Generally, we know that the purchase process of consumers is divided into five stages, as follows:
Demand generation → information collection → selection and evaluation → purchase decision → post purchase behavior
↓ ↓ ↓ ↓ ↓
Need products → understand products → select products → buy products → evaluate products (or post purchase services, etc.)
In these five stages, social media has greatly changed the stage of "information collection", that is, "understanding products". In the past, that is, in the non network era, the ways to understand a product, that is, the sources of product information, are as follows:
1. Personal sources - family, relatives, friends, neighbors, colleagues
2. Business sources - retail terminal salesmen, dealers, product packaging instructions, various trade fairs
大众网站3. Public sources - various advertisements, mass media, governments, consumer organizations
4. Experience source - user's own observation, use experience, etc
Traditionally, among these four kinds of "information collection" sources, "commercial sources" and "public sources" undoubtedly dominated, because at that time, enterprises and the media they used were the leaders of information, and consumers were only "listening". But to tell the truth, the transparency of this kind of information is not high. Most of such information is spoken by enterprises themselves. Although the "personal source" and "experience source" of information obtained by consumers are more reliable, the amount of information is too small and the authority is far from enough.
In the Internet age, consumers' means of information collection have changed. "Commerc
ial sources" and "public sources", because of the unidirectional nature of information and the excessive marketing of enterprises, are regarded by consumers as Wang Po selling melons and boasting, and their trust has been greatly reduced. While "personal sources" and "experience sources" have become popular through the Internet, which is for "network sharing" and "network reputation".
The "personal sources" and "experience sources" of purchase related information are mostly presented on the Internet through IM, trading community and social media, and consumers believe what those who buy things say. As the saying goes, it's better to see the curative effect than the advertisement. Efficacy is the consumer's own experience.
When more and more information from "personal sources" and "experience sources" is gathered on the network, the original problem of less information and insufficient authority has changed. Once the amount of information and authority are established, its impact on product selection and purchase decisions is self-evident.
Search engines play a decisive role in the aggregation of information from "personal sour
ces" and "experience sources". We know that im has great power to spread, but the circle of IM is small, the amount of information is not enough, and the experience of a few friends on IM is not authoritative enough. Another point is that the information on IM cannot be gathered by search engines. Social media is indeed the focus of almost all search engines. A large number of users share their shopping experiences on social media, such as SNS, blogs and microblogs. These experiences are directly browsed or searched and gathered. When a large number of information is gathered, its authority and influence will continue to increase. In this way, from the perspective of product information alone, social media is more important than im.
Let's look at a real story: there is a girl who wants to change her mobile phone. She consulted her friends about the basic situation on IM. Then, she went to the search engine to refine the basic information obtained in IM. She felt that the information was not enough. She checked the trading website, the relevant evaluation blog, etc., and looked at the relevant comments. Now that she had a little bottom, she returned to the SNS she often played, continued to search for relevant keywords on the SNS, and inquired about r
elevant shopping sharing and experience information. Finally, she listed several models she was optimistic about, She directly initiated a vote on SNS, and she hopes everyone can help her make decisions.
After fully understanding the information obtained from various channels. She bought her favorite mobile phone. She also wrote her shopping experience into her blog and shared it on SNS and Weibo. At first, other people came to consult her, and she also told everyone about her real experience of using this mobile phone. These experiences, including advantages and disadvantages.
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