"Serendipity" enhances customer satisfaction
Posted: Tue Jan 21, 2025 10:41 am
Until now, frameworks that model planned purchasing, such as "AIDMA" and "AISAS," explained the process from awareness to purchase, and were convenient tools for advertising agencies and corporate promotion departments. These models were effective during the heyday of mass marketing, which was based on TV commercials. With the spread of the Internet, a model called "AISAS" appeared, but the means of awareness had simply shifted from TV commercials to Internet advertising, and the planned purchasing model remained effective.
However, the situation has changed dramatically in today's world where social media has become deeply ingrained. This book proposes a serendipitous purchasing model called "SEAMS" that corresponds to this new era. This model japan whatsapp number data describes the purchasing process that begins with surfing, then encounters and accepts. For example, if you happen to come across a product while browsing social media without any particular purpose, and you find out that it is recommended by a trusted person, you will end up purchasing it without any comparison.
Image Book cover Accidental purchase design "Impulse buying on SNS" can be designed
" Accidental Purchase Design: Impulse Buying on Social Media Can Be Designed "
by Masashi Miyamae, Yasushi Matsuoka, and Tomokazu Seki / Price: 2,200 yen (including tax)
Recent research has shown that the feeling of "serendipity" that comes from these chance encounters increases customer satisfaction (Kim et al., 2021). Until now, communication that emphasized the appeal of products has been mainstream, but in the future, campaigns that provide consumers with chance encounters and a sense of excitement will become important.
However, the situation has changed dramatically in today's world where social media has become deeply ingrained. This book proposes a serendipitous purchasing model called "SEAMS" that corresponds to this new era. This model japan whatsapp number data describes the purchasing process that begins with surfing, then encounters and accepts. For example, if you happen to come across a product while browsing social media without any particular purpose, and you find out that it is recommended by a trusted person, you will end up purchasing it without any comparison.
Image Book cover Accidental purchase design "Impulse buying on SNS" can be designed
" Accidental Purchase Design: Impulse Buying on Social Media Can Be Designed "
by Masashi Miyamae, Yasushi Matsuoka, and Tomokazu Seki / Price: 2,200 yen (including tax)
Recent research has shown that the feeling of "serendipity" that comes from these chance encounters increases customer satisfaction (Kim et al., 2021). Until now, communication that emphasized the appeal of products has been mainstream, but in the future, campaigns that provide consumers with chance encounters and a sense of excitement will become important.