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Comprendre et mesurer la valeur du point de vue du consommateur

Author

Listed:
  • Philippe Aurier

    (CREGOR - Centre de Recherche sur la Gestion des Organisations - UM2 - Université Montpellier 2 - Sciences et Techniques)

  • Yves Evrard
  • Gilles N'Goala

    (EDHEC - EDHEC Business School)

Abstract

Cet article propose une intégration des travaux sur la valeur de consommation et un cadre conceptuel reposant sur la théorie fonctionnelle des attitudes dans lequel nous identifions six composantes de la valeur de consommation (utilitaire, connaissance, stimulation expérientielle, lien social, expression de soi, spirituelle). Par ailleurs, nous proposons un modèle intégrateur expliquant la valeur globale (ratio entre bénéfices et sacrifices) par les composantes de la valeur de consommation. Une application au cinéma en salle nous permet de valider la mesure des six composantes de la valeur de consommation, puis d'étudier leur influence sur la valeur globale. Trois composantes apparaissent dominantes : utilitaire (qualité du son et de l'image), stimulation expérientielle et lien social; elles expliquent 32 % de la variance de la valeur globale. Enfin, nous observons que la satisfaction cumulée se distingue de la valeur globale, en termes de mesure et de champ de significations, la première ayant une nature plus affective que la seconde.

Suggested Citation

  • Philippe Aurier & Yves Evrard & Gilles N'Goala, 2004. "Comprendre et mesurer la valeur du point de vue du consommateur," Post-Print hal-02023028, HAL.
    • Handle: RePEc:hal:journl:hal-02023028
    DOI: 10.1177/076737010401900301
    as

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