Le comportement multicanal du consommateur est-il une simple évolution ou constitue-t-il une véritable révolution ?

Ingrid Poncin

12 citations0/0 files storedReflets et perspectives de la vie économique

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This paper sums up the appearance of the internet and especially the multi-channel offer on consumer behaviour in Belgium and France. Does the multi-channel offer condition the new behaviour of the buyer or is the multi-channel offer the result of a consumer behaviour modification ? A study realised in French speaking context brings to the fore the importance of including the aims of the consumer and the characteristics of the product. In the end, a thought is initiated on the revolutionary level of this new consumer behaviour.

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1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 2005Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior 2002The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison☆ ☆Charla Mathwick is Assistant Professor of Marketing at Portland State University. Naresh Malhotra is Regents’ Professor at Georgia Institute of Technology. Edward Rigdon is Associate Professor of Marketing at Georgia State University. This article is based on the first author’s doctoral dissertation at Georgia Institute of Technology. 1 1We want to thank three anonymous reviewers and the special issue editors for their many helpful suggestions.2005Consumers in a multichannel environment: Product utility, process utility, and channel choice 2002Multi‐channel shopping: understanding what drives channel choice 2005Multichannel retailing: A case study of early experiences 2002'One brand, three ways to shop': situational variables and multichannel consumer behaviour 2002Understanding Click and Mortar E-Commerce Approaches

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