The Video-aperitif During Lockdown in France: (Re)Defining Situation and Context of Online Consumption

Thomas Stenger () and Axelle Faure-Ferlet ()
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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
Axelle Faure-Ferlet: IUT Laval - Institut Universitaire de Technologie - Laval - UM - Le Mans Université, ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université

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Abstract: A new consumption practice has developed during lockdown in France (at least): the online video-apéro (or video-apéritif). Through an interpretive approach, four ideal-types are defined; the analysis also reveals that consumers contextualize differently these consumption situations. This research aims to better distinguish both concepts in consumer research.

Keywords: Consumption; Online; Video; Context; Situation; aperitif (search for similar items in EconPapers)
Date: 2021
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Published in Association for Consumer Research Conference, 2021, Seattle, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05489869

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