Quels éléments de différenciation pour les sites web marchands ? Une approche par l'image transmise

Abstract : E-commerce market is still growing, but competition become very strong. This research suggests to differentiate the various players, using the image concept from classical stores. The analysis of the transmitted image of 94 commercial websites shows that today websites are mainly differentiated on product-price offer and by their institutional image. The product organization and utilitarian-economic dimension of websites have a positive influence on visitor number and pages viewed per visitor. Some new differentiation options are proposed.
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Journal articles
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Contributor : Christophe Bezes <>
Submitted on : Wednesday, September 11, 2013 - 10:07:20 PM
Last modification on : Wednesday, May 16, 2018 - 10:46:03 PM

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Christophe Bezes, Bertrand Belvaux. Quels éléments de différenciation pour les sites web marchands ? Une approche par l'image transmise. Management & Avenir, INSEEC/Management Prospective Ed. 2012, 58, pp.33-54. ⟨10.3917/mav.058.0033⟩. ⟨hal-00861109⟩

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