URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Impact des variables sociales sur l’intention d’achat groupé


Abstract:

L’objectif de cette étude est de comprendre comment les variables sociales pourraient influencer le niveau du risque perçu lors de l’achat en ligne. Une enquête auprès de 205 utilisateurs de sites d’achat groupé a mis en évidence l’influence du sentiment communautaire, de la masse critique perçue et du bouche-à-oreille positif sur l’intention d’achat et sur le niveau du risque perçu sur les sites d’achat groupé. L’analyse des résultats a mis en exergue l’importance de l’influence sociale sur le comportement d’achat groupé.

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