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

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.