Vers une nouvelle manière de concevoir la compétence et le risque perçu de l’acheteur à l’ère du numérique

Béatrice Durand-Megret, Pascale Ezan () and Régine Vanheems ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This paper revisits the concepts of skills and perceived risk in the context of a multi-channel decision-making process within a community in the digital era. Our qualitative study conducted on the involvement of the teenagers in the family purchases shows that the use of digital tools to consume modifies the approach to analyze these two concepts. Our results highlight new ways of targeting regarding the multi-channel strategies implemented by the brands and the retailers.

Date: 2016
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Published in Revue management & avenir, 2016, 1 (83), pp.33-49

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02017722

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