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By understanding models other than AISAS and using them appropriately depending on the situation, it will be easier to come up with more effective marketing strategies. DECAX DECAX DECAX is a purchasing behavior model for the content marketing era that was announced in 2015 by Dentsu, the company that proposed AISAS . DECAX consists of five processes: Discovery → Engage → Check → Action → Experience. For example, in the case of a clothing rental service, consumers first "discover" the service by looking at the news or social media.


Next, they increase their "engagement" by researching chinese overseas europe phone number list content such as articles and videos to find out what kind of clothes are actually available for rental ( Engage). They then check the company's website to see if the service meets their expectations (Check), purchase and use it, and then share it on social media or blogs (Action, Experience). In this way, DECAX is characterized by the fact that customers increase their engagement with the service through content. In addition to searches on Google and other platforms, people can now access content through a variety of channels, including social media and video sites.


Therefore, it is important in the DECAX model to provide high-quality content that meets consumer needs through all channels and gain consumer engagement. Pulsed Consumption Another thing to keep in mind when understanding the modern purchasing process is pulse consumption. Pulse consumption is a behavioral pattern in which a person suddenly feels the desire to buy, mainly while browsing a website, and then immediately makes a purchase. Although it is not a step-type model like AISAS or DECAX, it is a term often used in the BtoC context to describe the purchasing behavior of modern consumers in the same way.