信息碎片化背景下的用户消费行为模式探析

互联网的发展使得个人作为传播个体的处理信息能力大大增强，受众群体细分呈现为碎片化现象，同时也引发受众个性化的信息需求，人们进入信息碎片化时代。信息碎片化具有受众碎片化、媒介碎片化、内容碎片化、时空碎片化和行为碎片化五个维度的内涵。梳理基于信息传播的用户消费行为模式变迁，商业营销经历了大众传媒时代的AIDMA模式和搜索引擎时代的AISAS模式，信息碎片化时代的SICAS模式。SICAS模式更理解新的传播和营销生态．能够建立与用户行为匹配的行为消费模型，有助于提高企业商务营销活动成本效率。

Patterns of Consumer Behavior Under User Information Fragmentation Background

Development of the Internet, making the individual as the individual＇s ability to process infor- mation dissemination greatly enhanced, audience segmentation is rendered as fragmentation phenomenon, but also lead to the personalized information needs of the audience, the people go into the era of infor- marion fragmentation. Information fragmentation includes audience fragmentation, media fragmentation, con- tent fragmentation, temporal fragmentation and behavior fragmentation of the five dimensions connotation. Sort based on user behavior patterns of consumption change of information dissemination, business market- ing has experienced AIDMA mode in the era of mass media and AISAS mode in search engine era, the SICAS mode in information fragmentation era. SICAS mode, a better understanding of new communica- tion and marketing, ecology, behavior can be established with the consumer model that matches user be- havior, help to improve the efficiency of enterprise business marketing campaign costs.