The Relation between the Consumer’s Knowledge and the Browsing Behavior

Rym Bouzaabia () and Imene Salem ()
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Rym Bouzaabia: Institut de Hautes Etudes Commerciales de Sousse, Tunisie
Imene Salem: L’Ecole Superieure de Commerce de Tunis

Economics and Applied Informatics, 2010, issue 2, 59-70

Abstract: 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.

Keywords: browsing behavior; knowledge; cognition need; implication (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2010:i:2:p:59-70

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