Evolution du comportement du consommateur français dans l'e-commerce B2C

«Evolutions of the behavior of the French consumer in the E-trade B to C»

Guillaume Challouatte

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Guillaume Challouatte is titular of a master in marketing. He carried out his university course between faculties of Lille I (France) and Swinburne, Melbourne (Australia) ; he also studied in Higher School of Trade.

The author makes a point of thanking, for the assistance brought, Costin Zaharia, lecturer and researcher at the Higher Teacher training school of Cachan, Paris (France).

Summary

The behavior of purchase of an individual perhaps broken up according to several stages determined by the individual himself, the product and the situation of purchase. With more the spending pattern will be weak, with more the perceived risk will be strong. Thus, the electronic trade and all the innovation which it brings return within this framework. This sector was even more victim of uncertainties and fears, the minitel and the on-mediation of problems Internet in France. Conversely of the tendencies is created today on the level of navigation, but still not on the level of the purchase in line which is always regarded as too risky. This mistrust is not justified because of existing contradiction between perceived risks and real risks. This one is to be reduced of share of the investments educational of the sites and the State, but also of share a reorganization of Internet sites, too commercial and not explanatory enough, to reassure the consumer.

Key words
· Trade electronic · Risk real or objective · Risk perceived · Dimensions of the risk · Reducers of risk	· Loss · Confidence · Navigation · Ergonomics · Education
SYNOPSIS

INTRODUCTION

1ère part : Importance of the concept of risk perceived in

electronic trade

Chap.1 the concept of risk perceived in the management of the risk

1. Framing of the marketing risk

1.1 The various marketing risks ....................................... P. 9

1.1.1 The perceived risk

1.1.2 The objective risk

1.1.3 Attitude towards the risk

1.2 Importance marketing of the risk perceived ............................... P. 11

1.3 Limits of the modeling of the perceive-test risk of definition... P. 12

2. Determinants and dimensions of the perceived risk