Mots clés : assurance, financement, remboursement, système financier, lois, gouvernement, fond de garantie, communisme.

Dans cet article, l’objectif des auteurs et de comparer le système d’assurance chinois qui est sous contrôle de l’état et celui des assureurs étrangers notamment ceux implanté en chine.

Développement :

Cet article examine les différentes hypothèses sur la subvention des risques, la surveillance et la structure de propriété en ce qui concerne les fonds de garantie en se basant sur les assurances chinoises.

Par rapport au modèle américain, les fonds chinois de garantie possèdent des caractéristiques distinctes telles que : pré-évaluation, accumulation séparée et responsabilité partielle lors de faillite. Les auteurs constatent que les risques des entreprises d’assurance diminuent suite à la création de fonds de garantie. Pour eux la pré-évaluation offre un risque limité aux assureurs et une meilleure surveillance des parties prenantes.

Les auteurs constatent également que les assureurs étrangers sont plus axés sur le risque que leurs homologues chinois contrôlés par l’État.

Conclusion :

Dans cet article les auteurs ont voulu examiné le fonctionnement des assurances chinoises et ont trouvé des similarités avec les systèmes étrangers comme un plafond de prestations pour les assurés, une évaluation forfaitaire. Mais ils y ont également trouvé des différences telles que pré-évaluation : le fonds de garantie de chaque société d’assurance opérant en Chine est évalué chaque année.

Nous montrons que la prise de risque par les entreprises d’assurance chinoises a diminué suite à la création de fonds de garantie mais que les institutions gouvernementales chinoises essayent tout de même de les contrôler.

Les assureurs contrôlés par l’État dominent le marché de l’assurance chinoise. Les régulateurs d’assurance ont toujours appliqué plus de contrôle aux assureurs contrôlés par l’État qu’aux assureurs étrangers.

Les auteurs suggèrent que les régulateurs chinois devraient surveiller les assureurs étrangers plus qu’ils ne l’ont fait à ce jour afin de créer un marché stable et concurrentiel.

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Introduction

L’acquisition client a joué un rôle important dans le e-commerce en 2015 et poursuivra sa lancé l’année prochaine. Dans cet article, Knibiehly,H, VP marketing chez Twenga Solutions explique qu’acquérir de nouveaux clients est devenu primordiale alors que le marché devient de plus en plus compétitif. Grâce des centaines de fonctionnalités nouvelles sur AdWords et Google Shopping chaque année, le développement de nouvelles plateformes de shopping social, les annonceurs ont un nombre important d’outils à leur disposition mais il n’est pas pour autant plus facile de prendre de l’avance sur ses compétiteurs.

• En premier lieu, nous traiterons du marché de la publicité en ligne puis nous terminerons par parler du Search Marketing

Dans cet article, l’auteur nous explique que  certaines plateformes auparavant non utilisées sont maintenant prises en compte dans les nouvelles stratégies marketing. En effet, Facebook, Twitter ou encore Google Shopping sont devenues essentielles pour promouvoir une marque du fait du cout moindre, du nombre de personnes touché mais aussi la possibilité de filtrer la publicité selon les profils et habitudes de consommation. L’auteur explique également que les e-commerçants utilisent de plus en plus Google Shoping qui se révèle être un outil très efficace.

De plus le Vice President marketing de chez Twenga Solutions nous explique que pour être performant en 2016, les e-commerçants devront gérer leurs campagnes sur davantage de plateformes, en prenant toujours plus de facteurs en compte. Pour ce faire, ils devront s’adapter aux trois grandes tendances suivantes :

• La segmentation d’audience devient la norme, grâce aux mots-clés tapés dans les moteurs de recherche les annonceurs peuvent comprendre l’intention de l’utilisateur.
• La data produit
• Les enchères publicitaires

En conclusion les e-commerçants qui arriveront à mettre en place les différentes techniques présentées pourront prendre de l’avance sur leurs concurrents en améliorant le ROI de leurs campagnes d’acquisition client.

Gunawan, D. and Huarng, K. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), pp.2237-2241.

Keywords:  Viral marketing, eWOM, SEM, fsQCA

Main idea: This article is based on a study that explains how SNM influences people to make purchases. The research they conducted is surveys completed by people who use three SNM platforms.
The SEM results proved that SNM has no correlation with consumer’s purchasing, whereas fsQCA shows the opposite.

Development:

SNM sites are growing, and affect their user’s lives by forming connections among these users. SNM Viral marketing is often used as an electronic WOM, since a lot of people are connected and state their opinions and tastes online. The messages are transmitted way faster than they once were, which benefits the market as well as the consumers.

The study is based on three theories that make sense when put together (TRA, IAM and perceived risk). The first one is used to understand and predict behavior. The second one basically explains how one adopts to a new model, or technology. The latter clarifies the overall risk a consumer feels before and after purchasing a particular item.

The study gathered data taken from users who completed surveys they got online via these SNM sites. Based on the results, the researches would define if the theories can still apply. The findings prove that social influence is, indeed, the first leading impact.
Conclusion:
To conclude, the SEM results indicates that social influence and the source credibility is very important and showing in consumer’s attitude toward receiving and trusting an information. Consumers are more comfortable in listening to opinions from credible sources rather than trusting arguments written with quality.

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Fiche de lecture  :

Provost, F. and Fawcett, T. (2013), DATA SCIENCE AND ITS RELATIONSHIP TO BIG DATA AND DATA-DRIVEN DECISION MAKING: 10.1089/big.2013.1508

Mots clés : Data Science, Big Data, Data Driven decision making, 

Provst F and Fawcett T,explain how Data Science works wih Big Data. They show us how this data can be collected, used and analyzed to drive decision making.

Développement :

With vast amounts of data now available, companies in almost every industry are focused on exploiting data for competitive advantage. The volume and variety of data have far outstripped the capacity of manual analysis, and in some cases have exceeded the capacity of conventional databases.

At the same time, computers have become far more powerful, networking is ubiquitous, and algorithms have been developed that can connect datasets to enable broader and deeper analyses than previously possible.

The convergence of these phenomena has given rise to the increasingly widespread business application of data science. Companies across industries have realized that they need to hire more data scientists. Academic institutions are scrambling to put together programs to train data scientists. Publications are touting data science as a hot career choice and even ‘‘sexy.’’

The authors argue that there are good reasons why it has been hard to pin down what exactly is data science. One reason is that data science is intricately intertwined with other important concepts, like big data and data-driven decision making, which are also growing in importance and attention. Another reason is the natural tendency, in the absence of academic programs to teach one otherwise, to associate what a practitioner actually does with the definition of the practitioner’s field; this can result in overlooking the fundamentals of the field.

Data-science academic programs are being developed, and in an academic setting we can debate its boundaries. However, in order for data science to serve business effectively, it is important  to understand its relationships to these other important and closely related concepts, and (to begin to understand what are the fundamental principles underlying data science.

They present a perspective that addresses all these concepts by highlighting the data science as the connective tissue between data-processing technologies and data-driven decision making.

Conclusion :

Underlying the extensive collection of techniques for mining data is a much smaller set of fundamental concepts comprising data science. In order for data science to flourish as a field, rather than to drown in the flood of popular attention, we must think beyond the algorithms, techniques, and tools in common use. We must think about the core principles and concepts that underlie the techniques, and also the systematic thinking that fosters success in data-driven decision making. These data science concepts are general and very broadly applicable

Success in today’s data-oriented business environment requires being able to think about how these fundamental concepts apply to particular business problems—to think data-analytically. This is aided by conceptual frameworks that themselves are part of data science.

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Article Summary: Swaidan, Z. (2011). Culture and Consumer Ethics. Journal Of Business Ethics, 108(2), 201-213.

Keywords: Culture , Hofstede model, Consumer ethics, African American subculture, Muncy and Vitell model

Main idea: This study discovers the differences in consumer ethics across cultural dimensions using Hofstede’s model and Muncy and Vitell consumer ethics model.

Development:
Brands should understand that depending on the culture, consumer’s behavior will be different on a product or a service, therefore it is an important & influential variable.
The author states that culture and it’s differences affect the marketing mix because it says a lot about a consumer. He mentions Hofstede (1980) theory which is: “cultures could be contrasted along four dimensions: individualism/collectivism, masculinity/femininity, power distance, and uncertainty avoidance.”

This research focuses on an African American subculture sample to study the differences in culture and consumer ethics.

This study has 3 main objectives:

1^st: study the cultural orientations of African American consumers (four dimensions of Hofstede’s (1980)

2^nd: study the consumer ethics of African Americans (Muncy and Vitell (1992)) model.

3^rd: Examine the differences in ethics among consumers who score high and consumers who score low on Hofstede’s cultural dimensions (i.e., collectivism, masculinity, power distance, and uncertainty avoidance).

After the author explored (within the sample of African American) the relationship between culture and personal moral philosophies, they concluded that there is a positive relationship between collectivism, uncertainty avoidance, and idealism; and a negative relationship between masculinity and idealism. Therefore, culture affects moral orientations of consumers.

He then studies different hypothesis by comparing the four dimensions of Hofstede’s model, depending if consumers score high or low and studying whether they reject illegal, active, passive, and no harm questionable activities

Conclusion:

In this study, the different results proves that marketers who are looking to work on an international scale and include how and what the consumer of each culture want, is important to study and explore very well. The author mentiones that although he studied the differences in consumer ethics across cultural dimensions, more research should be done to explore the differences in consumer ethics using culture characteristics.

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Article Summary: Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal Of Business Research, 69(12)

Keywords: Social media marketing, Brand equity, Preference
, Loyalty, Price premium Luxury brands, International

Main idea: The article describes how brand equity creation and consumers behavior according to a brand is due to social media actions. This research focuses on presenting a comprehensive framework that shows the benefits of social media marketing efforts on brand equity and consumer behavior towards five luxury brands in four countries.

Development:
Social media is a big change for companies. It requires them to be more interactive with their consumers and increasing the engagement rate. Although social media activities have many benefits, it has been hard measuring the success (or not) of social media activities.
This study’s objective is to have a deeper understanding on the relationships between social medias activities, brand equity and the consumer behavior regarding the brand. It also focuses on evaluating the importance of the mechanism used for social media marketing efforts in order to measure if it creates the brand value we want to offer and if consumers are more attracted to the brand. This study is to understand if those social media marketing efforts have an effect on brand loyalty and if it creates a love mark brand to a consumer.
Social media marketing effort is to to reach consumers in a personal way. It changed the way advertising a product works.
In fact, it is a new way of creating entertainment as they are more amused and enjoy the experience. The interaction between the brand and the consumer completely changed the definition of communication.

In this study, it is highlighted that social media generates new updates that are trending in the moment on different platforms and it covers four sub-motivations: surveillance, knowledge, purchase intention and inspiration.
Also, brands have the choice to customize their content their consumer depending on whom they are trying to target. This study describes customization social media as a channel that helps personalize information search.
All of these features help create the word of mouth, which builds more credible and relevant information for customers.

The author found out that:

– The effect on brand equity is more on the luxury brand image than on its awareness.

– Marketing efforts on social media (SMMEs) have a positive and direct influence on the consumer preference, brand loyalty and likely willing to pay a premium price.

-While including the comparison of the countries on the effects of SMMEs, he found out that:

Chinese consumers appreciate their interaction with a luxury brand as it hels reinforce it’s image but do not respond the same way as the other countries. (Probably due to internet control in the country).
Indians are more interested in this new trend of brands being present on social media and affects them in all ways.
On the other hand, Italians are not very reactive on to SMMEs but very responsive but seem to react more regarding loyalty and price premium.
The French were the most balanced out of all the countries regarding. All the components are effective just moderated.

Conclusion:

In conclusion, social media content includes entertainment, interaction, trendiness, WOM, and customization all contribute to building brand equity. Content should be engaging and creating relationships.

Brands should perceive social media as a brand image-building tool.
Social media marketing activities influence more on brand loyalty and preferences but less on the willingness to pay a premium price, therefore brands should focus more on “traditional” ways to convince their customers to pay the difference.
The author noticed few differences between the markets studied. Most of social media marketing activities are similar and have the same effect but in the core-content and context, there are variations between countries.

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Lemoine Jean-François, Cherif Emna, « Comment générer de la confiance envers un agent virtuel à l’aide de ses caractéristiques ? Une étude exploratoire », Management & Avenir, 8/2012 (N° 58), p. 169-188.

Mot clés : Agents virutel, Confiance, Internaute, Intention d’achat, Intention de recommander le site

Cette recherche étudie l’influence d’un agent virtuel sur la confiance des internautes envers un site web. A partir d’une expérimentation menée auprès de 242 individus sur un site conçu pour l’occasion, nous montrons qu’un site avec agent suscite chez les individus plus de confiance qu ‘un site sans agent. De même, un site avec agent est à l’origine d’intentions d’achat dans le magasin et d’intentions de recommander le site et l’enseigne plus importantes qu’un site sans agent.

Internet souffre aujourd’hui d’un déficit de confiance par rapport à d’autres média tel que la radio ou la presse écrite. La gestion des données personnelles ou le manque de confiance dans les règlements en ligne en sont deux principales raisons. Il est donc crucial pour les entreprises de gagner la confiance des internautes.

Si des moyens tels que les labels de confiance ou les témoignages de clients ont pour objectif de gagner la confiance des utilisateurs, cette étude tente de répondre aux interrogations sur le rôle spécifique des agents virtuels.
Une étude empirique auprès de 242 personnes a donc été menée afin d’étudier l’effet des agents virtuel sur les comportements des internautes.

Développement :

Pour mesurer la dimension sociale d’un site web et ses effets sur le comportement des internautes, il est fréquent de recourrir à la théorie de la réponse sociale. D’après elle, les individus peuvent être amené à considérer leur ordinateur comme un acteur social tout en sachant qu’il n’est pas vivant.

Ainsi parmis les variables qui renforcent le caractère social d’une éxpérience en ligne on retrouve :

• Le language
• La voix
• L’intéractivité
• Le rôle social attribué au site

En se servant de ces variables Wang et al se sont intéressés au degré de sociabilité perçu des sites web et a son influence sur le comportement des internautes. Ils ont pour l’occasion crée un site de voyage avec agent virtuel et un autre sans qu’ils ont confronté aléatoirement a 337 personnes.

Il ressort de cette expérience que le site possédant un agent virtuel est perçu comme ayant un degré de sociabilité supérieur à celui sans agent.

L’agent virtuel joue donc un rôle direct sur le plaisir durant la navigation, le degré d’éveil de l’individu ou encore l’intention de recommander le site.

D’autres études menées au sujet des agents virtuels ont déjà montré que ces derniers augmentent l’attractivité du site et l’engagement des utilisateurs. En revanche si l’utilisation des agents virtuels améliore l’attractivité d’un site, il n’a pas d’effet direct sur l’évaluation des produits.

Agents virtuels et création d’une relation de confiance avec les internautes

Les recherches traitant de la relation agents virtuels confiance sont encore peu nombreuses mais les quelques études existantes mettent en exergue l’effet positif d’un échange verbal durant la navigation sur le sentiment de confiance des internautes.

Ainsi les premiers résultats à disposition démontrent que :

1. qu’un site web présentant un agent virtuel suscite plus de confiance chez les internautes qu’un site web n’en présentant pas.
2. que la confiance des internautes envers un site web influence positivement leurs intentions comportementales.
3. qu’un site web présentant un agent virtuel a un effet positif plus important sur les intentions comportementales des internautes qu’un site web n’en présentant pas.

L’étude menée par Jean Francois Lemoine et Cherif Emna fait ressortir plusieurs constats :

• Plus les internautes éprouvent un sentiment de confiance à l’égard d’un site, plus leurs intentions d’achat dans le magasin et leur intention de recommander le site et l’enseigne sont élevés. On peut donc confirmer que la confiance des internautes à l’égard d’un site influence positivement leurs intentions comportementales.
• L’ajout d’un agent virtuel affecte positivement les intentions comportementales des internautes. En effet, les intentions de recommander le site, l’enseigne et d’acheter en magasin sont toutes plus importantes en présence d’un site contenant un agent virtuel.

De plus, cela développe l’intention d’achat dans le point de vente, et de fait offre la possibilité de mettre en place une stratégie dite « Click & mortar ».

• Alors que les internautes sont encore nombreux aujourd’hui à éprouver de la méfiance à l’égard d’internet, les résultats de cette étude semblent indiquer que le recourt aux agents virtuels accroit la confiance que les consommateurs éprouvent à l’égard des sites. En influençant positivement la confiance des internautes, les agents apparaissent comme des outils marketing au service de la gestion de la relation client. Dans un contexte de forte concurrence, de tels outils sont primordiaux dans l’optique de créer une relation sur le long terme avec sa clientèle.
• L’agent virtuel apporte également une valeur ajoutée au niveau de l’expérience utilisateur en permettant au site de se différencier de la concurrence dans l’expérience de navigation. Leur utilisation permet ainsi d’élaborer des stratégie de positionnement différenciées.

Conclusion :

La confiance semble jouer le rôle d’une variable médiatrice entre les agents et les intentions comportemen tales des consommateurs (intentions d’achat en magasin, intentions de recommander le site et l’enseigne). Si cet effet médiateur est manifeste, il n’est pas pour autant total. En effet, dans la mesure où nous parvenons à confirmer l’existence d’une relation directe entre la présence des agents et les intentions comportementales des internautes, il convient d’en déduire que cet effet médiateur de la confiance n’est que partiel.

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