An Economic analysis of consumers' loyalty in the field of cultural consumptions
Identifieur interne : 000277 ( Main/Exploration ); précédent : 000276; suivant : 000278An Economic analysis of consumers' loyalty in the field of cultural consumptions
Auteurs : Olivia Guillon [France]Source :
Descripteurs français
- mix :
- Wicri :
- topic : Consommateur, Consommateur.
English descriptors
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Abstract
How can consumers' loyal behaviours be accounted for in an economic perspective? Although loyalty is a critical issue for producers, there is no explicit definition of this notion in the economic literature. In this work we offer an analytical framework of consumers' loyalty using cultural consumptions as a field of study. First, we study loyalty by distinguishing it from affiliated behaviours: attachment, habit formation, repeated purchases. Then we stress the specificities of cultural consumption: the consumer faces an information problem concerning the existence, the price, the availability and the characteristics of cultural products. Thus we consider the cognitive nature of loyalty: it corresponds to a reduction of the consumer's investigation scope. The empirical part of the thesis aims at highlighting the different incentives to adopt loyal behaviours: regularity, season ticket subscription, tolerance to dissatisfaction... We use several databases: the INSEE's “Living standards - Society” survey on French households (2003), two surveys on the Parisian cultural audience (Park of La Villette, 1997, and Athénée Theatre, 2007) and finally a textual database on cinema pass subscribers (2000-2006). According to our econometric results, each individual has, on the one hand, an intrinsic propensity to loyalty and, on the other hand, a consumption strategy leading him to choose specific consumption patterns.
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Although loyalty is a critical issue for producers, there is no explicit definition of this notion in the economic literature. In this work we offer an analytical framework of consumers' loyalty using cultural consumptions as a field of study. First, we study loyalty by distinguishing it from affiliated behaviours: attachment, habit formation, repeated purchases. Then we stress the specificities of cultural consumption: the consumer faces an information problem concerning the existence, the price, the availability and the characteristics of cultural products. Thus we consider the cognitive nature of loyalty: it corresponds to a reduction of the consumer's investigation scope. The empirical part of the thesis aims at highlighting the different incentives to adopt loyal behaviours: regularity, season ticket subscription, tolerance to dissatisfaction... We use several databases: the INSEE's “Living standards - Society” survey on French households (2003), two surveys on the Parisian cultural audience (Park of La Villette, 1997, and Athénée Theatre, 2007) and finally a textual database on cinema pass subscribers (2000-2006). According to our econometric results, each individual has, on the one hand, an intrinsic propensity to loyalty and, on the other hand, a consumption strategy leading him to choose specific consumption patterns.</div></front></TEI><affiliations><list><country><li>France</li></country></list><tree><country name="France"><noRegion><name sortKey="Guillon, Olivia" sort="Guillon, Olivia" uniqKey="Guillon O" first="Olivia" last="Guillon">Olivia Guillon</name></noRegion></country></tree></affiliations></record>Pour manipuler ce document sous Unix (Dilib)
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