8.3 : AIDA 模型

The AIDA model, which stands for Attention, Interest, Desire, and Action, helps businesses understand the buying process of a potential buyer.

Consider Airbnb and how it uses the AIDA model to help Mike plan his vacation.

Airbnb grabs Mike's attention with compelling online content, images, and video advertisements of unique accommodations, enticing him to explore further and share the details of his dream vacation.

Airbnb further kindles his interest by providing property descriptions, host profiles, reviews, and cultural experiences based on his preferences.

Mike's desire to travel is triggered by Airbnb showcasing the memorable moments captured by the guests.

It prompts him to add his dream destination to Airbnb's Wish List.

Using timely reminders, Mike is encouraged to take action by booking the accommodation.

Airbnb facilitates his purchase through a user-friendly portal and customer service.

The brand also offers Mike membership option for an enriched customer experience.

The AIDA model provides a structured framework for understanding and influencing consumer behavior, from attention to action.