消费者行为学第二章分析解析培训讲学

消费者行为学第二章分析解析2.1影响消费者行为的因素Theinfluencefactorsonconsumerbehaviors2.1.1两因素论:内部有因素和外部因素TheframeworkofTheInfluenceFactorTheory:Two-FactorTheory:internalfactorsandexternalfactors.2.1.2三因素论：内部因素、环境因素和营销因素Three-Factortheory:internalfactors,environmentalfactors,andmarketingfactors.(seenextpage)2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior22023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior3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-LayerTheory:culture,society,individual,andpsychology四层面论：2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior4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2-22.1.2影响因素Theinfluencefactorlist1)外部环境影响因素(四方面的因素）Theexternalenvironmentalfactorstoinfluenceconsumers’behaviors

因素1：文化和亚文化因素（价值观、传统、宗教、民族等）Factor1：culturalfactorsandsub-culturalfactors（values，traditions，religions，ethnics）因素2：社会消费基础结构（政策、消费基础设施、技术等）Factor2：socialconsumptionbasicstructure（policy，consumptioninfrastructure,technology）2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior5因素3：家庭

(结构、寿命周期、决策模式）Factor3：family（structure，life-circle，decisionmakingmodel）因素4：参照群体（资格、接触类型和吸引力）Factor4:Referencegroups（qualification,contacttypes,attractiveness)因素5：社会阶层Factor5:Socialclass(age,status,income,occupation,education)

2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior62）消费者内部因素（四方面的因素）Consumerinternalfactors：因素6：知觉、情绪、动机、态度、学习（心理）Factor6:perception,affection,motivation,attitude,learning因素7：个性和自我概念（心理特征）Factor7:Personalityandself-concept因素8：世代和生活方式Factor8:Generationandlife-style

2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior73)营销因素Marketingfactors因素9：营销沟通:广告、促销、公关关系、消费者教育等。Factor9:Marketingcommunication(advertising,promotion,publicrelation,consumereducation)因素10：营销要素：品牌、质量、服务、情景因素。Factor10:Marketingelements(brand,quality,services,situation)

2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior8对上述因素的补充解释：外部因素的构成ComponentsoftheExternalEnvironment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Cultural2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior9Demographicfactors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。Demographicsis......thestudyofpopulationchangesandsubculturalvaluesofvariousdemographicgroupsbasedonsuchfactorsasage,sex,income,education,ethnicity,andgeography.

2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior10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。Examplesofdemographicvariables(frommicro-view):age,sex,income,ethnicity,nationality,householdsize,maritalstatus,religion,education,occupation.2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior11

从宏观角度：Fromthemacro-viewpoints:

•人口总数Thetotalnumberofpopulation•人口密度和分布Thedensityanddistributionofpopulation

2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior12经济环境因素TheEconomicEnvironmentFactors经济因素包括一系列影响企业/消费者的资金来源、自然资源和人力资源因素。EconomicfactorsareAsetoffactorsinvolvingmonetary,natural,andhumanresourcesthatinfluencefirms/consumers.2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior13从宏观观角度Macroeconomicfactors：国家经济政策NationaleconomicPolicies

政府宏观政策调控措施Government’smacro-adjustmentmeasures

国内经济发展水平

Thestatusofthedomesticeconomydevelopment市场总体供求Thetotaldemandandsupplyofmarket2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior14微观因素（与企业相关）Microeconomicfactors(relatedtofirms)Productdesign产品设计

Productprocessing产品加工Advertising广告Salespromotion营业推广Productquality产品质量Styles款式Prices价格Trademarks商标Packages包装2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior15自然环境因素TheNaturalenvironmentinfluencers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。TheNaturalEnvironment......includesthetypesofrawmaterialsavailable,pollution,consumerfearofcontractingdeadlydiseases,theexpansionofdesertregionsaroundtheglobe,andvariousweatherphenomena,suchashurricanesordrought2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior16地理因素Geographicalregion位置Location城乡Cityandcountryside气候Climate地理区域Geographicalregion温室效应GreenhouseEffect自然资源的开发和利用Naturalresourcesdevelopmentandutility物理环境Physicalenvironment2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior17Politicalandlegislativefactors政治与法律因素Politicalandlegislativeenvironmentrefertothepoliticalregime,socialsystem,powerhandover,stabilityofacountry,andwellasthefactorsrelatedtolawsandregulationsissuance.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。2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior18

科技因素

ScientificandTechnologicfactors技术环境TheTechnologicalEnvironment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。Goalistoanticipatewhatchangesinthetechnologicalenvironmentwilloccurandhowthesewillinfluencethelifestyleandconsumptionpatternsofconsumers.2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior19科学技术的快速发展，给消费者行为带来巨大的影响，包括：Therapidlydevelopedscienceandtechnologiesthatarebringinghugeinfluencesonconsumers’behaviors.：新的生活方式的出现Newlifestyles新产品Newproducts新概念和更快的变化NewconceptsandChangingfaster

由于消费者有太多的选择，作出购买决策将更加困难Moredifficulttomakebuyingdecisionsbecauseconsumershavetoomanychoices

。2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior20

社会群体因素

SocialgroupenvironmentalfactorsFamily家庭Socialclasses社会阶层Socialorganizations社会组织Referencegroups相关群体2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior21几个基本重要概念:Thebasicandimportantconcepts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:cultureisasetofbehaviormodelswhichisobtainedfromasociety.Cultureisdeliveredtocertainsocialmembersthroughlanguageandothersymbolicforms（JohnC.Mowen,2003).ThebasicelementsofCulturearevalues,behaviorsnormsandtotemsymbols.2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior222023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior232023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior24社会消费基础结构Socialconsumptioninfrastructure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可能，也反映国家或地区的消费水准Itincludes‘hardinfrastructure’(consumptioninfrastructure)and‘softinfrastructure’(consumptionpolicies)whichprovideaplatformandpossibilitiesforsocialconsumption.Italsoreflectstheconsumptionstandardsofacountryoraregion.。2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior25参照群体Referencegroup: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。Itrefersagroupwhosebeliefandvaluesareconsideredascurrentbaseofindividual’sbehaviors.Referencegroupisthebehaviorguidegroupofaindividualincertainsituation.2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior26Socialclass:社会阶层Socialclassreferstheclassesthathavedifferentsocialstatus,wealth,educationlevel,property,andvaluesinacertainsociety,andithasarelativelystablecharacter.(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、相对比较稳定的阶层。2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior272.2消费者行为总体解释模型

Generalmodelsofconsumerbehavior1)Consumerbehaviortotalmodel(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。Themodelusesfouraspectstoexplainconsumerbehavior:externalinfluences,internalinfluences,self-conceptandlife-style,decision-makingprocess.2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior282023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior29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买购后过程图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馈模型：AssaelModel:ConsumerFeedback2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior30消费者反馈：购后评价消费者个体环境影响消费者决策消费者反应环境反馈：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SolomonModel:Wheelofconsumer

behavior2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior31市场中的人们作为个体的消费者作为决策者的消费者消费者文化与消费者与亚文化图2-5所罗门模型PhilipKotler:ModelofConsumerbehaviorblackbox消费者行为黑箱模型2023/1/15MaGuo,CEBA,TeachingNotesofConsumerBehavior3