Usages et valeurs des applications mobiles pour les consommateurs: quelles implications pour les distributeurs ?

Christine Gonzalez (), Elodie Huré and Karine Picot-Coupey
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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
Elodie Huré: 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: From a content analysis of 30 semi-structured interviews of mobile users, this research explores the use of mobile apps and investigates their perceived value for consumers. The main results reveal 8 uses of mobile apps and conceptualize their consumption value as an overall assessment made up of five dimensions: the optimal choice value, the situational value, the utilitarian value made up of 3 sub-dimensions (economic, convenience and informational), the hedonic value made up of 3 sub-dimensions (aesthetic, playfulness and reinsurance) and the social linking value. In a managerial perspective, understanding the different dimensions of a mobile app consumption value can help identify those hitherto untapped, that the brand could use consistently with its positioning. This is a strategic issue for brands, concerned with the mobilization of this tool in their cross-channel strategy.

Keywords: valeur; expérience de consommation; usages; applications mobiles; m-shopping; value; consumption experience; uses; mobile apps (search for similar items in EconPapers)
Date: 2012-11-28
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Published in 15ème colloque Etienne Thil, Nov 2012, Lille, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00763074

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