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Ecarts d'estimation de prix avant/après exposition a un message publicitaire en format vidéo immersive vs format vidéo traditionnelle : une application dans le domaine du tourisme

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  • Stéphane Bourliataux‐lajoinie

    (CNAM - Conservatoire National des Arts et Métiers [CNAM] - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université)

  • Laurent Maubisson

    (UT - Université de Tours, VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours)

Abstract

La capacité immersive de la réalité virtuelle (usage de casque 3D) permet-elle de créer de la valeur économique pour l'annonceur ? A partir d'une expérimentation réalisée sur 67 sujets, cette recherche montre que la variation de l'estimation du prix d'un séjour au Club Med est plus forte chez les individus exposés au message publicitaire présenté en réalité virtuelle (publicité 3D) que celle observée sur l'autre groupe (exposé à une vidéo traditionnelle 2D). Mots clés : Efficacité publicitaire, prix perçu, publicité 3D, réalité virtuelle, tourisme.

Suggested Citation

  • Stéphane Bourliataux‐lajoinie & Laurent Maubisson, 2020. "Ecarts d'estimation de prix avant/après exposition a un message publicitaire en format vidéo immersive vs format vidéo traditionnelle : une application dans le domaine du tourisme," Post-Print hal-03042175, HAL.
    • Handle: RePEc:hal:journl:hal-03042175
    Note: View the original document on HAL open archive server: https://hal.science/hal-03042175
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    References listed on IDEAS

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    1. Huang, Yu-Chih & Backman, Sheila J. & Backman, Kenneth F. & Moore, DeWayne, 2013. "Exploring user acceptance of 3D virtual worlds in travel and tourism marketing," Tourism Management, Elsevier, vol. 36(C), pages 490-501.
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