Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise
Webmasters are more and more aiming at encouraging visitors' immersion in the heart of an online experience. In order to better understand this phenomenon, the quantitative study presented here shed some light on the influence of immersive experiences on the perceived value and on the potential responses of the visitor towards the site, the brand and the product. This research identifies the potential moderating effects of involvement and expertise. From theoretical and managerial points of view, this research offers some perspectives on the perceived benefits of online immersive experiences.
|Date of creation:||2011|
|Publication status:||Published in 27ème Congrès International de l'Association Française du Marketing, Bruxelles, Belgique, 2011, Belgique. pp.1-25, 2011|
|Note:||View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00638649|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
References listed on IDEAS
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