台大消费者行为cb11cultureandsocialclass
消费者行为学--收入与社会分级(英文版)
Table 12.1 Effects of restricted vs. elaborated codes
Source: Adapted from Jeffrey F. Durgee, ‘How Consumer Sub-Cultures Code Reality: A Look at Some Code Types’, in Richard J. Lutz, ed., Advances in Consumer Research 13 (Provo, UT: Association for Consumer Research, 1986): 332 Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour: A European Perspective, 4th Edition, © Pearson Education Limited 2010
Slide 12.5
Discretionary spending
Figure 12.2 Disposable income per capita across the EU-25, 2000
Source: Eurostat, Statistics in Focus, Theme 3–7/2003 (Luxembourg: Office for Official Publications of the European Communities, 2004): 113, Map 2. © European Communities 2004 Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour: A European Perspective, 4th Edition, © Pearson Education Limited 2010
台大消费者行为cbpostpurhcase
•
1、有时候读书是一种巧妙地避开思考 的方法 。20.1 1.1220. 11.12Thursday, November 12, 2020
•
2、阅读一切好书如同和过去最杰出的 人谈话 。22:4 8:4422: 48:4422 :4811/ 12/2020 10:48:44 PM
•
3、越是没有本领的就越加自命不凡。 20.11.1 222:48: 4422:4 8Nov-2 012-Nov -20
May require disposition in stages
– physical detachment
– emotional detachment
21
20.11.1222:48:4422: 4822:4820.11.1220.1 1.1222:48
谢谢
22:48 20.11 1222:
2020年11月12日星期四10时48分44秒
•
4、越是无能的人，越喜欢挑剔别人的 错儿。 22:48:4 422:48: 4422:4 8Thursday, November 12, 2020
•
5、知人者智，自知者明。胜人者有力 ，自胜 者强。 20.11.1 220.11. 1222:4 8:4422: 48:44N ovembe r 12, 2020
•
6、意志坚强的人能把世界放在手中像 泥块一 样任意 揉捏。 2020年 11月12 日星期 四下午 10时48 分44秒 22:48:4 420.11. 12
•
7、最具挑战性的挑战莫过于提升自我 。。20 20年11 月下午 10时48 分20.1 1.1222: 48Nove mber 12, 2020
• 13、无论才能知识多么卓著，如果缺乏热情，则无异 纸上画饼充饥，无补于事。Thursday, November 12, 202
台大消费者行为cbperception
0410
15
Interpretational Biases: Selective Distortion
Factors that lead to distortion:
physical appearances stereotypes irrelevant cues first impressions jumping to conclusions halo effect
0410
4
Exposure
The process by which the consumer comes in physical contact with a stimulus.
0410
5
When Does Exposure Occur?
Absolute Thresholds:the lowest point at
0410
11
Four Major Ways of Capturing Attention
Self-relevance
Pleasantness
Surprisingness
Ease of processing
0410
12
Attention-Getting Techniques
Connect with consumers’ needs paying consumers to pay attention motion or movement rapid-fire scene changes colors are nice Make it bigger make it more intense location
The surprise factor distinctiveness the human attraction the entertainment factor learned attentioninducing stimuli find a less-cluttered environment
台大消费者行为06 knowledge
04/10
8
Purchase Knowledge: Where to Buy?
Knowledge about where to buy a product guides purchase decision
Internet firms advertise in a variety of media to build consumers’ knowledge of alternative places to buy
• Has the brand achieved its desired positioning in the marketplace?
• Examine product’s image among target consumers
• How well has the product created the desired mindset among consumers?
Knowledge about a particular tactic may eliminate its effectiveness
04/10
11
Sources of Consumer Knowledge
•People--from family to salesperson
•Nonpersonal sources: media, the Internet, publications
Recognition: identifying known brands from a list
Recall-based measures are more conservative than recognition-based
04/10
4
台大消费者行为概述英文
Marketing communication
Product placement
Customer relationship …
Cross-cultural differences in consumer decisionmaking in action
Cultural differences
Social norms
Emotional benefits of …
Emotional branding
The role of beliefs and attitudes in consumer decision-making
Beliefs about products…
Attitudes towards prod…
Belief structures and …
Information …
03
04
05
Evaluation …
Purchase de…
Consumers make the final purchase decision after weighing various factors.
Postpurcha…
Consumers' evaluation of products after purchase and behavioral response.
making
Definition
Role in decision-making
Processes of consumer …
04
Consumer Emotions and Beliefs
The role of emotions in consumer decision-
社交媒体与消费者行为
社交媒体与消费者行为Social Media and Consumer BehaviorIntroduction:In the modern world, social media has revolutionized the way people interact and communicate with each other. With the rise of platforms like Facebook, Twitter, Instagram, and TikTok, individuals now have access to a virtual space where they can express themselves, connect with friends and family, and share information. However, the impact of social media extends beyond personal relationships. It has also significantly influenced consumer behavior, transforming the way people discover, evaluate, and purchase products and services.1. The Power of Social Media Influencers:One of the key ways social media has affected consumer behavior is through the rise of social media influencers. These individuals, who have amassed large followings on platforms like YouTube and Instagram, have the ability to sway consumer opinions and purchasing decisions. By promoting products and sharing their experiences, influencers shape consumer preferences and create trends. Companies now recognize the power of these influencers and often collaborate with them to increase their brand visibility and reach.2. The Role of User Reviews:Another significant impact of social media on consumer behavior is the accessibility of user reviews. In the past, individuals relied on recommendations from friends or family when making purchasing decisions. However, with the advent of social media, consumers have access to a vast amount of feedback and reviews from a multitude of users. This democratization of information empowers consumers to make more informed choices, increasing competition between brands and forcing them to prioritize quality and customer satisfaction.3. Creating Trust and Authenticity:Social media has also facilitated the creation of trust and authenticity between brands and consumers. Through transparent and personalized communication on social media platforms, brands can connect with consumers on a more personal level. By engaging in conversations and addressing customer concerns publicly, companies can build rapport and loyalty. This direct interaction not only humanizes brands but also provides consumers with a sense of security and trust, influencing their purchasing decisions.4. Social Media Advertising:Advertising on social media platforms has become increasingly prevalent in recent years. Due to its vast user base and detailed user demographics, social media provides companies with a targeted and cost-effective way to reach their desired audience. By employing strategies such as targeted ads and sponsored content, companies can tailor their marketing efforts to specific consumer segments, increasing the likelihood of conversions. The ability to track and measure advertising metrics on social media also allows companies to make data-driven decisions to optimize their marketing campaigns.5. The Influence of Social Media on Impulse Buying:The constant exposure to content on social media has given rise to the phenomenon of impulse buying. Consumers are bombarded with advertisements, product recommendations, and limited-time offers, often leading to impulsive purchasing decisions. The seamless integration of shopping features within social media platforms, such as the "buy" button on Instagram or the "shop now" option on Facebook, enables consumers to make spontaneous purchases without leaving the app. As a result, companies must strategize to capture the attention of consumers and create compelling content that triggers impulse buying behaviors.Conclusion:Social media has revolutionized the consumer landscape, transforming how individuals discover, evaluate, and purchase products and services. From the influence of social media influencers to the accessibility of user reviews and the power of socialmedia advertising, it has reshaped consumer behavior in profound ways. As companies navigate this new paradigm, understanding the impact of social media on consumer behavior becomes essential to develop effective marketing strategies and engage with customers successfully.。
台大消费者行为分析(英文)
Types of Decision Processes: Initial Purchase
Limited Problem Solving (LPS):
Consumers don’t have motivation, time, or resources to engage in EPS Little search and evaluation before purchase More common among low involvement or lower price items Often accompanied by a feeling of indifference toward choice
Low
• Repeat Purchase Repeated Problem Solving Habitual Decision Making
CDP Stage 1: Need Recognition
❖ Definition: the perception of a difference between the desired state and the actual state
Exposure
Attention
ME
M
Stimuli Compre-
OR
hension
Y
Acceptance
Need Recognition
Search
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Environmental Influences
Need Recognition Search for Information Pre-purchase Evaluation of Alternatives
书名网路咖消费者行为之研究-大台北地区(7)(1)
A STUDY ON THE CONSUMER BEHAVIOR OF INTERNET ~WITH TAIPEI AS AN EXAMPLE 書名：網路咖消費者行為之研究~以大台北地區為例作者：Chun-te Chiang(江俊德)大綱：More and more people use the Internet to get more information since it was introduced into Taiwan. In the future, people will acquire most information from the Internet. Consequently, the Internet Café will become a new type of service by combining the Internet traditional coffee shops.As a result of the popularity of the Internet and the Internet Café at the present time, Taiwan is really a new and developing market full of commercial chances to the Internet Café executives. We believe that it is in the future that there will be more and more Internet businesses such as Internet Beer House, Internet Pubs, and so on. At that time, each Internet Café executives has to draw up a long-term plan to win the competing Internet market. Therefore, it is hoped that the findings of this study will provide Internet Café executives a proper guidance and serve as their marketing strategies. Those findings are as follows.1.Most Internet Café consumers’ ages range from 15 to 30years old. They are mostly single. They are chiefly students.And their education levels are mainly above the senior highschool.2.Most consumers often go to the fixed Inter net Café toconsume and they often go to Internet Café alone or in two. TheConsuming is often afternoon or evening and the consuming demandvaries widely between the peak hour and non-peak hour. Besides,consumers think the price attribute to be very important butare dissatisfied with it.3.When consumers go to Internet Café, They often have twoprimary motives. One is killing leisure time and relaxation,and the other is using Internet Café computer peripheralequipment and service to handle business.4.Consumers lay emphasis upon the consuming price, thecomputer, Internet, and peripheral facilities, and the convenient transportation, but they dissatisfied with these evaluative criteria.5.Consumers lay emphasis upon the accessory facilitiesincluding the around-the-rock service, the transactions of computer books and facilities, and the provision of the computer education courses. Besides, most consumers assume a positive attitude toward the additional activities sponsored by the Internet Café.重點標題和內容IV.DATA ANALYSIS AND INTERPRETATION1.Basic AnalysisThe basic analyses of Internet Café consumers’ behavior and related characteristics about consuming frequency are summarized in table10.Consuming FrequencyConsuming FrequencyNumber of cu stomers PercentageOnce between 8~15days7634.7Total219100The basic analyses of Internet Café consumers’ be havior and related characteristics about fixed or unfixed consuming place are summarized in table11.fixed or unfixed consuming placefixed or unfixed consuming place Number of cu stomers Percentage fixed13059.4unfixed8940.6Total219100The basic analyses of Internet Café consumers’ behavior and related characteristics about the number of consumers who go togetherare summarized in table12.The number of consumers who go together the number of consumers who go together Number of cu stomers Percentage2 persons10347Total219100The basic analyses of Internet Café consumers’ behavior and related characteristics about object consumed are summarized in table15Object ConsumedObject consumed Number of cu stomers PercentageOnly food and drink7835.6Only Internet service2812.8 Food ,drink and Internet service11351.6Total219100The basic analyses of Internet Café consumers’ behavior and related characteristics about average expenditure per visit are summarized in table16Average expenditure per visitaverage expenditure per Number of cu stomers PercentageNT201~50010949.8Total219100The basic analyses of Internet Café consumers’ behavior and related characteristics about member or nonmember are summarized in table17Member Or Nonmembermember or nonmember N umber of cu stomers Percentagemenber5826.5nonmember16173.5Total219100The basic analyses of Internet Café consumers’ behavior and related characteristics about information source are summarized in table18Information SourceInformation Source Number of cu stomers PercentageInternet Café palacard6027.4Internet Café singboard3415.5Newspaper and magazine2511.4Friend or relative 6730.6BBS or Internet2812.8Computer show5 2.3Total219100The basic analyses of Internet Café consumers’ behavior and related characteristics about the companion who goes toghter are summarized in table13the companion who goes toghterThe companion who goes toghter Number of cu stomers PercentageAlone9543.4Sweetheart4821.9Friend2310.5Relative7 3.2Classmate3716.9Colleague9 4.1Total219100The basic analyses of Internet Café consumers’ behavior and related characteristics about consuming day and time are summarized in table14Consuming day and time N umber of cu stomers PercentageHoliday morning 13509Holiday Afternoon7333.3Holiday night 3114.2Non-holiday morning 5 2.3Non-holiday afternoon 4621Non-holiday evening5123.3Total219100According to the basic analysis of consumer motivations, we may know that consumers patronizing Internet Café have two primary motivations. One is “Stimulus avoidance,” such as “Kill leisure time,” “Relax,” and “Enjoy a comfortable environment.” The other is “Competence-mastery,” such as “Use Internal Café’s computer peripheral equipment,” and “Use Internet service to handlebusiness.”2.Cluster AnalysesAll the consumers are divided into three clusters according to their consuming frequencies. The definitions of these three clusters are presented as follows.A. Low Frequency Users: consumers who choose the first item of the first question in the questionnaire of this study. The first item is “Once over 30 days”B. Medium Frequency Users: consumers who choose the second or the third item of the first question in the questionnaire of this study. The second item is “Once between 16 and 30 days.” And the third item is “Once between 8 and 15 days.”C. High Frequency Users: consumers who choose the fourth or the fifth item of the first question in the questionnaire of this study. The fourth item is “Once between 4 and 7days.” And the firth item is “Once between 1 and 3 days.”The frequencies and percentages of these three different clusters are presented table 24.Different Consuming Frequency ClustersCluster Number of consumers Percentage Low frequency users4319.6Medium frequency users14365.3High frequency users 3315.1Total219100After some basic analyses, we use the chi-square test and one-way ANOVA to test whether there are some significant differences between every dimension and different consuming frequency clusters. Based on the above research hypotheses, we have eight test.結論：Most Internet Café consumers’ ages range from 15 to 30 years old. They are mostly single. They are chiefly students. And their education levels are mainly above the senior high school.Most consumers ofte n go to the fixed Internet Café to consume and they often go to Internet Café alone or in two. The Consuming is often afternoon or evening and the consuming demand varies widely between the peak hour and non-peak hour. Besides, consumers think the price attribute to be very important but are dissatisfied with it.When consumers go to Internet Café, They often have two primary motives. One is killing leisure time and relaxation, and the other is using Internet Café computer peripheral equipment and service t o handle business.Consumers lay emphasis upon the consuming price, the computer, Internet, and peripheral facilities, and the convenient transportation, but they dissatisfied with these evaluative criteria.Consumers lay emphasis upon the accessory facilities including the around-the-rock service, the transactions of computer books and facilities, and the provision of the computer education courses. Besides, most consumers assume a positive attitude toward the additional activities sponsored by the Interne t Café.。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
2002/05/22
Physical/Material
Artifacts Technology Infrastructure
台大消费者行为 cb11cultureandsocialclass
How Culture Affects Consumer Behavior:
Pre-purchase and Purchase Activities
Culture Influences Pre-purchase and Purchase Activities
•Culture affects what consumers think they need and what they perceive as frivolous
•Culture affects how and how much they search for information
l Social stratification: perceived hierarchies in which consumers rate others as higher or lower in social status
– Achieved status: earned by work or study – Ascribed status: acquired status due to luck (born wealthy)
•Culture affects the importance placed on various attributes of alternatives
•Culture affects the purchase process--how
consumers buy, what they expect, and even
Differentiation, need Focus on similarity,
to be unique
need to blend in
Behavior
Reflective of personal preferences
2002/05/22
Influenced by needs of
close others 台大消费者行为 cb11cultureandsocialclass
2002/05/22
台大消费者行为 cb11cultureandsocialclass
What Determines Social Class?
Economic Variables
Interaction VariabesPolitical Variables
2002/05/22
Occupation Income Wealth
台大消费者行为 cb11cultureandsocialclass
Self-construal
Individualism
Defined by internal attributes and personal traits
Collectivism
Defined by family, important others, and friends
Consumption and Divestment Activities
2002/05/22
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright©
2001 by Harcourt, Inc.
台大消费者行为 All ricghbts1r1esceurvletdu. reandsocialclass
台大消费者行为 cb11cultureandsocialclass
l Social mobility: process of passing from one social class to another
2002/05/22
台大消费者行为 cb11cultureandsocialclass
演讲完毕，谢谢听讲!
再见，see you again
2020/11/14
A View of Class Structures of Selected Cultures
U.S.
Latin America
2002/05/22
India
Japan
台大消费者行为 cb11cultureandsocialclass
Social Stratification and Social Mobility
Consumers’ expectations about form and function are influenced by culture
Culture influences how consumers dispose of products--how much is consumed and whether or not consumers recycle products or packaging
how they negotiate
2002/05/22
台大消费者行为 cb11cultureandsocialclass
Culture Influences Consumption and Divestment Activities
Culture affects what consumers expect from a product
2002/05/22
台大消费者行为 cb11cultureandsocialclass
National Culture Dimensions
Individualism versus collectivism
Uncertainty avoidance: how societies react to uncertainties inherent in life
2002/05/22
台大消费者行为 cb11cultureandsocialclass
What is Culture?
l A set of values, ideas, artifacts, and other meaningful symbols that help individuals communicate, interpret, and evaluate as members of society
2002/05/22
台大消费者行为 cb11cultureandsocialclass
Influences
Ethnicity Race Religion Regional
or national identity
CULTURE
Abstract/Behavioral
Values Norms Rituals
Role of Others Self-evaluation
Self-definition
Values
Emphasis on individuality and separateness
Emphasis on relationships and connectedness
Motivational drives
l Status groups: reflect community’s expectations for style of life among each class as well as the positive or negative social estimation of honor given to each class
Power distance: the degree to which a society accepts inequality in power at different levels in organizations and government
Masculinity-femininity
2002/05/22
Social Class Microcultures
l Social class: relatively permanent and homogeneous divisions in a society into which individuals or families sharing similar values, lifestyles, interests, wealth, status, education, economic positions, and behavior can be categorized
台大消费者行为 cb11cultureandsocialc
lass
2020/11/14
台大消费者行为 cb11cultureandsocialclass
Overview
l What is Culture l How Culture Influence Consumer Behavior l Social Class Microcultures
Middle Americans – Middle class (32%) – Working class (38%)
Lower Americans – Low, but not lowest (9%) – Lower-Lower (7%)
2002/05/22
台大消费者行为 cb11cultureandsocialclass
Personal Prestige Association Socialization
Power
Class
consciousness
Mobility
台大消费者行为 cb11cultureandsocialclass
One View of U.S. Social Classes
Upper Americans – Upper-upper (0.3%) – Lower-upper (1.2%) – Upper-middle (12.5)