W Yang, J Zhang, H Yan, (2020), Impacts of online consumer reviews on a dual-channel supply chain, Omega

Mots clés : canal, Avis en ligne, Gestion de la chaîne logistique, prix, consommateurs

Résumé : Cet article examine les effets des avis de consommateurs en ligne sur un double canal où le fabricant distribue un produit via un canal de vente au détail et un canal Internet. Cette étude permet aux auteurs de développer des modèles théoriques de jeu pour capturer les décisions de tarification et les bénéfices des deux joueurs avec les avis en ligne, sous deux structures de canaux différentes. En particulier, dans le cadre du canal centralisé, les avis en ligne peuvent augmenter ou diminuer le prix direct mais toujours baisser le prix de détail. Sous le canal décentralisé, l’étude montre que le fabricant a une probabilité plus élevée de facturer un prix direct plus élevé que sous le canal centralisé, et le détaillant a également la possibilité d’améliorer le prix de détail.

Conclusion : Cette étude nous permet d’énoncer que, dans le cadre d’un canal centralisé, les avis en ligne ont l’influence nécessaire pour augmenter et/ou diminuer le prix direct de vente. Cependant ces mêmes faux avis n’ont qu’un effet de baisse sur le prix de vente de détail.

Cet article est en mesure d’indiquer que, cette fois dans un canal décentralisé, un fabricant a plus de chance d’augmenter son prix direct, comparé au canal centralisé. Le détaillant a également la possibilité d’améliorer son prix de détail.
Les auteurs concluent leur étude par un conseil managérial. Celui-ci indique qu’il n’est pas nécessairement judicieux pour un fabricant de fournir lui-même des avis en ligne. La seule raison pourrait être que ces avis en ligne sont considérés comme insuffisants et ne sont donc pas suffisamment favorables, peu importe la structure du canal.  

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He Q, Chen K, (2018), Dynamic pricing of electronic products with consumer reviews, Omega, Vol. 80, pp. 123-134

Mots clés : Tarification dynamique, Produits électroniques, Avis des consommateurs, Apprentissage bayésien, Approximation fluide

Résumé : Les avis des consommateurs sont devenus omniprésents dans le secteur du e-commerce notamment, en particulier pour l’achat de produits électroniques. Cet article, étudie les stratégies de prix optimales pour une plateforme vendant des produits électroniques lorsque les consommateurs apprennent de manière séquentielle la qualité des produits à partir des avis des consommateurs. L’étude est centrée sur l’analyse transitoire pour calibrer la façon dont les externalités de l’information à travers la dimension temporelle fausseraient les stratégies optimales de tarification du vendeur. Face au problème du « démarrage à froid », le vendeur de produits de haute qualité choisirait des prix plus bas pour accélérer le processus d’apprentissage des consommateurs. Par conséquent, les prix optimaux souffrent de distorsions à la baisse qui augmentent la qualité des produits dans ce régime de réputation.

Dans les extensions, l’auteur propose un cadre souple et flexible pour soutenir les processus décisionnels tant opérationnels que stratégiques. La valeur de la publicité persuasive et les résultats suggèrent que les avis des consommateurs et les efforts de marketing sont des substituts stratégiques. En termes de contrôle de la qualité, l’étude permet de dire qu’il serait optimal d’investir dans la qualité dès les premiers stades, mais de s’arrêter à un certain seuil de temps, ce qui se traduit par un modèle de renforcement de la réputation. Enfin, les auteurs étendent le cadre pour étudier un problème de prix duopole. Le vendeur de produits haute qualité pourrait accueillir stratégiquement le vendeur de mauvaise qualité dans les premiers stades, et déclencher une guerre des prix aux stades ultérieurs.

Conclusion : Cette étude a permis de définir un modèle de tarification dynamique intervenant lorsque les consommateurs apprennent de manière séquentielle sur la qualité des produits à partir seulement des avis de consommateurs. L’article définit également une analyse transitoire permettant de calibrer la façon dont les externalités d’une information fausseraient les stratégies de tarification optimales du vendeur.

Les auteurs définissent un cadre utilisant une approximation fluide soutenant les processus décisionnels opérationnels et stratégiques.

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Kim S, Maslowska E, Tamaddoni A, (2019), The paradox of (dis)trust in sponsorship disclosure: The characteristics and effects of sponsored online consumer reviews, Decision Support Systems, Vol. 116, pp. 114-124

Mots clés : Bouche à oreille digital, Avis des consommateurs en ligne, Parrainage, Persuasion, Attitude, Intention d’achat.

Résumé : Les avis de consommateurs en ligne sont devenus l’un des messages et moyen majeur de persuasion en termes de décision d’achat, créant une influence certaine sur le consommateur.  Dans cette mesure, les spécialistes en marketing ont commencé à inciter les consommateurs à rédiger des avis avec pour objectif d’augmenter le volume d’avis positifs. Cependant, peu de recherches existent sur les caractéristiques de contenu et les effets des avis sponsorisés. Cette étude examine les différentes caractéristiques et effets des avis sponsorisés et organiques, ainsi que les mécanismes par lesquels les consommateurs reconnaissent et traitent ces deux types d’avis, en utilisant notamment des méthodes mixtes dans deux études. Les résultats de l’analyse d’exploration de texte suggèrent que les revues sponsorisées fournissent un contenu considéré comme plus élaboré et évaluatif. Cependant, ces avis sont perçus comme moins utiles que les avis organiques. Les résultats d’une expérience aléatoire suggèrent que la divulgation de parrainage augmente les soupçons sur les arrière-pensées de l’examinateur/récepteur et diminue ainsi les attitudes et intentions d’achat des consommateurs lorsqu’un examen est positif. Par contre, divulgation de parrainage ne nuit pas aux attitudes ou aux intentions d’achat lorsque l’avis est négatif.

Conclusion : Cette étude a permis de démontrer l’effet du parrainage dans un contexte d’avis en ligne. De cet article a ainsi été conclu que les avis dits « sponsorisés » et les avis rédigés par les consommateurs mais percevant une compensation en échange, telle que du parrainage, sont considérés par le récepteur comme biaisés et/ou malhonnêtes.
Cependant l’étude prouve également que les critiques sponsorisés sont généralement plus élaborées, développées, objectives, complexes, positives et moins extrêmes que les critiques dites « organiques ». Cependant ces avis sont tout de même perçus comme les moins utiles, dû à la mention « parrainage » décrédibilisant l’avis en lui-même, qui n’est pas sans intérêt.
Les auteurs concluent ainsi que le système de parrainage, ça divulgation, engendre une augmentation des soupçons et nuit donc sur l’intention d’achat d’un consommateur.  

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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 qu’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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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 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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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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Mots-clefs : acheteurs sociaux, social shopping, avis en ligne, évaluation, notes d’évaluation, contenu de l’évaluation, profils des acheteurs sociaux.

Résumé : Cet article a pour but d’évaluer les relations entre cinq caractéristiques des évaluations en ligne des acheteurs sociaux : le nombre d’évaluations faites par un évaluateur, le nombre d’amis d’un évaluateur, la note d’évaluation, le nombre de mots d’évaluation et les images/photos.
Les avis en ligne sont perçus comme plus utiles que les communications des marques et entreprises, étant plus impartiales et donc non portée par un objectif commercial.

Le social shopping est le fait de vendre ses produits via des plateformes en ligne spécialisée dans la vente avec remise élevée (ex : Groupon). Cette expérience d’achat est généralement immédiate et représente souvent une première expérience. De ce fait les avis d’autres consommateurs deviennent un critère d’évaluation essentiel.

Les sites d’évaluation en ligne aident les acheteurs sociaux à prendre des décisions éclairées sur les produits/services. Les acheteurs sociaux sont différents des acheteurs traditionnels, ils sont décisifs, ils connaissent les technologies et sont bien informés. Les clients de groupes sont beaucoup plus critiques que les clients réguliers, avec des commentaires plus sévères, et beaucoup sont des clients de passage sensibles au prix.

“Les évaluations en ligne permettent aux consommateurs de partager leur expérience directe avec d’autres consommateurs qui s’attendent à ce que l’évaluation soit crédible et utile pour leur expérience future (Casalo et al., 2010).”

Conclusion : Cette étude montre que la perception de l’utilité, de l’humour et de la sérénité des spectateurs peut dépendre de la combinaison des notes d’évaluation, du contenu de l’évaluation et des profils des acheteurs sociaux.
L’article prouve que le nombre de mot est important pour les récepteurs de l’avis.
Un évaluateur qui a plus d’amis dans son réseau social et qui écrit des commentaires plus longs a tendance à avoir plus d’influence sur la valeur perçue de l’évaluation. Il est ainsi plus crédible aux yeux des récepteurs de l’avis.

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Mots-clefs : avis en ligne, émotions, émotions négatives, crédibilité, intensité négative, utilité, prise de décision des consommateurs.

Résumé : Cet article a pour but de définir l’utilité des émotions négatives dans les avis en ligne et leur impact. L’étude se base ainsi sur des données empiriques et une méthodologie exploratoire dans le contexte de l’hôtellerie. Avec le web 2.0 les avis et commentaires en ligne sont devenus une source majeure d’évaluation aiguillant le consommateur. Nous apprenons dans cet écrit que selon une enquête eMarketer de 2014 que 79% des consommateurs lisent les avis avant un achat et que ceux-ci influencent leur décision.

Selon l’article et des études antérieures, les avis sont influencés par de nombreuses caractéristiques : les informations descriptives de l’identité, le sexe et l’expertise (Forman et al., 2008 ; Lee et al., 2011), le style et la qualité des avis (Jensen et al., 2013 ; Li et al., 2013) et les notes des avis (Mudambi et Schuff, 2010).

Les avis négatifs sont reconnus comme plus influents que les avis positifs : 80% des consommateurs ont changé d’avis sur un produit suite à des avis négatifs (eMarketer 2011).

Cependant les auteurs définissent que l’anonymat des avis en ligne permet d’exprimer plus facilement ses émotions, notamment négatives. L’étude démontrera que les avis négatifs se sont montrés plus utiles que les avis positifs. “Ils estiment que les avis négatifs, par rapport aux avis positifs, sont plus perspicaces, plus diagnostiques et plus utiles pour prendre des décisions éclairées et meilleures”. L’article démontre également que plus l’émotion négative est importante et exprimée, moins l’avis est considéré comme utile. Il ya donc un degrés d’importance de l’émotion, le contenu et sa crédibilité sont analysés par le consommateur.

Cependant une étude de Ammon (2015) indique que les mauvais commentaires donnent plus de crédibilité aux bons commentaires avec une apparence plus honnête et offrent directement de la crédibilité, dans ce cas, aux hôtels.

Conclusion : Cette étude a prouvé que les évaluations négatives avaient leur importance tout comme le niveau et/ou degrés d’émotion exprimé dans un commentaire. Les consommateurs accordent plus d’importance et de crédibilité aux avis négatifs et trouvent même étrange si il n’y a que des effets positifs. “Selon Ammon (2015), des études réalisées par Reevoo, un site d’évaluation des clients, indiquent que 95 % des consommateurs sont méfiants à l’égard des évaluations sur les sites d’évaluation générés par les utilisateurs lorsqu’il n’y a pas de mauvais résultats”.
Cependant l’étude définie également qu’un avis trop négatif perd de la valeur, plus il y a d’expressions émotionnelles moins le commentaire est considéré crédible. L’intensité négative des expressions émotionnelles est un élément essentiel du jugement et de la crédibilité des avis en ligne et produits eux mêmes.

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Ouiddad S, Sidmou M. L, (2017), L’influence des avis en ligne sur l’intention d’achat du consommateur des produits de l’hébergement touristique : une proposition de typologie des consommateurs marocains, Question de Management, 2017/3, n°18, pp139-pp153.

Mots-clefs : bouche à oreille électronique, communication, information, variable, crédibilité

Résumé : Cet article a pour objectif de déterminer l’influence du bouche à oreille électronique plus particulièrement dans le secteur du voyage. Les avis en ligne sont l’une des formes du bouche à oreille électronique fournissant des informations aux consommateurs. Ces avis sont généralement considérés comme plus crédibles que les communications des entreprises.

Selon cette études les avantages d’une communication bouche à oreille électronique sont :

1. “Elle facilite l’accès au type et à la quantité de l’information voulue et associée aux différentes attributions des produits offerts
2. Elle augmente la facilité de comparaison et d’évaluation des différentes alternatives proposées aux acheteurs
3. Elle améliore la qualité de l’information reçue de la part du consommateur en comparant ses sources
4. Elle permet d’organiser et de structurer l’information”

L’étude définit également des variables expliquant le comportement d’achat des consommateurs suite à la consultation d’avis en ligne. Ces variables sont définies en quatre groupes : des variables liées au message, des variables liées au consommateur, des variables liées à la perception du consommateur du l’émetteur du message, et les variables de la réponse comportementale.

Conclusion : L’étude se conclut en indiquant que le bouche à oreille électronique a une influence différente selon les types de profils des récepteurs de l’avis lu. Cet article a ainsi définit des variables liées aux caractéristiques du message, qui déterminent la crédibilité de l’émetteur du message, la confiance, la crédibilité du site web, l’influence interpersonnelle.

L’étude définit ensuite les profils de récepteur de l’avis. Le premier profil correspond à des utilisateurs consultant régulièrement des avis et forums, généralement de jeune âge mais expérimentés sur internet. Ils sont plus en capacité de déterminer et repérer les faux avis.
Le deuxième profil de récepteur correspond à une catégorie définie de “hédonistes cartésiens”. Ce profil est généralement très attentif aux avis, il scrute et est attentifs à tous les commentaires. Ils pensent pouvoir vérifier la crédibilité des commentaires et avis grâce à leur expérience en matière de consultation d’avis en ligne.
Le dernier profil est définit comme “promeneurs”, il s’agit d’une catégorie d’individus représentant la majorité de l’échantillon. Ce profil d’individu considère les avis et forums comme essentiels dans sa phase d’achat, il sera plus découragé par les avis négatifs, véridiques ou non.

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Deng W., Ming Yi M., Lu Y., (2020), Vote or not? How various information cues affect helpfulness voting of online reviews, Online Information Review, Vol. 44

Mots-clefs : avis, notes, consommateur, vote d’utilité initiale, vote d’utilité cumulative, attributs, indices heuristiques, indices systématiques.

Résumé : Cet article a pour but de définir et d’étudier les facteurs influencent et déterminant les notes en ligne des consommateurs. L’article se concentre plus particulièrement sur les notes attribuées à des commentaires et avis de produits en ligne. Ces notes ayant pour but de diriger le consommateur vers les avis les plus utiles et les plus sérieux. Les notes attribuées aux avis s’opposent ainsi aux avis classés de facon chronologique qui n’offrent que des possibilités inégales d’obtenir un vote.
En effet, un vote pertinent ne recevra peut être pas suffisamment de notes pour être utile au consommateur car le classement chronologique l’éloigne. Cette étude tente ainsi de comprendre comment ces notes d’avis fonctionnent.

L’auteur indique, suite à ses recherches, que les notes peuvent être influencées par les notes précédentes. Il définit deux étapes du processus de vote : “le vote d’utilité initiale” qui se réfère à une situation où l’avis n’est pas encore évalué, il s’agit donc de la première note. La deuxième étape est le “vote d’utilité cumulative” qui cette fois concerne une situation dans laquelle il existe au minimum déjà une note. Les notes précédentes peuvent donc influencer la note future.

L’auteur définit que les votes d’utilité initiale et cumulatif sont influencés par le nombre de mots et les attributs du produit.

Conclusion : Le système de notation d’un avis a pour but de simplifier la démarche du consommateur et de l’aider à mesurer la qualité des évaluations en trouvant les avis utiles plus rapidement et facilement. Cependant cette étude remet en cause l’efficacité de cette pratique et de ce mécanisme. Elle indique que plusieurs facteurs influencent le processus de vote agrégé des évaluations en ligne.
L’étude définit deux étapes précédemment définie : “le vote d’utilité initiale” et le “vote d’utilité cumulative” qui n’ont pas les mêmes effets et causes car le vote cumulatif peut être influencé par les votes déjà existants.
Les indices heuristiques (évaluation des produits, comptage des mots) et systématiques (attributs des produits dans le contenu textuel) ont un impact plus important sur les deux étapes de votes.

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