Sesi 10 Perilaku Konsumen Digital

Summary

This video lecture for digital consumer behavior students focuses on consumer behavior in innovation diffusion. It highlights how new products are perceived from different perspectives: the company, product, and consumer. The session emphasizes the importance of understanding product adoption, innovation characteristics, and communication channels in driving market success. It also explores the role of opinion leaders and innovators in shaping consumer decisions. The video stresses the influence of technological changes and market dynamics on consumer preferences, particularly in industries like banking and e-commerce, and how these factors affect the speed and success of product adoption.

Takeaways

• 😀 Understanding consumer behavior in innovation diffusion is crucial for businesses in the digital era, especially in industries like banking and e-commerce.
• 😀 New products should be evaluated from the consumer's perspective to determine their success, not just from the company's viewpoint.
• 😀 The success of new products can be impacted by their characteristics, marketing strategies, and consumer perceptions.
• 😀 Consumers in the digital age demand products that offer personalization, convenience, and speed, which has transformed the banking and finance industry.
• 😀 Not all new products, even those well-designed, succeed in the market. Factors like consumer expectations and effective communication strategies play a significant role.
• 😀 There are different perspectives on 'newness' in products, including the company’s, product’s, and consumer’s perspectives, all of which affect product adoption.
• 😀 Consumer perceptions of innovation and product adoption are influenced by factors like relative advantage, compatibility, complexity, trialability, and observability.
• 😀 Communication channels, such as mass media and interpersonal networks, play a crucial role in spreading innovations within communities and influencing consumer behavior.
• 😀 Opinion leaders, such as influencers, can significantly accelerate the diffusion of innovation by influencing the wider population’s acceptance of new products.
• 😀 The adoption of new products depends on the timing, price, and market competition. Properly timed introductions, appropriate pricing, and competitive advantage are critical for success.

Q & A

What is the focus of this week's session in the Digital Consumer Behavior course?

This week's session focuses on consumer behavior in the diffusion of innovation, specifically examining how new products are adopted and the factors influencing their success or failure in the market.

What are the three perspectives from which a new product can be viewed?

A new product can be viewed from three perspectives: the company's perspective, the product's perspective, and the consumer's perspective.

Why is understanding consumer behavior crucial in the context of product innovation?

Understanding consumer behavior is crucial because it directly influences the adoption and success of new products. If a product does not align with consumer expectations or needs, it may fail despite being well-designed from a company perspective.

What is the definition of 'diffusion of innovation'?

Diffusion of innovation is the process by which a new product, idea, or practice spreads within a population or group, often facilitated by communication channels and social networks.

What factors influence the speed of innovation diffusion?

The speed of diffusion is influenced by factors such as the relative advantage of the product, compatibility with existing practices, complexity, trialability, and observability, as well as communication channels, the efforts of agents, and the nature of the social system.

How does the relative advantage of a product impact its diffusion?

A product with a relative advantage over existing products in the market is more likely to be adopted quickly by consumers. The greater the perceived benefits of the new product compared to alternatives, the faster its diffusion.

What is the role of communication channels in the diffusion process?

Communication channels play a vital role in spreading information about an innovation. They can include mass media and interpersonal networks, with influential individuals, known as opinion leaders or influencers, playing a significant role in communicating the benefits of new products.

What is an 'opinion leader', and why are they important in innovation diffusion?

An opinion leader is an individual within a community who influences the opinions and behaviors of others. They are important in innovation diffusion because they can help accelerate the adoption of new products by influencing their peers' purchasing decisions.

What factors can cause a new product to fail in the market despite being well-designed?

A new product may fail due to factors such as poor marketing strategy, ineffective communication channels, and the product's failure to meet consumer expectations or preferences. Additionally, issues like price, competition, and poor timing can also lead to failure.

Why is the timing of a product launch important for its success?

Timing is crucial because launching a product when consumer demand is high or when market conditions are favorable can significantly enhance its chances of success. Products introduced at the right time, when societal needs align with the offering, tend to be more readily accepted by the market.