Le test de produits en ligne: substitut ou complément à la présence du vendeur en magasin ?

Margot Racat () and Sonia Capelli ()
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Margot Racat: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Online consumer behavior is different from in store consumer behavior. Our communication first brings to light that attributes helping consumers to differentiate physical and online brands differ significantly: reliability is a key element when buying online whereas information, advice and product test dominate in store. Secondly, we show that a virtual product test brings hedonic and informational services to the online consumer. However, only hedonic elements explain consumer's choice to buy online instead of in physical store. These results reveal that retailing on and off line are complementary rather than online substitute to physical stores since virtual tests bring hedonic service whereas information and advice elements remain physical store attributes.

Keywords: Product testing; virtual tests; hedonic service; informational service; cross canal.; Tests produits; tests virtuels; service hédonique; service informationnel; multicanal.; multicanal (search for similar items in EconPapers)
Date: 2014-04-02
Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00974143v1
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Published in La fonction commerciale à l'ère du cross-canal, 2ème Colloque Européen Innovation et Commerce, Apr 2014, Paris, France. pp.1-10

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