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

Listed author(s):
  • Margot Racat


    (Centre de Recherche Magellan - Université Jean Moulin - Lyon III - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Sonia Capelli


    (Centre de Recherche Magellan - Université Jean Moulin - Lyon III - Institut d'Administration des Entreprises (IAE) - Lyon)

Registered author(s):

    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.

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    Paper provided by HAL in its series Post-Print with number hal-00974143.

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    Date of creation: 02 Apr 2014
    Publication status: Published in La fonction commerciale à l'ère du cross-canal, 2ème Colloque Européen Innovation et Commerce, Apr 2014, Paris, France. pp.1-10, 2014
    Handle: RePEc:hal:journl:hal-00974143
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    1. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
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