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L’intérêt des techniques mobile-in-store : le rôle spécifique de l’orientation d’achat

Abstract : Retailers adopt mobile strategies in order to enrich the customer experience at the point of sale. Mobile-in-store techniques are built on various technologies and deliver different benefits to customers. A quantitative survey was administered to mobile users to investigate the degree of interest for each technique. The results highlight the moderating role of shopping orientations: when the mobile-in-store technique is congruent (versus incongruent) with the shopper profile, it increases (versus decreases) the interest in it. Therefore, retailers should offer a bunch of techniques adapted to each customer profile.
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https://hal.archives-ouvertes.fr/hal-02080599
Contributor : Pauline De Pechpeyrou Connect in order to contact the contributor
Submitted on : Tuesday, March 26, 2019 - 9:24:20 PM
Last modification on : Friday, January 21, 2022 - 3:31:23 AM

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  • HAL Id : hal-02080599, version 1

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Joanna Stroz, C. Benavent, Pauline de Pechpeyrou. L’intérêt des techniques mobile-in-store : le rôle spécifique de l’orientation d’achat. Décisions Marketing, Association Française du Marketing, 2019, pp.33-51. ⟨hal-02080599⟩

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