán)境社會(huì)地位社會(huì)地位參照群體參照群體家庭家庭營銷活動(dòng)營銷活動(dòng)內(nèi)部環(huán)境內(nèi)部環(huán)境知覺知覺學(xué)習(xí)學(xué)習(xí)記憶記憶動(dòng)機(jī)動(dòng)機(jī)個(gè)性個(gè)性情緒情緒態(tài)度態(tài)度自我概念自我概念與生活方式與生活方式圖圖2-3 消

29、費(fèi)者行為總體解釋模型消費(fèi)者行為總體解釋模型體驗(yàn)與產(chǎn)品的獲取體驗(yàn)與產(chǎn)品的獲取體驗(yàn)與產(chǎn)品的獲取體驗(yàn)與產(chǎn)品的獲取 阿塞爾的消費(fèi)者行為反饋模型：Assael Model: Consumer Feedback2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior31消費(fèi)者反饋：消費(fèi)者反饋：購后評(píng)價(jià)購后評(píng)價(jià)消費(fèi)者個(gè)體消費(fèi)者個(gè)體環(huán)境影響環(huán)境影響消費(fèi)者決策消費(fèi)者決策消費(fèi)者反應(yīng)消費(fèi)者反應(yīng)環(huán)境反饋：環(huán)境反饋：營銷策略開發(fā)營銷策略開發(fā)圖 2-4 阿塞爾模型所羅門的消費(fèi)者行為輪盤模型Solomon Model: Wheel of consumer behavior2022-6-24Ma Guo, CEBA, Teaching Notes of Consumer Behavior32圖2-5 所羅門模型Philip Kotler: Model of