Comment réagissent les consommateurs face à des tentations d'achat répétées ? Une application aux ventes privées en ligne

Christine Gonzalez (), Nawel Ayadi () and Magali Giraud ()
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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
Nawel Ayadi: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Magali Giraud: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: When exposed to purchase temptations, consumers may decide to set up, with varying degrees of success, control mechanisms. This research focuses on two key variables within the process by which purchase impulse turns into an impulsive purchase: consumer's ability and willingness to control himself. A qualitative study was conducted with 34 online private sales members in order to highlight the control processes established by consumers confronted with repeated purchase temptations. Key-words: impulsive purchase, control process, online private sales.

Keywords: achats impulsifs; processus de contrôle; ventes privées en ligne; impulsive purchase; control process; online private sales (search for similar items in EconPapers)
Date: 2012-05-09
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Published in 28ème congrès international de l'Association Française de Marketing, May 2012, Brest, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00772141

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