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Nov 12-13, 2018 | Paris, France
Joint Event
Nutraceuticals and Food Sciences
International Conference on 27th International Conference on
Nursing and Healthcare &
Journal of Food science and Nutrition | Volume 1
Jean Eric Pelet
ESCE International Business School, France
Interacting with a mobile commerce website selling pharmaceutical products
Industries that are traditionally based on more conservative
business models like the pharmaceutical industry have to
adapt to new technologies such as online commerce, and
also mobile commerce, growing at an unexpected rate.
They need to adapt and develop their strategy to a more
online and mobile-based approach. This study investigates
the importance of online customer experience (OCE)
when marketing a pharmaceutical product online and its
effects on the behavioral intentions of website visitors. The
OCE approach is based on factors like flow, interactivity,
telepresence and gamification.
In the framework of this analysis, two different websites
with different level of flow, interactivity, telepresence and
gamification promoting the same product, have been created
inorder to analyze the different OCE visitors have experienced
and their linked behavioral intentions. One website was
designed to be image-based and text-based, thus static and
non-interactive, the other website was designed to provide
a compelling customer experience through interactive
features and a simulated product experience.
Our findings will discuss opportunities and challenges of OCE
for the pharmaceutical industry in the future to in order to?
(take the problemyou come fromto elaborate your sentence).
Themain objective of this research is to understand if website
visitors need a compelling customer experience when
shopping for eye drops in an online environment such as a
website. By gaining a better understanding of the perceived
OCE and its impacts on the visitors’ behavioral intentions,
pharmaceutical companies can adapt the way they market
their products accordingly. Specific Implications for theory
and practice are discussed.
As OCE is considered as a field of marketing research tackling
a topic of paramount importance, this study can contribute
to its exploration.
Speaker Biography
Jean-Éric Pelet has completed his PhD in Marketing at the age of 27 years from
Nantes University, France. He is the professor of Advanced Digital Marketing at ESCE
International Business School, Paris, France. He has over 200 publications that have
been cited over 300 times, and his publication H-index is 8 and has been serving as an
editorial board member of reputed Journals. Jean-Eric holds an MBA in Information
Systems and a BA (Hons) in Advertising. As an assistant professor in management,
he works on problems concerning consumer behavior when using a website or other
information system (e-learning, knowledge management, e-commerce platforms), and
how the interface can change that behavior. His main interest lies in the variables that
enhance navigation in order to help people to be more efficient with these systems.
His work has been published in international journals and conferences such as EJIS,
SIM, AMS, EMAC, AFM and ICIS and he has authored four books on m-commerce and
e-learning topics, his last book, released in October 2018, is E-Commerce (Ed. Dunod).
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