Conséquences non transactionnelles du comportement de butinage: modèle théorique et test empirique

Blandine Labbé-Pinlon () and Cindy Lombart ()
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Blandine Labbé-Pinlon: Audencia Recherche - Audencia Business School
Cindy Lombart: Audencia Recherche - Audencia Business School

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Abstract: The main goal of this research is to study some non-transactional consequences of browsing such as subjective knowledge, opinion leadership, and word-of-mouth. Our results from a field study in a retail store validate the hypothesized linkages between browsing and subjective expertise, opinion leadership, and word-of-mouth. Furthermore, our findings point out the relationships between subjective expertise and opinion leadership as well as between opinion leadership and word-of-mouth. Finally, our results highlight that consumer's enduring involvement may be considered as an antecedent of his/her browsing behaviour as well as his/her level of subjective expertise, opinion leadership, and word-of-mouth.

Keywords: Butinage; Expertise subjective; Leadership d'opinion; Bouche-à-oreille; Implication durable (search for similar items in EconPapers)
Date: 2005
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Published in Recherche et Applications en Marketing (French Edition), 2005, 20 (1), pp.21-42. ⟨10.1177/076737010502000102⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00764229

DOI: 10.1177/076737010502000102

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