6533b7ddfe1ef96bd1274f27

RESEARCH PRODUCT

The need for information in purchase situation and the information behavior in front of the shelf : use and effects of electronic interactive communication media

subject

description

The classic approach of buying behavior supposes that the consumption value derives from the evaluation of the technical, functionnal and symbolic features of the product. But, most of recents works use an experiential approach, for which the anticiped situation of consumption or use and the self concept are the essential elements of the consumption value. This thesis, devoted to information behavior in buying situation, attemps to conciliate these two paradigms until here opposite. The first part of this search investigates the concept of need for information. Its results, according to us, the activation ot two schemes, the first concerning the product acquisition, the second relative to the anticiped context of consumption or use. Our thesis postulates that a simultaneous representation of perceived risk and complexity, and aversion leads the buyer to particularise these schemes. While the buyer is often described like unstable and elusive, and fully determined by the situation, our thesis applies for the degree of generality of the schemes leads to a relative permanence of the need for information, through the buying situations. The second part of this thesis is devoted to the information behavior through the use of electronic interactive media. We show the inadaptation of classical communication theories to the specificity of this media. Starting from the thesis of the triple interactivity, we applies for a unique interactivity, that with self-even, made of many interactions with the message, the source and the media. From there bears the idea of "psyche effect", self reflection of the buyer, when the media fulfils some transparency conditions. By underlining the importance of the prepurchase information behavior, our research provides a basis of reflection to the qualitative diffenciation strategy of the distribution firms.