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Evolution numérique des points de vente par la borne interactive : quels impacts sur l’imagerie mentale, l’expérience de magasinage et la valeur de magasinage ?

Author

Listed:
  • Aurély Lao

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Mariana Vlad

Abstract

Cet article mobilise le cadre théorique de l'imagerie mentale, de l'expérience et de la valeur de magasinage pour analyser l'influence de l'utilisation d'une borne interactive sur ces trois concepts. L'étude qualitative menée auprès de 43 consommateurs relève une modification de l'ensemble des dimensions de l'expérience, notamment les dimensions temporelle et cognitive. Ces dimensions fortement liées à l'imagerie mentale, impactent la valeur de magasinage utilitaire, hédonique, sociale, l'excellence des services et dans une moindre mesure l'esthétique des points de vente. Sur le plan managérial, des éléments de réflexion sont apportés aux enseignes qui souhaitent accompagner la digitalisation de leur(s) magasin(s).

Suggested Citation

  • Aurély Lao & Mariana Vlad, 2018. "Evolution numérique des points de vente par la borne interactive : quels impacts sur l’imagerie mentale, l’expérience de magasinage et la valeur de magasinage ?," Post-Print hal-01819307, HAL.
    • Handle: RePEc:hal:journl:hal-01819307
    DOI: 10.7193/DM.091.61.78
    as

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