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文化与消费者之旅

“零售业杂志”。 三月30,2020

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消费者旅程的隐喻强调个人在与品牌建立关系或获得满意购物体验的过程中所采取的步骤。 但是,在许多非西方文化中,这些步骤不太可能由个人的喜好和优先事项决定。 相反,它们源于集体主义的动机,以适应当前的规范和他人的期望,并且受到强调上下文和关系的整体思维方式的影响。 结果,消费者旅程中每个步骤的含义可能会被规范性地注入并在上下文中嵌入。 本文将回顾研究,这些研究表明在价格,广告,商店展示,零售商声誉,优惠券和其他对零售环境重要的特征的响应中,存在跨文化差异。 我们的重点是在个人主义情境和集体主义情境中对比消费者的旅程,但我们也针对其他关键文化差异(例如权力距离信仰)提出新的发现。 综上所述,这些发现表明,消费者的购买前活动,购买决策和购买后承诺的模式和驱动力在不同文化之间可能存在显着差异。 在描述这些文化上不同的过程时,我们说明了对文化差异的深入思考如何增强我们对消费者旅程的理解。

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