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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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