In 2010, collaborative consumption was raised up as a disruptive and even revolutionary mode of consumption. Adopting a theoretical and methodological framework inspired by the praxeology of Pierre Bourdieu, this article offers a study of this transformative prophecy. Qualitative data were collected incrementally and using various methods. Their analysis reveals that consumers identify and adopt these activities above all in practical ways shaped by commercial mechanisms. Although influenced by this consumerist habitus, some collaborative practices are also based on an alternative market mindset. Furthermore, consumers identify a space for practices between which they navigate in dynamic ways. Based on these mechanisms and the level of perceived socialisation inherent in collaborative activities, we propose to discuss the consumerist habitus, the transformative potential of such practices and the challenges ahead for marketing research.
This research focuses on the shopping experience involving navigation between real and virtual shopping spaces. The analysis of 35 interviews of consumers allows us to understand and conceptualize this experience in terms of a variety of trajectories experienced as natural and effortless by respondents. Even though the channels are not integrated, the customer's experience is nonetheless not fragmented, and indeed may be enhanced by the active role played by the consumer. In a contribution to the existing literature, the findings also reveal the importance of the social dimension of the cross-channel shopping experience that enables consumers to stay connected with their private sphere. We also suggest various managerial implications, particularly on how retailers can co-construct new forms of shopping with their customers, and we point out the limitations of shopping that are both seamless and overly formatted.
RésuméEn 2010, la consommation collaborative a été intronisée en tant que mode de consommation disruptif, voire révolutionnaire. En adoptant un cadre théorique et méthodologique inspiré de la praxéologie de Pierre Bourdieu, ce travail interroge cette prophétie transformative. Des données qualitatives ont été collectées selon différentes méthodes et de manière incrémentale. Leur analyse révèle que les consommateurs distinguent et adoptent ces activités d'abord en exerçant un sens pratique façonné par des dispositions marchandes. Bien qu'influencées par cet habitus consumériste, certaines pratiques collaboratives relèvent également d'une logique de marché alternatif. Les consommateurs identifient en outre un espace de pratiques entre lesquelles ils naviguent de manière dynamique. Ces mécanismes et le degré de socialisation perçue des activités collaboratives permettent de discuter de l'habitus consumériste, du potentiel transformatif des pratiques et des enjeux pour la recherche en marketing.
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