Kemafasu I, (2020), Excellent Product … But Too Early to Say: Consumer Reactions to Tentative Product Reviews, Journal of Interactive Marketing, 52, p35-p51.

https://www.sciencedirect.com/science/article/abs/pii/S1094996820300785

Mots clés : Examens en ligne, Expertise des sources, Expérience des produits, Certitude des attitudes, Exhaustivité des informations

Résumé : Cette recherche explore les effets de la tentation dans les critiques de produits en ligne sur la certitude de l’attitude du produit des consommateurs et les intentions comportementales. En s’appuyant sur la théorie de la saillance, la théorie de l’attribution et le travail dans la certitude d’attitude, on voit que, lorsque les consommateurs qui ont vu des critiques positives d’un produit sont exposés à une évaluation provisoire, leur certitude et leur volonté d’acheter sont réduites. On prédit également que les réactions des consommateurs diffèrent en fonction de l’expertise de la source d’avis ainsi que de l’expérience produit du consommateur.

Est abordée également la confiance dans l’exhaustivité des informations en tant que mécanisme métacognitif qui explique l’effet de révision provisoire. Plus précisément, on soutient que les consommateurs qui voient un examen provisoire sont sensibilisés aux informations potentiellement manquantes, ce qui réduit leur certitude et leur volonté d’achat.

Les hypothèses sont testées dans une série d’expériences qui démontrent que la timidité réduit la certitude et la volonté d’achat, mais que l’effet est atténué lorsque l’évaluateur est un novice et lorsque le consommateur a un niveau élevé d’expérience du produit.

Grandes lignes :

• Un examen provisoire se traduit par une certitude et des intentions d’achat inférieures à un examen positif, négatif ou mixte
• Le fait que ce soit provisoire se traduit par une diminution de la confiance des consommateurs dans l’exhaustivité des informations.
• L’effet d’un avis provisoire est diminué lorsque l’examinateur provisoire est perçu comme un novice.

Les consommateurs qui ont une faible expertise produit sont davantage influencés par un examen provisoire que ceux qui ont une expertise produit plus élevée

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