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Comportement d'achat online : facteurs explicatifs du montant des achats Une étude exploratoire

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  • Dimitri Laroutis

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Philippe Boistel

    (ESC Amiens)

Abstract

Despite growing sales in e-commerce of nearly 15% over a year, the amount of purchases per user has been decreasing since 2010, from 90 euros to 65.5 euros in 2017. Our research aims to identify explanatory factors for the variation in the amount of purchases made by Internet users. Through a survey of 231 Internet users and an econome-tric treatment of the data, we were able to identify 7 explanatory factors of the variation of the amount of the online purchases. We also calculated their financial influence from 1 euro for the age factor to 122 euro for the ergonomics factor.

Suggested Citation

  • Dimitri Laroutis & Philippe Boistel, 2019. "Comportement d'achat online : facteurs explicatifs du montant des achats Une étude exploratoire," Post-Print hal-02872777, HAL.
    • Handle: RePEc:hal:journl:hal-02872777
    Note: View the original document on HAL open archive server: https://hal.science/hal-02872777
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    References listed on IDEAS

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    5. Christophe Haon & Chirag Patel, 2011. "Création de Trafic, Expérience de Navigation et Performance Commerciale : Que Nous Apprennent Les 500 Plus Importants Sites Marchands Américains," Post-Print hal-00904223, HAL.
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