In an increasingly digital world, decision-support software such as sales configurator and knowledge-based recommender systems seem to be a good solution to help consumers with their high-involvement purchase decision. However, few researches tried to establish a comprehensive framework that predicts the impact of the use of such software on consumer shopping behavior such as purchase of the recommended product, store patronage and positive word-of-mouth about the store. By combining field observation and a literature review, this master’s thesis proposes a first theoretical framework and tests part of it thanks to an empirical study in the wine product category. The results indicate highly positive business impacts but only under certain conditions.
|la date de réponse||24 juin 2019|
|Superviseur||Pietro ZIDDA (Promoteur)|