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Et si l’internaute n’était pas un navigateur en solitaire ?

Author

Listed:
  • Régine Vanheems

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

  • Yonathan Roten

Abstract

Les internautes sont souvent considérés comme étant seuls derrière leur écran. Pourtant les situations impliquant plusieurs personnes autour d'un même écran sont fréquentes. Cet article identifie les motivations des internautes à naviguer avec un proche à leurs côtés lors d'un shopping en ligne. La recherche qualitative révèle qu'elles peuvent être d'ordre utilitaire ou social, et renvoyer aussi à des notions de pouvoir et de contrôle. Ces résultats permettront aux enseignes d'adapter leur site Internet, afin de faire vivre aux partenaires une expérience partagée agréable et utile.

Suggested Citation

  • Régine Vanheems & Yonathan Roten, 2020. "Et si l’internaute n’était pas un navigateur en solitaire ?," Post-Print hal-03078701, HAL.
    • Handle: RePEc:hal:journl:hal-03078701
    as

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