A Study on the Impacts of Social Media upon Consumer Purchase Behavior and Its System Dynamics Simulation

• Main Authors: Yu-An Chen, 陳昱安
• Other Authors: Hen-yi Jen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/38771203504730016139

碩士 === 元智大學 === 工業工程與管理學系 === 104 === SIPS (Sympathize-Identify-Participate-Share & Spread) is a model constructed by Dentsu for studying consumer purchase behavior. It depicts the psychology of purchase path from: sympathize, identify product to meet the needs, participate, share and spread to friends and family around. In recent years, due to the booming Internet community media, consumers are more likely to exchange views and ideas with friends online and recommendation from friend communities has became one of the more credible indicators for purchase decision. Social media marketing is also being used as a product of the media and the key to success in this medium is that the message is based on information from trust-worthy source. This study is to explore the impact of social media SIPS model for the evolution of consumer purchase behavior and the change process with the use of system dynamics theory to establish a causal-effect-feedback model. A simulated case study is performed to verify the compliance with current consumer purchase patterns and confirm the validity of the model as well as quantitative assessment of consumer purchase behavior.