Comprendre et mesurer la valeur du point de vue du consommateur

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.

Emotions' Impact On Tourists' Satisfaction with Ski Resorts: The Mediating Role of Perceived Value

“…The existence of statistically equivalent models can be considered as a limitation in the present case since, as can be seen from the literature review, the direction of the relationship between perceived value and satisfaction is still a controversial topic in the marketing literature (e.g. Aurier et al, 2004, Cronin et al, 2000.…”

“…The first one stipulates that global value and satisfaction can act in parallel (Oliver, 1996(Oliver, , 1999Cronin et al, 2000). For Aurier et al (2004), this approach can only be valid within the framework of repeated experiences with the service, so that value and satisfaction can be considered in a cumulative view. The second one considers value as a consequence of satisfaction (Cronin et al, 2000).…”

An investigation of the influence of consumer value on service elements’ contributions to satisfaction

“…The sign and stimulation dimensions were clearly remaining, although the items of the social-link component and the information-search dimension defi ned the third dimension. Aurier et al 35 found a strong correlation between these two dimensions. In the context of this study, it seems as if speaking with other participant consumers about sport practice refers to both a will to share and a desire to improve knowledge.…”

“…Aurier et al 35 identifi ed two types of consumer value. The fi rst focuses on a service ' s global value from an exchange perspective, whereas the second focuses on consumption value, which addresses the fi eld of consumption or possession experiences.…”

“…They developed this conceptualisation of consumer value for such forms of leisure consumption as going to the cinema, and inspired several studies involving cultural and leisure contexts. 35,38,39 Following on from this work, this study aims to determine whether the nature and intensity of consumption-experience value infl uence service elements ' contributions to overall satisfaction.…”