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L’évolution du processus de décision et d’achat : lorsque cross-canalité et relations inter-consommateurs s’entremêlent

Author

Listed:
  • Béatrice Durand -Mégret

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Pascale Ezan

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Régine Vanheems

    (Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Research on the adoption of various channels show that the number of stages formingthe consumer decision-makingprocess hasevolved. Some research lead to a reduction in thenumber ofthese stages,and others mention a break-up of the process, becoming more complex.Furthermore, digital technologies have introduced new relationship patterns among the various actors. This paperproposes a new map of the decision-making process based on consumers interaction within theirhome. A qualitative researchallows to identify those new forms of relationship who arenot already controlled by the suppliers.

Suggested Citation

  • Béatrice Durand -Mégret & Pascale Ezan & Régine Vanheems, 2014. "L’évolution du processus de décision et d’achat : lorsque cross-canalité et relations inter-consommateurs s’entremêlent," Post-Print hal-02075098, HAL.
    • Handle: RePEc:hal:journl:hal-02075098
    as

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