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

Author

Listed:
  • 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)

Abstract

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.

Suggested Citation

  • Margot Racat & Sonia Capelli, 2014. "Le test de produits en ligne: substitut ou complément à la présence du vendeur en magasin ?," Post-Print hal-00974143, HAL.
  • Handle: RePEc:hal:journl:hal-00974143 Note: View the original document on HAL open archive server: https://hal-univ-lyon3.archives-ouvertes.fr/hal-00974143
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    References listed on IDEAS

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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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