The Relation between the Consumer’s Knowledge and the Browsing Behavior
Résumé
This research will focus on the study of the relation between the level of the consumer’s
knowledge and the browsing behavior. An experimentation has been carried out in a
real commercial context: A shop for sale of computers & accessories "Scoop", with 250
customers, shows that the behavior of browsing varies significantly according to the
level of the consumer’s knowledge (high, moderate and low) and reaches its maximum
with moderate-level knowledgeable individuals. Furthermore it emphasizes on the
mediatory role of the implication towards the category of product in question between
the level of knowledge (Low and moderate) and the browsing behavior. However, it is
turned out that the relation between the consumers’ level of knowledge (high, moderate
and low) and their browsing behavior is independent of their cognitions needs. Finally,
the browsing behavior has no effect on the subjective knowledge of the consumers.
Collections
- 2010_fascicula1 nr2 [23]