Zhu, F., Zhang, X. (2010). “Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics”. Journal of Marketing, 74(2), pp. 133-148.
Idée / dominante : les reviews publiées en ligne ont plus d’influence sur les ventes des jeux moins populaires et dont le public a une plus grande expérience d’internet.
Résumé : Avant d’acheter un jeu vidéo, les consommateurs font souvent une recherche en ligne pour se renseigner sur la qualité du produit. Les reviews postées par des professionnels ou par d’autres consommateurs ont ainsi une influence sur la décision d’achat des consommateurs.
Cet article étudie ainsi les facteurs influençant la relation entre reviews publiées en ligne et vente des jeux.
Les jeux populaires ont plus de reviews. Or plus l’information est abondante, plus le consommateur a confiance en cette information et la juge crédible. En effet le consommateur utilise les reviews pour diminuer le risque de se tromper en choisissant d’acheter un jeu. Les jeux connus sont présents aussi bien sur des circuits offline et peuvent être abordés lors de discussion avec les amis. Ainsi lorsque le consommateur a le choix entre chercher l’information en ligne ou l’obtenir en demandant à ses amis, il aura tendance à se fier à ces derniers et ne sera pas influencé par les reviews.
Cela n’est pas valable pour les jeux moins populaires pour lesquels les consommateurs ne trouveront pas l’information en dehors d’internet. Afin de minimiser le risque d’achat ils vont donc rechercher l’information en ligne entre autres via les reviews publiées par d’autres consommateurs.
Plus le consommateur a d’expérience sur internet, plus il est susceptible d’utiliser ce media comme première source d’information pour se renseigner sur les produits avant de les acheter. L’internaute expérimenté a plus confiance en internet. Il est donc également plus susceptible d’être influencé par les reviews en ligne. Ces consommateurs qui utilisent internet régulièrement jouent également plus souvent à des jeux en ligne.
L’étude détermine que les reviews en ligne ont plus d’influence sur les jeux moins populaires, dans la mesure où le consommateur ne peut trouver d’autre moyen d’information sur le jeu. Ces jeux de niche représentent une part de plus en plus importante du marché du jeu vidéo. Comme beaucoup de ces produits sont souvent uniquement vendus sur internet, leurs acheteurs potentiels sont plus susceptibles de se fier aux reviews en ligne pour rechercher une information fiable.
Note d’intérêt : Cet article montre l’importance des reviews en ligne pour les jeux peu connus. On y apprend également que les joueurs qui sont les plus influencés par les reviews sont les internautes les plus expérimentés. Les joueurs n’achètent plus les jeux les yeux fermés, ils se renseignent en lisant les articles de la presse spécialisée et les avis des autres joueurs qui ont déjà acheté le jeu pour se faire leurs propres avis. Cela est également valable pour notre sujet, les DLC étant aussi sujets de reviews par la presse et de commentaires en ligne par les joueurs.
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