Since the beginning of the general equivalent, people have injected more personal benefits into the exchange.

Since the beginning of the general equivalent, people have injected more personal interests into the "exchange", thus "exchange" has become a "trade" and the concept of commodities. Later, the variety of commodities continued to increase, the industrial Revolution broke the value of goods and the long-term balance of necessary labor time, so that "talent" can be in the same working hours to obtain more returns. The development of transportation and logistics allows people to access more and more kinds of goods, with the spread of goods, channels and agent mechanism, and all this production revolves around the consumer's one action-consumption.

Consumption is not only one of the three driving of GDP, but also the expression of life style in a narrow sense, the state to optimize the policy to stimulate consumption, we strive to improve their consumption capacity. As small as a bottle of drink, big to a car, why do we choose it instead of other brands? What happened before we made the purchase decision? It's also about the rules of consumption in every era.

The originator of consumer behavior theory--AIDMA

AIDMA, an American advertising e.s, put forward the theory of consumer behavior in 1898, until today, the consumption behavior of some countries/regions with underdeveloped information technology still accords with this theory. The theory holds that most purchase behavior occurs in the following 5 stages:

Attention attract attention →interest generate interest →desire arouse desire →memory deepen memory →action promote action

This theory completely conforms to the consumer decision behavior of ① in the network 1.0 times, the consumption pattern that the information unidirectional flow produces, among them a (arouse attention), I (produce interest), D (Arouse Desire), M (deepen memory) are the reaction that the consumer passively accepts advertisement or promote, Only a (facilitating action) is the consumer's active behavior, the significance of this theory lies in combining psychology to fully decompose the motives of consumer behavior, so that enterprises targeted at the AIDM four nodes on the optimization of processing, improve the conversion rate of advertising.

The evolution of ② consumption behavior in the 2.0 Times--aisas

Information explosion, people are increasingly inclined to send their own voice, throw their own point of view, while technology is constantly progressing, hardware processing capacity with Moore's law ③ into exponential growth, mass storage technology allows more data generation, hardware "disaster tolerance" gradually become less important, so the forum, blog, SNS, everyone, Micro-broad batch emerges, break Yiyantang, provide people with sound platform.

Demand and technology fit to promote a new platform, where there are business opportunities, new platform new play, but also the emergence of new consumer behavior--aisas, this factor into the interaction of the theory that we through the new media to produce consumption decisions through the following five stages:

Attention attract attention →interest generate interest →search active Search →action Promote action →share information sharing

Compared with Lewis's classical theory, the new consumption pattern after joining the interaction pays more attention to the consumer's subjective behavior, in which s (Search), A (Action), S (Share) are the behavior of the consumer's subjective initiative, the classical theory of D (arouse desire), M (deepen memory) is covered by S (Active search), the difference lies in the classical theory D, m steps for enterprises to disseminate the information "can" enable consumers to create a subconscious desire and deepen memory, and the new theory that consumers will be interested in the use of technical means to actively search for goods, access to comprehensive commodity information and evaluation, This step in the new model can play a decisive role throughout the purchase process, and consumers often make decisions about whether or not to buy after searching.

Another major supplement to classical theory in Aisas is the "sharing" mechanism brought by interactive means, it is also because of the existence of sharing this action, breaking the one-way progression of the model, consumers can jump from the first four steps in the AISA to share directly, a/i jump to the purpose of sharing can be consulted for help, After the search to jump to the purpose of the search can be to share experience, so that the results of their search work will not be ignored.

The meaning of sharing is that we can start the next round of consumer behavior, we see friends buy goods and his evaluation of goods, if we have the demand or potential demand, it will directly stimulate the desire to buy, quickly make purchase decisions.

Scias in the age of mobile interconnection

2013 Q3 Google reported that China's smartphone penetration rate has reached 47%, 2012 this number is still 33%, 2014 years of broken 60% has become a foregone conclusion. Gyroscope, GPS positioning and other functions have become the standard configuration of smartphones, in addition to the major operators of 3.5G, 4G network upgrades and tariff adjustment, announced the advent of mobile internet era. In today's highly integrated Internet and mobile communications technology, consumption patterns have quietly changed, and I call him Scias in the classic format:

Search Active Searching →compare Similar comparison →interest generate interest →action promote action →show show baby

Consumers first search for the category of demand or the target product (search), through search engine, electric business website, can also be online under the similar "I check" the mobile end to search, through the category search for similar goods or services of the active comparison (Compare), if directly in the Electronic business site search target products, will also receive a push message of the same kind of goods, active understanding, Comparison behavior if the consumer still believe that there is demand will be interested in a commodity (acquires) produce purchase decision; If the entire transaction process including hardware, network, station-end server, payment system is smooth and unimpeded, The consumer will complete the purchase action, and the consumer will usually show it through social media if they think the experience is good after they get the product/service.

Show out after the results are divided into three categories: not with the needs of the majority of readers, without any real impact, or for the brand to increase service or goodwill, just to meet the needs of readers, two people know (strong relationship), it may directly contribute to the reader's consumption decision (Action) If the two people are weak (such as through micro-blogging), the reader has this kind of demand, will be completed by the Show→interest→compare→action purchase action.

Compared with the AIDMA in the classical theory, we can see that the mode of transmission of the Scias model is the same as that of the current mobile internet--there is no "end", and after the first trading action, it will produce multiple results due to the difference of strong and weak relationship. This will bring more challenges to the information processing in every aspect of the enterprise, because they need to consider more requirements scenarios and create more perfect closures to drive conversion rates.

Why is the first step an active search? Where are the motivations for the search? I think people who are affected by the fragmentation of information in the mobile internet age know more about what they want and more imaginative, so the motivation for search is simple-their own needs. We are flooded with advertisements every day, and residents of big cities are passively exposed to hundreds of advertisements every day, which has a less and less impact on our consumption decisions.

For new immigrants to mobile internet, if he wants to buy a car, he will find a comprehensive web site, input budget, buy B or a class, buy cars or SUV and other information, screening a number of models, and then combined with the brand impression, appearance, detailed configuration, technology and other information for horizontal comparison, multiple screening to make consumption decisions. For those of us who have been numb to the ads, now the ad for a single vehicle is more of a reminder that we should buy a car. Or is it time to change trains? In general, the information we receive is more at the category level than the designated product.

There is another situation: I may not have seen I've heard of this commodity/service, and I'm not even sure if this product/service exists, my action is to input the search engine or the "omnipotent" comprehensive electric Dealer website for the purpose that I want to achieve, they will tell us what the goods/services are looking for, Or recommend to you the most similar things.

Search and filter are often progressive, so the vocabulary of category is more and more appearing in our life. You're standing in a strange place with your smartphone, the problem you are having now is a bit hungry, looking for a place to eat, and now the solution is simple--turn on the map tool to locate the current location, search the surrounding "gourmet" information, refer to other consumers ' evaluations and per capita consumption, combine the cuisine with the distance from me, Compare each restaurant horizontally, make consumption decisions to solve their own problems.

I changed the behavior of the model after buying from sharing (Share) to show, the reason is that in the mobile internet era, we have a stronger personality: each head with a portrait, eat with micro-bo send a photo, on the road using micro-letter to express some feelings, and the message is strong, Often do not spend too much time on the carefully worded and Photoshop images. And show happens to be a word that emphasizes individuality, this picture I hair, have no purpose, may also have no meaning, just I want to send, by sending I got some kind of psychological satisfaction. Mobile Internet is not limited by time and geography, show frequency will be greatly increased, look at your micro-trust in the circle of the number of daily goods/services, you know that we are in an inescapable big show.

Science and technology to promote social progress, and marketers for specific goals to promote enterprises and enterprises, enterprises and individuals, individuals and individuals to transfer the efficiency of information, closely follow the scientific and technological trends to optimize the means of communication is one of our basic skills. Mobile Internet is changing the state's management model, business model and our way of life, these changes can not be perlocution, no one could stop, someone stood on the tuyere, some people still stay at the bottom. The mobile internet has brought us to a node of the withered cycle, to continue to grow toward the sun or to become a competitor of fertilizer, all depends on your speed and attitude.

Comments：

①web1.0 era: The leading mode of technological innovation, based on the click of the flow of profit in common, portal confluence, clear main run industrial structure, Dynamic Web site. The information flows from the website to the user one-way.

②web2.0 era: A new era of relative Web1.0. Refers to a web based platform, user-led content of the Internet product model, in order to distinguish the traditional from the site employee-led generation of content defined as web2.0.

③ Moore's Law: The number of transistors that can be accommodated on an integrated circuit will increase by one times every 18 months, and performance will rise by one time, when prices are unchanged, says Gordon Moore, a founder of Intel (Intel). In other words, the computer performance that every dollar can buy will be doubled every 18 months. This law reveals the speed with which information technology is progressing.

Wen/Li Guangdou