Recherche et Applications en Marketing-English Edition最新文献

{"title":"Les composantes de l’expérience de consommation des joueurs en ligne : de la réalisation virtuelle à la virtualisation réelle","authors":"Amira Trabelsi-Zoghlami, Mourad Touzani, M. Abbes, A. Charfi","doi":"10.1177/07673701221127790","DOIUrl":"https://doi.org/10.1177/07673701221127790","url":null,"abstract":"pour Les","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"29 1","pages":"129 - 157"},"PeriodicalIF":0.8,"publicationDate":"2022-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80534977","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Technologies, expériences, services et au-delà ! Plaidoyer pour développer la recherche sur les technologies, les expériences et les services","authors":"Ingrid Poncin, Wafa Hammedi, Caroline Lancelot-Miltgen","doi":"10.1177/07673701221128142","DOIUrl":"https://doi.org/10.1177/07673701221128142","url":null,"abstract":"Depuis les travaux fondateurs d’Holbrook et Hirschman (1982), construire l’expérience est un enjeu majeur en marketing. Tout ce qui nous entoure s’accompagne d’une expérience et fait donc partie de ce qui nous rend humains (Gustafsson et Kristensson, 2020).La littérature a démontré les nombreux impacts positifs d’une expérience réussie sur des variables clés d’efficacité telles que la satisfaction, la fidélité ou, plus récemment, l’engagement du consommateur. Identifié comme un sujet recherche important depuis Fisk et al. (1993), il est remarquable que, près de 30 ans plus tard, l’étude de l’expérience suscite toujours autant d’intérêt et soit même revitalisée par les crises récentes et les développements technologiques toujours plus nombreux. Pour étudier l’expérience client, plusieurs courants coexistent aujourd’hui au sein d’une littérature qui ne cesse de se développer. En 2013 déjà, RAM consacrait un numéro spécial à l’expérience de shopping (Badot et Lemoine, 2013, Antéblian et al., 2013). Cependant, près de 10 ans plus tard, malgré un nombre croissant d’études, la recherche scientifique demeure fragmentée et contradictoire. La multiplication des articles traitant de l’expérience, dans différents domaines de recherche, a créé des fragmentations et des confusions théoriques (Becker et Jaakkola, 2020). Ces confusions et cette absence d’une vision unifiée réduisent l’efficacité de la recherche et la gestion de l’expérience (Law et al., 2010) rendant particulièrement complexe la mise en relation des différentes littératures et des différents points de vue. Cette situation est d’autant plus problématique qu’il est aujourd’hui indispensable que la recherche en marketing puisse communiquer plus facilement avec les autres domaines de recherche étudiant l’expérience. Cet enjeu de communication est crucial pour les chercheurs mais aussi pour les praticiens (De Keyser et al., 2020). En dépit de plusieurs articles phares (e.g.,Becker et Jaakkola, 2020 ; De Keyser et al., 2020 ; Lemon et Verhoef, 2016), qui ont contribué à mieux définir le concept d’expérience client, de nombreux travaux se sont accordés sur la difficulté à bien appréhender le construit dans toute sa complexité (Roederer 2012), et, peut-être davantage, à le mesurer de manière fiable et valide. Technologies, expériences, services et au-delà ! Plaidoyer pour développer la recherche sur les technologies, les expériences et les services","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"12 1","pages":"3 - 14"},"PeriodicalIF":0.8,"publicationDate":"2022-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91210093","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"L’impact du statut participant ou non-participant des consommateurs sur l’évaluation des stratégies d’empowerment","authors":"Hajer Bachouche, Ouidade Sabri","doi":"10.1177/07673701221124898","DOIUrl":"https://doi.org/10.1177/07673701221124898","url":null,"abstract":"Au cours de la dernière décennie, de nombreuses marques internationales du secteur de la grande consommation comme Lay’s, Dop, Danette, Lindt et Clear ont adopté des stratégies d’empowerment des consommateurs, les déployant par le biais de plateformes dédiées, de sites web qu’elles hébergent ou encore via les réseaux sociaux. Célébrant cette année son 10ème anniversaire, la campagne “Do us a flavor” a permis d’enregistrer 22,5 millions de visites par semaine sur la page Facebook de la marque, et une augmentation moyenne des ventes de 12% (contre 3% espérés)1 pendant les 10 mois de la campagne. L’impact du statut participant ou non-participant des consommateurs sur l’évaluation des stratégies d’empowerment","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"5 1","pages":"158 - 187"},"PeriodicalIF":0.8,"publicationDate":"2022-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87411398","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Repenser l’impact des technologies interactives sur l’expérience de distribution. Synthèse, approche conceptuelle et agenda de recherche","authors":"Xing Yang, M. Garnier","doi":"10.1177/07673701221124899","DOIUrl":"https://doi.org/10.1177/07673701221124899","url":null,"abstract":"Les distributeurs accordent de plus en plus d’attention à l’expérience de shopping des consommateurs (Grewal et al., 2009). La création d’une expérience optimale pourrait donner aux entreprises un avantage décisif face aux concurrents et face au commerce électronique (Bagdare et Jain, 2013 ; Baker et al., 2002 ; Grewal et al., 2009). Cependant, les magasins physiques ont peu d’opportunités de se différencier (Terblanche, 2018). Pour créer et améliorer l’expérience en Repenser l’impact des technologies interactives sur l’expérience de distribution. Synthèse, approche conceptuelle et agenda de recherche","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"24 1","pages":"15 - 62"},"PeriodicalIF":0.8,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72656580","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Studying the influence of e-personalisation on the online experience of consumers with disabilities: Ease of use as a source of pleasure","authors":"M. Dampérat, Eline Jongmans, Florence Jeannot, Tanguy Giuffrida","doi":"10.1177/20515707221128734","DOIUrl":"https://doi.org/10.1177/20515707221128734","url":null,"abstract":"This research studies the online consumer experience and, more specifically, the role of design e-personalisation of e-commerce websites adapted to the needs of consumers with disabilities (perceptual, cognitive or physical). It examines the roles of ease of use and pleasure of use as explanatory mechanisms for the effects of design e-personalisation on e-commerce website reuse and positive word-of-mouth intentions. We propose an online consumer experience model based on perceived design e-personalisation and test it empirically with structural equations on a sample of 117 participants from a panel of French Internet users who are more than 55 years old and have disabilities. The results highlight a serial double mediation of design e-personalisation on reuse and word-of-mouth intentions via ease of use and pleasure of use.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"37 1","pages":"86 - 120"},"PeriodicalIF":0.8,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41816396","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Advocacy for expanding research on technologies, experiences, services, and beyond!","authors":"Ingrid Poncin, Wafa Hammedi, Caroline Lancelot-Miltgen","doi":"10.1177/20515707221136986","DOIUrl":"https://doi.org/10.1177/20515707221136986","url":null,"abstract":"Since the seminal work of Holbrook and Hirschman (1982), building experience has been a major issue in marketing. Everything that surrounds us is accompanied by an experience and is therefore part of what makes us human (Gustafsson and Kristensson, 2020). The literature has demonstrated the numerous positive impacts of a successful experience on key efficiency variables such as satisfaction, loyalty or, more recently, consumer engagement. Identified as an important research topic since Fisk et al. (1993), it is still remarkable that the study of experiences continues to generate so much interest almost 30 years later and is even reinvigorated by recent crises and ever-increasing technological developments. To examine customer experience, several streams of research coexist today in the literature and this pool of knowledge continues to grow. In 2013, RAM devoted a special issue to the shopping experience (Antéblian et al., 2013; Badot and Lemoine, 2013). However, almost 10 years later, despite a growing number of studies, scientific research remains fragmented and contradictory. The proliferation of articles addressing customer experience, in different research fields, has lead to theoretical fragmentation and confusion (Becker and Jaakkola, 2020). These ambiguities and the lack of a unified vision have reduced the effectiveness of research and management of the literature on experience (Law and Van Schaik, 2010), making it particularly complex to connect different literatures and perspectives. In addition, the collaboration and communication of marketing research with other research fields that address experience is now even more crucial to the scholarly community and practitioners (De Keyser et al., 2020). Several seminal articles (Becker and Jaakkola, 2020; De Keyser et al., 2020; Lemon and Verhoef, Advocacy for expanding research on technologies, experiences, services, and beyond!","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"37 1","pages":"2 - 12"},"PeriodicalIF":0.8,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43764854","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The components of the gaming consumption experience: From virtual realisation to real-world virtualisation","authors":"Amira Trabelsi-Zoghlami, Mourad Touzani, Molka Abbes, A. Charfi","doi":"10.1177/20515707221119102","DOIUrl":"https://doi.org/10.1177/20515707221119102","url":null,"abstract":"Massively multiplayer online role-playing games (MMORPGs) attract consumers looking for fun, experiences, and challenges. This research adopts an integrative perspective to focus on the gaming experience and its major components. This research studies how gaming affects real life and how real life affects virtual experience. We use in-depth interviews, a netnographic study, and a three-year ethnographic immersion. The results provide an overview of gamers’ consumption experience, its major components, and their links. MMORPGs appear to be a complex experience where virtual and real-life continuously interrelate. Gaming as a virtual experience affects gamers’ real lives (virtual realisation), and gamers’ real lives affect how they experience the game (real-world virtualisation). A significant contribution of our study is to show that gaming is not a process with clear, separated chronological steps. Gaming is an experience where boundaries between virtual and real-life are not delimited and where the virtual and real-life are far from disjointed experiences.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"37 1","pages":"121 - 148"},"PeriodicalIF":0.8,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49477926","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of consumers’ status - participant or nonparticipant - on the evaluation of empowerment strategies","authors":"Hajer Bachouche, Ouidade Sabri","doi":"10.1177/20515707221118811","DOIUrl":"https://doi.org/10.1177/20515707221118811","url":null,"abstract":"Although the literature has documented the positive effects of empowerment strategies (empowerment to create and to select) for companies, the relative evaluation of these strategies as perceived by participants and nonparticipants has been neglected. Based on two qualitative studies (N = 23), we show that participants engaged in empowerment campaigns value the empowerment to select (vs empowerment to create) more if they have low self-confidence and limited expertise relating to the requested task. In addition, we emphasize that the empowerment to create provides a richer overall experience for participants compared with the empowerment to select. Nonparticipants have a better evaluation of empowerment-to-create campaigns because of a stronger authenticity of the brands launching them and a more positive evaluation of participating consumers’ motivations. This research provides managerial recommendations for the successful deployment of empowerment strategies.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"37 1","pages":"149 - 175"},"PeriodicalIF":0.8,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47589863","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Influence of sales force automation on salesperson performance: A study of interpersonal and intrapersonal mediators","authors":"Romain Franck, M. Dampérat","doi":"10.1177/20515707221131150","DOIUrl":"https://doi.org/10.1177/20515707221131150","url":null,"abstract":"This article investigates the influence of the use of sales force automation (SFA) on the performance of business-to-business (B2B) salespersons, given its growing importance and much discussed effects. We examine the underlying mediating mechanisms between the use of SFA and salesperson outcomes (i.e. job satisfaction and salesperson performance). Based on a sample of 196 B2B salespeople, our results confirm the existence of a direct effect between the use of SFA and salespeople’s performance, as well as the existence of indirect effects via (1) interpersonal mediators, that is, successively adaptive selling behavior and relationship quality and (2) intrapersonal mediators, that is, successively role overload and the risk of salesperson burnout. The results also show the positive influence of job satisfaction on salespeople’s performance, and vice versa.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"37 1","pages":"59 - 85"},"PeriodicalIF":0.8,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47062898","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Recevoir un organe : l’ambivalence de la dette et la question du redonner","authors":"Sondes Zouaghi","doi":"10.1177/07673701221119236","DOIUrl":"https://doi.org/10.1177/07673701221119236","url":null,"abstract":"Le don d’organes est un sujet très sensible tant au niveau médical que de l’imaginaire qu’il suscite. Il a pour objectif de permettre les greffes d’organes et ainsi de donner la possibilité à une personne condamnée de continuer à vivre. Le don d’organes consiste à « mettre en place dans le corps humain un organe étranger qui lui est devenu nécessaire. On parle aussi de transplantation » (site de France ADOT1). D’un côté, il y a des donneurs et de l’autre des receveurs. Les donneurs peuvent donner, postmortem, leur cœur, leur foie, leurs poumons, leurs reins, leur pancréas, leurs os, leurs cornées, leur peau et très rarement, leurs intestins. Ils peuvent également faire des dons d’organes de leur vivant, souvent à un membre de leur famille ou à un proche (e.g. don de rein ou de moelle osseuse). Aujourd’hui, en France, près de 95% des prélèvements en vue de la transplantation sont effectués sur des personnes Recevoir un organe : l’ambivalence de la dette et la question du redonner","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":"55 1","pages":"62 - 83"},"PeriodicalIF":0.8,"publicationDate":"2022-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75274579","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}