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Usages et valeurs des applications mobiles pour les consommateurs : quelles implications pour les distributeurs ?

Abstract : From a content analysis of 30 semi-structured interviews of mobile users, this research explores the use of mobile apps and investigates their perceived value for consumers. The main results reveal 8 uses of mobile apps and conceptualize their consumption value as an overall assessment made up of five dimensions: the optimal choice value, the situational value, the utilitarian value made up of 3 sub-dimensions (economic, convenience and informational), the hedonic value made up of 3 sub-dimensions (aesthetic, playfulness and reinsurance) and the social linking value. In a managerial perspective, understanding the different dimensions of a mobile app consumption value can help identify those hitherto untapped, that the brand could use consistently with its positioning. This is a strategic issue for brands, concerned with the mobilization of this tool in their cross-channel strategy.
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Conference papers
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https://halshs.archives-ouvertes.fr/halshs-00763074
Contributor : Sophie Bernardini <>
Submitted on : Monday, December 10, 2012 - 10:06:09 AM
Last modification on : Thursday, January 14, 2021 - 1:14:35 PM

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  • HAL Id : halshs-00763074, version 1

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Christine Gonzalez, Elodie Huré, Karine Picot-Coupey. Usages et valeurs des applications mobiles pour les consommateurs : quelles implications pour les distributeurs ?. 15ème colloque Etienne Thil, Nov 2012, Lille, France. ⟨halshs-00763074⟩

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