第二章影响消费者行为因素相关理论概述 Chapter2:ThegeneraltheoreticdescriptionsoftheInfluencingFactorsonConsumerBehaviors2020/1/27MaGuo,CEBA,TeachingNotesofConsumerBehavior1学习要点Keystudyingpoints了解影响因素论的架构Theframeworkofinfluencingfactortheory影响消费者行为因素Thelistofinfluencedfactorsonconsumerbehavior几个基本的消费者行为解释模型Severalbasicexplanationmodelsofconsumerbehaviors2020/1/27MaGuo,CEBA,:内部有因素和外部因素TheframeworkofTheInfluenceFactorTheory:Two-FactorTheory::内部因素、环境因素和营销因素Three-Factortheory:internalfactors,environmentalfactors,andmarketingfactors.(seenextpage)2020/1/27MaGuo,CEBA,TeachingNotesofConsumerBehavior32020/1/27MaGuo,CEBA,TeachingNotesofConsumerBehavior4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:2020/1/27MaGuo,CEBA,TeachingNotesofConsumerBehavior5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-)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)2020/1/27MaGuo,CEBA,TeachingNotesofConsumerBehavior6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,e,occupation,education)2020/1/27MaGuo,CEBA,TeachingNotesofConsumerBehavior72)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-style2020/1/27MaGuo,CEBA,TeachingNotesofConsumerBehavior83)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:munication(advertis
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