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

Nadia Steils; Alain DECROP; Dominique Crié

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 language	English
Volume	2013/22
Publication status	Published - 2013

Publication series

Name	LSM Working Paper Series

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Consumer Learning
e-Learning
Andragogy
Consumer Behaviour

Cite this

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title = "Online Consumer Learning: An exploratory study of brands{\textquoteright} objectives and consumers{\textquoteright} perceptions",

abstract = "A product{\textquoteright}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{\textquoteright} objectives and consumers{\textquoteright} perception regarding online courses. Results namely show that informants prefer contextualized courses developed by peers.",

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author = "Nadia Steils and Alain DECROP and Dominique Cri{\'e}",

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volume = "2013/22",

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T2 - An exploratory study of brands’ objectives and consumers’ perceptions

AU - Steils, Nadia

AU - DECROP, Alain

AU - Crié, Dominique

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - Consumer Learning

KW - e-Learning

KW - Andragogy

KW - Consumer Behaviour

M3 - Working paper

VL - 2013/22

T3 - LSM Working Paper Series

BT - Online Consumer Learning

ER -

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

Abstract

Publication series

UN SDGs

Keywords

Fingerprint

Cite this