PRESCRIPTION IN ONLINE SHOPPING: PROPOSAL OF A CONCEPTUAL FRAMEWORK BASED ON WINE SELLING ON THE INTERNET

La prescription dans le commerce en ligne: proposition d’un cadre conceptuel issu de la vente de vin par Internet

Thomas Stenger ()
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Thomas Stenger: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université

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Abstract: L'analyse des sites web des principaux cavistes en ligne et la mobilisation des travaux de Hatchuel sur la prescription permettent de proposer un cadre général pour l'étude et la conception de la relation d'achat en ligne autour de sept dimensions. Ce travail conduit ainsi à (ré)introduire le concept de prescripteur en marketing. Résumé A survey of the main french websites of wine selling on the Internet and the use of Hatchuel's works on " prescription relationship " drive to submit a framework to study and conceive online shopping around seven dimensions. This research work, therefore, allows the (re)introduction of the " prescriber " in marketing. Abstract Key w or ds : Prescription-Recommendation-Interactivity-Internet-Online shopping-Customer relationship-Decision aid – Wine.

Date: 2006-10
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Published in Revue Française du Marketing, 2006

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