Bureau Dominique, Salanié François, Schubert Katheline. Économie de l’environnement et des ressources naturelles. Présentation générale. In: Économie & prévision, n°190-191, 2009-4-5. pp. 1-4; doi : 10.3406/ecop.2009.7989 http://www.persee.fr/doc/ecop_0249-4744_2009_num_190_4_7989
Cet article fait un point sur les conditions climatiques 1o ans après le constat fait dans les années 2000 et notamment sur l’épuisement des ressources naturelles dus à une production massive et une forte croissance. Les auteurs relèvent également un important point sur quel est le role des entreprises, acteur important de la politique environnemental et comment la gestion des ressources naturelles doit etre prise en main.
Résumé : L’économie ne s’intéresse pas aux animaux. L’ambition de cet article est de stimuler des recherches en économie sur les animaux et le véganisme. Par véganisme, nous considérons tous les comportements visant à modifier (et pas seulement éliminer) l’utilisation ou la consommation d’animaux pour des raisons morales. Nous proposons une introduction sélective au sujet, centrée sur la consommation de viande et les conditions d’élevage des animaux. La viande se situe aujourd’hui à la croisée des chemins à cause de ses externalités sanitaires et environnementales, et de la montée du végétarisme dans les pays développés. L’économie du véganisme –ou veganomics– peut aider à mieux comprendre le comportement des consommateurs (omnivores, flexitariens, végétariens) et ses implications sur les stratégies des producteurs, des activistes et des décideurs publics, et ainsi mieux cerner un monde où la relation à l’animal peut profondément évoluer.
Grandes lignes:
Nouvelle ère du véganisme: prise de conscience des populations
Montée des actions pour la protection animale
Cible: pays plus grands consommateurs de viande pour la récupération des peaux et la production de cuir
problème sanitaire et écologique de l’exploitation animale
Mots clés: veganisme, ecologie, tendance, consommation
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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Al-Natour S, Turetken O, (2020), A comparative assessment of sentiment analysis and star ratings for consumer reviews, International Journal of Information Management, Volume 54, October 2020, 102132
Mots clés : Analyse des sentiments, Bouche à oreille, Avis des consommateurs, Apprentissage automatique, Évaluation comparative
Résumé : Le bouche à oreille électronique est important et abondant dans les domaines de consommation. Les consommateurs et les fournisseurs de produits / services ont besoin d’aide pour comprendre et naviguer dans les espaces d’informations qui en résultent, qui sont vastes et dynamiques. Le ton général ou la polarité des avis, blogs ou tweets fournit une telle aide. Dans cet article, nous explorons la viabilité de l’analyse automatique des sentiments pour évaluer la polarité d’un produit ou d’un examen de service. Pour ce faire, nous examinons le potentiel des principales approches de l’analyse des sentiments, ainsi que les notes en étoiles, pour capturer le véritable sentiment d’un avis
Grandes lignes :
L’analyse des sentiments peut être utilisée pour déterminer le ton général d’un avis de consommateur.
Nous comparons la sortie de plusieurs outils d’analyse des sentiments entre eux et avec les notes en étoiles.
Les résultats montrent que l’analyse des sentiments peut remplacer, et surpasse souvent, les notes.
Facteurs contextuels, tels que le type de produit, une précision d’analyse des sentiments modérée.
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Mots clés : Avis des consommateurs en ligne, Réseau neuronal artificiel, Analyse des sentiments, Durée de l’examen, Note d’évaluation
Résumé : Bien qu’il existe des preuves que la longueur de l’examen, le score de l’examen et le cadre d’argumentation peuvent avoir une incidence sur les perceptions des consommateurs concernant l’utilité des évaluations des consommateurs en ligne, les études n’ont pas encore identifié les niveaux les plus appropriés de ces facteurs en termes de maximisation de l’utilité perçue de ces évaluations. En nous appuyant sur les théories du biais de négativité et de la sommation des indices, nous proposons un modèle théorique qui explique l’utilité des revues en ligne en fonction des caractéristiques spécifiques de ces revues (c.-à-d. La longueur, le score, la trame d’argument). Le modèle est validé empiriquement à l’aide de deux ensembles de données d’avis de consommateurs en ligne liés aux produits et services d’Amazon.com et Insureye.com respectivement. De plus, nous utilisons un réseau neuronal artificiel comme approche pour prédire l’utilité d’un examen donné en fonction de ses caractéristiques. Les résultats révèlent que les avis de consommateurs en ligne les plus utiles sont ceux qui sont associés à une longueur moyenne, à des notes d’avis plus faibles et à un cadre d’arguments négatif ou neutre. Les résultats révèlent également qu’il n’y a pas de différence majeure entre les caractéristiques des avis de consommateurs en ligne les plus utiles concernant les produits ou services. Enfin, les résultats révèlent que le facteur le plus utile pour prédire l’utilité d’un avis de consommateur en ligne est la longueur de l’avis. Les contributions théoriques et pratiques sont décrites.
Grandes lignes :
Plusieurs méthodes ont été utilisées, notamment l’analyse des sentiments.
Les avis utiles ont une longueur moyenne, des scores inférieurs et un cadre d’arguments négatif.
Il n’y a aucune différence entre les avis les plus utiles sur les produits ou services.
Le facteur le plus utile pour prédire l’utilité d’un avis de consommateur est la longueur.
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Srivastana V, Karlo A, (2019), Enhancing the Helpfulness of Online Consumer Reviews: The Role of Latent (Content) Factors, Journal of Interactive Marketing, Volume 48, November 2019, Pages 33-50
Mots clés : Avis des consommateurs en ligne, Traitement du langage naturel, Exploration de texte, Analyse de contenu, Qualité de l’argument, Message valence
Résumé : Des études empiriques antérieures ont analysé l’influence des facteurs manifestes du contenu des avis en ligne et des facteurs liés aux examinateurs sur l’utilité des avis en ligne. Cependant, l’influence des facteurs de contenu latents, qui sont impliqués dans le texte et qui entraînent des perceptions différentielles de l’utilité des destinataires de l’avis, ont été ignorées. Par conséquent, en utilisant la lentille du modèle de vraisemblance d’élaboration, nous développons un modèle complet pour étudier l’influence des facteurs liés au contenu et aux réviseurs sur l’utilité de la révision. Cette étude comprend non seulement les facteurs manifestes liés au contenu et aux examinateurs, mais également les facteurs de contenu latents consistant en la qualité des arguments (exhaustivité, clarté, lisibilité et pertinence) et la valence du message. Les résultats montrent que les variables de contenu de révision latentes comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de l’avis et aux réviseurs manifestes précédemment étudiés.. Les résultats montrent que les variables de contenu de révision latentes comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de la revue et aux réviseurs manifestes précédemment étudiés. Les résultats montrent que les variables de contenu d’avis latents comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de l’avis et aux examinateurs manifestes précédemment étudiés.
Grandes lignes :
Les facteurs de contenu latents (qualité des arguments et valence de la révision) sont des prédicteurs significatifs de l’utilité de l’avis.
L’étude définit opérationnellement la qualité de l’argument qui comprend l’exhaustivité, la clarté, la lisibilité et la pertinence.
Un examen complet réduit l’incertitude autour des différents attributs de produit / service.
La clarté et la lisibilité améliorées conduisent à une plus grande adoption de la recommandation de message dans un avis en ligne.
Le contenu non pertinent dans les avis réduit son utilité.
L’influence de la valence du message est complexe. Les avis positifs sont jugés moins utiles que les avis négatifs.
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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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Xu X, (2020), Examining the role of emotion in online consumer reviews of various attributes in the surprise box shopping model, Decision Support Systems
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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