好奇心在虚拟环境中的作用:一种概念整合
1School of Business and Economics, Universidad Anáhuac, Huixquilucan 52786, Mexico.
Behavioral sciences (Basel, Switzerland)
|October 26, 2024
概括
品牌可以通过了解消费者在虚拟环境中的好奇心来改进数字战略. 虚拟环境中的好奇心 (CVE) 模型指导研究人员和从业人员在线捕捉注意力.
科学领域:
- 数字营销 数字营销 数字营销
- 消费者心理学 消费者心理学
- 虚拟环境 虚拟环境
背景情况:
- 品牌面临的挑战是如何在数字空间中吸引消费者的注意力.
- 了解虚拟环境中的消费者行为对于有效的营销至关重要.
- 好奇心是影响消费者参与的关键心理驱动因素.
研究的目的:
- 为了引入好奇心在虚拟环境 (CVE) 模型.
- 为研究人员和从业人员提供一个框架,以加强在虚拟环境中的消费者沟通.
- 确定在虚拟环境中对好奇心和消费的未来研究领域.
主要方法:
- 关于虚拟环境,目标内容和好奇心的文学评论.
- 开发了四象限CVE模型.
- 选择性审查关于好奇心和消费的实验研究.
主要成果:
- CVE模型根据它们唤起消费者的好奇心的潜力对虚拟环境进行了分类.
- 在目前对好奇心和消费的理解中发现了三个研究空白.
- 该模型建议实践者制定具体策略,以在虚拟空间中吸引消费者的注意力.
结论:
- CVE模型提供了一种结构化的方法来理解和利用消费者在虚拟环境中的好奇心.
- 需要进一步的研究来解决发现的差距,并完善该模型的应用.
- 有效的数字战略必须考虑消费者在线空间参与的心理驱动因素.
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