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Vers une nouvelle manière de concevoir la compétence et le risque perçu de l'acheteur à l'ère du numérique. Le cas de l'adolescent au sein de la famille

Author

Listed:
  • Béatrice Durand-Megret
  • Pascale Ezan
  • Régine Vanheems

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

Abstract

Cet article revisite les concepts de compétence et de risque perçu dans le cadre d'un processus de décision prenant place au sein d'une communauté à l'ère du numérique. Une étude qualitative menée sur la participation des adolescents dans les achats familiaux montre que l'adoption des techniques digitales pour consommer transforme la manière d'appréhender ces deux concepts, offrant des pistes inédites de ciblage dans le cadre des stratégies multi-canal mises en place par les marques et les enseignes.

Suggested Citation

  • Béatrice Durand-Megret & Pascale Ezan & Régine Vanheems, 2016. "Vers une nouvelle manière de concevoir la compétence et le risque perçu de l'acheteur à l'ère du numérique. Le cas de l'adolescent au sein de la famille," Post-Print hal-01301984, HAL.
    • Handle: RePEc:hal:journl:hal-01301984
    DOI: 10.3917/mav.083.0033
    as

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