影响消费者行为因素相关理论概述.pptxVIP

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 BehaviorsMa Guo, CEBA, Teaching Notes of Consumer Behavior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几个基本的消费者行为解释模型Several basic explanation models of consumer behaviorsMa Guo, CEBA, Teaching Notes of Consumer Behavior2.1影响消费者行为的因素The influence factors on consumer behaviors2.1.1两因素论: 内部有因素和外部因素The framework of The Influence Factor Theory:Two -Factor Theory : internal 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)Ma Guo, CEBA, Teaching Notes of Consumer Behavior外部环境因素消费者行为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Ma Guo, CEBA, Teaching Notes of Consumer BehaviorFour- Layer Theory : culture, society, individual, and psychology四层面论：消费者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文化因素文化亚文化社会阶层参照群体家庭角色地位激励知觉学习信念和态度社会因素心理因素图2-2 Ma Guo, CEBA, Teaching Notes of Consumer Behavior2.1.2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）Factor 1： cultural factors and sub-cultural factors （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）Factor 2： social consumption basic structure （policy， consumption infrastructure, technology）Ma Guo, CEBA, Teaching Notes of Consumer Behavior 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4：参照群体 （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) Ma Guo, CEBA, Teaching Notes of Consumer Behavior2）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, learning 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 Fact