Consumer Behavior’s New Hierarchy Model: Perspective on Cross Application of Behavioral Intention and Social Propensity

Abstract

Based on Kim’s research (2017), this paper newly organizes consumer behavior’s new process model. The model is based on a cross-applicative perspective on ‘behavioral intention’ and ‘social propensity’ while considering environmental factors such as consumer behavior, media, technology, communication, society, culture, etc. Consumers’ behavioral intentions are divided into voluntary and involuntary behavioral intentions. Also, consumers’ social propensities are divided into individualistic propensity and communalistic propensity. Two perspectives about seeing consumer behavior, the interdisciplinary background influencing changes in consumer behavior processes, the interdisciplinary phenomena related to individualism and communalism in modern society, and etc. are reviewed. Conclusively, the hierarchy model of consumer behavior was divided into four groups’ processes. Following this, a different consumer behavior process considering factors such as expectation, empathy, searching, spreading, sharing, and etc. is introduced for each group.