Consumer online flow experience: The relationship between utilitarian and hedonic value, satisfaction and unplanned purchase

Industrial Management & Data Systems

ISSN: 0263-5577

Keywords : Concentration, cognitive enjoyment, flow experience, hedonic value, perceived control

Abstract

Purpose

The purpose of this paper is to investigate the consumer experience of flow in an online consumer shopping environment and use online consumer participants to examine how consumer pursuit of shopping value links in turn affects their satisfaction and unplanned purchase behavior.

Design/methodology/approach

The research model was tested using the data collected from 363 valid questionnaires. Structural equation modeling was employed to verify and validate the research model.

Findings

The results of this study show that perceived control of flow and concentration will positively affect consumer utilitarian value, while concentration and cognitive enjoyment will positively affect hedonic value. Further, the effect of utilitarian value on satisfaction is greater than that of hedonic value. Finally, hedonic value positively affects unplanned buying behavior. This research results may serve as a reference for online store operators.

Research limitations/implications

This study used cross-sectional data for its cause and effect analysis. Long-term conclusions based on this study are not possible. Future scholars may consider using a longitudinal approach.

Practical implications

The results of this study clearly demonstrate that e-commerce operators must construct environments that create flow experiences for shoppers by increasing their perceived control, concentration, and cognitive enjoyment. Doing so will create both utilitarian and hedonic values, making consumers feel satisfied with their shopping experience and leading them to make purchases not originally planned in their shopping list.

Haptic interfaces and devices

Sensor Review ISSN: 0260-2288

Keywords : Communications, robotics, sensor, users interface

Abstract :

Haptic interfaces enable person‐machine communication through touch, and most commonly, in response to user movements. We comment on a distinct property of haptic interfaces, that of providing for simultaneous information exchange between a user and a machine. We also comment on the fact that, like other kinds of displays, they can take advantage of both the strengths and the limitations of human perception. The paper then proceeds with a description of the components and the modus operandi of haptic interfaces, followed by a list of current and prospective applications and a discussion of a cross‐section of current device designs.

The ‘Phygital’ Tourist Experience: The Use of Augmented and Virtual Reality in Destination Marketing

Tourism Planning and Destination Marketing 

ISBN: 978-1-78756-292-9

Keywords : Phygital, augmented reality, virtual reality, new realities, digital economy, perception

The concept of touristic space is continually evolving, due to the advent of new technologies. Today, physical space and virtual space are interwoven, creating a phenomenon that can be described using the term ‘phygital’. The perception of touristic space as well as the interaction with it has been altered by phygital appearances and changing travel behaviour. While interaction with the touristic space previously only occupied a physical dimension, virtual information now enriches all stages of the customer journey (CJ). Hence, this chapter deals with new technologies, analysing their impact on the perception of touristic space for the traveller throughout the whole CJ. Thereby Augmented Reality and Virtual Reality are cited as examples of state-of-the-art technologies, which wield a direct perceptional impact, as they have the power to blend together one’s perception of real and virtual space.

Impact de la qualité perçue du site web marchand sur le bonheur du cyberconsommateur

Mots-clés : cyberconsommateur, interaction en ligne, expérience, produit, TIC

Aujourd’hui,  l’activité économique  a  été  dominée  par  la  croissance rapide dans le secteur des services.  Ensuite, avec  les économies  dominées,  l’accroissement  de  l’innovation  dans  les technologies  d’information et  de  communication (TIC)  a  considérablement modifié la conceptualisation, le développement, la livraison et la consommation d’e-services. Les innovations liées à l’informatique et à Internet sont  des  novateurs  sur  la prestation  de  services  et  de  la consommation qui alimentent la croissance extraordinaire de la demande  ainsi que de créer des nouveaux e-services. 

La manière d’interaction entre les entreprises et les consommateurs a été modifiée par la technologie d’information et de communication (TIC), et spécialement Internet. Le but de cet article est d’étudier l’effet de la qualité perçue d’un site web marchand sur le bonheur des cyberconsommateurs. Les contributions théoriques et empiriques majeurs de cette étude est de développer et tester un modèle de la qualité perçue d’un site web marchand et du bonheur du consommateur en ligne en utilisant les réponses de 250 cyberconsommateurs. Les résultats révèlent que la perception de la qualité d’un site web commercial influence positivement et significativement le bonheur des consommateurs sur Internet. Les implications inhérentes pour les universitaires ainsi que pour les professionnels ont été par ailleurs conseillées.

Comparer l’image des magasins avec celle de la boutique en ligne

Mots-clés : magasins, boutiques en ligne, comportement consommateur, confiance

Avec l’essor planétaire que connaît le commerce électronique, les comportements des consommateurs sont devenus multicanaux : une majorité d’internautes s’informent désormais sur Internet et terminent leurs achats en magasin. Mais peut-on vraiment analyser l’image d’un site Web marchand comme celle d’un point de vente? Cet article met à la disposition des cadres et des dirigeants une grille d’évaluation permettant d’analyser, de comparer et de contrôler les indications délivrées par leur boutique en ligne et leurs magasins afin d’attirer et de fidéliser les clients.

Alors qu’au plus fort de la bulle Internet nombre d’observateurs prophétisaient la mort prochaine des points de vente physiques, ou du moins leur cantonnement dans des activités de niche, force est de constater que leur capacité de résistance a été sous-estimée. Si les atouts des sites marchands sont évidents en phase de recherche d’informations, ceux du magasin se renforcent au fur et à mesure que le dénouement de la transaction approche.

Cet article met en évidence les atouts et les défauts de ces 2 canaux de distribution. Sans oublier de démontrer qu’ils ont chacun leur force pour attirer et fidéliser les consommateurs : la disposition du site marchand, les informations et les conseils, les services offerts…

LE CONCEPT D’IMMERSION : ESTHÉTIQUES ET GNOSÉOLOGIE DE LA RÉALITÉ VIRTUELLE

Mots-clés : réalité virtuelle, implication sensorielle, sens, expérience virtuelle

 Cet article se propose de montrer deux ordres de conséquences de la réalité virtuelle : 

a) les implications esthétiques, afin de déterminer la nature de la temporalité et le type de réactions émotives produites lors de l’utilisation de la réalité virtuelle, ainsi que les différences substantielles que ces temporalités et ces réactions établissent avec le monde moderne du roman, du cinéma ou de la télévision.

b) les implications gnoséologiques, afin de déterminer les outils cognitifs avec lesquels l’utilisateur reconstruit et complète rétrospectivement l’expérience narrative.

Est présentée ici une étude sur l’utilisation de la pornographie en réalité virtuelle (RV). L’image pornographique est actuellement comparable à l’image cinématographique, même si étendue, élargie pour ce qui concerne l’implication sensorielle. Au cours de cette enquête sont apparues des tendances récurrentes, tant sur le plan esthétique que gnoséologique, et celles-ci concernent de près l’actualité et la reconfiguration de certains problèmes propres à l’esthétique du romantisme. 

En particulier, l’expérience des discontinuités temporelles est devenue centrale, une expérience à laquelle, comme dans une concaténation, sont liées les relations étroites entre mémoire et participation, entre rêve et plaisir, entre dimension onirique et formes de conscience.

De la présence à l’incarnation

Mots clés : présence, environnement virtuel, expérience utilisateur, incarnation

Proposition d’un méta-modèle pour la réalité virtuelle

Les sentiments de présence et d’incarnation sont deux dimensions centrales de l’expérience utilisateur en environnement virtuel immersif. Suite à une revue de littérature portant sur ces deux concepts, une articulation théorique est proposée  au sein d’un méta-modèle « Présence – Incarnation ». 

L’introduction de ce modèle aboutit à la proposition d’un questionnaire permettant l’évaluation subjective des sentiments de présence et d’incarnation d’utilisateurs immergés dans une application de réalité virtuelle. Les implications méthodologiques de ce modèle et ses perspectives applicatives sont ensuite évoquées afin d’introduire la ligne directrice de nos travaux futurs.

L’étude se décline en 4 points :

1. Environnement virtuel immersif et expérience utilisateur

2. Le concept de présence

3. Le concept d’incarnation

4. Proposition d’un méta-modèle Présence – Incarnation

The influence of e-word-of-mouth on hotel occupancy rate

Viglia G, Minazzi R, Buhalis D, (2016), The influence of e-word-of-mouth on hotel occupancy rate, International Journal of Contemporary Hospitality Management, Vol. 28, pp. 2035-2051

Mots-clefs : avis en ligne, taux d’occupation, prise de décision, score de l’avis, note, bouche à oreille électronique, eWOM, organiques, intrinsèques, amplifiées, extrinsèques.

Résumé : Cette étude a pour but de d’étudier et de définir les effets des avis en ligne sur le taux d’occupation des hôtels car les évaluations en ligne des consommateurs sont devenues de plus en plus importantes pour la prise de décision des consommateurs. Cette étude se base sur le score de l’avis, la variance de l’avis et le volume de l’avis pour mesures ces effets.

Le contenu en ligne provenant des utilisateurs a remplacé les examinateurs professionnels car ceux-ci offrent des informations semblant plus concrètes, variées et moins portée par une volonté commerciale.
Dans le cadre de l’hotellerie, les avis en ligne sont considérés comme essentiels notamment en raison de l’investissement financier du consommateur, plus élevé qu’un achat moyen.

Des études récentes ont identifié deux types différents de bouche à oreille électronique (eWOM) : “organiques/intrinsèques” et “amplifiées/extrinsèques”. “Dans le premier cas, la WOM se produit spontanément par le client, tandis que dans le second cas, l’entreprise incite les clients à accélérer la propagation de la WOM (Godes et Mayzlin, 2004 ; Libai et al., 2010).”

Conclusion : Selon cette étude la note en ligne est celle qui a le plus d’influence. L’étude prouve que une augmentation d’un point du score de révision est associée à une augmentation du taux d’occupation de 7,5 points de pourcentage. L’article prouve également que le nombre d’examen a un effet positif sur le remplissage des hôtels, indépendamment de la note. Cependant plus il y a d’avis et commentaires plus l’effet bénéfique en termes de taux d’occupation est faible.

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Factors contributing to the helpfulness of online hotel reviews: Does manager response play a role?

Kwok L, Xie K. L, (2016), Factors contributing to the helpfulness of online hotel reviews: Does manager response play a role?, International Journal of Contemporary Hospitality Management, Vol.28,

Mots-clefs : facteurs, évaluations en ligne, managers, utilité, source de l’avis

Résumé : Cet article a pour but de définir les facteurs qui contribuent à l’utilité des des évaluations d’hotels en ligne et à évaluer l’impact des réponses par les managers.
Cette étude tente d’expliquer comment les directeurs d’hôtels peuvent identifier les leaders d’opinion parmi les consommateurs et utiliser la réponse des directeurs pour influencer l’utilité des avis des consommateurs.

Cet article se démarque des autres en évaluant les facteurs contribuant à l’utilité des évaluations en ligne.Il démontre que les consommateurs ont tendance à percevoir les avis négatifs comme plus utiles que les avis positifs. Les études précédentes ont seulement confirmé que la divulgation des informations démographiques des évaluateurs, telles que le sexe, ferait une différence dans la notation de l’utilité des évaluations, sans examiner les différences entre les sexes. Cette étude explique que les examinateurs masculins ont plus d’influence que les examinateurs féminins sur ce contenu. Il est probable que les examinateurs masculins ont tendance à présenter des opinions plus factuelles et moins perceptives que les examinatrices féminines, ce qui rend leurs examens plus utiles que ceux rédigés par les examinatrices féminines

Les évaluateurs qui ont rédigé plus d’évaluations, qui ont été plus longtemps avec TripAdvisor et qui ont visité plus de villes ont tendance à fournir des évaluations plus utiles. La source de l’avis est donc essentielle.

Les avis de consommateurs traités par la réponse du manager comprennent souvent des plaintes ou des compliments spécifiques et détaillés, fournissant ainsi une plus grande valeur de référence pour les consommateurs ultérieurs. La réponse du responsable joue donc un rôle très important dans le renforcement de l’information ou la validation croisée des informations des évaluations des consommateurs.

Conclusion : Les résultats révèlent l’impact significatif de plusieurs facteurs sur l’utilité des évaluations en ligne, notamment la notation, le nombre de mots, le sexe de l’évaluateur, l’expérience de l’évaluateur en matière de statut, l’adhésion et les villes visitées, ainsi que la réponse du manager.

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The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions

Chakraborty U, (2019), The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions, Journal of Research in Interactive Marketing, Vol.13, pp 142-161.

Mots-clefs : capital de marque, avis en ligne, intention d’achat, notoriété de la marque, la valeur perçue de la marque,

Résumé : Cette étude a pour but de souligner l’importance des dimensions du capital de marque qui jouent un rôle de médiateur entre les avis en ligne et l’intention d’achat du consommateur. De nombreux consommateurs considèrent les avis en ligne comme une source d’information plus crédible que les autres sources d’information traditionnelles (Fang et al., 2016).
Les consommateurs ont le plus haut niveau de confiance dans les canaux partagés comme les évaluations des consommateurs en ligne ou les médias sociaux. Les consommateurs recherchent généralement les opinions et les recommandations d’autres consommateurs pour évaluer la performance de la marque (Jacobsen, 2018).

“Les dimensions de la valeur de la marque sont affectées lorsque les consommateurs passent en revue diverses évaluations en ligne sur les marques (qu’ils perçoivent comme crédibles) et essaient de les évaluer pour porter un jugement sur la marque (Buil et al., 2013 ; Rios et Riquelme, 2010).”

Conclusion : Cette étude conclut en affirmant que la notoriété de la marque et la valeur perçue, ont un effet de médiation partiel significatif entre les avis en ligne crédibles de la source et l’intention d’achat.
La personnalité de la marque, l’association organisationnelle et la qualité perçue, n’ont eu aucun effet de médiation entre les avis en ligne crédibles et l’intention d’achat.
Dans cette étude les consommateurs indiens utilisent les avis en ligne pour connaître la marque et son rapport coût-efficacité, ce qui influence leur intention d’achat. Les consommateurs indiens préfèrent une recommandation sur le caractère unique de la marque de la part d’une personne qu’ils connaissent personnellement plutôt qu’une recommandation en ligne émanant d’un étranger.

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