e-Consumer Behavior

Teacher(s)

Charry Karine;

Language

French

Prerequisites

/

Main themes

This course considers the essential concepts of consumer behavior under the digital perspective.
Mainly, we will discuss the decision-making process (mainly on-line) and all the factors impacting the latter in this context (internal factors such as involvement, attitude, attention, perceptions, lifestyles, etc. and external factors such as reference groups, culture, etc.)

Learning outcomes

At the end of this learning unit, the student is able to :
1	Contribution de l'unité d'enseignementau référentiel AA du programme Given the « competencies referential » linked to the LSM Master 120 in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies: Master the knowledge that will enable students to become actors of changes; integrate contextual elements, notably cultural ones, in the analysis and in the response required in specific contexts; optimize the communication strategy given the contextual elements. Les Acquis d'Apprentissage au terme de l'unité d'enseignement By the end of this teaching unit, student should be able to understand the influence of variables internal and external to the consumer that influence his online behavior. He should also be able to identify the levers that can modify consumers' behavior. These levers should be translated into strategies and operational decisions that will contribute to the positioning of the brand or the organization. This should bring about a perspective where online and offline elements interact and contribute to the design of optimal actions on the market.

Online resources

Student corner

Bibliography

Support de cours
Syllabus disponible on line, basé sur les ouvrages ci-dessous, ainsi que de nombreux papiers scientifiques référencés dans le syllabus.
Références bibliographiques recommandées, lectures conseillées :
SOLOMON M. (2008), Consumer Behavior, 8th ed., Prentice-Hall.
Schiffman and Kanuk, (2010) Consumer Behavior, Global Edition, Pearson
Close, (2012) Online Consumer Behavior

Faculty or entity

CLSM