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SoLoMo背景下蕴含的社会性、本地性与移动性因素对消费者心理与行为的影响形成了不同于传统网络环境下的购物生命周期模型,该模型由需求产生、信息检索、线上交易、线下消费、线上评价与分享等五个循环往复的阶段所构成,每个阶段消费者的心智模式具有不同的特点,以消费体验与互动为核心,具有随时随地完成性。据此,网上商家要增强与消费者在每个生命周期阶段的互动沟通能力,为消费者提供更好的个性化服务体验,实现商家与消费者的共赢。
The influence of social, local and mobility factors on consumer psychology and behavior under the SoLoMo background forms a different shopping life cycle model than the traditional network environment. The model is generated by demand, information retrieval, online transactions, and online marketing. It consists of five cycles of consumption, online evaluation and sharing. Each phase of the consumer’s mental model has different characteristics, with consumer experience and interaction as the core, and it has the ability to complete at any time and place. Accordingly, online merchants should enhance their ability to interact with consumers in each life cycle to provide consumers with a better personalized service experience and achieve a win-win situation for both merchants and consumers.