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Le rôle de la contagion physique négative dans l'achat d'un produit d'occasion vendu en ligne

Author

Listed:
  • Marjolaine Bezançon

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Denis Guiot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Emmanuelle Le Nagard

    (ESSEC Business School)

Abstract

La perception d'une contagion physique négative a été identifiée dans la littérature comme un frein à l'achat de produits d'occasion dans un contexte hors ligne. Compte tenu du développement de l'achat d'occasion sur Internet, cet article étudie l'effet de la saillance du contact entre le propriétaire précédent et le produit sur l'achat de produits d'occasion en ligne. Une première expérimentation montre un effet de contagion physique négative sur l'intention d'achat, effet médiatisé par le risque perçu physique. Or, de nombreux acteurs de l'occasion sur Internet adoptent des stratégies de présentation visant à accentuer la similitude avec le neuf. Une deuxième expérimentation montre que la similitude avec un produit neuf permet de réduire ce risque perçu physique pour les individus non-experts de la catégorie de produits, tandis qu'elle dégrade la qualité perçue pour les experts. Dans les deux expérimentations menées, l'effet du dégoût, qui joue un rôle important dans les circuits de distribution physiques, s'avère non significatif.

Suggested Citation

  • Marjolaine Bezançon & Denis Guiot & Emmanuelle Le Nagard, 2019. "Le rôle de la contagion physique négative dans l'achat d'un produit d'occasion vendu en ligne," Post-Print halshs-01957512, HAL.
    • Handle: RePEc:hal:journl:halshs-01957512
    DOI: 10.1177/0767370118812556
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01957512
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