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La présence humaine sur les sites marchands : une recherche exploratoire pour l’élaboration d’une typologie de consommateurs

Author

Listed:
  • Bérangère Brial

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique, IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

As in shops, human presence (crowd, salesmen) has an influence on e-commerce website visitors. This study shows that e-commerce shoppers can be divided into three groups according to how they perceive and describe the on-line human presence. Each group is defined by its members on-line shopping motivations, community behavior and opinion on internet. This article has an heuristic interest for managers and researchers. It allows them to better understand on-line shopping behaviors and trust building.

Suggested Citation

  • Bérangère Brial, 2010. "La présence humaine sur les sites marchands : une recherche exploratoire pour l’élaboration d’une typologie de consommateurs," Post-Print hal-01264090, HAL.
    • Handle: RePEc:hal:journl:hal-01264090
    Note: View the original document on HAL open archive server: https://hal.science/hal-01264090
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