Tentations, impulsions et contrôle des consommateurs sur les sites de ventes privées

Online private sales exist and have been successful since around ten years. They consist in putting on sales on a web site, for duration limited to a few days, limited stocks of famous brands products, at discounted prices. Only members of the web site have access to these sales. These strategies aim at provoking impulse purchase by playing on the "smart shopper feeling". Two issues are questioned. On one hand, how do private sales sites induce their visitors to make impulse purchases? On the other hand, how do consumers develop strategies in order to control their purchases? The literature on bargains and impulse purchase was mobilized to build the theoretical framework of this study. A qualitative study was then conducted with thirty-four members of these sites.