EACR - European Conference of the Association for Consumer Research

    Activité: Participation ou organisation d'un événementParticipation à une conférence, un congrès


    "Online Consumer Learning: An exploratory study of brands' objectives and consumers' perception" Abstract: A product’s success strongly depends on how consumers learn to use it. This paper investi-gates such learning processes in online settings. A qualitative exploratory study based on the analysis of a corpus of online courses (B2C, Peer2Peer, contextualized and decontextu-alized courses) and on a series of semi-structured interviews is conducted in order to un-derstand companies’ objectives and consumers’ perception regarding online courses. Re-sults namely show that informants prefer contextualized courses developed by peers.
    Période4 juil. 20137 juil. 2013
    Type d'événementComité scientifique
    LieuBarcelona, EspagneAfficher sur la carte