This article takes stock of the basic elements and purchase decision paths between search e-commerce, content e-commerce and social e-commerce. enjoy~ The starting point of all business is consumer benefit. So when I do consulting, I text message service often tell entrepreneurs that what we study is not how to sell products to consumers, but how to make consumers better buy. The subject of selling is the seller, and the subject of buying is the consumer. Pay more attention to the buying behavior of consumers, so that consumers can benefit, and the business of sellers will be better. Today, starting from the behavior of consumers to buy, talk about search e-commerce, content e-commerce and social e-commerce. 1. 3 basic elements When a consumer buys something, how does he make a decision? If, when cooking today, you find that the salt at home is running out,
do you want to buy a bag of salt? Wanting to buy a bag of salt is a need for a buying decision . Everyone understands the demand, it is natural, just like buying water when you are thirsty, buying water can satisfy our thirsty needs. Then, text message service find a place to buy salt. You will choose to go to the supermarket or the convenience store downstairs. The transaction places of supermarkets and convenience stores are the touch points of purchasing decisions . The point of contact means that in any case, there must be a place for a transaction. Without a contact point, the transaction cannot happen. In the end, which salt you choose to buy on the shelf, seaweed salt, deep well salt, or sea salt, is based on previous experience, or whether the packaging of a certain salt impresses you, which is the trust in the purchase decision . Demand, touch point, and trust are the three basic elements of purchasing decisions, and none of them are indispensable.
The example of buying salt is that there is demand first, then contacts, and finally trust. Is the order of all purchase decisions of consumers in the order of need → touch point → trust? Find out by searching the logic of e-commerce, content e-commerce and social e-commerce. 2. Search for e-commerce When it comes to searching for e-commerce, text message service who is the first thing that comes to your mind? The first thing that comes to mind is Taobao, think about your experience of shopping on Taobao. When you open the PC version of Taobao website, you will see the bottom of Taobao's home page, with a wide range of products, including cosmetics, food, clothing, furniture and so on. How many times have you scrolled down, scrolling down like a circle of friends,