What is it about?
Jean-Éric Pelet holds a PhD in Marketing, 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. He works as a visiting professor both in France and abroad (England, Switzerland, Thaïland) teaching e-marketing, ergonomics, usability, and consumer behavior at Design Schools (Nantes), Business Schools (Paris, Reims), and Universities (Paris Dauphine – Nantes). Dr. Pelet has also actively participated in a number of European Community and National research projects. His current research interests focus on social networks, interface design, and usability. His work has been published in journals such as European Journal in Information Systems, Systèmes d’Information et Management, International Journal of Virtual and Personal Learning Environments, International Journal of E-Business Research, International Journal of E-Services and Mobile Applications, International Journal of Wine and Business Research, International Journal of Internet Marketing and Advertising, etc.
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Why is it important?
The purpose of this study is to explore the potential of m-commerce (mobile commerce) combined with social media for the wine industry in order to reach distinctive customer segments Differences about access to information and shopping habits on the Internet seem to exist according to the cohorts users belong to.
Perspectives
This topic is promising since various data show that wine consumption is composed of 45% of occasional drinkers (once or twice a week); and between 25 and 34 years old, it is composed of 50% are occasional drinkers. Y-Gens are occasional drinkers and therefore, to link those occasional drinkers with wine, it is important to use social media as a communication tool and maybe a distribution channel to better reach this potential target.
Dr Jean-Eric PELET
KMCMS
Read the Original
This page is a summary of: Smartphones and wine consumers: a study of Gen-Y, International Journal of Wine Business Research, August 2014, Emerald,
DOI: 10.1108/ijwbr-04-2013-0015.
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