{"id":5738,"date":"2023-11-29T10:51:52","date_gmt":"2023-11-29T10:51:52","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5738"},"modified":"2023-12-21T11:19:20","modified_gmt":"2023-12-21T04:19:20","slug":"tim-hieu-3-mo-hinh-hanh-vi-nguoi-tieu-dung","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/tim-hieu-3-mo-hinh-hanh-vi-nguoi-tieu-dung.html","title":{"rendered":"T\u00ecm hi\u1ec3u 3 m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng"},"content":{"rendered":"

M\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng: m\u00f4 h\u00ecnh h\u1ed9p \u0111en \u00fd th\u1ee9c<\/strong><\/h2>\n

M\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>\u00a0h\u1ed9p \u0111en \u00fd th\u1ee9c (hay c\u00f2n g\u1ecdi l\u00e0 m\u00f4 h\u00ecnh h\u1ed9p \u0111en ng\u01b0\u1eddi ti\u00eau d\u00f9ng) x\u00e1c \u0111\u1ecbnh nh\u1eefng y\u1ebfu t\u1ed1 k\u00edch th\u00edch, t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u201cH\u1ed9p \u0111en\u201d l\u00e0 kh\u00e1i ni\u1ec7m tr\u1eebu t\u01b0\u1ee3ng ch\u1ec9 n\u01a1i ch\u1ee9a nh\u1eefng n\u1ed9i dung, th\u00f4ng tin li\u00ean quan \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 s\u00e2u xa khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ecdn mua s\u1ea3n ph\u1ea9m. N\u00f3i c\u00e1ch kh\u00e1c, \u201ch\u1ed9p \u0111en\u201d g\u1ed3m nh\u1eefng suy ngh\u0129, nh\u1eadn th\u1ee9c v\u00e0 kh\u1ea3 n\u0103ng ph\u00e1n \u0111o\u00e1n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 k\u00edch th\u00edch t\u1eeb ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb (tri\u1ec3n khai c\u00e1c chi\u1ebfn l\u01b0\u1ee3c Marketing, khuy\u1ebfn m\u1ea1i, chi\u00eau th\u1ecb,\u2026) v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 t\u1eeb m\u00f4i tr\u01b0\u1eddng ngo\u00e0i (nh\u01b0 kinh t\u1ebf, x\u00e3 h\u1ed9i, v\u0103n h\u00f3a, ch\u00ednh tr\u1ecb,\u2026.) x\u00e2m nh\u1eadp v\u00e0 t\u00e1c \u0111\u1ed9ng \u201ch\u1ed9p \u0111en\u201d. \u201cH\u1ed9p \u0111en\u201d ti\u1ebfp nh\u1eadn nh\u1eefng y\u1ebfu t\u1ed1 k\u00edch th\u00edch v\u00e0 chuy\u1ec3n ch\u00fang th\u00e0nh nh\u1eefng ph\u1ea3n \u1ee9ng c\u00f3 th\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c nh\u01b0 h\u00e0nh vi l\u1ef1a ch\u1ecdn ch\u1ee7ng lo\u1ea1i, d\u00f2ng s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u, ti\u1ebfn h\u00e0nh mua h\u00e0ng,\u2026<\/p>\n

T\u00ecm hi\u1ec3u 3 m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/em><\/figcaption><\/figure>\n

M\u1ea5u ch\u1ed1t c\u1ee7a vi\u1ec7c \u00e1p d\u1ee5ng t\u1ed1t\u00a0m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>\u00a0n\u00e0y l\u00e0 nh\u00e0 ti\u1ebfp th\u1ecb c\u1ea7n nghi\u00ean c\u1ee9u nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0o c\u00f3 th\u1ec3 k\u00edch th\u00edch \u201ch\u1ed9p \u0111en\u201d, v\u00e0 ph\u1ea3n \u1ee9ng t\u1eeb \u201ch\u1ed9p \u0111en\u201d \u0111\u00e1p l\u1ea1i nh\u1eefng k\u00edch th\u00edch \u0111\u00f3 nh\u01b0 th\u1ebf n\u00e0o, v\u00ec sao l\u1ea1i c\u00f3 nh\u1eefng ph\u1ea3n h\u1ed3i \u0111\u00f3.<\/p>\n

M\u00f4 h\u00ecnh th\u00e1p nhu c\u1ea7u Maslow<\/strong><\/h2>\n

M\u1ed9t d\u1ea1ng\u00a0m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>\u00a0kh\u00e1 quen thu\u1ed9c kh\u00e1c l\u00e0 th\u00e1p nhu c\u1ea7u Maslow. Th\u00e1p nhu c\u1ea7u Maslow ph\u00e2n t\u1ea7ng nh\u1eefng nhu c\u1ea7u c\u1ee7a con ng\u01b0\u1eddi th\u00e0nh 5 nh\u00f3m.<\/p>\n

T\u00ecm hi\u1ec3u 3 m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/em><\/figcaption><\/figure>\n
    \n
  • T\u1ea7ng 1 \u2013 Nhu c\u1ea7u sinh l\u00fd c\u01a1 b\u1ea3n<\/strong>: T\u1ea7ng n\u00e0y t\u1eadp trung c\u00e1c nhu c\u1ea7u c\u01a1 b\u1ea3n nh\u1ea5t ph\u1ee5c v\u1ee5 vi\u1ec7c t\u1ed3n t\u1ea1i c\u1ee7a con ng\u01b0\u1eddi, v\u00ed d\u1ee5 nh\u01b0 \u0103n, u\u1ed1ng, h\u00edt th\u1edf, ng\u1ee7 ngh\u1ec9,\u2026 Tuy v\u1eady nhu c\u1ea7u \u1edf t\u1ea7ng 1 l\u00e0 nh\u1eefng nhu c\u1ea7u b\u1ee9c thi\u1ebft nh\u1ea5t, c\u00f3 t\u00ednh ch\u1ebf ng\u1ef1 v\u00e0 thu\u1ed9c h\u00e0ng \u01b0u ti\u00ean v\u1edbi m\u1ed7i ng\u01b0\u1eddi.<\/li>\n
  • T\u1ea7ng 2 \u2013 Nhu c\u1ea7u an to\u00e0n<\/strong>: T\u1ea7ng 2 trong\u00a0m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>\u00a0theo th\u00e1p nhu c\u1ea7u Maslow l\u00e0 nhu c\u1ea7u \u0111\u01b0\u1ee3c b\u1ea3o v\u1ec7 c\u01a1 th\u1ec3, t\u00e0i s\u1ea3n, n\u01a1i tr\u00fa ng\u1ee5, s\u1ee9c kh\u1ecfe,\u2026 S\u1ef1 an to\u00e0n c\u1ea7n \u0111\u01b0\u1ee3c th\u1ecfa m\u00e3n v\u1ec1 m\u1eb7t th\u1ec3 ch\u1ea5t l\u1eabn tinh th\u1ea7n, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1c quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng nh\u01b0 mua b\u1ea3o hi\u1ec3m, c\u00e1c ch\u1ebf \u0111\u1ed9 x\u00e3 h\u1ed9i, \u0111\u01b0\u1ee3c ph\u00e1p lu\u1eadt b\u1ea3o tr\u1ee3,\u2026<\/li>\n
  • T\u1ea7ng 3 \u2013 Nhu c\u1ea7u giao ti\u1ebfp, giao l\u01b0u<\/strong>: Nhu c\u1ea7u giao ti\u1ebfp, giao l\u01b0u l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng trong\u00a0m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>\u00a0tr\u1ef1c tuy\u1ebfn. Trong th\u00e1p nhu c\u1ea7u, t\u1ea7ng n\u00e0y x\u00e1c \u0111\u1ecbnh mong mu\u1ed1n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 vi\u1ec7c \u0111\u01b0\u1ee3c thu\u1ed9c v\u1ec1 m\u1ed9t t\u1ed5 ch\u1ee9c, b\u1ed9 ph\u1eadn n\u00e0o \u0111\u00f3 ho\u1eb7c mong mu\u1ed1n \u0111\u01b0\u1ee3c tr\u00f2 chuy\u1ec7n, giao l\u01b0u, y\u00eau \u0111\u01b0\u01a1ng,\u2026<\/li>\n
  • T\u1ea7ng 4 \u2013 Nhu c\u1ea7u \u0111\u01b0\u1ee3c qu\u00fd tr\u1ecdng<\/strong>: Cao h\u01a1n mong mu\u1ed1n \u0111\u01b0\u1ee3c giao ti\u1ebfp l\u00e0 nhu c\u1ea7u \u0111\u01b0\u1ee3c k\u00ednh tr\u1ecdng b\u1edfi ng\u01b0\u1eddi kh\u00e1c v\u00e0 \u0111\u01b0\u1ee3c t\u1ef1 tr\u1ecdng d\u1ef1a tr\u00ean nh\u1eefng th\u00e0nh qu\u1ea3 c\u1ee7a b\u1ea3n th\u00e2n.<\/li>\n
  • T\u1ea7ng 5 \u2013 Nhu c\u1ea7u th\u1ec3 hi\u1ec7n<\/strong>: Nhu c\u1ea7u th\u1ec3 hi\u1ec7n l\u00e0 nhu c\u1ea7u \u0111\u01b0\u1ee3c \u0111em nh\u1eefng hi\u1ec3u bi\u1ebft, ki\u1ebfn th\u1ee9c, k\u1ef9 n\u0103ng, gi\u00e1 tr\u1ecb c\u1ee7a b\u1ea3n th\u00e2n ra chia s\u1ebb v\u1edbi m\u1ed9t ng\u01b0\u1eddi hay m\u1ed9t c\u1ed9ng \u0111\u1ed3ng n\u00e0o \u0111\u00f3. Mu\u1ed1n th\u1ec3 hi\u1ec7n c\u0169ng \u0111\u01b0\u1ee3c hi\u1ec3u nh\u01b0 mu\u1ed1n l\u00e0 ch\u00ednh b\u1ea3n th\u00e2n, mu\u1ed1n s\u1ed1ng th\u1eadt v\u1edbi ch\u00ednh m\u00ecnh.<\/li>\n<\/ul>\n

    M\u00f4 h\u00ecnh Phillip Kotler<\/strong><\/h2>\n

    M\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>\u00a0c\u1ee7a Phillip Kotler \u0111\u01b0\u1ee3c chia th\u00e0nh c\u00e1c giai \u0111o\u1ea1n trong quy tr\u00ecnh mua h\u00e0ng, bao g\u1ed3m:<\/p>\n

      \n
    • Nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c nhu c\u1ea7u s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5<\/li>\n
    • T\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 m\u00e0 m\u00ecnh c\u00f3 nhu c\u1ea7u th\u00f4ng qua nhi\u1ec1u ngu\u1ed3n tin nh\u01b0 Internet, b\u00e1o \u0111\u00e0i, ng\u01b0\u1eddi th\u00e2n, b\u1ea1n b\u00e8,\u2026<\/li>\n
    • \u0110\u00e1nh gi\u00e1 c\u00e1c ph\u01b0\u01a1ng \u00e1n l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m b\u1eb1ng nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c nhau, v\u00ed d\u1ee5 nh\u01b0 s\u1edf th\u00edch c\u00e1 nh\u00e2n, gi\u00e1 v\u00e0 t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m,\u2026 \u0111\u1ec3 \u0111\u01b0a ra l\u1ef1a ch\u1ecdn cu\u1ed1i c\u00f9ng<\/li>\n
    • \u0110\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng b\u1eb1ng vi\u1ec7c xem x\u00e9t \u0111\u1ecba \u0111i\u1ec3m mua h\u00e0ng, s\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m, th\u1eddi gian mua,\u2026<\/li>\n
    • Ph\u00e1t sinh h\u00e0nh vi sau mua h\u00e0ng nh\u01b0 tr\u1ea3i nghi\u1ec7m, \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m sau khi d\u00f9ng \u0111\u1ec3 \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh c\u00f3 ti\u1ebfp t\u1ee5c mua d\u00f9ng s\u1ea3n ph\u1ea9m trong t\u01b0\u01a1ng lai hay kh\u00f4ng.<\/li>\n<\/ul>\n
      \"https:\/\/truyenthongtms.com\/wp-content\/uploads\/\/05\/3-mo-hinh-hanh-vi-nguoi-tieu-dung-3.png\"
      T\u00ecm hi\u1ec3u 3 m\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/em><\/figcaption><\/figure>\n

      3 M\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>\u00a0tr\u00ean \u0111\u1ec1 c\u1eadp \u0111\u1ebfn nh\u1eefng kh\u00eda c\u1ea1nh kh\u00e1c nhau. M\u00f4 h\u00ecnh h\u1ed9p \u0111en nghi\u00ean c\u1ee9u c\u00e1c y\u1ebfu t\u1ed1 k\u00edch th\u00edch \u0111\u1ec3 t\u00ecm ra \u201ct\u01b0 li\u1ec7u\u201d ti\u1ebfp th\u1ecb ph\u00f9 h\u1ee3p. M\u00f4 h\u00ecnh th\u00e1p nhu c\u1ea7u \u0111\u00e1nh gi\u00e1 c\u1ea5p \u0111\u1ed9 nhu c\u1ea7u s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m \u0111\u1ec3 h\u01b0\u1edbng \u0111\u1ebfn \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, ti\u1ebfp th\u1ecb \u0111\u00fang l\u00fac, \u0111\u00fang ch\u1ed7.\u00a0M\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>\u00a0Phillip Kotler thi\u00ean v\u1ec1 ph\u00e2n ra c\u00e1c giai \u0111o\u1ea1n c\u1ee7a qu\u00e1 tr\u00ecnh mua h\u00e0ng.<\/p>\n","protected":false},"excerpt":{"rendered":"

      M\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng: m\u00f4 h\u00ecnh h\u1ed9p \u0111en \u00fd th\u1ee9c M\u00f4 h\u00ecnh h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng\u00a0h\u1ed9p \u0111en \u00fd th\u1ee9c (hay c\u00f2n g\u1ecdi l\u00e0 m\u00f4 h\u00ecnh h\u1ed9p \u0111en ng\u01b0\u1eddi ti\u00eau d\u00f9ng) x\u00e1c \u0111\u1ecbnh nh\u1eefng y\u1ebfu t\u1ed1 k\u00edch th\u00edch, t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,235],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5738"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=5738"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5738\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5738"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5738"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5738"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}