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Comportement cross-canaux/cross-enseignes de la génération Y: étude comparative avec la génération X et les Baby Boomers

Author

Listed:
  • Sandrine Heitz-Spahn

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Cette recherche étudie les motivations de la génération Y à adopter un comportement cross-canaux /cross-enseignes et les compare à celles de la génération X et des Baby Boomers adoptant ce comportement. Les motivations des trois générations sont utilitaires (besoin de comparer le prix des produits) cependant la génération Y diffère des deux autres générations par des motivations plus hédoniques (besoin d'interaction sociale et besoin d'expérience récréationnelle plus forts). Des leviers d'action à destination des enseignes et fabricants ciblant la génération Y sont proposés.

Suggested Citation

  • Sandrine Heitz-Spahn, 2014. "Comportement cross-canaux/cross-enseignes de la génération Y: étude comparative avec la génération X et les Baby Boomers," Post-Print hal-01369863, HAL.
  • Handle: RePEc:hal:journl:hal-01369863
    DOI: 10.3917/mav.072.0157
    as

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