Research Purpose

The research on consumer behavior patterns of smart speakers aims to provide valuable market insights and suggestions for smart speaker enterprises by collecting, analyzing and explaining the psychological, emotional and behavioral characteristics of consumers in the process of purchasing, using and evaluating smart speaker products, revealing consumers' demand motivation, preference tendency, satisfaction level, loyalty degree and willingness to introduce, etc, help companies optimize product design, enhance user experience, enhance brand influence, expand market share and improve profitability.

Research object

The research objects of consumer behavior patterns of smart speakers mainly include the following two categories:

Potential consumers: refers to the people who are willing or likely to buy smart speaker products. They are the potential source of demand in the smart speaker market. Understanding their purchase intention, purchase factors, purchase channels and purchase obstacles will help smart speaker enterprises to formulate effective marketing strategies to attract and promote their purchase behavior.

Existing consumers: refers to the people who have purchased and used smart speaker products. They are the embodiment of the existing needs of the smart speaker market. Understanding their usage frequency, usage scenarios, usage functions, usage experience and usage feedback will help smart speaker enterprises to formulate effective product strategies and improve and maintain their usage behaviors.

Research content

The research content of consumer behavior patterns of smart speakers mainly involves the following aspects:

Consumer characteristics: including basic information of consumers (such as age, gender, education, income, etc.), lifestyle (such as hobbies, values, consumption habits, etc.) and psychological characteristics (such as personality characteristics, emotional state, cognitive level, etc.), as well as characteristics related to smart speakers (such as cognition, attitude, belief, etc.).

Consumer demand: including consumers' functional requirements for smart speakers (such as voice interaction, content services, Internet services and smart home control, etc.), quality requirements (such as sound quality, appearance, performance, safety, etc.), service requirements (such as pre-sale, in-sale, after-sale, etc.) and value requirements (such as practicality, comfort, entertainment, sociality, etc.).

Consumer preferences: including consumer brand preferences (e. g. popularity, word of mouth, image, etc.), product preferences (e. g. function, quality, design, etc.), price preferences (e. g. price sensitivity, price acceptance, price psychology, etc.) and channel preferences (e. g. online, offline, self-employed, agency, etc.).

Consumer behavior: including consumer purchase behavior (such as purchase motivation, purchase process, purchase decision, purchase frequency, purchase amount, etc.), use behavior (such as use scenario, use function, use method, use duration, use frequency, etc.) and evaluation behavior (such as satisfaction, loyalty, introduction, complaint, feedback, etc.).

Research Tools

Smart speaker consumer behavior model research tools, including the following:

Questionnaire: A method of collecting and analyzing consumer responses by designing and issuing a series of questions about consumer behavior patterns in smart speakers to obtain quantitative data on consumer behavior patterns. The advantages of questionnaire survey are wide coverage, low cost, simple operation and reliable data. The disadvantage is that it is difficult to deeply understand the psychology and emotion of consumers, and it is also difficult to obtain real and complete feedback from consumers.

In-depth interview: It is a one-to-one communication with consumers face-to-face or telephone, asking and discussing questions about consumer behavior patterns of smart speakers, collecting and analyzing consumer answers, and obtaining consumer behavior patterns The method of qualitative data. The advantage of in-depth interview is that it can deeply understand the psychology and emotion of consumers, and also obtain the real and complete feedback of consumers. The disadvantage is that the coverage is narrow, the cost is high, the operation is complex, and the data is difficult to quantify.

Focus group: It is a way to obtain qualitative data of consumer behavior patterns by inviting 6- 10 representative consumers to form a group, in a professional place, by a professional moderator, to guide and inspire group members to discuss topics related to consumer behavior patterns of smart speakers, and to collect and analyze the opinions of group members. The advantage of focus groups is that they can make full use of the interaction and influence between group members to stimulate consumers' thinking and creativity. The disadvantage is that it is difficult to control the atmosphere and process of the group, and it is difficult to ensure the representativeness and objectivity of the group members.

Experimental method: It is a method to obtain quantitative data of consumer behavior patterns by designing and implementing a series of experiments on consumer behavior patterns of smart speakers, manipulating and controlling the variables of the experiments, and observing and recording the results of the experiments. The advantage of the experimental method is that it can accurately judge the causal relationship and effectively eliminate the interference factors, but the disadvantage is that it is difficult to simulate the real consumption environment and take into account the individual differences of consumers.

Research steps

The research steps of the consumer behavior model of smart speakers mainly include the following links:

Determine the research objectives: clarify the theme, scope, purpose and significance of the research, as well as the expected results and application scenarios of the research.

Design research plan: select the appropriate research object, research content, research tools and research methods, and formulate the time, place, personnel and budget of the research.

Implementation of research activities: according to the research plan, organize and implement the specific operations of the research, such as issuing questionnaires, conducting interviews, organizing discussions, setting up experiments, etc., while paying attention to the collection and collation of the original data of the research.

Analysis of research results: the use of appropriate statistical analysis, content analysis, thematic analysis, factor analysis and other methods, the original data of the survey to clean, process, summarize and summarize, from which to extract valuable information and findings.

Writing research report: according to the objectives and results of the research, write a systematic, complete, standardized and professional research report, including the background, purpose, method, results, conclusions and suggestions of the research, and attach the data, charts and attachments of the research.

Submit research report: Submit the research report to the client or related parties of the research, such as smart speaker enterprises, industry associations, government departments, etc., so that they can formulate or adjust the corresponding market strategy and product strategy according to the content of the research report.

The research on consumer behavior patterns of smart speakers is a work that has important guiding significance for the development of the smart speaker industry. It can help smart speaker companies to deeply understand the characteristics, needs, preferences and behaviors of consumers, so as to provide more in line with consumer expectations. The products and services of the company enhance consumer satisfaction and loyalty, and improve the market competitiveness and profitability of smart speakers. Based on many years of market research experience of Shangpu Consulting Company, this paper introduces a set of research methods for consumer behavior patterns of smart speakers, including research purposes, research objects, research contents, research tools and research steps, hoping to provide reference and reference for relevant practitioners in the smart speaker industry.