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Influence d'internet sur l'offre de cadeaux :

  • Catherine Papetti

    ()

    (CRIFP - Centre de Recherche en Ingénierie Financière et Finances Publiques - Université de Nice Sophia-Antipolis)

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    Après avoir rappelé les principales recherches sur l'offre de cadeaux, nous montrons comment internet modifie les comportements dans ce domaine. Après les perspectives économique et relationnelle, nous montrons alors que la recherche sur l'orientation communautaire de l'échange de cadeaux mériterait d'être enrichie. Ainsi, en prenant l'exemple du swap de cadeaux sur Internet, nous présentons les résultats d'une première étude à visée exploratoire dont l'objectif est de montrer que l'influence d'Internet modifie la question de la réciprocité inter-individuelle, la question de la valeur économique de l'échange et ajoute une dimension ludique liée à la surprise et à l'anonymat de l'offreur. Nous envisageons alors en conclusion des perspectives pour les entreprises qui pourraient proposer des produits destinés à l'achat pour offrir et répondant aux caractéristiques que nous aurons identifiées.

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    File URL: http://hal.archives-ouvertes.fr/docs/00/60/43/72/PDF/article_emarketing.pdf
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    Paper provided by HAL in its series Working Papers with number hal-00604372.

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    Date of creation: 2011
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    Handle: RePEc:hal:wpaper:hal-00604372
    Note: View the original document on HAL open archive server: http://hal.archives-ouvertes.fr/hal-00604372/en/
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