Mots-clés : réalité virtuelle, implication sensorielle, sens, expérience virtuelle

 Cet article se propose de montrer deux ordres de conséquences de la réalité virtuelle : 

a) les implications esthétiques, afin de déterminer la nature de la temporalité et le type de réactions émotives produites lors de l’utilisation de la réalité virtuelle, ainsi que les différences substantielles que ces temporalités et ces réactions établissent avec le monde moderne du roman, du cinéma ou de la télévision.

b) les implications gnoséologiques, afin de déterminer les outils cognitifs avec lesquels l’utilisateur reconstruit et complète rétrospectivement l’expérience narrative.

Est présentée ici une étude sur l’utilisation de la pornographie en réalité virtuelle (RV). L’image pornographique est actuellement comparable à l’image cinématographique, même si étendue, élargie pour ce qui concerne l’implication sensorielle. Au cours de cette enquête sont apparues des tendances récurrentes, tant sur le plan esthétique que gnoséologique, et celles-ci concernent de près l’actualité et la reconfiguration de certains problèmes propres à l’esthétique du romantisme. 

En particulier, l’expérience des discontinuités temporelles est devenue centrale, une expérience à laquelle, comme dans une concaténation, sont liées les relations étroites entre mémoire et participation, entre rêve et plaisir, entre dimension onirique et formes de conscience.

Mots clés : présence, environnement virtuel, expérience utilisateur, incarnation

Proposition d’un méta-modèle pour la réalité virtuelle

Les sentiments de présence et d’incarnation sont deux dimensions centrales de l’expérience utilisateur en environnement virtuel immersif. Suite à une revue de littérature portant sur ces deux concepts, une articulation théorique est proposée  au sein d’un méta-modèle « Présence – Incarnation ». 

L’introduction de ce modèle aboutit à la proposition d’un questionnaire permettant l’évaluation subjective des sentiments de présence et d’incarnation d’utilisateurs immergés dans une application de réalité virtuelle. Les implications méthodologiques de ce modèle et ses perspectives applicatives sont ensuite évoquées afin d’introduire la ligne directrice de nos travaux futurs.

L’étude se décline en 4 points :

1. Environnement virtuel immersif et expérience utilisateur

2. Le concept de présence

3. Le concept d’incarnation

4. Proposition d’un méta-modèle Présence – Incarnation

Viglia G, Minazzi R, Buhalis D, (2016), The influence of e-word-of-mouth on hotel occupancy rate, International Journal of Contemporary Hospitality Management, Vol. 28, pp. 2035-2051

Mots-clefs : avis en ligne, taux d’occupation, prise de décision, score de l’avis, note, bouche à oreille électronique, eWOM, organiques, intrinsèques, amplifiées, extrinsèques.

Résumé : Cette étude a pour but de d’étudier et de définir les effets des avis en ligne sur le taux d’occupation des hôtels car les évaluations en ligne des consommateurs sont devenues de plus en plus importantes pour la prise de décision des consommateurs. Cette étude se base sur le score de l’avis, la variance de l’avis et le volume de l’avis pour mesures ces effets.

Le contenu en ligne provenant des utilisateurs a remplacé les examinateurs professionnels car ceux-ci offrent des informations semblant plus concrètes, variées et moins portée par une volonté commerciale.
Dans le cadre de l’hotellerie, les avis en ligne sont considérés comme essentiels notamment en raison de l’investissement financier du consommateur, plus élevé qu’un achat moyen.

Des études récentes ont identifié deux types différents de bouche à oreille électronique (eWOM) : “organiques/intrinsèques” et “amplifiées/extrinsèques”. “Dans le premier cas, la WOM se produit spontanément par le client, tandis que dans le second cas, l’entreprise incite les clients à accélérer la propagation de la WOM (Godes et Mayzlin, 2004 ; Libai et al., 2010).”

Conclusion : Selon cette étude la note en ligne est celle qui a le plus d’influence. L’étude prouve qu’une augmentation d’un point du score de révision est associée à une augmentation du taux d’occupation de 7,5 points de pourcentage. L’article prouve également que le nombre d’examen a un effet positif sur le remplissage des hôtels, indépendamment de la note. Cependant plus il y a d’avis et commentaires plus l’effet bénéfique en termes de taux d’occupation est faible.

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Mots-clefs : facteurs, évaluations en ligne, managers, utilité, source de l’avis

Résumé : Cet article a pour but de définir les facteurs qui contribuent à l’utilité des évaluations d’hotels en ligne et à évaluer l’impact des réponses par les managers.
Cette étude tente d’expliquer comment les directeurs d’hôtels peuvent identifier les leaders d’opinion parmi les consommateurs et utiliser la réponse des directeurs pour influencer l’utilité des avis des consommateurs.

Cet article se démarque des autres en évaluant les facteurs contribuant à l’utilité des évaluations en ligne. Il démontre que les consommateurs ont tendance à percevoir les avis négatifs comme plus utiles que les avis positifs. Les études précédentes ont seulement confirmé que la divulgation des informations démographiques des évaluateurs, telles que le sexe, ferait une différence dans la notation de l’utilité des évaluations, sans examiner les différences entre les sexes. Cette étude explique que les examinateurs masculins ont plus d’influence que les examinateurs féminins sur ce contenu. Il est probable que les examinateurs masculins ont tendance à présenter des opinions plus factuelles et moins perceptives que les examinatrices féminines, ce qui rend leurs examens plus utiles que ceux rédigés par les examinatrices féminines

Les évaluateurs qui ont rédigé plus d’évaluations, qui ont été plus longtemps avec TripAdvisor et qui ont visité plus de villes ont tendance à fournir des évaluations plus utiles. La source de l’avis est donc essentielle.

Les avis de consommateurs traités par la réponse du manager comprennent souvent des plaintes ou des compliments spécifiques et détaillés, fournissant ainsi une plus grande valeur de référence pour les consommateurs ultérieurs. La réponse du responsable joue donc un rôle très important dans le renforcement de l’information ou la validation croisée des informations des évaluations des consommateurs.

Conclusion : Les résultats révèlent l’impact significatif de plusieurs facteurs sur l’utilité des évaluations en ligne, notamment la notation, le nombre de mots, le sexe de l’évaluateur, l’expérience de l’évaluateur en matière de statut, l’adhésion et les villes visitées, ainsi que la réponse du manager.

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Mots-clefs : capital de marque, avis en ligne, intention d’achat, notoriété de la marque, la valeur perçue de la marque,

Résumé : Cette étude a pour but de souligner l’importance des dimensions du capital de marque qui jouent un rôle de médiateur entre les avis en ligne et l’intention d’achat du consommateur. De nombreux consommateurs considèrent les avis en ligne comme une source d’information plus crédible que les autres sources d’information traditionnelles (Fang et al., 2016).
Les consommateurs ont le plus haut niveau de confiance dans les canaux partagés comme les évaluations des consommateurs en ligne ou les médias sociaux. Les consommateurs recherchent généralement les opinions et les recommandations d’autres consommateurs pour évaluer la performance de la marque (Jacobsen, 2018).

“Les dimensions de la valeur de la marque sont affectées lorsque les consommateurs passent en revue diverses évaluations en ligne sur les marques (qu’ils perçoivent comme crédibles) et essaient de les évaluer pour porter un jugement sur la marque (Buil et al., 2013 ; Rios et Riquelme, 2010).”

Conclusion : Cette étude conclut en affirmant que la notoriété de la marque et la valeur perçue, ont un effet de médiation partiel significatif entre les avis en ligne crédibles de la source et l’intention d’achat.
La personnalité de la marque, l’association organisationnelle et la qualité perçue, n’ont eu aucun effet de médiation entre les avis en ligne crédibles et l’intention d’achat.
Dans cette étude les consommateurs indiens utilisent les avis en ligne pour connaître la marque et son rapport coût-efficacité, ce qui influence leur intention d’achat. Les consommateurs indiens préfèrent une recommandation sur le caractère unique de la marque de la part d’une personne qu’ils connaissent personnellement plutôt qu’une recommandation en ligne émanant d’un étranger.

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Mots-clefs : acheteurs sociaux, social shopping, avis en ligne, évaluation, notes d’évaluation, contenu de l’évaluation, profils des acheteurs sociaux.

Résumé : Cet article a pour but d’évaluer les relations entre cinq caractéristiques des évaluations en ligne des acheteurs sociaux : le nombre d’évaluations faites par un évaluateur, le nombre d’amis d’un évaluateur, la note d’évaluation, le nombre de mots d’évaluation et les images/photos.
Les avis en ligne sont perçus comme plus utiles que les communications des marques et entreprises, étant plus impartiales et donc non portée par un objectif commercial.

Le social shopping est le fait de vendre ses produits via des plateformes en ligne spécialisée dans la vente avec remise élevée (ex : Groupon). Cette expérience d’achat est généralement immédiate et représente souvent une première expérience. De ce fait les avis d’autres consommateurs deviennent un critère d’évaluation essentiel.

Les sites d’évaluation en ligne aident les acheteurs sociaux à prendre des décisions éclairées sur les produits/services. Les acheteurs sociaux sont différents des acheteurs traditionnels, ils sont décisifs, ils connaissent les technologies et sont bien informés. Les clients de groupes sont beaucoup plus critiques que les clients réguliers, avec des commentaires plus sévères, et beaucoup sont des clients de passage sensibles au prix.

“Les évaluations en ligne permettent aux consommateurs de partager leur expérience directe avec d’autres consommateurs qui s’attendent à ce que l’évaluation soit crédible et utile pour leur expérience future (Casalo et al., 2010).”

Conclusion : Cette étude montre que la perception de l’utilité, de l’humour et de la sérénité des spectateurs peut dépendre de la combinaison des notes d’évaluation, du contenu de l’évaluation et des profils des acheteurs sociaux.
L’article prouve que le nombre de mot est important pour les récepteurs de l’avis.
Un évaluateur qui a plus d’amis dans son réseau social et qui écrit des commentaires plus longs a tendance à avoir plus d’influence sur la valeur perçue de l’évaluation. Il est ainsi plus crédible aux yeux des récepteurs de l’avis.

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Mots-clefs : avis en ligne, émotions, émotions négatives, crédibilité, intensité négative, utilité, prise de décision des consommateurs.

Résumé : Cet article a pour but de définir l’utilité des émotions négatives dans les avis en ligne et leur impact. L’étude se base ainsi sur des données empiriques et une méthodologie exploratoire dans le contexte de l’hôtellerie. Avec le web 2.0 les avis et commentaires en ligne sont devenus une source majeure d’évaluation aiguillant le consommateur. Nous apprenons dans cet écrit que selon une enquête eMarketer de 2014 que 79% des consommateurs lisent les avis avant un achat et que ceux-ci influencent leur décision.

Selon l’article et des études antérieures, les avis sont influencés par de nombreuses caractéristiques : les informations descriptives de l’identité, le sexe et l’expertise (Forman et al., 2008 ; Lee et al., 2011), le style et la qualité des avis (Jensen et al., 2013 ; Li et al., 2013) et les notes des avis (Mudambi et Schuff, 2010).

Les avis négatifs sont reconnus comme plus influents que les avis positifs : 80% des consommateurs ont changé d’avis sur un produit suite à des avis négatifs (eMarketer 2011).

Cependant les auteurs définissent que l’anonymat des avis en ligne permet d’exprimer plus facilement ses émotions, notamment négatives. L’étude démontrera que les avis négatifs se sont montrés plus utiles que les avis positifs. “Ils estiment que les avis négatifs, par rapport aux avis positifs, sont plus perspicaces, plus diagnostiques et plus utiles pour prendre des décisions éclairées et meilleures”. L’article démontre également que plus l’émotion négative est importante et exprimée, moins l’avis est considéré comme utile. Il ya donc un degrés d’importance de l’émotion, le contenu et sa crédibilité sont analysés par le consommateur.

Cependant une étude de Ammon (2015) indique que les mauvais commentaires donnent plus de crédibilité aux bons commentaires avec une apparence plus honnête et offrent directement de la crédibilité, dans ce cas, aux hôtels.

Conclusion : Cette étude a prouvé que les évaluations négatives avaient leur importance tout comme le niveau et/ou degrés d’émotion exprimé dans un commentaire. Les consommateurs accordent plus d’importance et de crédibilité aux avis négatifs et trouvent même étrange si il n’y a que des effets positifs. “Selon Ammon (2015), des études réalisées par Reevoo, un site d’évaluation des clients, indiquent que 95 % des consommateurs sont méfiants à l’égard des évaluations sur les sites d’évaluation générés par les utilisateurs lorsqu’il n’y a pas de mauvais résultats”.
Cependant l’étude définie également qu’un avis trop négatif perd de la valeur, plus il y a d’expressions émotionnelles moins le commentaire est considéré crédible. L’intensité négative des expressions émotionnelles est un élément essentiel du jugement et de la crédibilité des avis en ligne et produits eux mêmes.

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Mirtalaie M, Hussain O, Chang E, Hussain F, (2018), Extracting sentiment knowledge from pros/cons product reviews: Discovering features along with the polarity strength of their associated opinions, Expert Systems with Applications, Volume 114, 30 December 2018, Pages 267-288

https://www.sciencedirect.com/science/article/abs/pii/S0957417418304718

Mots clés : Analyse des sentiments basé sur les fonctionnalités, Avantages / inconvénients des produits,Force de polarité, Arborescence des produits

Résumé : L’extraction des connaissances sur les sentiments est un domaine de recherche en croissance dans la littérature. Il aide à analyser les opinions des utilisateurs sur différentes entités ou événements, qui peuvent ensuite être utilisées par les analystes à diverses fins. En particulier, l’analyse des sentiments basée sur les fonctionnalités est l’un des domaines de recherche difficiles qui analyse les opinions des utilisateurs sur les différentes fonctionnalités d’un produit ou d’un service. Parmi les trois formats pour les évaluations de produits, notre objectif dans cet article se limite à l’analyse du type avantages / inconvénients. En raison de la nature des avis pour / contre, ils sont généralement concis et suivent une structure différente des autres types d’avis. Par conséquent, des techniques spécialisées sont nécessaires pour analyser ces avis et extraire les caractéristiques des produits discutés par les clients ainsi que leurs attitudes personnelles

Grandes lignes :

• Extraction de fonctionnalités à l’aide de règles syntaxique à partir des avis pour / contre.
• Déterminer la polarité de l’opinion en fonction de sa force émotionnelle.
• Comparer les résultats avec des approches de pointe dans différentes tâches.

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Sun X, Han M, Feng J, (2019), Helpfulness of online reviews: Examining review informativeness and classification thresholds by search products and experience products, Decision Support Systems, Volume 124, September 2019, 113099

https://www.sciencedirect.com/science/article/pii/S0167923619301289

Mots clés : Avis en ligne, Recherche de produits, Découverte de produits, Prédiction de l’utilité

Résumé : La surcharge d’informations rend souvent difficile pour les consommateurs d’identifier les avis de produits en ligne utiles grâce à la fonction traditionnelle de « votes utiles»; par conséquent, il est devenu particulièrement important d’identifier efficacement les avis utiles. En différenciant les produits de recherche des produits d’expérience, cette recherche examine l’impact de différentes mesures de l’information communiquée par les avis sur l’utilité des avis et propose différents seuils de classification pour identifier individuellement l’utilité des avis en ligne pour les produits de recherche et pour les produits d’expérience, respectivement. Toutes les expériences ont été menées à l’aide d’un ensemble de données de JD.com, l’un des plus grands marchés électroniques en ligne en Chine. Nos résultats offrent des lignes directrices pour concevoir différentes normes de classification de l’utilité pour les produits de recherche et pour les produits d’expérience.

Grandes lignes :

• Les différences entre les produits de recherche et les produits d’expérience modèrent la perception des consommateurs quant à l’utilité des avis.
• Nous confirmons différents seuils de classification pour les produits de recherche et d’expérience.
• Amélioration des performances de classification grâce à nos variables et seuils proposés
• Le nombre d’attributs et la longueur moyenne des attributs mesurent le caractère informatif de l’examen.

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Li K, Chen Y, Zhang L, (2020), Exploring the influence of online reviews and motivating factors on sales: A meta-analytic study and the moderating role of product category, Journal of Retailing and Consumer Services, Volume 55, July 2020, 102107

https://www.sciencedirect.com/science/article/abs/pii/S0969698919304011

Mots clés : Avis en ligne, Facteurs motivants, Ventes de produits, Catégorie de produit, Méta-analyse, Effet modérateur

Résumé : Les avis en ligne, qui influencent considérablement les ventes de produits, ont été un sujet de recherche central dans le domaine du marketing. Pendant ce temps, certains facteurs de motivation liés aux détaillants en ligne ont été liés aux ventes de produits. Alors que plusieurs articles ont examiné l’impact entre les critiques en ligne et les facteurs de motivation sur les ventes de produits, de nombreuses conclusions tirées sont contradictoires. À partir de 28 études axées sur les avis et les ventes en ligne, cette étude effectue une méta-analyse pour analyser les véritables impacts de six facteurs liés aux avis (c.-à-d. Le nombre d’avis, le nombre d’étoiles, l’écart-type des notes, l’utilité, la durée de l’avis et le sentiment) et deux facteurs de motivation (c.-à-d. rabais sur les prix et expédition spéciale) sur les ventes de produits. Pendant ce temps, ce document étudie également comment un facteur lié au produit (c.-à-d. L’âge du produit) et un facteur lié aux examinateurs (i. e., la réputation de l’examinateur) influencent la relation entre les avis en ligne et les ventes de produits. De plus, pour étudier l’effet modérateur de la catégorie de produits, nous divisons la littérature sélectionnée en deux sous-groupes qui sont des produits de recherche et d’expérience. Les résultats indiquent que seules la longueur de l’examen et l’expédition spéciale n’ont pas d’impact significatif sur les ventes de produits, tandis que la catégorie de produit a un effet modérateur valide et spécifique sur la relation entre ces déterminants et les ventes. Les conclusions présentées auront des implications importantes pour la recherche universitaire et les futures pratiques de l’industrie. Nous divisons la littérature sélectionnée en deux sous-groupes qui sont des produits de recherche et d’expérience. Les résultats indiquent que seule la durée de l’examen et l’expédition spéciale n’ont pas d’impact significatif sur les ventes de produits, tandis que la catégorie de produit a un effet modérateur valide et spécifique sur la relation entre ces déterminants et les ventes. Les conclusions présentées auront des implications importantes pour la recherche universitaire et les futures pratiques de l’industrie. Nous divisons la littérature sélectionnée en deux sous-groupes qui sont des produits de recherche et d’expérience. Les résultats indiquent que seules la durée de l’examen et l’expédition spéciale n’ont pas d’impact significatif sur les ventes de produits, tandis que la catégorie de produit a un effet modérateur valide et spécifique sur la relation entre ces déterminants et les ventes. Les conclusions présentées auront des implications importantes pour la recherche universitaire et les futures pratiques de l’industrie.

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