消费者行为学第九章

1、消费者购买决策与购买行为消费者购买决策与购买行为2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior1Buying decision-making process 购买决策过程Buying behavior 购买行为Post-buying behavior 购后行为2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior22021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior3认识问题认识问题Needs

2、cognition搜寻信息搜寻信息Search information评价备选评价备选方案方案Alternative evaluation购买行为购买行为Buying behaviors购买后购买后行为行为Post-buying behaviors消费者购买决策五阶段模型消费者购买决策五阶段模型Need cognition occurs when a discrepancy develops between an actual and a desired state. (This definition is identical to that for needs.)当实际的状态和希望的状态出现

3、差别时，且这一差别足够大时，需求被激活。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior4Desired Desired State State 2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior5ActualStateDegree of DiscrepancyAt or aboveThreshold No NeedRecognition Below ThresholdNeed Recognition The need recognition process

4、 centers on the degree of discrepancy需求激活的影响因素 The influence factors of need activation 时间 Time 周围环境条件的变化 Changing of the conditions of circumstance 商品的获得 Obtaining a product 商品的消费 Consumption of a product 市场营销的影响 Impact of marketing 个体差异 Individual differences2021-10-31Ma Guo, CEBA, Teaching Notes

5、of Consumer Behavior6Information searching 信息搜寻：是指对储存在记忆中的知识的主动的激活和从外部环境中获取信息的过程。1）Internal search内部搜寻：是指对储存在长期记忆中的与决策相关的知识记忆扫描的过程。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior72021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior8Need RecognitionInternal Search Determinants of I

6、nternal SearchExisting KnowledgeAbility to RetrieveInformationInternal SearchSuccessful?ProceedDecisionUndertake External SearchYESNO(1) The types of internal search 内部搜寻信息的类型 Awareness set 意识域：对产品或品牌的总体映象 Unawareness set 非意识域：对品牌无意识 Consideration set 考虑域：消费者认为可以接受，并进一步考虑的品牌和产品 Inert set 惰性域：指消费者无动于

7、衷的品牌或产品 Inept set 排出域：不能接受的产品和品牌2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior9（2）External search 外部搜寻Consumer searching information from outside. External search refers the behavious of consumers searching information from outside. 外部搜寻指消费者从外部搜集信息的行为。当内部搜寻证明是不充分时，消费者便可能决定由外部环境中搜集更多的信息。

8、通过朋友、去商店、咨询等方式来进行更大范围的信息搜寻。(个人、商业、公共、经验）2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior10Information types of consumer search from external sources 消费者通过外部搜集获得信息的类型： Presented alternative brands 现有备选品牌 Criteria for brands evaluation 据以比较品牌的标准 Importance of each evaluated criterion 各个评价标准

9、的重要性 Information formed beliefs 据以形成信念的信息 Attributions of brands 品牌拥有的属性 The benefits provided by each brand 各种品牌提供的利益2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior11（3）the influence factors on external search 影响外部搜寻程度的因素 Revenues and costs of search 搜索的收益超过成本 The level of involvement 关

10、注程度 Time 时间 Perceptive risks 感知的风险 Buying attitudes 对购物的态度 Education, income and social status 受教育程度、收入水平、社会地位等 Market environment 市场环境 Product experience 产品经验2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior12Alternative evaluation of consumer is for obtaining the available information fo

11、r final decision making. 消费者对备选方案的评价是为制定最终决策获取所需要的信息。1）evaluation criteria 评价标准 Price 价格 Brand name 品牌名称 Manufacturing country and region 制造国别和地区2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior132) Salient attributions of selected criteria 选择标准的重要性3) The determinant factors of the evaluat

12、ion criteria 评价标准的决定因素 Situation condition influence 环境条件的影响 （情景） Motives 动机 The level of involvement 介入程度 Knowledge 知识2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior14 The use of cutoffsThe use of cutoffs采用中止条件 The use of signalsThe use of signals采用信号或标志 Selecting a Decision RuleSelecti

13、ng a Decision Rule应用决策原则 Decision ruleDecision rule represents the strategies consumers that use to make a selection from the alternative. 决策原则是消费者在不同的备选方案中作出选择时所采用的策略。 2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior151） Non- compensatory Decision RulesNon- compensatory Decision Rules No

14、n- compensatory Decision Rules are characterized by the fact that a weakness of one attribute cannot be offset by a strength of another attribute.非补偿性决策原则-是指产品的一个属性的缺点不足， 不能由另一个属性的长处来弥补。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior16 Lexicographic rules (see Table at next page) 词典编撰原则在

15、第一轮中选择中，按最重要属性来确定， 依次选择，选得分最高的；如果不能确定，然后会在第二轮中，按此原则进行选择。 Elimination by aspects 排除性原则按照“至少需要达到的标准”来选择，依次选择。未达到的，将被排除。 Conjunctive decision rules 结合原则对每个要分析的属性设置一个最低应达到的水平。如果某个产品在某个属性上未达到相应的最低水平，就被排除。 举例：（见下页）2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior172021-10-31Ma Guo, CEBA, Teachin

16、g Notes of Consumer Behavior18 Brand Performance RatingsBrand A Brand B Brand C Brand DImportanceRankingAttributeTaste 1 excellent very good very good Exce.Price 2 good very Good Exce. FairNutrition 3 Good Good Poor Exce.Convenience 4 Fair Good Good Exce.2） Compensatory Decision Rules补偿性决策原则 在补偿性原则下

17、评价产品时，对一个属性的感受上的缺陷或不足可以由感觉到的另一个属性的长处来弥补。3）The relations between involvement and decision making rules 关注程度高低与决策原则的关系2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior19 Compensatory Decision Rules are used when consumers are with a high involvement. 补偿性原则模型常被用于高关注情况下，允许以一个高的排位补偿另一个低的排位的属性。

18、Non Compensatory Decision Rules are used when a low involvement situation. 非补偿性原则常被用于低关注情况下或判断有难度时，强调一个高的排位的属性不能替代另一个低的排位的属性。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior204）Staged decision making rules 分阶段决策原则 是指消费者依次使用两个非补偿性原则或先采用非补偿性原则，然后采用补偿性原则进行选择。 研究发现： 编撰词典式决策原则（非补偿性原则）采用得最为频繁，大

19、约61%的人使用 其次最常用的是补偿性原则（32.1%） 分阶段性决策原则，即先使用结合原则，在用补偿性原则的分阶段决策模式，约5.4%2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior219.2.1 Buying behavior process 购买行为过程 Two determinant factors that influence consumer buying process 决定购买过程的两个因素: intent and 意图 situation 情境影响 (信息环境、购物点环境） individual diffe

20、rences 个体差异 （个人做出决策的时间）2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior221) Buying intent 购买意图 Classified by consumer selected level of buying intentions 根据消费者购买目标的选定程度分类： Fully planned 确定型 Partially planned 半确定型 Unplanned 不确定型2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior23

21、Classified by consumer attitudes of buying 根据消费者购买的不同态度进行划分： Habitual buying 习惯型 Sensible buying 理智型 Economic buying 经济型 Impulse buying 冲动型 Follower buying 从众型 Suspicious buying 疑虑型 Imagined buying 想象型2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior249.3.1 Post buying behavior 购买后行为 Buyer

22、s generally evaluate products/services that they have bought. After consumer buying, there are a lot works need to do for marketers. 购买者在购买前和购买后都要对所选择的商品/服务进行评价。营销者的任务在产品/服务销售完成之后，还有大量工作要做。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior25 Post-buying satisfaction /dissatisfaction has sig

23、nificant impact on next buying. 顾客购买后的满意/不满意对未来的购买有重大影响。 It is a big challenge that how to increase consumers post buying satisfaction. 如何提高和增加顾客的购后满意度是厂商面临的极大的挑战。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior26Definition 消费者的满意度： Satisfaction refers consumers general attitudes after ob

24、taining and using a product /service. It is a post-selected evaluation which comes from a consumers certain buying and using experience. 满意度满意度是指消费者获得和使用产品/服务以后对产品/服务的总的态度。这是一个由特定产品或服务的购买、使用和消费体验后的评价。 The importance of keeping and increasing consumer satisfaction 维持和提高顾客满意度的重要性2021-10-31Ma Guo, CEBA

25、, Teaching Notes of Consumer Behavior279.3.3 The influence factors on consumer satisfaction/dissatisfaction 影响顾客满意/不满意的因素分析五个主要因素：产品质量、满意/不满意、公平交易、归因、情感反应 1）Quality standards 质量标准：服务和有形产品的标准 2）The determinants of satisfaction/dissatisfaction 决定消费者满意/不满意的因素： They are depend on the relations between c

26、onsumers expectation and product/service performance. 取决于消费者对产品/服务的期望与所感受的产品/服务表现之间的关系。 产品表现期望 消费者失望（不满意） 产品表现= 期望 消费者满意 产品表现期望 消费者高兴（超值满意）2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior28 （3）Equity Theory 公平理论：感觉不公平的交易，会导致不满意。 （4）Attribution Theory 归因理论 ：失败的原因归于产品/服务本身时，会产生不满意。 （5）Exper

27、iential based affective feelings 情感反应：消费者满意都会受消费者在购买和使用产品/服务过程中情感的影响。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior29 A的收获A的投入 = B的收获B的投入2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior30企业产品企业产品/服务服务竞争者竞争者产品产品/服务服务顾客顾客决策决策过程过程顾客顾客期望期望水平水平购买购买顾客顾客感知的感知的价值价值顾客顾客满意满意增加使用增加使用重复使

28、用重复使用品牌品牌忠诚忠诚品牌转换品牌转换顾客满意度发生的过程及结果顾客满意度发生的过程及结果 Common complaint behaviors: 几种的投诉抱怨行为 Do nothing or deal with the retailer in some manner 不行为或与零售商交涉。 Avoid using the retailer again and persuade friends and family to do the same 避免再次光顾零售商店， 并向亲朋诉说。 Take overt action with third parties (e.g., legal ac

29、tion) 向第三方采取公开行为 Boycott the firm or organization. 发起公众联合抵制该产品2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior319.4.2 Consumers Complain Major Reasons消费者投诉的两大原因: To recover an economic loss by getting an exchange or refund为了弥补经济损失 To rebuild a consumers self-image重建自我形象2021-10-31Ma Guo, C

30、EBA, Teaching Notes of Consumer Behavior32 The level of consumer dissatisfaction increases 顾客不满意程度升高时。 The attitude of the consumer toward complaining becomes more positive 消费者对投诉的态度积极时。 The amount of benefit to be gained from complaining increases 从投诉中获得的利益增加时。2021-10-31Ma Guo, CEBA, Teaching Notes

31、 of Consumer Behavior33 The firm is blamed for the problem 公司的责任。 The product is important to the consumer 产品对消费者很重要时。 The resources available to the consumer for complaining increases 消费者投诉可用资源增加时。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior349.4.4 Companies responses to consumer com

32、plaints 公司对消费者投诉的反应 Continually track consumer satisfaction 跟踪满意度 Provide the complaint channels for consumers 提供投诉的渠道 和恰当的处理投诉（参考资料）2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior359.5 Brand Loyalty 品牌忠诚度 9.5.1 The definition 品牌忠诚度的定义： Brand Loyalty refers the extent of consumers positi

33、ve attitudes, commitment, and desire to continually purchasing a certain brand in further. 品牌忠诚度指消费者对某种品牌持有肯定态度的程度、承诺(守约）的程度以及愿意在未来继续购买的程度。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior36 Attitude measurement on brand loyalty 品牌忠诚度的态度测量法 品牌忠诚度是一个连续体：局限：这种方法不能指出消费者购买品牌的原因。 需要注意的问题： 重复购买与

34、品牌忠诚的区别 品牌忠诚是按产品分类的 （研究发现） 产品质量和广告是建立品牌忠诚度的关键因素2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior37专一忠诚专一忠诚品牌无差异品牌无差异9.5.4 Comparison between satisfaction and loyalty 满意度与忠诚度的比较 Satisfaction does not mean loyalty. 满意不一定忠诚 Satisfaction is a temporary, relative passive status. 满意是一种暂时、相对被动的状态

35、 It is crucial that transfer temporarily satisfaction into long-term loyalty. 将短暂的满意转化为长期的忠诚是至关重要的。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior38u维系和发展顾客关系的策略 公司在争取到消费者的认同和初次购买之后,更重大的营销目标是：如何从一次购买到多次购买？如何赢得长期的顾客？要赢得长久的顾客，就需要运用关系营销的策略。u什么是关系营销？什么是关系营销？ 关系营销关系营销是一种理念、一种与顾客共同创造价值的全新的营销理念

36、。关系营销的基本思想是通过不断沟通和长期承诺来激励归属基本思想是通过不断沟通和长期承诺来激励归属感，取得顾客信任，培养顾客忠诚感，取得顾客信任，培养顾客忠诚。 顾客的信任和忠诚又会带来持续的交易，于是企业便可以降低经营风险和成本从而获利。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior39传统营销的重点传统营销的重点关系营销的重点关系营销的重点着眼于单笔交易不连贯的客户服务重视产品特征短期销售行为几乎不强调客户关系对满足客户预期作有限的承诺质量是生产部门关心的问题着眼于客户关系的保持连贯的客户联系重视客户价值长期销售行为非常

37、重视客户服务对满足客户预期做高度的承诺质量是所有员工关注的问题2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior40来源：阿德里安. 佩恩等著， 关系营销形成和保持竞争优势。 信任、道德规范责任感可靠性友爱守诺（承诺）理解、同情共同的目标互惠尊敬喜爱依赖感对历史的了解双向的交流温暖、亲切对需求的关心知识回应社会支持、社区能力2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior41其中信任感和责任感是最重要的，其中信任感和责任感是最重要的， 被称为理想关系的基石。

38、被称为理想关系的基石。uIncreasing customer perceptive values Increasing customer perceptive values 提升顾客感知提升顾客感知价值价值 Achieve it through increasing quality of product/ service Achieve it through increasing quality of product/ service ( functions, traits, consistence, reliability, services, and ( functions, trait

39、s, consistence, reliability, services, and aesthetics etc.) , setting reasonable pricing strategies, aesthetics etc.) , setting reasonable pricing strategies, and lowing customer expectation. and lowing customer expectation. 可以通过提升产品可以通过提升产品/ /服务质量（性能、特性、一致性、耐用性、服务质量（性能、特性、一致性、耐用性、服务性、美学性等），制定合理的价格策

40、略、降低顾客期望值来服务性、美学性等），制定合理的价格策略、降低顾客期望值来实现。实现。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior42Customer satisfaction has directly impact on Customer satisfaction has directly impact on customer commitment and the obligation between customer commitment and the obligation between buyers and

41、sellersbuyers and sellers顾客满意度会直接影响到顾客的承诺和买卖双方之间的约顾客满意度会直接影响到顾客的承诺和买卖双方之间的约束。束。2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior43uGuide consumers to have a reasonable Guide consumers to have a reasonable expectation level. expectation level. u引导消费者形成合理的期望水平。引导消费者形成合理的期望水平。uIdentify the di

42、fferent influences of functional Identify the different influences of functional attributes of product s on satisfaction. attributes of product s on satisfaction. u区分产品不同的功效属性对满意度的影响。区分产品不同的功效属性对满意度的影响。uContinually undertake consumer satisfaction Continually undertake consumer satisfaction investigation. investigation. u进行持续的消费者满意度调查进行持续的消费者满意度调查2021-10-31Ma Guo, CEBA, Teaching Notes of Consumer Behavior44Build a consumer complaint processing center Build a consumer complaint processing center 建立顾客投诉处理中心。建立顾客投诉处理中心。