Online Consumer Learning: An exploratory study of brands’ objectives and consumers’ perceptions

Nadia Steils, Alain Decrop, Dominique Crié

Research output: Working paper

Abstract

A product’s success strongly depends on how consumers learn to use it. This paper investigates such learning processes in online settings. A qualitative exploratory study based on the analysis of a corpus of online courses (B2C, Peer2Peer, contextualized and decontextualized courses) and on a series of
semi-structured interviews is conducted in order to understand companies’ objectives and consumers’ perception regarding online courses. Results namely show that informants prefer contextualized courses developed by peers.
Original languageEnglish
Volume2013/22
Publication statusPublished - 2013

Publication series

NameLSM Working Paper Series

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Keywords

  • Consumer Learning
  • e-Learning
  • Andragogy
  • Consumer Behaviour

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