Managing the effectiveness of e-commerce platforms in a pandemic

Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services58, 102287.

Mots-clés : Peur de la pandémie, Efficacité perçue, Plateformes de commerce électronique Avantages économiques, Consommation durable, Théorie des usages et de la gratification

Étude réalisée au Vietnam (pays émergent) sur la corrélation entre les PEEP (l’efficacité perçue des plateformes de commerce électronique), avantages économiques et la consommation durable.

Les plateformes e-commerce permettent d’accroitre sa zone de chalandise en adressant un public nouveau. Par ailleurs, les achats en ligne ont largement progressés dus aux différentes pandémies. Les bienfaits du commerce électronique sur les consommateurs et sur la consommation durable.

Cet article se base sur les théories d’usages et de la gratification (UGT) afin de définir quels besoins sociaux et psychologiques déterminent les motivations d’utilisation d’une plateforme.

Dans le cadre de la pandémie, l’UGT permet d’expliquer pourquoi les consommateurs préfèrent les plateformes en ligne plutôt (sécurité, praticité).

Les plateformes en ligne comportent quelques désavantages notamment liés à la fuite de vos données personnels donc à un manque de sécurisation des données. De la littérature a déjà été publiée sur le fait que les sites en ligne apportent des garanties liées aux moyens de paiement et la protection de la vie privée (Plangger et Watson, 2015 ; Wang et al., 2019).

Le commerce en ligne comportent également des avantages (réduction, promotion, activités préférentielles). Il faut également améliorer les interactions entre les vendeurs et les acheteurs en ligne ce qui permet l’augmentation du comportement d’achat en ligne (Wang et Herrando 2019).

Une pandémie permet de modifier le comportement d’achat d’un consommateur.

La consommation durable qui était jusqu’alors une consommation responsable avec un mode de vie écologique pour satisfaire ses besoins se voit étendre sa définition depuis l’apparition du covid. Cette extension concerne : l’achat de produits et de services sur des plateformes de commerce électronique pour satisfaire les besoins et les désirs, et pour augmenter la sécurité sanitaire pour soi et la communauté pendant une période pandémique.

La PEEP affecte les avantages économiques ce qui provoquent ensuite une consommation durable. La peur pandémique entraine une relation positive entre ces acteurs.

Deux hypothèses sont soulevées :

-La PEEP influence fortement les avantages économiques quand la peur de la pandémie est élevée

-Les avantages économiques influencent de manière significative lorsque la peur de la pandémie est élevée.

Une étude a été menée sur un échantillon de 617 commentaires en ligne.

D’après une Une enquête de Nielsen Vietnam (2020), la consommation en ligne au vietnam d’achats en ligne a augmenté de 25%. Pour ce faire, les plateformes doivent être efficientes.

D’après l’enquête, celle-ci révèle que la PEEP est un élément déterminant de la consommation durable grâce aux avantages économiques. La peur de la pandémie a également un effet positif du PEEP sur les avantages économiques.

Conclusion : L’étude porte sur une enquête menée dans un pays émergent, il serait nécessaire d’étudier les relations entre le PEEP, les avantages économiques et la consommation durable dans d’autres pays (émergent et développés). Cet article montre également qu’en renforçant l’indice de confiance des consommateurs sur les plateformes en ligne, cela accroit l’achat en ligne et son comportement.

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