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Valeur d'usage d’une application mobile et impact sur la relation au point de vente : le cas des applications d’aide à l’achat.

Abstract : The breakthrough of mobile shopping applications is a recent phenomenon. The increasing use of smartphones in retail stores (i.e. more than 70% of consumers) has led retailers to develop these tools to help consumers make smarter purchases. However, similar to Self-service technologies (e.g. automatic cash registers), mobile applications raise many issues, particularly regarding the factors that create customer value. The objective of our research is therefore to measure the value of a mobile purchasing support application for the customer in the context of a retail store. It also involves determining the consequences on the relationship with the retail store. This work is based on the literature on the concept of value and on mobile purchasing assistance applications. Qualitative exploratory research in the form of focus groups highlights the benefits and costs associated with the use of mobile applications in the retail store. Various conditional elements that can moderate the link effects of these applications are also identified: type of retail store (food versus multimedia), type of application ("Pull" versus "Push") and level of personalization (personalized versus non-personalized). This leads us to the construction of a scale for measuring the value in use of an application and to the development of a conceptual model that incorporates the hybrid approach of value. This model aims to describe the creation of global value resulting from the use of a mobile purchasing assistance application and to identify the impact of this global value on loyalty. This model is tested using an experimental methodology for which fictive applications have been specially designed. Five successive quantitative studies are conducted on a total sample of more than 1000 students. Multigroup analysis are used to measure the moderating effects of conditional elements: The results show that the global value induced by the use of these mobile applications influences loyalty to the point of sale. Each of the conditional elements has moderating effects on the model links. The moderating effects of the "Push" application type combined with the high level of personalization achieve the best results with the creation of a significant global value impacting loyalty to the point of sale.
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Submitted on : Thursday, December 19, 2019 - 4:46:14 PM
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  • HAL Id : tel-02420032, version 1

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Fidan Kurtaliqi. Valeur d'usage d’une application mobile et impact sur la relation au point de vente : le cas des applications d’aide à l’achat.. Gestion et management. Université d'Angers, 2019. Français. ⟨NNT : 2019ANGE0003⟩. ⟨tel-02420032⟩

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