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

Nadia Steils, Alain Decrop, Dominique Crié

Research output: Working paper


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
Publication statusPublished - 2013

Publication series

NameLSM Working Paper Series



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

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