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Vers une nouvelle manière de concevoir la compétence et le risque perçu de l’acheteur à l’ère du numérique

Abstract : This paper revisits the concepts of skills and perceived risk in the context of a multi-channel decision-making process within a community in the digital era. Our qualitative study conducted on the involvement of the teenagers in the family purchases shows that the use of digital tools to consume modifies the approach to analyze these two concepts. Our results highlight new ways of targeting regarding the multi-channel strategies implemented by the brands and the retailers.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02017722
Contributor : Sabrina Mommolin Connect in order to contact the contributor
Submitted on : Wednesday, February 13, 2019 - 12:27:59 PM
Last modification on : Wednesday, March 9, 2022 - 3:50:02 PM

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  • HAL Id : hal-02017722, version 1

Citation

Béatrice Durand-Megret, Pascale Ezan, Régine Vanheems. Vers une nouvelle manière de concevoir la compétence et le risque perçu de l’acheteur à l’ère du numérique. Management & Avenir, INSEEC/Management Prospective Ed. 2016, 1 (83), pp.33-49. ⟨hal-02017722⟩

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