Xu X, (2020), Examining the role of emotion in online consumer reviews of various attributes in the surprise box shopping model, Decision Support Systems

Available online 15 June 2020, 113344

Mots clés : Émotion des consommateurs, Avis des consommateurs en ligne, Attributs de produit et de service, Boite surprise

Résumé : La concurrence féroce entre les détaillants exige la création de nouveaux modèles de vente au détail. Le marketing émotionnel visant à susciter les émotions positives des consommateurs attire la demande. Dans ce contexte, le modèle de la boîte surprise, dans lequel une entreprise notifie les consommateurs par le biais d’un abonnement, puis envoie des boîtes de courrier de nouveaux produits sans répétition, a émergé pour se développer rapidement. Cette étude examine le rôle des émotions des consommateurs dans leur comportement de rédaction d’avis en ligne dans le contexte du modèle de magasinage surprise. Nous trouvons pour les attributs du produit, du service et de l’accomplissement, mais pas pour la valeur; les consommateurs ont tendance à commenter davantage dans les avis lorsqu’ils ont une émotion extrême, positive ou négative. Les consommateurs commentent encore plus lorsqu’ils ont une émotion extrêmement négative que lorsqu’ils ont une émotion extrêmement positive. En outre, nous constatons que la période d’abonnement, l’expérience et la satisfaction globale des consommateurs affectent leur comportement de révision, qui dépend des attributs particuliers sur lesquels les consommateurs commentent.

Grandes lignes :

• Nous exaltons l’émotion des consommateurs et les retours en ligne dans le modèle de boîte surprise.

• L’émotion positive et négative des consommateurs affecte les évaluations en ligne de chaque attribut.

• La période d’abonnement et l’expérience affectent les évaluations en ligne de chaque attribut.

• La satisfaction globale des consommateurs affecte les évaluations en ligne de chaque attribut.

• L’émotion a différents effets modérateurs sur les avis en fonction des attributions.

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