Marketing experts summarize consumers’ purchasing motivation and purchasing behavior as 6W+60, forming the basic framework of consumer purchasing behavior research.
Consumer purchasing behavior refers to the behavior of consumers to purchase and use goods in order to meet their own needs. Some scholars have revealed some commonalities in consumer purchasing behavior based on in-depth research and summarized and described them in the form of models. The more famous ones are the Engle-Kollat-Blackwell model (EKB model) and the Howard-Sheth model (Howard-Sheth model).
(I) Engle-Kollat-Blackwell model (EKB model)
The EKB model emphasizes the decision-making process of buyers, from the generation of consumer purchasing needs to the end of consumer purchases. In this model, consumer psychology plays a very important role. The purchasing behavior process of consumers in this model can be described as follows: due to external stimulation or social pressure, a certain product is exposed to consumers, attracting their attention and memory, and forming information and experience to store, so that consumers have a preliminary understanding of the product: with the participation of motivation, personality and lifestyle, consumers’ understanding of the problem gradually becomes clear, and they begin to look for purchase objects that meet their wishes; this search behavior moves towards the purchase result with the support of evaluation criteria, beliefs, attitudes and purchase intentions; after product brand evaluation, it enters the alternative plan evaluation stage, and consumers make decisions based on the selection evaluation, and then implement the purchase and obtain the output results, that is, goods and services; finally, experience the results after the purchase, draw a conclusion on whether they are satisfied or not, and start the next consumption activity.
(II) Howard-Sheth Model
Howard and Sheth believe that the main factors that affect consumers’ purchase decisions are: stimulus factors, perceptual process, learning process, output variables and exogenous variables. The process of continuous action of these factors is manifested as follows: after consumers are stimulated by unclear external objects, they pay attention to certain items, then explore, and then develop perceptual tendencies, which stimulate purchase motivation. At the same time, through the generation of selection criteria and the understanding of commodity brands and trademarks, a certain purchase attitude is formed, thereby firming the purchase intention and promoting purchase behavior. The results of consumer use and the degree of satisfaction with the product will further affect their understanding of the brand and consumer brand loyalty.
The stimulus factors in the model include: stimulus, symbolic stimulus and social stimulus. Stimulus refers to the stimulus generated by the object and trademark itself; symbolic stimulus refers to the stimulus generated by the text, pictures and information disseminated by salesmen, advertising media, trademark diaries, etc.; social stimulus refers to the stimulus generated by consumers in their interactions with others, and consumers selectively accept and respond to these stimulus factors.
The perceptual process in the model refers to the process of completing information processing related to purchase decisions, and the learning process refers to the process of completing concept formation. The perceptual process and the learning process are both psychological activities of consumers, which process information and form concepts through psychological activities and finally output variables to the outside.
External variables in the model include: the importance of purchase, consumer personality traits, economic conditions, social class influence, culture, the role of subculture, etc. These factors do not directly participate in consumers’ purchasing decisions, but will have an impact on consumers’ purchasing behavior.
Compared with EKB, the two models have many similarities and differences. The difference between the two models lies in the emphasis. The KB model emphasizes the process from attitude formation to purchase intention, and believes that information collection and evaluation are very important aspects; the Howard-Sheth model emphasizes the early stages of the purchase process: perception process, learning process and attitude formation.
Although the two models are more complicated and there are many factors and variables, for enterprises, only by fully understanding the intricate relationship between the various factors that affect consumer purchasing behavior and mastering the general laws of consumer purchasing behavior can we make correct judgments for the company’s marketing behavior and formulate better marketing plans.