Abstract:

Today commerce is characterized by the digitalization of exchanges and relationship in a multi-channel context where value is created in an interactive and collaborative way between the customer and the company (brand) following shared experiences online and offline. This value, co-created with an active participation of the customers, is however little analyzed in the literature in a processual way and even less in a contextual manner. This paper will attempt to propose a model of the value co-creation process in a "physigital" environment from a contextual perspective in the retail and commerce domain.