Purchasing behavior refers to the behavioral process by which consumers purchase products and services. A model of consumer purchasing behavior is called a purchasing behavior model.
By formulating marketing strategies based on purchasing behavior models, you can provide potential customers with what they want at the right time.
Purchasing behavior model in the Internet era
With the advent of the Internet, consumer purchasing behavior has changed significantly. That’s where “
AISAS
” appeared.
AISAS was proposed by Dentsu in 2005. It is known as a representative purchasing behavior model in the age of Internet search.
AISAS models consumer purchasing behavior using five steps: Attention, Interest, Search, Action, and Share.
Additionally, in 2015, the “Dual AISAS” model was proposed, which discussed the AISAS model in more detail.
This model assumes the existence of AISAS related to purchasing behavior that has been considered up to now, but we also believe that there is an AISAS related to the feeling of “wanting to spread”. This other AISAS is called “AISAS that I want to spread,” and it stands for Activate, Interest, Share, Accept, and Spread, respectively.
As times change, consumer purchasing behavior changes significantly. In order to conduct marketing accurately, it is necessary to review whether relationships such as cause and effect are accurately captured and to continue updating behavioral models.
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