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Le test de produits en ligne: substitut ou complément à la présence du vendeur en magasin ?

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Author Info

  • Margot Racat

    ()
    (Centre de Recherche Magellan - Institut d'Administration des Entreprises (IAE) - Lyon - Université Jean Moulin - Lyon III : EA3713)

  • Sonia Capelli

    ()
    (Centre de Recherche Magellan - Institut d'Administration des Entreprises (IAE) - Lyon - Université Jean Moulin - Lyon III : EA3713)

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    Abstract

    Les processus d'achat en magasin et en ligne diffèrent. Notre communication montre dans un premier temps que les attributs qui permettent aux consommateurs de différencier les enseignes physiques et les sites internet marchands diffèrent significativement : la fiabilité est déterminante en ligne alors que l'information, le conseil et le test produit sont prépondérantes pour les magasins. Dans un deuxième temps, nous montrons qu'un test virtuel apporte un service hédonique et un service informationnel à l'internaute. Cependant, seul l'aspect hédonique du test explique le choix d'un achat en ligne plutôt qu'en magasin. Ces résultats montrent que ces deux canaux de distribution restent complémentaires plutôt que substituts car les tests virtuels apportent un service hédonique alors que l'information et le conseil restent l'attribut des magasins.

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    File URL: http://hal-univ-lyon3.archives-ouvertes.fr/docs/00/97/41/43/PDF/Racat_Capelli_Colloque_Innovation_et_Commerce_2014_reviewVF.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number hal-00974143.

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    Date of creation: 02 Apr 2014
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    Publication status: Published - Presented, La fonction commerciale à l'ère du cross-canal, 2ème Colloque Européen Innovation et Commerce, 2014, Paris, France
    Handle: RePEc:hal:journl:hal-00974143

    Note: View the original document on HAL open archive server: http://hal-univ-lyon3.archives-ouvertes.fr/hal-00974143
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: Tests produits ; tests virtuels ; service hédonique ; service informationnel ; multicanal.;

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    1. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
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