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Le Consommateur-Internaute, Entre Projections Et Pratiques by Le Fournier-V

Le Consommateur-Internaute, Entre Projections Et Pratiques

by Le Fournier-V
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Book cover type: Paperback
  • ISBN13: 9786131546983
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 468
  • Original Price: GBP 83.0
  • Language: French
  • Edition: N/A
  • Item Weight: 681 grams
  • BISAC Subject(s): General

Dans le domaine des technologies de l'information et de la communication, la fin des années 1990 est marquée par une euphorie générale. Les acteurs du commerce électronique nourrissent l'espoir de son développement rapide tout en s'interrogeant sur les freins qui obèrent sa croissance dont la compréhension est réduite à une approche mercatique ignorant bien souvent la réalité des motivations du comportement d'achat des consommateurs-internautes qui mèlent acquiescement, perplexité, résistance, ... A cette première interrogation s'ajoute l'analyse des interactions entre l'utilisation des sites marchands et les comportements d'achat des consommateurs-internautes, processus dialectique qui laisse émerger de nouvelles figures de consommation. Nous raisonnons en terme de complémentarité des canaux de distribution pour appréhender la diversité des usages et comprendre comment se re-construisent les démarches d'achat dans une logique d'hybridation qui puise à la fois dans des pratiques antérieures et dans l'utilisation des sites marchands dans des contextes de vie diversifiés.

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