My Little Box, Oh My Little Box... A Video-Netnographic Study On The Expression Of Values In Subscription-Based E-Commerce

摘要

This paper focuses on the consumption experience of a cosmetics box issued from subscription-based e-commerce. On the basis of a netnographic analysis of videos and comments on YouTube, we highlight that the value typology developed by Holbrook (1999) applies to that new form ofe-commerce and consumption experience.