Online Consumer Learning: an Exploratory Study of Brands’ Objectives and Consumers’ Perceptions

A product’s success strongly depends on how consumers learn to use it. This paper investigates such learning processes in online settings. A qualitative exploratory study based on the analysis of a corpus of online courses (B2C, Peer2Peer, contextualized and decontextualized courses) and on a series of semi-structured interviews is conducted in order to understand companies’ objectives and consumers’ perception regarding online courses. Results namely show that informants prefer contextualized courses developed by peers.


Nadia Steils, Alain Decrop, and Dominique Crié (2013) ,"Online Consumer Learning: an Exploratory Study of Brands’ Objectives and Consumers’ Perceptions", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 270-271.


Nadia Steils, University of Namur, Belgium
Alain Decrop, University of Namur, Belgium
Dominique Crié, IAE Lille, France


E - European Advances in Consumer Research Volume 10 | 2013

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