Host: The Japan Society for Management Information
In the consumer behavior models(CBM) proposed since the end of the 19th century, communication was unidirectional, from corporations to consumers, because they were based on mass marketing. With the recent spread of the Internet, communication means became diversified and enabled information transfer from consumers to corporations, as well as among consumers, and new CBM incorporated those additions started to be published.
In this paper, changes in communication between business and consumer before and after the Internet are discussed, leveraging past researches and client management tools, using the framework of CBM. Analysis is carried out focusing on viewpoints of directions of the communication and granularity of consumer observation in CBM.
