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Du multicanal au transcanal : le point de vue du consommateur

Abstract : Multichannel behaviours multiply with the development of the electronic grocery retailing. The shopping experiences in different touchpoints interact, therefore leading to a crosschannel experience management. Based on this conceptual framework, we study the impact of the electronic grocery shopping on the shopping experienced while returning in a supermarket. The analysis of interviews shows us that consumers tend to live a more hedonic experience in a supermarket after the adoption of cybermarkets rather than before.
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Contributor : Dominique Maraine-Scipanov <>
Submitted on : Friday, September 30, 2011 - 5:03:01 PM
Last modification on : Thursday, January 14, 2021 - 1:17:17 PM


  • HAL Id : halshs-00628218, version 1


Elodie Huré, Gérard Cliquet. Du multicanal au transcanal : le point de vue du consommateur. 14e colloque Etienne Thil, Sep 2011, Roubaix, France. 16 p. ⟨halshs-00628218⟩



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