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L’évolution du processus de décision et d’achat : lorsque cross-canalité et relations inter-consommateurs s’entremêlent

Abstract : Research on the adoption of various channels show that the number of stages formingthe consumer decision-makingprocess hasevolved. Some research lead to a reduction in thenumber ofthese stages,and others mention a break-up of the process, becoming more complex.Furthermore, digital technologies have introduced new relationship patterns among the various actors. This paperproposes a new map of the decision-making process based on consumers interaction within theirhome. A qualitative researchallows to identify those new forms of relationship who arenot already controlled by the suppliers.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02075098
Contributor : Sabrina Mommolin <>
Submitted on : Thursday, March 21, 2019 - 10:50:32 AM
Last modification on : Friday, March 22, 2019 - 4:09:32 PM

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  • HAL Id : hal-02075098, version 1

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Béatrice Durand -Mégret, Pascale Ezan, Régine Vanheems. L’évolution du processus de décision et d’achat : lorsque cross-canalité et relations inter-consommateurs s’entremêlent. 13ème journée de recherche sur le e-marketing, Sep 2014, Paris, France. ⟨hal-02075098⟩

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