Expérience de magasinage et appropriation des espaces commerciaux

International audienceWhile marketing research focuses on sensitive and ideological components of experience, research in practices, uses and rituals that form the shopping experience has been scarce. The objective of this theoretical research is to identify the different components of the experience in those different spaces such as urban spaces and virtual ones. To achieve this objective, the conceptual framework is the environmental psychological sociology that explains the coproduction of shopping experience by the shopper and the brand. The main concept used is the appropriation of the commercial environment. Operationalisation of the construct and methodological approaches are proposed.Si les recherches en marketing ont souligné la dimension rhétorique et la dimension idéologique de l'expérience, peu se sont penchées sur les pratiques et rituels qui sont les relais de l'expérience de magasinage. Cette recherche théorique vise à identifier les composantes des expériences de magasinage dans les différents espaces commerciaux qu'ils soient urbains ou virtuels. Le cadre conceptuel choisi est celui de la perspective psychosociale de l'environnement, qui permet, au travers du concept d'appropriation, de rendre compte de la coproduction d'expérience par les distributeurs et les magasineurs dans les espaces marchands. L'article propose une opérationnalisation des expériences de magasinage et des approches méthodologiques adaptées pour des recherches futures

Toward a conceptualization of the online shopping experience

International audienceThis research article explores the content of consumers 's experience when they shop online and proposes a first step in conceptualizing the 'online shopping experience ' (OSE). First, we carried out an extended literature review and proposed an integrative conceptual framework. Then, we relied on a consumers discourse analysis with four focus groups with consumers who differ in terms of age, gender and online shopping experience. We define the OSE and propose a conceptualization through four core dimensions: the physical, ideological, pragmatic and social dimensions. Connections are established between the flow concept and the 'traditional' dimensions of experience, and specific shopping values are identified. Moreover, an appropriation process of commercial websites is revealed; beyond purchase intentions and rituals, the OSE is embodied by the use of online tools and patronage routines. Finally, social interactions with Facebook friends are one of the new practices considered

ONLINE SHOPPING EXPERIENCE: A QUALITATIVE SURVEY

International audienceThis research tackles the issue of shopping experience in an online environment. Previous studies have already focused on consumption experiences (Holt, 1995; Arnould and Thompson, 2005) and consumer experiences on the web focusing on 'browsing' and 'flow' online (Hoffman, Novak, 1996, 2009). This paper intends to examine online shopping experience from three aspects: the physical, ideological and pragmatic dimensions. As an exploratory research study, a qualitative research method was used (in France) with four focus groups –thirty-one consumers who differ in terms of age, gender and consumer experience. The results highlighted the three proposed dimensions and underline as core issue the pragmatic dimension of online shopping experience. Indeed, if the ideological aspect of shopping experience has already been discussed, as well as some of the concrete elements of the shopping experience online, some key aspects of online shopping experience have been pointed out, for instance the social interactions with friends. Above all, the appropriation process of commercial websites is here underlined; beyond purchase intentions, shoppers have different uses and rituals with Internet tools, that characterize different online shopping experiences

SHOPPING & THE CITY: IMAGES DES FEMMES & IMAGINAIRE FEMININ DANS LA VILLE

International audienceThe representations of women in the purchasing process are often polarized between the shopping craze and the binding domestic activity. These gendered views do not reflect the more intricate aspects accounting for the deed of purchase. This study analyzes the socio-cultural representations of women and shopping as well as women's imagination while shopping in the city, in other words, the "imageries" of women, drawing from academic sources as well as from popular culture. It aims at approaching women's complex, and often twofold relationship as regards the places and acts of purchase in the contemporary urban context.Entre hysteria et corvée des courses, quelles sont les images des femmes dans l'activité de shopping? A partir d'une étude documentaire et de l'analyse d'un corpus de films et de séries télévisées, cette recherche explore les représentations socioculturelles des femmes dans la ville et leurs rapports à l'espace commercial, un des espaces de liberté des femmes et d'investissement de l'imaginaire féminin dans un cadre urbain essentiellement pensé par et pour les hommes. La fréquentation des lieux marchands reflète leur appropriation des commerces et un déficit d'apprentissage des espaces restant à combler. Shopping and the City: Imageries of women in/and town Abstract : The representations of women in the purchasing process are often polarized between th

L'EXPERIENCE DE SHOPPING EN LIGNE SOUS OBSERVATION : PREMIERS RESULTATS ET ELEMENTS DE DISCUSSION

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Le comportement spatial des consommateurs : conceptualisation et exploration des parcours piétonniers de magasinage : le cas de l'équipement de la personne

Our research aims to better understand women's pedestrian shopping routes for clothing and footwear. To meet the two research objectives, the understanding and description of a very little known phenomenon, our methodology follows a two-step process. 1) A qualitative approach consisting of a filmed observation of the paths interpreted by a semiotic analysis, completed by the analysis of a series of semi-directive interviews. 2) The results obtained led us to an empirical study by face-to-face administration in the city centre of 1251 questionnaires leading to structural modelling. Theoretical and managerial contributions are: 1) A typology of the routes; these are independent of the place of residence, which calls into question the relevance of using traditional commercial location models for prêt-à-porter outlets in the city centre; we measured the effect of important antecedents: the value of shopping and, to a lesser extent, the negative effect of the crowd, as well as the role of time pressure and the presence of carers. 2) The creation and validation of a three-dimensional scale of the commercial multilocation judgment. 3) Operational implications in terms of urban planning and marketing. The limitations are related to the exploratory nature of the research. At the methodological level, the textual analysis used does not allow the operationalization of certain variables. At the conceptual level, the validation of the model must be improved, in particular by providing reliable and valid measurement instruments. Thus the results of this research lead us to consider two main avenues of research: first, to complete the description of the pathways with studies on consumer groups or tribes. Then, adapt instruments to measure the history of shopping trips.Notre recherche se propose de mieux connaître les parcours piétonniers de magasinage des femmes pour l'habillement et les chaussures. Pour répondre aux deux objectifs de recherche, la compréhension et la description d'un phénomène très peu connu, notre métodologie suit un processus en deux temps. 1) Une approche qualitative composée d'une observation filmée des parcours interprétés par une analyse sémiotique, complétée par l'analyse d'une série d'entretiens semi-directifs. 2) Les résultats obtenus nous ont conduit à une étude empirique par administration en face-à-face en centre-ville de 1251 questionnaires conduisant à une modélisation structurale. Les apports théoriques et managériaux sont : 1) Une typologie des parcours ; ceux-ci sont indépendants du lieu d'habitation, ce qui remet en cause la pertinence de l'utilisation des modélisations traditionnelles de localisation commerciale pour les points de vente de prêt-à-porter du centre-ville ; nous avons mesuré l'effet d'antécédents importants : la valeur de magasinage et dans une moindre mesure l'effet négatif de la foule, ainsi que le rôle de la pression temporelle et de la présence d'accompagnants. 2) La création et la validation d'une échelle tridimensionnelle du jugement de multilocalisation commerciale. 3) Des implications opérationnelles en terme urbanistiques et marketing. Les limites sont liées au caractère exploratoire de la recherche. Au niveau méthodologique, l'analyse textuelle utilisée ne permet pas l'opérationnalisation de certaines variables. Au niveau conceptuel, la validation du modèle doit être améliorée, notamment par l'apport d'instruments de mesures fiables et valides. Ainsi les résultats de cette recherche nous conduisent à envisager deux voies de recherche principales : tout d'abord, compléter la description des parcours par des études sur les groupes ou les tribus de consommateurs. Puis, adapter des instruments de mesure des antécédents des parcours de magasinage

WHAT IS THE SHOPPERS' PERCEPTION OF MULTILOCATION? A FIRST MEASUREMENT

International audienceThe paper proposes a measure of the perception of multilocation in order to examine itspotential impact on the shoppers’ attitudes. Indeed, numbers of brands choose to exploitseveral stores within a reduced shopping area in order to ensure their development.Researches in retailing have tackled the issue of multilocation from the retailers’ perspective,but there is no research from the consumers’ perspective. Not being “customer centric”,measuring the impact of multilocation on shopping behaviors can produce better outcomes forthe firm and for the consumer.To measure the shoppers’ perception of multilocation, a new scale was created. The mainresult of our research is that shoppers’ perception of multilocation is not a positive and simpleconstruct. Faced with a standardization of shopping areas and homogeneous streets, shoppersmay also develop a negative attitude

WHAT IS THE SHOPPERS' PERCEPTION OF MULTILOCATION? A FIRST MEASUREMENT

International audienceThe paper proposes a measure of the perception of multilocation in order to examine itspotential impact on the shoppers’ attitudes. Indeed, numbers of brands choose to exploitseveral stores within a reduced shopping area in order to ensure their development.Researches in retailing have tackled the issue of multilocation from the retailers’ perspective,but there is no research from the consumers’ perspective. Not being “customer centric”,measuring the impact of multilocation on shopping behaviors can produce better outcomes forthe firm and for the consumer.To measure the shoppers’ perception of multilocation, a new scale was created. The mainresult of our research is that shoppers’ perception of multilocation is not a positive and simpleconstruct. Faced with a standardization of shopping areas and homogeneous streets, shoppersmay also develop a negative attitude

Le magasinage dans un centre commercial: une typologie de quatre parcours

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