Pub Date : 2022-06-01DOI: 10.1177/20515707221106981
Sarah Benmoyal Bouzaglo
School bullying (SB) is a public health concern with significant sociopsychological risks. Marketing research has rarely directly addressed the role of consumption in its development among children and adolescents. Therefore, the main objective of this article is to provide an analytical framework for the study of SB linked to consumption motives related to the possession of products and brands, together with consumer culture. Thus, SB, its main characteristics, and the different peers’ statuses (bullies, victims, and witnesses) are defined. A review of the existing literature on the consumption behavior of young people provides the background for the development of an analytical framework based on relevant individual and contextual variables that give an insight into consumption-motivated SB. The resulting research perspectives are discussed, together with their implications for marketing researchers, public policies, schools, parents, and businesses that target young people.
{"title":"Understanding consumption-motivated school bullying: A proposal for an analytical framework, research perspectives, and implications","authors":"Sarah Benmoyal Bouzaglo","doi":"10.1177/20515707221106981","DOIUrl":"https://doi.org/10.1177/20515707221106981","url":null,"abstract":"School bullying (SB) is a public health concern with significant sociopsychological risks. Marketing research has rarely directly addressed the role of consumption in its development among children and adolescents. Therefore, the main objective of this article is to provide an analytical framework for the study of SB linked to consumption motives related to the possession of products and brands, together with consumer culture. Thus, SB, its main characteristics, and the different peers’ statuses (bullies, victims, and witnesses) are defined. A review of the existing literature on the consumption behavior of young people provides the background for the development of an analytical framework based on relevant individual and contextual variables that give an insight into consumption-motivated SB. The resulting research perspectives are discussed, together with their implications for marketing researchers, public policies, schools, parents, and businesses that target young people.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47401151","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}
Digitalization has resulted in deep changes to the retail landscape, which have been the subject of extensive research. Most studies have only seen this growing phenomenon as a source of benefits for shoppers. However, this technological optimism runs into problems when the technologies offered by retailers are ignored or abandoned by shoppers. To address this gap, our research investigates how shoppers react to the digitalization of retailing through the prism of ambivalence. A systematic literature review identified a dataset of 108 papers in major journals published between 2005 and 2020. Our critical analysis revealed positive and negative reactions to digitalization among shoppers. Grouping these into pairs of two opposites, we propose an initial conceptualization of shopper ambivalence divided into eight distinct components. We also highlight the components of shopper ambivalence that merit further attention and offer a research agenda accordingly. Finally, our conceptualization may help managers to make sense of the heterogeneous reactions of shoppers to the technologies they offer.
{"title":"Between fear of and desire for the digitalization of retailing: An initial conceptualization to understand the ambivalent reactions of shoppers","authors":"Fabien Rogeon, Aurélia Michaud-Trévinal, Isabelle Collin-Lachaud","doi":"10.1177/20515707221107351","DOIUrl":"https://doi.org/10.1177/20515707221107351","url":null,"abstract":"Digitalization has resulted in deep changes to the retail landscape, which have been the subject of extensive research. Most studies have only seen this growing phenomenon as a source of benefits for shoppers. However, this technological optimism runs into problems when the technologies offered by retailers are ignored or abandoned by shoppers. To address this gap, our research investigates how shoppers react to the digitalization of retailing through the prism of ambivalence. A systematic literature review identified a dataset of 108 papers in major journals published between 2005 and 2020. Our critical analysis revealed positive and negative reactions to digitalization among shoppers. Grouping these into pairs of two opposites, we propose an initial conceptualization of shopper ambivalence divided into eight distinct components. We also highlight the components of shopper ambivalence that merit further attention and offer a research agenda accordingly. Finally, our conceptualization may help managers to make sense of the heterogeneous reactions of shoppers to the technologies they offer.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44207268","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}
Pub Date : 2022-04-26DOI: 10.1177/20515707221077517
Hélène Gorge, Anthony Galluzzo
The historical approach is too rarely used in our discipline, while it offers many advantages for marketing and consumer research. In particular, the historical approach offers the following contributions: (1) to grasp the density and discontinuities of consumption phenomena, which is necessary for the mobilisation of certain theoretical perspectives; (2) to challenge new theoretical proposals and instituted chronologies and (3) to feed managerial thought through the historicising of marketing and consumption issues and strategies. Based on these reflections and a review of the work in our discipline, we propose research programmes that deserve to be developed and enriched by the historical approach.
{"title":"The historical approach to marketing and consumption: Contributions and research programmes","authors":"Hélène Gorge, Anthony Galluzzo","doi":"10.1177/20515707221077517","DOIUrl":"https://doi.org/10.1177/20515707221077517","url":null,"abstract":"The historical approach is too rarely used in our discipline, while it offers many advantages for marketing and consumer research. In particular, the historical approach offers the following contributions: (1) to grasp the density and discontinuities of consumption phenomena, which is necessary for the mobilisation of certain theoretical perspectives; (2) to challenge new theoretical proposals and instituted chronologies and (3) to feed managerial thought through the historicising of marketing and consumption issues and strategies. Based on these reflections and a review of the work in our discipline, we propose research programmes that deserve to be developed and enriched by the historical approach.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48874346","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}
Pub Date : 2022-03-08DOI: 10.1177/07673701221075363
P. Robert-Demontrond
De plus en plus de travaux en marketing mobilisent actuellement des théories, conceptuellement novatrices, qui repensent les distinctions communément établies entre les objets et les sujets. S’inscrivant dans cette perspective, cet article propose d’introduire en marketing la théorie post-phénoménologique, récemment développée en philosophie. Un exposé synthétique en est fait, qui présente ses principaux cadres conceptuels et les traduit en guide d’investigation. Pour illustrer l’intérêt et la portée de la post-phénoménologie, une étude empirique est effectuée, portant sur les technologies de métrologie personnelle ou self-tracking. Les résultats rapportés permettent d’apprécier les apports de la post-phénoménologie. Celle-ci invite à une autre façon de penser et questionner la consommation des objets techniques, en les reconnaissant porteurs d’une intentionnalité. Elle dessine une alternative aux théorisations actuelles sur l’agentivité de l’objet. Elle propose un cadre analytique performant, qui structure et systématise l’examen des manières dont les objets techniques modulent les relations au monde des consommateurs : non seulement leur expérience du monde, mais encore leur expérience de cette expérience du monde.
{"title":"Apports de la post-phénoménologie à l’étude de la consommation d’objets techniques : principes et perspectives applicatives – illustrées par le cas du self-tracking","authors":"P. Robert-Demontrond","doi":"10.1177/07673701221075363","DOIUrl":"https://doi.org/10.1177/07673701221075363","url":null,"abstract":"De plus en plus de travaux en marketing mobilisent actuellement des théories, conceptuellement novatrices, qui repensent les distinctions communément établies entre les objets et les sujets. S’inscrivant dans cette perspective, cet article propose d’introduire en marketing la théorie post-phénoménologique, récemment développée en philosophie. Un exposé synthétique en est fait, qui présente ses principaux cadres conceptuels et les traduit en guide d’investigation. Pour illustrer l’intérêt et la portée de la post-phénoménologie, une étude empirique est effectuée, portant sur les technologies de métrologie personnelle ou self-tracking. Les résultats rapportés permettent d’apprécier les apports de la post-phénoménologie. Celle-ci invite à une autre façon de penser et questionner la consommation des objets techniques, en les reconnaissant porteurs d’une intentionnalité. Elle dessine une alternative aux théorisations actuelles sur l’agentivité de l’objet. Elle propose un cadre analytique performant, qui structure et systématise l’examen des manières dont les objets techniques modulent les relations au monde des consommateurs : non seulement leur expérience du monde, mais encore leur expérience de cette expérience du monde.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85799889","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}
The objective of this article is twofold: (1) to develop a better understanding of “high cost of living” by a clear definition of the concept and (2) to report on the different adaptive strategies developed by individuals in reaction. Relying on a triangulation of three data collections from Reunionese consumers (12 exploratory interviews, a netnography, and 14 interviews with photo-elicitation), this study shows that the perception of high cost of living is at the origin of a feeling of loss of power (i.e. disempowerment). To regain control over their consumption, consumers develop adaptive strategies to live with and/or fight against high cost of living. This regaining of power or re-empowerment occurs both at the individual and collective levels (community, collaborative, or societal).
{"title":"Understanding consumer practices in response to high cost of living","authors":"Gaëlle Pothin, Hajer Bachouche, Christéle Camelis, Ouidade Sabri","doi":"10.1177/20515707211061469","DOIUrl":"https://doi.org/10.1177/20515707211061469","url":null,"abstract":"The objective of this article is twofold: (1) to develop a better understanding of “high cost of living” by a clear definition of the concept and (2) to report on the different adaptive strategies developed by individuals in reaction. Relying on a triangulation of three data collections from Reunionese consumers (12 exploratory interviews, a netnography, and 14 interviews with photo-elicitation), this study shows that the perception of high cost of living is at the origin of a feeling of loss of power (i.e. disempowerment). To regain control over their consumption, consumers develop adaptive strategies to live with and/or fight against high cost of living. This regaining of power or re-empowerment occurs both at the individual and collective levels (community, collaborative, or societal).","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43350634","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}
Pub Date : 2022-03-01DOI: 10.1177/20515707221087627
Florence Jeannot, Eline Jongmans, M. Dampérat
To improve consumers’ online shopping experiences, companies invest in the visual design of their websites. Although some studies show that visual design positively influences consumer reactions, other studies do not confirm that influence. This research is aimed at exploring those contrasting findings by investigating two boundary variables (website use and user expertise) that delimit the scope of the positive influence of visual design on consumer intentions towards using and recommending e-commerce websites. Two preliminary studies (Study A and Study B) investigate the level at which visual design is mentally construed. The two main studies (Study 1 and Study 2) test our research hypotheses. Study 1 results reveal that visual design exerts different effects on individuals’ intentions depending on when the site is evaluated (before vs after use). Study 2 provides greater insight into the role of visual design after the actual use of the website by considering the moderating role of user expertise. Those findings lead to concrete recommendations about how e-retailers can create more engaging experiences.
{"title":"Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness","authors":"Florence Jeannot, Eline Jongmans, M. Dampérat","doi":"10.1177/20515707221087627","DOIUrl":"https://doi.org/10.1177/20515707221087627","url":null,"abstract":"To improve consumers’ online shopping experiences, companies invest in the visual design of their websites. Although some studies show that visual design positively influences consumer reactions, other studies do not confirm that influence. This research is aimed at exploring those contrasting findings by investigating two boundary variables (website use and user expertise) that delimit the scope of the positive influence of visual design on consumer intentions towards using and recommending e-commerce websites. Two preliminary studies (Study A and Study B) investigate the level at which visual design is mentally construed. The two main studies (Study 1 and Study 2) test our research hypotheses. Study 1 results reveal that visual design exerts different effects on individuals’ intentions depending on when the site is evaluated (before vs after use). Study 2 provides greater insight into the role of visual design after the actual use of the website by considering the moderating role of user expertise. Those findings lead to concrete recommendations about how e-retailers can create more engaging experiences.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42954876","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}
Pub Date : 2022-03-01DOI: 10.1177/20515707221078209
Laurent Bertrandias
First and foremost, I would like to thank the selection committee members who appointed me Editor-in-Chief of Recherche et Applications en Marketing (RAM) for their trust. It is a great responsibility to succeed colleagues who have managed the journal so well and contributed to what it has become. I would also like to thank the previous editorial team for their constant support during the handover and the French Marketing Association for their support. Last year, RAM celebrated its 35th anniversary. Former editors-in-chief were invited to talk about their experience or discuss their vision of the future. They recalled the many challenges they faced. They had to establish a new journal and help a young discipline become more scientific (Jallais, 2021). They had to “instill a research spirit in line with international standards” (Pras, 2021: 78) and impose a path of scientific rigor while maintaining the journal’s openness (Pras, 2021). The objectives that the founders set out have been achieved in many respects. The articles published are of great scientific rigor and cover many subjects in marketing, consumer behavior, and Consumer Culture Theory. The journal contributes to theoretical and methodological renewal by regularly publishing “reviews” and “new perspectives” concerning the advances of our discipline. The service provided to authors is a significant concern: the average time to render decisions is relatively short, and most of the evaluations given by the critical reviewers are of high quality. However, we should take nothing for granted. RAM is a generalist journal that still has a very national image (Brée, 2021), and both the environment of research and society are under going profound changes (Özçağlar-Toulouse, 2021). Therefore, in this first editorial, I wish to emphasize two challenges that RAM already faces, which may have practical consequences on authors’ and reviewers’ work. The first challenge regards the internationalization movement. The second relates to essential transformations in the research landscape. In particular, I will touch on the ethical aspects raised by the open science movement and the questions about the purpose of research in marketing.
{"title":"Internationalization and transformation of the research landscape: Some avenues to apprehend significant challenges for RAM","authors":"Laurent Bertrandias","doi":"10.1177/20515707221078209","DOIUrl":"https://doi.org/10.1177/20515707221078209","url":null,"abstract":"First and foremost, I would like to thank the selection committee members who appointed me Editor-in-Chief of Recherche et Applications en Marketing (RAM) for their trust. It is a great responsibility to succeed colleagues who have managed the journal so well and contributed to what it has become. I would also like to thank the previous editorial team for their constant support during the handover and the French Marketing Association for their support. Last year, RAM celebrated its 35th anniversary. Former editors-in-chief were invited to talk about their experience or discuss their vision of the future. They recalled the many challenges they faced. They had to establish a new journal and help a young discipline become more scientific (Jallais, 2021). They had to “instill a research spirit in line with international standards” (Pras, 2021: 78) and impose a path of scientific rigor while maintaining the journal’s openness (Pras, 2021). The objectives that the founders set out have been achieved in many respects. The articles published are of great scientific rigor and cover many subjects in marketing, consumer behavior, and Consumer Culture Theory. The journal contributes to theoretical and methodological renewal by regularly publishing “reviews” and “new perspectives” concerning the advances of our discipline. The service provided to authors is a significant concern: the average time to render decisions is relatively short, and most of the evaluations given by the critical reviewers are of high quality. However, we should take nothing for granted. RAM is a generalist journal that still has a very national image (Brée, 2021), and both the environment of research and society are under going profound changes (Özçağlar-Toulouse, 2021). Therefore, in this first editorial, I wish to emphasize two challenges that RAM already faces, which may have practical consequences on authors’ and reviewers’ work. The first challenge regards the internationalization movement. The second relates to essential transformations in the research landscape. In particular, I will touch on the ethical aspects raised by the open science movement and the questions about the purpose of research in marketing.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48135857","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}
Pub Date : 2022-03-01DOI: 10.1177/20515707221078210
T. Leclercq
Offering customers a high-quality experience has become critical for companies. Scholars have therefore emphasized the opportunity to use gamification. However, despite the increasing popularity of such an approach, prior studies report mixed results. This research aims to reconcile these findings by identifying under which conditions gamification leads to a better experience. Drawing on uncertainty-resolution theory, we examine how uncertainty-to-win affects customer experience quality. The results from six studies, combining a field study and experiments, demonstrate the benefits of uncertainty-to-win for customer experience quality. We find that the uncertainty-to-win effect persists even after people are informed of a win/lose decision. Moreover, we highlight that losing the contest stresses the uncertainty-to-win effect, and consequently counter the harmful effect of loss. Conversely, we suggest that reward value mitigates the positive impact of uncertainty-to-win by focusing customers’ attention on a prize instead of on their experience. Our findings move the literature forward by underscoring how uncertainty-to-win is a condition that explains gamification’s ability to deliver a high-quality experience.
{"title":"No pain, no gain! The uncertainty-to-win effect on customer experience quality through gamified interaction","authors":"T. Leclercq","doi":"10.1177/20515707221078210","DOIUrl":"https://doi.org/10.1177/20515707221078210","url":null,"abstract":"Offering customers a high-quality experience has become critical for companies. Scholars have therefore emphasized the opportunity to use gamification. However, despite the increasing popularity of such an approach, prior studies report mixed results. This research aims to reconcile these findings by identifying under which conditions gamification leads to a better experience. Drawing on uncertainty-resolution theory, we examine how uncertainty-to-win affects customer experience quality. The results from six studies, combining a field study and experiments, demonstrate the benefits of uncertainty-to-win for customer experience quality. We find that the uncertainty-to-win effect persists even after people are informed of a win/lose decision. Moreover, we highlight that losing the contest stresses the uncertainty-to-win effect, and consequently counter the harmful effect of loss. Conversely, we suggest that reward value mitigates the positive impact of uncertainty-to-win by focusing customers’ attention on a prize instead of on their experience. Our findings move the literature forward by underscoring how uncertainty-to-win is a condition that explains gamification’s ability to deliver a high-quality experience.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47269812","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}
Pub Date : 2022-02-12DOI: 10.1177/20515707211056468
Marie Beck
This research contributes to our understanding of the effects of an online virtual fitting room (VFR) on specific (situational) curiosity and consumer behavioral intentions by highlighting the moderating effects of trait curiosity – the tendency to be naturally curious – and self-efficacy. The experiment shows that individuals with a high level of curiosity are more likely to buy in-store in the case of a traditional website experience versus the VFR. No difference is noted for less curious individuals. At the same time, highly inquisitive individuals who perceive themselves as having low efficacy for the task have weaker intentions to buy on the website, while those with high perceived self-efficacy have stronger intentions to do so. The results highlight the relevance of trait curiosity and the importance of defining it more precisely in marketing, along with self-efficacy.
{"title":"Moderating effects of trait curiosity and self-efficacy in the effect of the online virtual booth on specific curiosity and behavioral intention","authors":"Marie Beck","doi":"10.1177/20515707211056468","DOIUrl":"https://doi.org/10.1177/20515707211056468","url":null,"abstract":"This research contributes to our understanding of the effects of an online virtual fitting room (VFR) on specific (situational) curiosity and consumer behavioral intentions by highlighting the moderating effects of trait curiosity – the tendency to be naturally curious – and self-efficacy. The experiment shows that individuals with a high level of curiosity are more likely to buy in-store in the case of a traditional website experience versus the VFR. No difference is noted for less curious individuals. At the same time, highly inquisitive individuals who perceive themselves as having low efficacy for the task have weaker intentions to buy on the website, while those with high perceived self-efficacy have stronger intentions to do so. The results highlight the relevance of trait curiosity and the importance of defining it more precisely in marketing, along with self-efficacy.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46600182","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}
Pub Date : 2022-01-31DOI: 10.1177/07673701211058752
Thomas Stenger, Renaud Garcia-Bardidia, Adrien Bailly
Résumé Les plateformes d’échange entre particuliers (C to C) proposent de multiples outils d’évaluation (notes, réputation calculée, avis en ligne) pour générer la confiance indispensable aux transactions. Quels sont les ressorts de la confiance lorsque ces outils sont absents (ou ne sont pas utilisés) ? A partir d’une ethnographie des échanges via leboncoin.fr, cet article révèle les mécanismes de la confiance dans ce contexte. L’approche goffmanienne adoptée permet de mettre en évidence des règles de la confiance (engagement, normalité, proximité, clarté et lisibilité, dévoilement) et leur rôle dans le maintien et la restauration de situations de confiance. Cette recherche contribue ainsi à la littérature marketing en complétant d’une part, les travaux sur le caractère évaluatif et calculé de la confiance, et d’autre part, sur la confiance en ligne, en proposant une analyse cross-canal. Elle ouvre des perspectives alternatives de cadrage des échanges C to C et d’étude des comportements de consommation cross-canal.
{"title":"Les règles de la confiance entre particuliers - une ethnographie des échanges sur leboncoin.fr","authors":"Thomas Stenger, Renaud Garcia-Bardidia, Adrien Bailly","doi":"10.1177/07673701211058752","DOIUrl":"https://doi.org/10.1177/07673701211058752","url":null,"abstract":"Résumé Les plateformes d’échange entre particuliers (C to C) proposent de multiples outils d’évaluation (notes, réputation calculée, avis en ligne) pour générer la confiance indispensable aux transactions. Quels sont les ressorts de la confiance lorsque ces outils sont absents (ou ne sont pas utilisés) ? A partir d’une ethnographie des échanges via leboncoin.fr, cet article révèle les mécanismes de la confiance dans ce contexte. L’approche goffmanienne adoptée permet de mettre en évidence des règles de la confiance (engagement, normalité, proximité, clarté et lisibilité, dévoilement) et leur rôle dans le maintien et la restauration de situations de confiance. Cette recherche contribue ainsi à la littérature marketing en complétant d’une part, les travaux sur le caractère évaluatif et calculé de la confiance, et d’autre part, sur la confiance en ligne, en proposant une analyse cross-canal. Elle ouvre des perspectives alternatives de cadrage des échanges C to C et d’étude des comportements de consommation cross-canal.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73507254","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}
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