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Une comparaison empirique du profil des acheteurs monocanal et multicanaux

Author

Listed:
  • Christophe Bezes

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

This research verifies the possibility to segment retailing channels based on the characteristics of purchasers, and identifies those that are most predictive of purchase on a particular channel. Carried out on 1,478 customers of a multichannel retailer, the study highlights the need to think about customer multichannel management, either in terms of customers, but purchasers. A major predictive criterion, rarely used, springs: the distance to points of sale. This research shows also that the shopping orientations of the same individual differ from one channel to another.

Suggested Citation

  • Christophe Bezes, 2012. "Une comparaison empirique du profil des acheteurs monocanal et multicanaux," Post-Print hal-02086749, HAL.
    • Handle: RePEc:hal:journl:hal-02086749
    DOI: 10.3917/mav.052.0119
    Note: View the original document on HAL open archive server: https://hal.science/hal-02086749
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    References listed on IDEAS

    as
    1. Bhatnagar, Amit & Ghose, Sanjoy, 2004. "A latent class segmentation analysis of e-shoppers," Journal of Business Research, Elsevier, vol. 57(7), pages 758-767, July.
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    3. repec:dgr:rugsom:04f04 is not listed on IDEAS
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    7. Keen, Cherie & Wetzels, Martin & de Ruyter, Ko & Feinberg, Richard, 2004. "E-tailers versus retailers: Which factors determine consumer preferences," Journal of Business Research, Elsevier, vol. 57(7), pages 685-695, July.
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    9. Sandrine Heitz-Spahn, 2010. "Profils de comportements de consommateurs dans un environnement multi-canal : identification et études des facteurs explicatifs," Post-Print hal-03013285, HAL.
    Full references (including those not matched with items on IDEAS)

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