URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Les déterminants de la recherche d’information en ligne et son impact sur le comportement d’approche en magasin : Proposition d’un cadre conceptuel


Abstract:

L’objectif de la présente recherche vise à présenter les antécédents d’une recherche d’information en ligne et de déterminer son impact sur l’intention d’achat hors ligne et de même sur le comportement d’approche en magasin. Nous avons choisi d’orienter notre choix théorique en appliquant le modèle SOR du Mehrabian et Russel (1974) afin de bien expliquer notre problématique. En effet, nous avons choisi d’étudier l’impact des stimuli liés à l’individu, à l’objet et à la situation ; et ce en intégrant le paradigme POS du Belk (1975) ; sur des états cognitifs à savoir la recherche d’information en ligne et des états affectifs à savoir l’attitude à l’égard du site. Ensuite, il serait intéressant d’étudier l’impact de ces organismes sur l’intention d’achat de l’internaute dans le monde réel et sur son comportement d’approche sur le même canal. Certaines variables modératrices peuvent être mises en évidence afin de mieux stimuler la relation entre deux concepts. Nous proposerons d’étudier la variable « présence sociale » et « l’implication à l’égard du produit »comme deux variables modératrices. Nous proposerons également une méthodologie envisagée afin de tester les hypothèses de recherche présentées ultérieurement.

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