AISECAS ―Hypothesis For Consumer Behavior “New consumer behavior model for Smartphone era”

神奈川県茅ヶ崎市In marketing industry, varieties of consumer behavioral models have been developed. AIDMA is one of the classical models and in 2005 AISAS model was introduced. Although both of these theories were infl uential, marketing environments have been dramatically changed over the last few years due to smartphones. It has been even eight years since AISAS research came out. Consumers now use mobile devices to search reviews online or fi nd coupons while shopping. Smartphones will play even a bigger role in the future and a new marketing model is needed. Therefore I would like to introduce AISECAS model. AISECAS explains recent consumer buying patterns with mobile devices –searching online, fi nding coupons, and making buying decisions