2011年10月14日金曜日

ソーシャル化で消費者の購買決定モデルはどう変わったのか?

マーケティング前提条件の変化
消費者の購買決定モデルの変化



これまで、消費者の購買意思決定モデルとして、様々なモデルが提案され、利用されてきた。

古くは、AIDAMAモデルがある。消費者は、その製品の存在を知り(ATTENTION)、興味をもち(INTEREST)、欲しいと思うようになり(DESIRE)、動機を求め(MOTIVE)、最終的に購買行動に至る(ACTION)という購買決定プロセスを経る、というものだ。

 次に、インターネット時代に入り、ヤフーやグーグルなどの検索が重要な位置づけになったことから、AISASモデルが生まれた。消費者の購買にまつわるプロセスを「注意」「興味」「検索」「購買」「情報共有」のプロセスから成り立つとする理論である。
「AISAS」とは消費者の各行動が英語の頭文字で表されており、それぞれ次のような段階を意味している。
「ATTENTION」(注意が喚起され)
「INTEREST」(興味が生まれ)
「SEARCH」(検索し)
「ACTION」(購買し)
「SHARE」(情報を共有する)

現在、ソーシャルメディア時代に入り、電通から新たな消費者の購買モデルSIPSモデルが提案されている。
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)

このSIPSモデルの特徴は
1.共感を消費者の購買の起点としている
2.検索というプロセスがなくなったこと
3.購買を含めた行動を広く参加というプロセスにまとめてある
という3点に特徴がある。

このSIPSモデルの実務的な有用性はまた別途論じるとしても、

ソーシャルメディアの普及によって購買決定プロセスが変わりつつあるのは確かだ。しかしながら、何が根本的に変わったのかという点に関しては十分に理解されておらず、購買決定モデルは本質をついていない。

 これまでの消費者の購買決定モデルは、個人の意思決定モデルとして発展してきた。しかし、ソーシャル化の時代に入り、個人の意思決定が、集団の集合知を含めた「社会的な影響」を受けるようになってきているという点が一番大きく変わった点である。

社会的な影響とは他人とソーシャルグラフというコンテクストを共有したことによる影響である。

 極端なことを言えば、消費者個人の購買決定モデルは消滅した。より正確に言えば、個人の購買決定モデルがソーシャルライズ化され、個人の意思決定だったものが社会的な合意形成プロセスに組み込まれたのである。

この点を踏まえて、私は、ソーシャル化時代の新たな消費者の購買決定モデル「ソーシャライズモデル」を提案していきたい。

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