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Usages et valeurs des applications mobiles pour les consommateurs : quelles implications pour les distributeurs ?

Author

Listed:
  • Christine Gonzalez

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Elodie Huré

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Karine Picot-Coupey

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

From a content analysis of 30 semi-structured interviews of mobile users, this research explores the use of mobile apps and investigates their perceived value for consumers. The main results reveal 8 uses of mobile apps and conceptualize their consumption value as an overall assessment made up of five dimensions: the optimal choice value, the situational value, the utilitarian value made up of 3 sub-dimensions (economic, convenience and informational), the hedonic value made up of 3 sub-dimensions (aesthetic, playfulness and reinsurance) and the social linking value. In a managerial perspective, understanding the different dimensions of a mobile app consumption value can help identify those hitherto untapped, that the brand could use consistently with its positioning. This is a strategic issue for brands, concerned with the mobilization of this tool in their cross-channel strategy.

Suggested Citation

  • Christine Gonzalez & Elodie Huré & Karine Picot-Coupey, 2012. "Usages et valeurs des applications mobiles pour les consommateurs : quelles implications pour les distributeurs ?," Post-Print halshs-00763074, HAL.
    • Handle: RePEc:hal:journl:halshs-00763074
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    Cited by:

    1. Fidan Kurtaliqi & Caroline Lancelot Miltgen & Gaelle Pantin-Sohier, 2019. "The perceived value of mobile apps that assist in-store purchasing: A hybrid cost-benefit approach [Valeur perçue des applications mobiles d’aide à l’achat en magasin : une approche hybride par les," Post-Print hal-03556282, HAL.

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