La présence humaine sur les sites marchands: une recherche exploratoire pour l’élaboration d’une typologie de consommateurs

Bérangère Brial ()
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Bérangère Brial: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: As in shops, human presence (crowd, salesmen) has an influence on e-commerce website visitors. This study shows that e-commerce shoppers can be divided into three groups according to how they perceive and describe the on-line human presence. Each group is defined by its members on-line shopping motivations, community behavior and opinion on internet. This article has an heuristic interest for managers and researchers. It allows them to better understand on-line shopping behaviors and trust building.

Keywords: e-commerce website; crowd; shopping motivation; on-line community; presence; site Internet marchand; foule; motivations de shopping; communauté en ligne (search for similar items in EconPapers)
Date: 2010-05-06
Note: View the original document on HAL open archive server: https://hal.science/hal-01264090v1
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Published in Congrès International de l'Association Française du Marketing, AFM ESCP-EAP, May 2010, Le Mans, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01264090

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