Quels éléments de différenciation pour les sites web marchands ? Une approche par l'image transmise

Christophe Bezes () and Bertrand Belvaux
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Christophe Bezes: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

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Abstract: E-commerce market is still growing, but competition become very strong. This research suggests to differentiate the various players, using the image concept from classical stores. The analysis of the transmitted image of 94 commercial websites shows that today websites are mainly differentiated on product-price offer and by their institutional image. The product organization and utilitarian-economic dimension of websites have a positive influence on visitor number and pages viewed per visitor. Some new differentiation options are proposed.

Keywords: ELECTRONIC COMMERCE; WEBSITES; IMAGE; COMPETITION (search for similar items in EconPapers)
Date: 2012-12
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Citations: View citations in EconPapers (4)

Published in Revue management & avenir, 2012, 58, pp.33-54. ⟨10.3917/mav.058.0033⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00861109

DOI: 10.3917/mav.058.0033

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