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

Author

Listed:
  • 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)

Abstract

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.

Suggested Citation

  • Gérard Cliquet & Christine Gonzalez & Élodie Huré & Karine Picot-Coupey, 2013. "Validation d’un modèle d’intention de magasiner avec le smartphone : implications pour les concepteurs de services mobiles," Economics Working Paper Archive (University of Rennes 1 & University of Caen) 201342, Center for Research in Economics and Management (CREM), University of Rennes 1, University of Caen and CNRS.
  • Handle: RePEc:tut:cremwp:201342
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    File URL: https://crem-doc.univ-rennes1.fr/wp/2013/201342.pdf
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    References listed on IDEAS

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    Keywords

    commerce électronique mobile; m-magasinage; smartphone; ubiquité; valeur utilitaire; valeur hédonique;

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