L’évolution du processus de décision et d’achat: lorsque cross-canalité et relations inter-consommateurs s’entremêlent

Béatrice Durand -Mégret, Pascale Ezan (pascale.ezan@univ-lehavre.fr) and Régine Vanheems (regine.vanheems@orange.fr)
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Béatrice Durand -Mégret: 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
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
Régine Vanheems: Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Research on the adoption of various channels show that the number of stages formingthe consumer decision-makingprocess hasevolved. Some research lead to a reduction in thenumber ofthese stages,and others mention a break-up of the process, becoming more complex.Furthermore, digital technologies have introduced new relationship patterns among the various actors. This paperproposes a new map of the decision-making process based on consumers interaction within theirhome. A qualitative researchallows to identify those new forms of relationship who arenot already controlled by the suppliers.

Keywords: Cross-channel; Multi-channel; Consumption; Teenagers; Family; Cross-canal; Multi-canal; Consommation; Adolescents; Interaction; Relation; Famille (search for similar items in EconPapers)
Date: 2014-09-12
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Published in 13ème journée de recherche sur le e-marketing, Sep 2014, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02075098

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