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Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise

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  • Pierre Volle

    ()
    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)

  • Ahmed Anis Charfi

    ()
    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)

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    Abstract

    Les concepteurs et responsables de sites marchands cherchent de plus en plus à favoriser l'immersion des internautes lors de leurs expériences en ligne. Pour comprendre l'intérêt de ces démarches, une étude quantitative permet de mettre en évidence l'impact de l'expérience immersive en ligne sur la valeur perçue de la visite et sur les réponses des internautes envers le site, la marque et le produit. L'étude se penche également sur les effets modérateurs de l'expertise et de l'implication. Sur le plan théorique et managérial, cette recherche offre des perspectives de compréhension aux chercheurs et aux professionnels sur les bénéfices perçus des expériences immersives vécues en ligne.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/63/86/49/PDF/immersion_charfi_et_volle_afm_2011.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00638649.

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    Date of creation: 2011
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    Publication status: Published - Presented, 27ème Congrès International de l'Association Française du Marketing, Bruxelles, Belgique, 2011, Belgium
    Handle: RePEc:hal:journl:halshs-00638649

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00638649/en/
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    Keywords: Internet; expérience; immersion; valeur perçue; expertise; implication;

    This paper has been announced in the following NEP Reports:

    References

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    7. Richard, Marie-Odile, 2005. "Modeling the impact of internet atmospherics on surfer behavior," Journal of Business Research, Elsevier, Elsevier, vol. 58(12), pages 1632-1642, December.
    8. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, Elsevier, vol. 54(2), pages 177-184, November.
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