PME versus Amazon : Le choix d’Amazon comme site marchand de référence est-il une fatalité ?

Auteurs

DOI :

https://doi.org/10.53102/2024.38.02.1137

Mots-clés :

Amazon, strategie digital, comportement du consommateur

Résumé

Avec 350 millions de références produit, Amazon constitue une entreprise globale de e-commerce, omniprésente dans un nombre de secteurs incalculable. Nous avons souhaité identifier les facteurs explicatifs du choix des e-consommateurs dans leur démarche d’achat. Pourquoi choisissent-ils Amazon plutôt qu’un autre site marchand ? Comment les PME peuvent elles se différencier pour riposter à Amazon ?  Sur la base d’une enquête réalisée auprès de 191 internautes acheteurs, nous avons construit un modèle explicatif du choix des e-consommateurs par rapport à leur site marchand de référence. 14 variables expliquant le comportement du e-consommateur dans son choix de site marchand se sont révélées significatives, avec des influences allant de -30.38% à +41.5% dans la propension des individus à choisir Amazon

Biographies des auteurs

Dimitri Laroutis, ESC Amiens, CERM, chercheur associé au CRIISEA UR 3098, France

Dimitri Laroutis est Professeur HDR à l’ESC Amiens. Il publie en webmarketing, ressources humaines, le management de la réputation dans des revues françaises et anglo-saxones.

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Philippe Boistel, ESC Amiens, CERM, chercheur associé au CRIISEA UR 3908, France

Philippe Boistel est actuellement Directeur de la Recherche à l’ESC Amiens. Il publie sur le management de la réputation, le web-marketing, le mécénat … dans des revues françaises et anglo-saxones.

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Max Poulain , IAE de Caen, Université de Normandie, France

Max Poulain est Maître de Conférences à l’IAE de Caen et publie dans les domaines du marketing expérientiel et de la spiritualité.

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Publiée

30-04-2024

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27-05-2022

Comment citer

Laroutis, D., Boistel, P. ., & Poulain , M. (2024). PME versus Amazon : Le choix d’Amazon comme site marchand de référence est-il une fatalité ? . Revue Française De Gestion Industrielle, 38(2), 07–24. https://doi.org/10.53102/2024.38.02.1137

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