SoLoMo背景下购物生命周期模型研究

Research on the Shopping Life Cycle Model in the Context of SoLoMo

SoLoMo背景下蕴含的社会性、本地性与移动性因素对消费者心理与行为的影响形成了不同于传统网络环境下的购物生命周期模型,该模型由需求产生、信息检索、线上交易、线下消费、线上评价与分享等五个循环往复的阶段所构成,每个阶段消费者的心智模式具有不同的特点,以消费体验与互动为核心,具有随时随地完成性。据此,网上商家要增强与消费者在每个生命周期阶段的互动沟通能力,为消费者提供更好的个性化服务体验,实现商家与消费者的共赢。

The influence of social, local and mobile factors in the context of SoLoMo on consumer psychology and behaviors has formed a shopping life cycle model different form that in the context of traditional network environment. This model is made up of five cyclic stages, including demand generation, information retrieval, online transaction, offline consumption, online evaluation and sharing. In each stage, the consumers＇ mental models have different characteristics. With consumption experience and interaction as the core, the model shows that consumers can complete all the stages whenever and wherever possible. Therefore, online merchants should enhance their ability of interaction and communication with consumers in each stage of the life cycle model and provide better personalized service experience to consumers, so as to achieve a win-win situation between them.