Et si l’internaute n’était pas un navigateur en solitaire ?. Comprendre les motivations des internautes à naviguer avec un proche

Web users are usually considered as acting alone behind their screen. Yet, online shopping situations involving several people around a same screen are common. This article aims to identify the motivations of users to navigate with a friend or relative at their sides as part of an online shopping. The qualitative exploratory research reveals that motivations to co-browse can be utilitarian, social or refer to notions of power and control. These findings might allow brands to adapt their website, in order to provide to the partners a shared experience that is not only more useful and pleasant but also personally rewarding.