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Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche

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  • Marine Le Gall-Ely

    ()
    (ICI - Laboratoire Information, Coordination, Incitations - Institut Télécom - Télécom Bretagne - Université de Bretagne Occidentale - Brest : EA2652 - Université européenne de Bretagne)

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    Abstract

    Tarification différenciée, bouquets de services et offre groupée de produits, enchères sur Internet : les pratiques de prix des entreprises évoluent. Lorsque le marché n'existe pas ou quand les prix sont individualisés, le concept de consentement à payer du consommateur retient l'attention. Cet article vise à présenter une synthèse critique des recherches en marketing sur le consentement à payer. Une définition en est donnée et comparée à celles de concepts proches, prix de référence et prix acceptables notamment. Les méthodes de mesure du concept sont ensuite présentées, comparées à celles de l'élasticité-prix et critiquées, puis les travaux relatifs aux déterminants externes du consentement à payer sont commentés. Enfin, de nombreuses voies de recherche ouvertes par ces travaux sont proposées.

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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number hal-00522826.

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    Date of creation: 01 Jun 2009
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    Publication status: Published, Recherche et Applications en Marketing, 2009, 24, 2, 91-113
    Handle: RePEc:hal:journl:hal-00522826

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    Related research

    Keywords: consentement à payer; élasticité au prix; prix de référence; prix acceptable; analyse conjointe; évaluation contingente; enchères Vickrey; loterie BDM; tarifs;

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