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Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche

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  • Marine Le Gall-Ely

    () (ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - UBO - Université de Brest - Télécom Bretagne - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest)

Abstract

Tarification différenciée, bouquets de services et offre groupée de produits, enchères sur Internet : les pratiques de prix des entreprises évoluent. Lorsque le marché n'existe pas ou quand les prix sont individualisés, le concept de consentement à payer du consommateur retient l'attention. Cet article vise à présenter une synthèse critique des recherches en marketing sur le consentement à payer. Une définition en est donnée et comparée à celles de concepts proches, prix de référence et prix acceptables notamment. Les méthodes de mesure du concept sont ensuite présentées, comparées à celles de l'élasticité-prix et critiquées, puis les travaux relatifs aux déterminants externes du consentement à payer sont commentés. Enfin, de nombreuses voies de recherche ouvertes par ces travaux sont proposées.

Suggested Citation

  • Marine Le Gall-Ely, 2009. "Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche," Post-Print hal-00522826, HAL.
  • Handle: RePEc:hal:journl:hal-00522826
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-00522826
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    References listed on IDEAS

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