正文
High degree of conversion from social media, with online social interaction direct influencing their offline life. Embrace social e-commerce, watch e-commerce live streaming. Willing to accept product recommendations in online social activities and place orders directly.
“Hermits” would prefer acquaintance-based social media, while “Rangers” and “Maniacs” enjoy richer social behaviors. “Rangers” focus on recommendation of KOL and UGC, while “Maniacs” have a higher preference for content-based social media.
Why consumers are in different social stages? It mainly lies in their difference in abilities and demands.
The use of high-density content media requires a high ability of information reception processing, while online sharing of products and life requires the ability of information production. In addition, the purchasing power affects whether consumers allow themselves to consume out of happiness and emotional atmosphere. The demands for entertainment, interest, information and expression make consumers have different preferences in social media contact, interactive sharing, and conversion. However, these abilities and demands are related to factors as follows: consumers’ dating environment, generation, education degree, income, media value, consumption value, etc.
So the question is whether the crowd portraits are the same within the same social stage? The answer is definitely No. This is the result of multiple factors. Consumers with higher education backgrounds may have stronger ability of information reception and processing. But if they have lower-incomes, more price-sensitive and cannot use multiple devices simultaneously, they are still “Hermits”. As for middle-aged and elderly retirees in the fourth-tier cities, they may already become users of social e-commerce if they have strong information processing ability and self-satisfaction demand. This group of people is more like “Maniacs”, who are willing to accept new things and sharing.
Therefore, based on factors such as education degree, income, generation, media value, and consumption value, the decision tree extracts a typical portrait of social groups as follows.
Which of the social groups are "Maniacs"?
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