Exploring typicality amongst digital monetary forms: conceptual and theoretical framework & methodological approaches[Une démarche exploratoire de la typicalité des monnaies numériques : cadre conceptuel, théorique et approches méthodologiques]

As e-commerce has grown, new digital payment methods have flourished. Still, marketing research has paid little attention to the consumer experience with these digital forms of money. In a wider perspective, the framework for analyzing money is no longer entirely appropriate. To better identify managerial avenues for the optimization and development of digital money forms, and anticipating future developments where AI will be associated to digital forms of money, the attributes used in the typicality judgement for these products and services must be explored. Social representation theory explains how associations describe a social object such as monetary forms and how they assess their typicality. But what are the attributes, the interactions, contributing to this typicality judgment? After having explored perceived and expected consumer experience with digital forms of money, we mobilize technology acceptance model, and construal level theory to propose a potential list of attributes mobilized to assess typicality of digital money forms. Such a framework shall explain future digital forms of money associated to AI, notably in e-commerce. A methodological approach is then proposed.