Page 5 - 新光金控SPARK2021秋季刊

SPARK Xpress 2021 N0.03

關鍵時刻模型

來源：Winning The Zero Moment of Truth eBook, Google (2012)

消費者決策流程模型

1 2

The consumer considers an Consumers add or
initial set of brands, based subtract brands as
on brand perceptions Active evaluation they evaluate what
and exposure to recent Information gathering, shopping they want.
touchpoints.

Loyalty Loop
Initial
consideration Moment
set of purchase

The Consumer decision journey
Trigger

4
After purchasing a product Postpurchase experience 3
or service, the consumer Ongoing exposure Ultimately the consumer
builds expectations based on selects a brand at the
experience to inform their next moment of purchase.
decision journey.

來源：The consumer decision journey, Mckinsey (2009) 5