EXPERT CUSTOMERS, COME WITH YOUR SPOUSE OR A FAMILY MEMBER! AN ANALYSIS OF THE MODERATION EFFECT OF STORE KNOWLEDGE ON THE RELATIONSHIP BETWEEN THE TYPE OF COMPANION AND THE MONEY SPENT

CLIENTS EXPERTS, VENEZ ACCOMPAGNES D'UN MEMBRE DE VOTRE FAMILLE ! UNE ANALYSE DE L'EFFET MODERATEUR DE LA CONNAISSANCE DU MAGASIN SUR LA RELATION ENTRE L'ACCOMPAGNEMENT ET LE MONTANT D'ACHAT

Lionel Nicod (), Elodie Mallor () and Sylvie Llosa ()
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Lionel Nicod: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Elodie Mallor: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Sylvie Llosa: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: Customers may experience shopping alone or with companions. When customers are with companions, they spend more time in store and more money than alone. What is the influence of store knowledge on these effects? This research aims at examining the moderator effect of store knowledge on the relationships between companions, in-store time and purchase amount. We consider different companion categories: friends, spouse, other family members. This research establishes that the difference of in-store time between lonely customers versus accompanied customers (spouse or family member) is more important when store knowledge increases and in-store time impacts the purchase amount.

Keywords: Companions; purchase amount; observations; store knowledge; time (search for similar items in EconPapers)
Date: 2018-10-03
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01838298v1
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Published in 21ème Colloque Etienne THil, Oct 2018, Roubaix, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01838298

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