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Theses

De l'intention d'achat au comportement : essais de modélisations incluant variables attitudinales, intra-personnelles et situationnelles

Abstract : Research in psychology focuses on the relationship between attitude and behavior. Research in marketing examines the same relationship in the particular context of purchase behavior, relying on behavioral intention as a mediating variable. However, a clear distinction between intention and behavior is seldom made, justifying this research which aims at elucidating the validity of the link between these two concepts. In order to do this, however, both consumer heterogeneity and situation influences must be taken into account.
The consideration of both traditional theories of consumer behavior and more experiential approaches allows some clarification of the mediating role of purchase intention. In this study, the moderating influence of attitude strength and of several personal characteristics, including involvement, implication, opinion leadership and procrastination, was found in relation to the links between attitude, purchase intention and behavior.
Situations were included in measures of purchase intention and behavior. The association between situations and purchase intentions did not improve the usefulness of purchase intention as an indicator of behavior. However, behaviors and situations were found to be co- related, depending on reported purchase intentions.
An integration of these findings was proposed, which concluded that attitude strength has a major impact on the purchase intention - behavior relationship.
Several managerial implications can be suggested. Sampling methods and effectiveness measures used during product and advertising pre-tests could be improved. Finally, the observed link between situation and behavior suggests that further research may provide more insights in situations less favorable to purchase.
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https://tel.archives-ouvertes.fr/tel-00303679
Contributor : Etienne Bressoud <>
Submitted on : Tuesday, July 22, 2008 - 11:23:14 AM
Last modification on : Tuesday, May 5, 2020 - 11:50:18 AM
Long-term archiving on: : Monday, May 31, 2010 - 8:19:05 PM

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  • HAL Id : tel-00303679, version 1

Citation

Etienne Bressoud. De l'intention d'achat au comportement : essais de modélisations incluant variables attitudinales, intra-personnelles et situationnelles. Gestion et management. Université Panthéon-Sorbonne - Paris I, 2001. Français. ⟨tel-00303679⟩

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