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Offer Retrieving Strategies on a Commercial Web Site - An Exploratory Research

After presenting the concept of offer retrieving on the Internet, the present paper explore via a qualitative study the different strategies used by the consumer to retrieve a product on a commercial web site and the role of familiarity in the determination of such strategy. Our results show that individual ability to retrieve the offer on a commercial Web site would depend on the adopted strategy and on the Internet familiarity level. Confirming the idea according to which there is a narrow link between the usability and offer accessibility on an e-commerce site.