Quand les bonnes affaires s'invitent à la maison...Comment le consommateur résiste-t-il aux tentations des sites de ventes évènementielles ?

Christine Gonzalez ()
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Christine Gonzalez: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: Private sales on the internet exist and have been successful since around ten years. They consist in selling on a Web site for a fixed number of days, limited stocks of famous-brand products at discounted prices. Only members of the web site can have access to these sales. These strategies aim at provoking impulse purchases by making customers feel they are smart shopper. The objective of this research is to answer two important questions. The first question is how do private sale sites push their visitors to realize impulse purchases? The second question is how do consumers develop control strategies to master their purchases? The literature on bargains and impulse purchases was studied to work out the theoretical framework. Finally, an exploratory qualitative study was realized with 12 persons.

Keywords: e-commerce; ventes privées; comportement du consommateur; achat impulsif (search for similar items in EconPapers)
Date: 2010-11
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Published in 15èmes Journées de Recherche en Marketing de Bourgogne ", Nov 2010, Dijon, France. 20 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00601141

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