電通がソーシャルメディアに対応した消費者行動モデルがSIPS
S(Sympathize共感する)
I(Identify確認する)
P(Participate参加する)
S(Share&Spread共有・拡散する)
SIPSの特徴
・共感をモデルの最初の入り口、ベースにしている
・これまでの検索プロセスがなくなった！
・生活者と企業との関わりを購買だけでなくPerticipate(参加)としている点が興味深い
実際の消費者行動モデルとするにはいくつか問題点もある
・最初に共感を入り口にしているが、ほとんどの企業が生活者と共感でつながること自体が大きなハードルなので、このハードルをクリアーできる会社が例えば3％くらいとすると97%はモデルの次に進めない
・全プロセスが理想的な状態で生じることを想定しており、モデルの途中でとどまる、頓挫する比率が高くなる
・「生活者とうまい関係を築き共感を得られたら、みんなが広げてくれますよ」という理想的なモデルを描いたという位置づけ→大半の企業が参考にするモデルとはなっていない。この点では、AIDAMA、AISASのカバー率、モデルの汎用性の方が圧倒的に高い。この点では、SIPSを消費者行動モデルというには汎用性が低すぎる
・例えば、Amazonで書籍を購入するという消費者購買行動をこのSIPSモデルで説明することは難しいだろう。
対して、ソーシャライズモデルの企業へのインプリケーション
ご参考 ソーシャルメディア時代の購買決定モデル：企業はマニフェストを掲げてブランドを自らソーシャライズせよ！
どちらのモデルが実際のマーケティングに使う際に有効性が高いだろうか？ モデルの有効性は現実をうまく説明している or そのモデルを使うことで便益が得られるという観点から評価すべきだろう。
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