Ortega B, (2020), When the performance comes into play: The influence of positive online consumer reviews on individuals’ post-consumption responses, Journal of Business Research

Volume 113, May 2020, Pages 422-435

Mots clés : Avis des consommateurs en ligne, Niveau de performance, Positivité perçue, Réponses post-consommation, Forme fonctionnelle en U

Résumé : Cet article vise à étudier l’influence des avis post achat positifs sur les réponses post-consommation, à savoir l’attitude envers les entreprises et les intentions de rachat. Il différencie si le niveau de performance pendant la consommation était élevé ou faible, c’est-à-dire si le produit a atteint les objectifs fixés par les consommateurs. À cette fin, le document aborde les avis post achat positifs dans une double approche. Premièrement, il analyse l’effet de l’intensité de valence positive, en tenant compte des avis post achat neutres-indifférents, modérément positifs et extrêmement positifs. Deuxièmement, il teste l’influence de la positivité perçue des avis post achat par les individus. Les résultats montrent que les mêmes avis post achat peuvent avoir une influence positive ou négative sur les individus.

Grandes lignes :

• Les avis post achat positifs et les performances influencent conjointement les réponses post-consommation

• Les avis post achat positifs peuvent avoir des effets négatifs sur les réponses post-consommation

• Les relations entre la positivité perçue des avis post achat et les réponses post-consommation suivent des formes fonctionnelles curvilignes

• Si les performances sont faibles, des relations en U inversé sont identifiées

• Si les performances sont élevées, des relations en U sont identifiées

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