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: 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.

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

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