Variations autour de l’adoption de plateformes de vente en ligne : la réception d’un nouveau dispositif marchand par les entrepreneurs albigeois

Abstract

Online sales platforms (or marketplaces) are among the most efficient market devices in today’s digital economy. In different sectors of activity (tourism, transport, culture), they have become widely used and in some cases dominant. This article seeks to analyse the determinants of their adoption by different entrepreneurs in the agglomeration of Albi. Based on a quantitative survey, the article examines three main types of variations: 1) the variation in the individual, organizational and structural factors that determine the adoption of online platforms; 2) the variation in entrepreneurs’ interest in two distinct types of platforms: multi-sited marketplaces (such as Amazon) and a local marketplace designed to relocate economic activity; 3) the variation related to the comparative analysis of factual data (effective adoption of multi-sited marketplaces) and prospective data (statement of interest for a local marketplace project).

Keywords

• e-commerce
• platform
• adoption
• retail
• market agencement