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Validation d’un modèle d’intention de magasiner avec le smartphone : implications pour les concepteurs de services mobiles

  • Gérard Cliquet

    (CREM UMR CNRS 6211, IGR-IAE, Université de Rennes 1, France)

  • Christine Gonzalez

    (IUT de Montpellier, Montpellier Recherche en Management, France)

  • Élodie Huré

    (ESC Rennes School of Business, France)

  • Karine Picot-Coupey

    (CREM UMR CNRS 6211, IGR-IAE, Université de Rennes 1, France)

Le commerce électronique connaît un nouveau mode de développement à travers la forte croissance du smartphone parmi les consommateurs. Un certain nombre de modèles d’adoption ont été proposés dont beaucoup reposent sur le téléphone mobile en général. Cet article vise, dans un premier temps, à cerner les déterminants de l’adoption du smartphone comme moyen d’accompagnement du consommateur dans son processus de magasinage, et dans un second temps, à concevoir un modèle d’intention d’utiliser le smartphone pendant ce processus. A cet effet, un modèle de type PLS (Partial Least Square) a été validé en fonction de l’intention par le consommateur d’utiliser le smartphone en vue du magasinage dit mobile ou m-magasinage. Ce modèle distingue les déterminants de la valeur utilitaire (ubiquité et maîtrise de l’outil par le consommateur) et ceux de la valeur hédonique (plaisir perçu). Les résultats mettent donc en avant l’ubiquité et la valeur hédonique ce qui n’était fait que partiellement dans les modèles précédents. Les entreprises conceptrices des services mobiles doivent donc tenir compte de la capacité des usagers à les maîtriser en toutes circonstances de préférence en jouant sur le côté ludique sans pour autant sacrifier la valeur utilitaire que représente cette innovation pour le consommateur.

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Paper provided by Center for Research in Economics and Management (CREM), University of Rennes 1, University of Caen and CNRS in its series Economics Working Paper Archive (University of Rennes 1 & University of Caen) with number 201342.

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Date of creation: Dec 2013
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Handle: RePEc:tut:cremwp:201342
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  1. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
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  4. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. " A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 30(2), pages 199-218, September.
  5. Figge, Stefan, 2004. "Situation-dependent services--a challenge for mobile network operators," Journal of Business Research, Elsevier, vol. 57(12), pages 1416-1422, December.
  6. Dholakia, Ruby Roy & Dholakia, Nikhilesh, 2004. "Mobility and markets: emerging outlines of m-commerce," Journal of Business Research, Elsevier, vol. 57(12), pages 1391-1396, December.
  7. Bruner, Gordon II & Kumar, Anand, 2005. "Explaining consumer acceptance of handheld Internet devices," Journal of Business Research, Elsevier, vol. 58(5), pages 553-558, May.
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