Le comportement multicanal du consommateur est-il une simple évolution ou constitue-t-il une véritable révolution ?
Year: 2008
Type: article
Abstract: This paper sums up the appearance of the internet and especially the multi-channel offer on consumer behaviour in Belgium and France. Does the multi-channel offer condition the new behaviour of the buyer or is the multi-channel offer the result of a consumer behaviour modification ? A study realised in French speaking context brings to the fore the importance of including the aims of the consumer and the characteristics of the product. In the end, a thought is initiated on the revolutionary level of this new consumer behaviour.
Author: Ingrid Poncin
Language: French
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2126805672