Le comportement du consommateur sur un site marchand est-il fondamentalement différent de son comportement en magasin ? Proposition d'un cadre d'appréhension de ses spécificités
Restricted accessResearch articleFirst published online September, 2001
Le comportement du consommateur sur un site marchand est-il fondamentalement différent de son comportement en magasin ? Proposition d'un cadre d'appréhension de ses spécificités
Un cadre d'appréhension des spécificités du comportement du consommateur sur un site marchand est proposé. Sa construction, guidée par l'impact de la technologie et notamment de l'interactivité, s'appuie sur la mise en regard des connaissances actuelles sur le comportement du consommateur en ligne avec la littérature classique sur le magasinage (faire des courses ou shopping).
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