Structural model of consumer attitudes, analytical model of consumer behavior

Consumer attitudes refer to consumers' emotional responses to objects, attributes, and interests, that is, consumers' tendency to respond to a product, brand, or company that they have learned to like or dislike consistently. There are two views on the composition of attitudes: one is monism, which holds that attitudes are composed of affective elements, that is, attitudes are understood only as an emotion or emotion; The other is triadism, which holds that attitudes are composed of three elements: cognition, emotion, and intention.

Engel, Blackwell, and Kollot proposed for the first time a relatively complete concept of consumer behavior in their book Consumer Behavior.

According to some information on the Internet, the evolution of consumer behavior patterns is probably as follows:

Reference. The TAM technology acceptance model is proposed on the basis of rational behavior theory and planned behavior theory, which is used to study the degree of acceptance and acceptance behavior of individuals to the emergence of a new technology.

In the retail scenario:

SiCAS is a consumer behavior analysis model.

Accurate audience selection needs to rely on user demand portraits; Carry out precision marketing and personalized service.

Collect user feedback in a timely manner and cultivate fan effect.

DDCI study (

gives a detailed description of the capabilities that need to be paid attention to in each stage.

The authors say that there are 6 indicators that measure the perceived ability of a business in the perception stage:

Perception rate: People identified by the total target group.

Perceptual quantity: the dimension of the attribute and the amount of information.

Reach: Comprehension: Whether the perceived information can be understood and analyzed.

Perceived efficiency. Perceived rate:

Feedback rate. sicas: sense = interest = connect and communicate = action = share

In addition, there is the consumer link AIPL, which is similar to the SICAS model.

The following is a general guide to building a basic theoretical model of consumer behavior:1 Define the research objectives: Identify the aspects of consumer behavior you want to study, such as the purchase decision process, brand selection, market segmentation, etc.

2 Literature Review: Conduct a review of relevant consumer behavior theories and researches, and understand the existing theoretical models and research results. This will help you understand the framework you already have and draw inspiration from it.

3 Choose a theoretical framework: Based on the results of the literature review, choose a theoretical framework that is suitable for your research goals. Commonly used theories include cognitive decision-making theory of psychological-based meditation, social identity theory of sociology, and utility theory of economics.

5. Selection of variables: Determine the key variables you need to consider, which may include individual characteristics (such as age, gender, income, etc.), psychological factors (such as attitude, perception, motivation, etc.), social factors (such as family, culture, social influence, network, etc.), and market environment factors (such as product characteristics, **, competition, etc.). 6 Model Building:

Based on the selected theoretical framework and variables, a logically consistent and operational model is constructed. Statistical methods such as structural equation modeling, regression analysis, decision trees, etc., can be used to quantify and analyze the relationships between variables. 7 Data Collection:

Use appropriate statistical methods to analyze the collected data, verify or disprove your hypotheses, and explore relationships between variables. 9 Interpretation of results: Interpret and discuss your findings based on the results of data analysis and compare them with existing theoretical models.

10 Model Modification and Extension: Based on the results of the study and discussion, revise your model and expand it further. This may involve adding new variables, adjusting the theoretical framework, or formulating new hypotheses.

Attitude usually refers to an individual's evaluation of things whether they like or dislike, how they feel emotionally, and what they tend to do. Consumer attitudes have a big impact on consumer buying behavior. Consumer attitudes** are based on the following aspects.

1) Direct contact with the product.

2) Being directly or indirectly influenced by others.

3) Family education and personal experience. Some scholars believe that consumer attitudes include evaluation, emotion and intention, and they all have their own influence on purchase behavior.

1) Evaluation refers to people's evaluation of products and opinions that are relatively unchanged.

2) Emotion refers to the emotional response of goods and services to consumers, such as liking or disliking goods or advertisements. Emotions are often influenced by the psychological characteristics and social norms of the consumers themselves.

3) Intention refers to the tendency of consumers to act in a certain way, whether they are inclined to take a purchase action or to refuse to buy. Consumer attitudes are ultimately reflected in purchase intentions. Because attitudes often take a long time to form, marketers can often take time, be costly, and sometimes fruitless to change consumers' perceptions and emotions about a product.

Therefore, it is wiser for marketers to change the product to suit consumer attitudes, rather than investing too much in changing consumer attitudes.