Et si l’internaute n’était pas un navigateur en solitaire ?. Comprendre les motivations des internautes à naviguer avec un proche

Yonathan Silvain Roten and Régine Vanheems

Revue française de gestion, 2020, vol. N° 292, issue 7, 49-67

Abstract: Web users are usually considered as acting alone behind their screen. Yet, online shopping situations involving several people around a same screen are common. This article aims to identify the motivations of users to navigate with a friend or relative at their sides as part of an online shopping. The qualitative exploratory research reveals that motivations to co-browse can be utilitarian, social or refer to notions of power and control. These findings might allow brands to adapt their website, in order to provide to the partners a shared experience that is not only more useful and pleasant but also personally rewarding.

Date: 2020
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