Effets modérateurs de la curiosité trait et de l’auto-efficacité dans l’effet de la cabine virtuelle en ligne sur la curiosité spécifique et l’intention comportementale
Restricted accessResearch articleFirst published online April, 2022
Effets modérateurs de la curiosité trait et de l’auto-efficacité dans l’effet de la cabine virtuelle en ligne sur la curiosité spécifique et l’intention comportementale
Cette recherche participe à la compréhension des effets d’une cabine virtuelle en ligne sur la curiosité spécifique (situationnelle) et l’intention comportementale du consommateur en mettant en évidence les effets modérateurs de la curiosité trait – tendance à être naturellement curieux – et de l’auto-efficacité. L’expérimentation montre que les individus fortement curieux de nature ont davantage l’intention d’acheter en magasin dans le cas d’une expérience via un site classique vs la cabine virtuelle. Aucune différence n’est notée pour les individus peu curieux. Parallèlement, les individus fortement curieux se sentant peu efficaces dans la tâche auront une intention plus faible d’acheter sur le site alors que ceux qui se perçoivent comme fortement efficaces auront une intention d’achat sur le site plus forte. Les résultats révèlent l’importance de la curiosité trait et la nécessité de la définir plus précisément en marketing, ainsi que de l’auto-efficacité.
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