{"id":1738,"date":"2023-11-01T15:08:00","date_gmt":"2023-11-01T15:08:00","guid":{"rendered":"https:\/\/www.criteo.com\/cn\/?p=1738"},"modified":"2023-11-06T16:06:07","modified_gmt":"2023-11-06T16:06:07","slug":"how-shoppers-discover-and-decide-what-to-buy","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/cn\/blog\/how-shoppers-discover-and-decide-what-to-buy\/","title":{"rendered":"\u8d2d\u7269\u8005\u5982\u4f55\u53d1\u73b0\u5e76\u51b3\u5b9a\u8d2d\u4e70\u4ec0\u4e48\uff1f\u6700\u65b0\u5546\u4e1a\u8d8b\u52bf"},"content":{"rendered":"

\u5f53\u8d2d\u7269\u8005\u4e0d\u786e\u5b9a\u81ea\u5df1\u5728\u5bfb\u627e\u4ec0\u4e48\u4ea7\u54c1\u65f6\uff0c\u4ed6\u4eec<\/span>\u9996\u5148\u4f1a\u600e\u4e48\u505a<\/span>\uff1f\u6bcf\u4e2a\u4eba\u90fd\u5728\u8c08\u8bba\u4eba\u5de5\u667a\u80fd\u3001\u804a\u5929\u673a\u5668\u4eba\u548c<\/span><\/span>Chat<\/span> GPT<\/span><\/span>\uff0c\u4f46\u6d88\u8d39\u8005\u662f\u5426\u771f\u7684\u4f7f\u7528\u5b83\u4eec\u6765\u5e2e\u52a9\u81ea\u5df1\u8d2d\u7269\uff1f\u6709\u591a\u5c11\u4eba\u662f\u5148\u5728\u7f51\u4e0a\u8c03\u67e5\uff0c\u7136\u540e\u518d\u5230\u5e97\u91cc\u8d2d\u4e70\u7684\uff1f\u5728\u8fdb\u5165\u7e41\u5fd9\u7684\u7b2c\u56db\u5b63\u5ea6\u4e4b\u9645\uff0c\u6211\u4eec\u7684\u4e13\u5bb6\u5206\u4eab\u4e86\u4e00\u4e9b\u6709\u5173\u8d2d\u7269<\/span>\u5999\u8ba1<\/span>\u7684\u6570\u636e\uff0c\u8fd9\u4e9b\u6570\u636e\u6709\u52a9\u4e8e\u56de\u7b54\u8fd9\u4e9b\u95ee\u9898\u4ee5\u53ca\u66f4\u591a\u95ee\u9898\u3002<\/span><\/span>\u00a0<\/span><\/p>\n

\u6211\u4eec\u7684\u6d1e\u5bdf\u4e0e\u5206\u6790\u56e2\u961f\u4e0d\u65ad\u4ece\u6211\u4eec\u7684\u5546\u4e1a\u6570\u636e\u5b9d\u5e93\u4e2d\u6316\u6398<\/span>\u73cd\u8d35\u6570\u636e<\/span>\u3002\u4ece\u4e16\u754c\u5404\u5730\u7684\u4ea7\u54c1\u7c7b\u522b\u9500\u552e\u8d8b\u52bf\uff0c\u5230\u6bcf\u6708\u6d88\u8d39\u8005\u8c03\u67e5\u4e2d\u7684\u8d2d\u7269\u8005\u884c\u4e3a\u6d1e\u5bdf\uff0c\u4ed6\u4eec\u968f\u65f6\u628a\u63e1\u7740\u8d2d\u7269\u7684\u8109\u640f\u3002\u4ee5\u4e0b\u662f\u60a8\u9700\u8981\u4e86\u89e3\u7684\u6709\u5173\u6d88\u8d39\u8005\u5728\u54ea\u91cc\u4ee5\u53ca\u5982\u4f55\u53d1\u73b0\u548c\u51b3\u5b9a\u8d2d\u4e70\u4ec0\u4e48\u4ea7\u54c1\u7684\u4fe1\u606f\uff1a<\/span><\/span>\u00a0<\/span><\/p>\n

\u5728\u7ebf\u96f6\u552e\u5546\u662f\u8d2d\u7269<\/span>\u5999\u8ba1<\/span>\u7684\u7b2c\u4e00<\/span>\u76ee\u6807<\/span><\/span>\u00a0<\/span><\/h3>\n

\u6839\u636e\u6211\u4eec\u6700\u65b0\u7684\u6d88\u8d39\u8005\u60c5\u7eea\u6307\u6570\u8c03\u67e5\uff0c<\/span>\u7edd\u5927\u591a\u6570<\/span>\u7f8e\u56fd\u8d2d\u7269\u8005\u8868\u793a\uff0c\u5728\u7ebf\u96f6\u552e\u5546\u662f\u4ed6\u4eec\u5bfb\u627e\u4ea7\u54c1\u7075\u611f\u7684\u7b2c\u4e00\u7ad9\u3002\u8fd1<\/span><\/span> 50% <\/span><\/span>\u7684\u8d2d\u7269\u8005\u4ece\u96f6\u552e\u5546<\/span>\u7f51\u7ad9<\/span>\u5f00\u59cb\u641c\u7d22\uff0c\u4e09\u5206\u4e4b\u4e00\u7684\u8d2d\u7269\u8005\u4ece\u54c1\u724c<\/span>\u7f51\u7edc<\/span>\u5f00\u59cb\u641c\u7d22\u3002\u5728\u82f1\u56fd\uff0c\u7f51\u7edc\u96f6\u552e\u5546\u4ec5\u6b21\u4e8e\u641c\u7d22\u5f15\u64ce\uff0c<\/span><\/span>44%<\/span><\/span>\u7684\u4eba\u8bf4\u4ed6\u4eec\u4ece\u7f51\u7edc\u96f6\u552e\u5546\u5f00\u59cb<\/span>\u641c\u7d22\uff0c\u4e09\u5206\u4e4b\u4e00\u7684\u4eba\u8bf4\u4ed6\u4eec\u4ece\u7f51\u7edc\u54c1\u724c\u5f00\u59cb\u641c\u7d22\u3002\u8fd9\u610f\u5473\u7740\u54c1\u724c\u5e94\u8003\u8651\u589e\u52a0\u5bf9\u53d1\u73b0\u6700\u591a\u7684\u96f6\u552e\u5546\u7684\u5e7f\u544a\u6295\u5165\uff0c\u5e76\u4f18\u5148\u8003\u8651\u5728\u7ebf\u63a5\u89e6\u70b9\u4ee5\u63d0\u9ad8\u77e5\u540d\u5ea6\u3002<\/span><\/span>\u00a0<\/span><\/p>\n

\"Where
\u6570\u636e\u6765\u6e90\uff1aCriteo \u8d2d\u7269\u8005\u8c03\u67e5\uff0c2023 \u5e74\u7b2c\u4e09\u5b63\u5ea6\uff0c\u7f8e\u56fd\uff0cN=1,208<\/figcaption><\/figure>\n\n

\u5bf9\u4e8e\u6700\u540e\u4e00\u523b<\/span>\u8fdb\u884c\u8d2d\u7269<\/span>\u7684\u5047\u65e5<\/span>\u6d88\u8d39<\/span>\u8005\u6765\u8bf4\uff0c\u5728\u7ebf\u89e6\u70b9\u66f4\u4e3a\u91cd\u8981<\/span><\/span>\u00a0<\/span><\/h3>\n

\u968f\u7740\u65f6\u95f4\u7684\u6d41\u901d\uff0c\u8d8a\u6765\u8d8a\u591a\u7684\u5047\u65e5\u8d2d\u7269\u8005\u5728\u5b9e\u4f53\u5e97\u8d2d\u4e70\u524d\u4f1a\u5148\u5728\u7f51\u4e0a\u8fdb\u884c\u8c03\u67e5\u3002\u5728\u5723\u8bde\u8282\u524d\u4e00\u5468\uff0c\u8d85\u8fc7<\/span><\/span> 1\/5 <\/span><\/span>\u7684\u5e97\u5185\u8d2d\u7269\uff08\u7f8e\u56fd\u4e3a<\/span><\/span> 21%<\/span><\/span>\uff0c\u6b27\u76df\u4e3a<\/span><\/span> 19%<\/span><\/span>\uff09\u90fd\u662f\u5728\u7f51\u4e0a\u8d2d\u7269\uff0c\u56e0\u4e3a\u8d2d\u7269\u8005\u5728\u5e97\u5185\u8d2d\u7269\u524d\u90fd\u4f1a\u5728\u7f51\u4e0a\u8fdb\u884c\u8c03\u67e5\u548c\u6bd4\u8f83\u3002\u4e0e<\/span><\/span> 11 <\/span><\/span>\u6708\u521d\u76f8\u6bd4\uff0c\u8fd9\u4e00\u6bd4\u4f8b\u6709\u6240\u4e0a\u5347\uff0c\u5f53\u65f6\u53ea\u6709<\/span><\/span> 16% <\/span><\/span>\u7684\u7f8e\u56fd\u8d2d\u7269\u8005\u5728\u8d2d\u7269\u524d\u8fdb\u884c\u4e86\u5728\u7ebf\u8bbf\u95ee\uff08\u6b27\u76df\u7684\u589e\u5e45\u8f83\u5c0f\uff0c\u4ec5\u4e3a<\/span><\/span> 17%<\/span><\/span>\uff09\u3002\u5728<\/span><\/span> 12 <\/span><\/span>\u6708\u4e0b\u534a\u6708\uff0c\u5e97\u5185\u9500\u552e\u7684\u8d8b\u52bf\u8981\u6bd4\u7f51\u4e0a\u9500\u552e\u5f3a\u5f97\u591a\uff0c\u5e76\u5728\u5723\u8bde\u8282\u524d\u7684\u6700\u540e\u4e03\u5929\u8fbe\u5230\u9ad8\u5cf0\u3002<\/span><\/span>\u00a0<\/span><\/p>\n

\u8425\u9500\u4eba\u5458\u5e94\u786e\u4fdd\u5728\u6574\u4e2a\u8d2d\u7269<\/span>\u5b63\u671f\u95f4<\/span>\u6301\u7eed\u5f00\u5c55\u5728\u7ebf\u8425\u9500\u6d3b\u52a8\uff0c\u4ee5\u5f71\u54cd\u8fd9\u4e9b\u6b63\u5728\u8bc4\u4f30\u4ece\u54ea\u5bb6\u5b9e\u4f53\u5e97\u8d2d\u4e70\u7684\u6700\u540e\u4e00\u5206\u949f\u8d2d\u7269\u8005\u3002<\/span><\/span>\u00a0<\/span><\/p>\n

\"Online
\u6570\u636e\u6765\u6e90\uff1a\u4e0e Criteo \u5171\u4eab\u5728\u7ebf\u548c\u5e97\u5185\u9500\u552e\u6570\u636e\u7684\u5168\u6e20\u9053\u96f6\u552e\u5546\u3002\u7f8e\u56fd\u3002Q4 2022.<\/figcaption><\/figure>\n

\u4e94\u5206\u4e4b\u56db\u7684\u6d88\u8d39\u8005\u89c6\u4eba\u5de5\u667a\u80fd\u4e3a\u6709\u7528\u7684\u8d2d\u7269\u5de5\u5177<\/span><\/span>\u00a0<\/span><\/h3>\n

\u8d2d\u7269\u8005\u5df2\u7ecf\u770b\u5230\u4e86\u4eba\u5de5\u667a\u80fd\u7684\u4ef7\u503c\uff0c\u53ea\u6709 18% \u7684\u7f8e\u56fd\u8d2d\u7269\u8005\u548c 21% \u7684\u82f1\u56fd\u8d2d\u7269\u8005\u8ba4\u4e3a\u4eba\u5de5\u667a\u80fd\u5728\u4efb\u4f55\u8d2d\u7269\u60c5\u51b5\u4e0b\u90fd\u6ca1\u6709\u7528\u3002\u6700\u5927\u4e00\u90e8\u5206\u53d7\u8bbf\u8005\u8ba4\u4e3a\u4eba\u5de5\u667a\u80fd\u5728\u8d2d\u7269\u4e2d\u7684\u6700\u4f73\u7528\u9014\u5982\u4e0b\uff1a \u786e\u5b9a\u4ea7\u54c1\u7684\u6700\u4f73\u4ef7\u683c\uff0836% \u7684\u7f8e\u56fd\u8d2d\u7269\u8005\uff0c29% \u7684\u82f1\u56fd\u8d2d\u7269\u8005\uff09\u3001\u5c31\u6211\u53d1\u73b0\u7684\u4ea7\u54c1\u63d0\u95ee\uff0832% \u7684\u7f8e\u56fd\u8d2d\u7269\u8005\uff0c30% \u7684\u82f1\u56fd\u8d2d\u7269\u8005\uff09\u3001\u786e\u5b9a\u793c\u7269\u521b\u610f\uff0828% \u7684\u7f8e\u56fd\u8d2d\u7269\u8005\uff0c25% \u7684\u82f1\u56fd\u8d2d\u7269\u8005\uff09\u3002\u8fd9\u6e05\u695a\u5730\u8868\u660e\uff0c\u4ece\u4eca\u5929\u8d77\uff0c\u4eba\u5de5\u667a\u80fd\u9700\u8981\u6210\u4e3a\u7ec4\u5408\u7684\u4e00\u90e8\u5206\uff0c\u5e76\u4f5c\u4e3a\u4e00\u79cd\u5de5\u5177\u52a0\u4ee5\u5229\u7528\uff0c\u4ee5\u5e2e\u52a9\u8fdb\u884c\u4ea7\u54c1\u9009\u62e9\u548ct\u63d0\u9ad8\u5ba2\u6237\u4f53\u9a8c\u3002<\/p>\n

\"In
\u6570\u636e\u6765\u6e90: Criteo\u6d88\u8d39\u8005\u8c03\u67e5, 2023\u5e74\u7b2c\u4e09\u5b63\u5ea6, US, N=1,208<\/figcaption><\/figure>\n

\u5927\u591a\u6570\u8d2d\u7269\u8005\u5728\u6d4f\u89c8\u7f51\u9875\u65f6\u90fd\u4f1a\u70b9\u51fb\u4ea7\u54c1\u94fe\u63a5<\/h3>\n

\u4e00\u534a\u4ee5\u4e0a\u7684\u8d2d\u7269\u8005\uff08\u7f8e\u56fd 72%\uff0c\u82f1\u56fd 56%\uff09\u8868\u793a\uff0c\u4ed6\u4eec\u5728\u6d4f\u89c8\u7f51\u9875\u5185\u5bb9\u65f6\u6709\u65f6\u4f1a\u6216\u7ecf\u5e38\u70b9\u51fb\u4ea7\u54c1\u94fe\u63a5\u3002\u8425\u9500\u4eba\u5458\u5982\u679c\u5728\u89c6\u9891\u548c CTV \u5e7f\u544a\u4e2d\u4f7f\u7528\u53ef\u8d2d\u7269\u5e7f\u544a\u6216\u4e8c\u7ef4\u7801\u8fdb\u884c\u521b\u65b0\uff0c\u5c31\u80fd\u65e0\u7f1d\u5730\u5c06\u8d2d\u7269\u8005\u4ece\u53d1\u73b0\u5f15\u5411\u8d2d\u4e70\u3002<\/p>\n

\"How
\u6570\u636e\u6765\u6e90\uff1a Criteo \u8d2d\u7269\u8005\u8c03\u67e5\uff0c2023 \u5e74\u7b2c\u4e09\u5b63\u5ea6\uff0c\u7f8e\u56fd\uff0cN=1,193<\/figcaption><\/figure>\n

\u7ed9\u8425\u9500\u4eba\u5458\u7684\u542f\u793a<\/h3>\n
    \n
  • \u589e\u52a0\u5bf9\u5728\u7ebf\u96f6\u552e\u5546\u7684\u5e7f\u544a\u6295\u5165\uff0c\u56e0\u4e3a\u8bb8\u591a\u6d88\u8d39\u8005\u8868\u793a\uff0c\u4ed6\u4eec\u4f1a\u4ece\u8fd9\u91cc\u5f00\u59cb\u641c\u7d22\u4ea7\u54c1\uff0c\u5e76\u4f18\u5148\u8003\u8651\u5728\u7ebf\u89e6\u70b9\u4ee5\u63d0\u9ad8\u77e5\u540d\u5ea6\u3002<\/li>\n
  • \u5728\u6574\u4e2a\u5047\u671f\u548c\u8282\u65e5\u671f\u95f4\u4fdd\u6301\u5728\u7ebf\u5ba3\u4f20\u6d3b\u52a8\uff0c\u4ee5\u5f71\u54cd\u6700\u540e\u4e00\u5206\u949f\u7684\u8d2d\u7269\u8005\uff0c\u4ed6\u4eec\u8d8a\u6765\u8d8a\u591a\u5730\u5148\u4e0a\u7f51\u8bc4\u4f30\u5728\u54ea\u5bb6\u5b9e\u4f53\u5e97\u8d2d\u7269\u3002<\/li>\n
  • \u786e\u4fdd\u5229\u7528\u4eba\u5de5\u667a\u80fd\uff08\u5982\u804a\u5929\u673a\u5668\u4eba\uff09\u6765\u5e2e\u52a9\u9009\u62e9\u4ea7\u54c1\u548c\u5ba2\u6237\u4f53\u9a8c\uff0c\u8d2d\u7269\u8005\u8ba4\u4e3a\u8fd9\u662f\u4eba\u5de5\u667a\u80fd\u7684\u9996\u8981\u7528\u9014\u3002<\/li>\n
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