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Quels éléments de différenciation pour les sites web marchands ? Une approche par l'image transmise

Author

Listed:
  • Christophe Bezes

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Bertrand Belvaux

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

E-commerce market is still growing, but competition become very strong. This research suggests to differentiate the various players, using the image concept from classical stores. The analysis of the transmitted image of 94 commercial websites shows that today websites are mainly differentiated on product-price offer and by their institutional image. The product organization and utilitarian-economic dimension of websites have a positive influence on visitor number and pages viewed per visitor. Some new differentiation options are proposed.

Suggested Citation

  • Christophe Bezes & Bertrand Belvaux, 2012. "Quels éléments de différenciation pour les sites web marchands ? Une approche par l'image transmise," Post-Print hal-00861109, HAL.
    • Handle: RePEc:hal:journl:hal-00861109
    DOI: 10.3917/mav.058.0033
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    Citations

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    Cited by:

    1. Bèzes, Christophe, 2014. "Definition and psychometric validation of a measurement index common to website and store images," Journal of Business Research, Elsevier, vol. 67(12), pages 2559-2578.
    2. repec:hal:journl:dumas-00907750 is not listed on IDEAS
    3. Bataoui, Soffien, 2022. "When e-commerce becomes more human by transposing the hospitality concept to merchant websites," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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