Schiffman and Kanuk (1991)定義消費者行為是“消費者為了滿足其所需求，所表現出對產品、服務、想法的尋求、購買、使用、評價和處置的行為”。因此探討消費者行為除了觀察其購買的動作之外，還必須涵蓋購買行為背後有關各項實體及精神層面的因素，更進一步來說，消費者行為的研究，即是研究消費者個人如何制定購買決策，以及運用其所擁有的資源(包括金錢、時間及精神)在消費相關的過程上。
而根據其中EKB模式將消費者決策行為分為五個階段：（Engel , Warshaw & Kinnear , 1979）
1.問題認知（problem recognition）：是何種動機引發購買的決策過程，當購買者確認某問題（problem recognition）或覺得有某些需求；其購買過程即開始，購買者之需求由其內部刺激或外部刺激所發。
- 2 decades agoFavorite Answer
In 1991, Schiffman and Kanuk defined the customers’ behaviors as a behavior that the customers can behave how they feel about products, services, ideas, usages, evaluations and arrangements in order to satisfy their needs. Therefore, in an attempt to probe into the customers’ behaviors, we obverse not only their actions, but also the concrete and spirit facets behind their actions. Furthermore, the research of the customers’ behaviors is to investigate how the customers make their decisions to consume and how they use their own resources including money, time and mental efforts under the process of consumption.
In reference to the customers’ decisions, it is classified five stages according to the mode of EKB. ( Engel, Warshaw & Kinnear, 1979)
1. Problem recognition: What motivates buyers to purchase? The buying process starts when the buyers have problem recognition or they need something they want. The inner incentive and outer incentive motivate buyers to consume. 2. Search: What kind of information is useful to meet the aim of consumption? How does it affect the buyers? After stimulation, it is not at all sure that buyers will collect information. We hypothesize that buyers would like to collect information. That is divided into two levels; the one is that the buyer would pay a lot of attention on the information, and the other one is that the buyer would actively collect the information.Source(s): 就這樣子了 不是翻譯機直翻的
- Anonymous2 decades ago
Schiffman and Kanuk (1,991) defines the consumer behavior is "the consumer in order to meet its need, displays to the product, the service, the idea seeks, the purchase, the use, the appraisal and the handling behavior". Therefore discusses the consumer behavior besides to observe its purchase the movement, but also must contain 鄘 妎 behind the R behavior the related each entity and the spiritual stratification plane factor, further said, the consumer behavior research, how is studies consumer individual to formulate the purchase decision-making, as well as using the resources which its has (including money, time and spirit) in the expense related process. But acts according to EKB pattern to divide into the consumer decision-making behavior five stages: (Engel, Warshaw & Kinnear, 1,979) 1. Question cognition (problem recognition): Is what kind of motive initiation purchase decision-making process, when the buyer confirmed some question (problem recognition) or thought has certain demands; Its purchase process is the start, demand of the buyer stimulates by its interior or exterior stimulates sends. 2. Seeks (search): What kind of message source to achieved the expense goal is most useful? Each kind of origin influence how? The consumer after accepts stimulates, not necessarily can go to the collection information, the supposition consumer decided the collection information, also may differentiate in its degree is two kind of levels; Namely strengthens the attention and the positive collection information.