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La place de l’enseigne dans les trajectoires d’achat des clients en contexte multi-canaux

Author

Listed:
  • Sandrine Heitz-Spahn
  • Marc Filser

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

Abstract

Alors que les analyses des comportements dans un environnement multi-canaux adoptent généralement une dichotomie magasin – Internet, cet article s'interroge sur les conséquences de la multiplication des formes d'interactions réelles et virtuelles sur les processus de décision et d'achat. Il propose de retenir la notion de trajectoire de fréquentation, et d'analyser la place de l'enseigne dans ces comportements. Les résultats d'une étude quantitative menée auprès de 750 personnes pour plusieurs catégories de produits montrent que les individus adoptant un comportement multi-canaux ont tendance à adopter plus souvent un comportement multi-enseignes (fréquenter plusieurs enseignes différentes au cours du processus de décision) que mono-enseigne. Des apports théoriques et managériaux sont dégagés, ainsi que des pistes méthodologiques pour mieux cerner la complexité de ces trajectoires. Mots-clés : distribution multi-canaux, comportement du consommateur, enseigne de distribution, comportement multi-enseigne, processus de décision et d'achat. [English] Consumers' shopping behavior patterns in a multichannel environment: the role of the chain store name. Whereas an important research stream focuses on the store-Internet dichotomy when analysing consumer behaviour in a multi-channel environment, this article considers the consequences of an increase in channel formats during the decision making process and the purchase stage. The concept of a consumer channel path is proposed and the retailer's position in the whole process is studied. A survey of 750 consumers conducted for several product categories shows that consumers adopting a cross-channel behaviour pattern are more likely to adopt a free-riding behaviour pattern (switching retailers during the decision-making process) than a pattern of behaviour consisting of sticking to one retailer during the decision making process (within-retailer behaviour). Theoretical and managerial implications as well as insights into methodological aspects to better understand the consumer channel path complexity are suggested. Key words: multi-channel retailing, consumer behaviour, retailer, free-riding behaviour pattern, decision making process and purchase

Suggested Citation

  • Sandrine Heitz-Spahn & Marc Filser, 2014. "La place de l’enseigne dans les trajectoires d’achat des clients en contexte multi-canaux," Post-Print halshs-01288021, HAL.
    • Handle: RePEc:hal:journl:halshs-01288021
    as

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    Cited by:

    1. Rémi Evrard & Laure Lavorata, 2018. "Digital et luxe : quels impacts sur l'expérience client et le capital-marque? Une revue de littérature," Post-Print hal-02737839, HAL.

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