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

Author

Listed:
  • Margot Racat

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Sonia Capelli

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Online consumer behavior is different from in store consumer behavior. Our communication first brings to light that attributes helping consumers to differentiate physical and online brands differ significantly: reliability is a key element when buying online whereas information, advice and product test dominate in store. Secondly, we show that a virtual product test brings hedonic and informational services to the online consumer. However, only hedonic elements explain consumer's choice to buy online instead of in physical store. These results reveal that retailing on and off line are complementary rather than online substitute to physical stores since virtual tests bring hedonic service whereas information and advice elements remain physical store attributes.

Suggested Citation

  • Margot Racat & Sonia Capelli, 2014. "Le test de produits en ligne: substitut ou complément à la présence du vendeur en magasin ?," Post-Print hal-00974143, HAL.
    • Handle: RePEc:hal:journl:hal-00974143
    Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00974143
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    References listed on IDEAS

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    4. Michael Haenlein & Andreas M. Kaplan, 2009. "Les magasins de marques phares dans les mondes virtuels: l'impact de l'exposition au magasin virtuel sur l'attitude envers la marque et l'intention d'achat dans la vie réelle," Post-Print hal-02055047, HAL.
    5. Sophie Jeanpert & Francis Salerno, 2013. "Marketing multicanal: comment favoriser l'adhésion du personnel des magasins ?," Post-Print hal-02386232, HAL.
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