Résumé :

The banking sector has evolved in information technology for their internal and external business operations. In effect, user acceptance of internet banking is considered as one of the most fundamental issue in banking sector.
In order to identify which factors affect user intention to adopt internet banking, this study develops an amalgamated model based on technology and social psychological literature. The research model was empirically tested using 398 responses from customers of commercial banks. Data was analyzed using structural equation modeling (SEM). The results of this study provided theoretical and empirical support for newly developed
integrated model. Importance performance matrix analysis (IPMA) revealed that assurance is the most influential factor among all others to determine user’s intention to adopt internet banking. These findings provide valuable insight to marketers and managers to understand customer behavior towards adoption of technology, especially in emerging e-payment domain. To the best of our knowledge, this is the first study that investigates internet banking adoption issues with integrated technology model (UTAUT & E-SQ) in South Asia.
Finally the study calls for researchers to use current integrated model in other e-commerce domains such as online shopping websites to establish the external validity of the model.

Conclusion :

The current study proposed an integrated model UTAUT & E-SQ to investigate user behaviors towards adoption of internet banking. In line with study objectives, the proposed integrated model has direct and positive impact on user intention. This study identified determinants of user beliefs in internet banking adoption context such as website design,
assurance customer service, reliability, performance expectancy, effort expectancy, social influence, and facilitating condition. The results of the structural equation modeling revealed that both website design and customer service have significant influence on performance
expectancy and effort expectancy. Previous studies have claimed that performance expectancy and effort expectancy are the most important determinants to accept internet banking. Therefore, a little has been discussed about the antecedents of performance expectancy and effort expectancy. This study has revealed that website design and customer service are the key factors that enhance users performance expectancy
and effort expectancy towards use of internet banking technology.

These findings demonstrated the success of the proposed integrated model in achieving the objectives of the current study. The findings emanating from current research suggested that there is the need for future research. First, this study integrates UTAUT model with e-service quality to understand user intention towards adoption of internet banking. Therefore, several beneficial areas remain to be explored in other online technology acceptance to investigate customer behavior in online shopping. Second, this study has used intention to adopt as dependent variable to measure the acceptance of internet banking, consistent with prior research Chaouali et al. [51]; Morosan and DeFranco [45]. Therefore, future research may be conducted with actual usage of internet banking instead of intention to adopt. Furthermore, prospect exists for future studies to examine how the newly integrated (UTAUT+E-SQ) model affect the relationship of the constructs put across in this study in other cultural settings. Thus, applying this model to other Asian countries might be interesting.

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Résumé :

The internet and its accompanying technologies regarding the e-bank
industry’s products and services have been diversified in relations to customers’ needs
and desires. In spite of improved quality of service delivery on banker-customer
transactions facilitated by the increasing levels of adoption and use of new
technologies, important variables that inhibit customers in their quest to engage in
successful online banking transactions have been silent in the context of some
emerging economies. Against this backdrop, the focus of the study was aimed at
reviewing the antecedents and investigating the barriers of internet banking adoption
and acceptance from an emerging economy perspective. Document Analysis (DA) as a
research technique for executing the general aim of the study was employed. The study
presents and highlights the leading constraints of online banking transaction adoption,
notably; Infrastructural constraint, Behavioral Influence, Social Influence, Operating
(Transaction) Cost, Perceived Credibility, Performance Expectancy, Effort Expectancy,
and Perceived Knowledge were discovered as online banking customers’ constraints.
In theory, the study adds up to broaden the scope of internet marketing in banking
from the perspectives of consumer behaviour in online banking transactions. The
practical knowledge will help practitioners and industry players in the banking
fraternity to strategize and repose confidence in customers in their quest to engage in
online banking transactions.

Mots-clés : customer’s risk, online banking transaction, technology adoption, emerging economies

Adoption and acceptance model of Internet Banking from the Literature

Methodology : the researchers employ document analysis (DA) as the research technique.

Conceptual Framework :

Conclusion :

The study was aimed at reviewing the antecedence and barriers of internet
banking adoption and acceptance from an emerging economy’s perspective. Document
Analysis (DA) as a research technique for executing the general aim of the study was
employed. The study presents and highlights the antecedence of online banking
transaction adoption specifically infrastructural constraint, behavioral influence, social
influence, operating(transaction) cost, perceived credibility, Performance Expectancy
(PE) and perceived knowledge were discovered as online banking customers’
constraints. In theory, the study adds up to broaden the scope of internet marketing
(banking) given the interplay of consumer behavior in the online banking transaction.
The practical knowledge will help practitioners and industry players in the banking
fraternity to strategize and repose confidence in customers in their quest to engage in
online banking transactions.

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Résumé :

Despite the surge in interest in research on customers’ adoption of
internet banking (IB), how discontinued users can be brought back to IB has not
received much attention. To respond to this question and to provide a
comprehensive understanding of IB customer behaviour, we develop a
conceptual model grounded on the extended technology acceptance model, and
empirically validate it using a sample of 614 IB customers (including those yet to
adopt, current users and discontinued users) from China. Perceived value is the
most important driver for explaining all categories of customers’ IB-related
behaviours. Banks that implement measures that aim to increase the perceived
usefulness of IB and enhance the value of IB are likely to be rewarded with
increasing IB adoption amongst its customer base.

Mots-clés : Internet banking behavious, deiscontinued users, technology acceptance model

Model conceptuel :

Méthodologie de recherche :

Data, using questionnaires, was collected for the three different categories of IB users
from urban Chinese bank customers who are also users of the Internet.

Data was analysed using the Partial Least Squares (PLS) approach for structural
equation modelling.

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Résumé :

Despite the steady growth of Internet banking and mobile banking, only half of adults in the U.S.
use online banking, with the other half still visiting physical branches for their banking services
(Fox, 2013). For years, studies are being conducted in the IS field using the Technology
Acceptance Model (TAM) in order to determine the key factors explaining the adoption of online
banking. But, due to the privacy concerns and the psychological barriers often associated with
conducting transactions in a virtual world, the TAM has proven to be a limited tool. In this study,
we revisited the IS literature on mobile banking adoption along with relevant theories from the
areas of marketing and psychology in order to develop a conceptual model that would have a
potentially greater explanation power. The proposed model emphasizes the role of subjective
norms, technological readiness, trust, and perceived critical mass of users. The model is
discussed along with the research propositions it implies. The theoretical and practical
implications of the study are also discussed.

Mots-clés : mobile banking, technology adoption, technology readiness, perceived critical mass

A noter : l’article présente le modèle conceptuel suivant mais ne présente pas de méthodologie de recherche.

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Résumé :

As everything turns to its online format the service sector was also forced to render their services through online. The prime service sector called banking sector had
no other way but to go with these waves. The very busy world have no time to keep their money safe or to keep look on through. So the banks run behind their
customers through internet to serve them. But the customers being king of the market, always need more from their service provider to serve them. The study
reveals the association of various dimensions of online service quality towards satisfaction of the online banking customers. A sample of thirty has taken for the
study. The sample was operationally defined as those who regularly use online banking services. Structured questionnaire was used to collect the primary data. The
satisfaction was measured in relation to the following dimensions of online service quality: Efficiency, Assurance, Privacy, Contact and aesthetic code. The results
reveals that the online banking customers are satisfied with the services rendered. An interaction through this online methods could help to improve the e-CRM
which would be the most innovative way to keep in touch with customers and thus maintaining them.

Mots-clés : customer relationship management (CRM), banking customers, online services

Méthodologie de recherche :

Echelle de Lickert en 5 points. Données collectées depuis dessources primaires avec des questionnaires structurés. Les interrogés sont tous clients de banques en ligne. LE questionnaire est basé sur le modèle E-SQ (mesure de la qualité de service).

Conclusion :

In the highly competitive market, the customers may move from one bank to the other. So the online banking service providers were very particular in their
customer satisfaction. The study figures out the satisfaction of online banking services with the help of modified E-SQ model which have clubbed the dimensions
of E- SERVQUAL developed by Parasuraman. All the five dimensions have a mean score of more than 3, which reveals the satisfaction of online banking customers.
The least scored dimension was ‘contact’, which measured whether there was availability of customer representatives and the ability to redress the transaction
problems. The service providers can make available a representative online. All other variables scored above the average and we can conclude that the online
banking services provided were satisfied. Still, the banks can update the latest technology in electronic banking services. This would ultimately help the banks to
build e CRM which can emerge as the best way to maintain relationship with the customers.

Bibliographie :

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Tiwari, Ashutosh; Richards, Timothy J. (2016), Social Networks and Restaurant Ratings, Agribusiness, Vol. 32 Issue 2, p153-174.  

Mots clés : Social networks ; Consumer preferences; Corporate ratings; Commercial and Institutional Building Construction; Full-Service Restaurants; Other Individual and Family Services; Restaurant reviews; Peer pressure

Dans cet article il est question de comprendre quel élément influence un étudiant dans le choix d’un restaurant en y étudiant l’impact d’un avis de l’entourage versus l’avis d’un anonyme sur les réseaux sociaux.

• En premier lieu, nous analyserons quels éléments viennent influencer le choix d’un restaurant chez un groupe d’étudiants.
• Nous soulignerons ensuite comment cette influence s’explique.

Développement :

Selon, Tiwari, Ashutosh; Richards, Timothy J., il y a 2 catégories d’interactions sur les réseaux sociaux, le réseau constitué de proches et de personnes que l’on connaît ainsi que les amis d’amis aux 3^ème et 4^ème degré, et le réseau composé d’inconnus, tel que les influenceurs par exemple. Les deux se distinguent et ont des avantages, le premier offrant une fiabilité plus importante du fait de connaître les personnes partageant leurs avis, l’autre donnant une plus grande variété de choix et la possibilité d’élargir le spectre d’adresse. Il a été comparé également les avis positifs et négatifs dans les 2 cas.

Il a été étudié et comparé les effets des 2 groupes et une donnée a été prouvée, c’est l’impact d’un avis négatif, qui est beaucoup plus impactant et significatif pour l’utilisateur, que l’avis positif à un effet positif dans le choix du restaurant mais un avis négatif pèsera davantage sur la balance. L’effet « viral » que prend l’information sur les réseaux sociaux joue grandement sur la réputation d’un restaurant, et peut l’impacter négativement. En effet, une note négative va beaucoup plus décider du retour du consommateur dans le restaurant qu’une note positive.

Mais il y a aspect qui est difficilement remplaçable, c’est l’effet popularité du restaurant et l’attraction de la foule autour du lieu qui joue un rôle plus important que le réseau virtuel.  

Conclusion :

Les réseaux sociaux peuvent influencer grandement les choix d’un utilisateur en fonction de nombreux mécanismes.

2 groupes ont été comparés, les proches et les avis d’anonymes, avec des variantes d’avis positifs comme négatifs.

Ce qui en a été conclu, c’est qu’un avis d’un proche à 3 fois plus d’impact qu’un avis d’une personne lambda, et que l’avis négatif aura un impact d’autant plus important qu’un commentaire élogieux. Cependant, lorsque le groupe de proches est trop peu nombreux, il a été observé qu’il est difficile d’exercer une réelle influence sur un réseau social à cause du nombre limité de personnes.

Dans le même esprit, une campagne marketing menée avec peu de personne mais très bien ciblée aura plus de chances de toucher son public qu’une campagne large publique comme ont à l’habitude de le voir.

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Kozinets Robert, Patterson Anthony et Ashman Rachel, (2017). Networks of Desire : How Technology Increases Our Passion to Consume.

 Journal of Consumer Research. Vol. 43 Issue 5, p659-682. 24p.

Mot clés : Research ; Consumer behavior ; Capitalism ; Internet & society ; Desire ; Technology Psychological aspects ; Psychology

Les auteurs démontrent ici comment le « foodporn » est devenu une véritable tendance poussée grâce à des réseaux tels que Instagram, Facebook ou encore Pinterest. Cette habitude désormais inscrite chez la majorité des personnes, et non plus seulement les plus jeunes, pousse les utilisateurs à consommer davantage en étant constamment confronté à la vue de nourriture sur les réseaux sociaux. Il est aussi étudié la réaction des personnes qui font face à des images de nourriture, ainsi que leur action après avoir vu ces dernières.

• En premier lieu, nous analyserons comment ces images de nourritures forment un réseau de désir et quelle réaction cela engendre
• Nous soulignerons ensuite en quelques lignes comment les restaurateurs s’adaptent à cette tendance

Développement :

Selon Kozinets Robert, Patterson Anthony et Ashman Rachel, la consommation de nourriture n’est pas un thème intéressant non seulement pour les chercheurs en consommation mais aussi pour les anthropologistes et autres terrains de recherche par exemple. La représentation de la nourriture est une notion assez ancienne, on remonte sa trace dès la période de la Renaissance. Cela reflète assez bien déjà les habitudes d’aujourd’hui, celles d’être constamment entouré d’images de plats ou aliments.   

Le désir est quant à lui profondément lié à la consommation, c’est ce qui fait que le consommateur va continuellement alimenter l’économie en voulant assouvir ses envies.

C’est ce qui s’observe également avec la nourriture, l’effet de voir constamment des photos d’aliments crée et alimente le désir de ceux qui sont derrière leurs écrans. En effet, la digitalisation connaît un nouveau niveau de désir et il y une adaptation aux écrans qui font évoluer les désirs et pulsions des utilisateurs.

Une étude réalisée en Australie révèle que la moitié des photos prises par les Australiens sont des photos de nourriture et le 3^ème type de photo la plus commune sur les réseaux sociaux. Plus de 130 millions de photos ont été taguées avec le #food et 54 millions de photos sur Instagram portent la mention #foodporn. 90 nouvelles photos hashtaguées foodporn sont téléchargées sur le réseau toutes les minutes.

Ces partages alimentent le réseau du désir, avec 3 types de réseau différents comme le réseau le plus intime et fermé, à savoir le cercle familial et amical, où l’on partage ses photos de plats ou de préparations de plats à sa famille et ses amis sur différents réseaux sociaux. La seconde catégorie est le réseau public, où on partagera ses photos à une audience qui va au-delà du cercle intime fermé. Elle est composée d’inconnus qui ont aussi une appétence pour la nourriture sur les réseaux. Il peut s’agir de profils très variés, allant du gourmet plus orienté sur l’expérience et la qualité au profil plus intéressé par les fast-foods ou les pâtisseries. 

La 3^ème catégorie est plus orientée pour les professionnels du secteur, avec des photos partagées sur les blogs, les chaînes Youtube ou les microblogs sur Instagram. Il peut s’agir de partage de recettes, de vidéos de préparations de plats ou de conseils donnés par des professionnels.

L’une des choses que l’on entend à plusieurs reprises que l’un des problèmes liés à la participation au réseau de partage de photos sur l’alimentation est qu’elle a tendance à devenir dévorante ou à créer une dépendance. Le site et les autres membres du réseau vous offrent des récompenses séduisantes d’attention et de statut. L’écran vous appelle constamment.

Cette obsession, les restaurateurs l’ont bien compris, ils ont alors adapté progressivement leurs plats pour les rendre les plus visuels et photographiable possible, ou en exacerbant le côté foodporn de leurs produits pour rendre leurs photos plus « sexy ». Pour encore une fois assouvir le désir de voir des images débordantes de gourmandises des consommateurs.

Avec le monde connecté actuel, ce désir est constamment alimenté avec la collection de data qui permet d’offrir au consommateur des images qui lui correspondent, de lui proposer encore plus d’images et donc de provoquer davantage cette pulsion de consommation.

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Marijke De Veirman,Veroline Cauberghe &Liselot Hudders (2017), Marketing through Instagram influencers : The impact of the number of followers and product divergence on brand attitude, International Journal of Advertising, 798-828

Mot-clé : E-WOM, influencer marketing, Instagram, social influence, social media marketing.

Marijke De Veirma, Veroline Cauberghe et Liselot Hudders démontrent comment le nombre de followers joue un rôle sur le choix de l’influenceur par une marque.

La notion de brand attitude est également explorée, expliquant qu’un influenceur avec de nombreux abonnés n’est pas forcément le choix le plus adapté pour une marque car cela affectera son unicité et donc l’image globale de la marque. Il est aussi décrypté la perception qu’ont les « followee » (personnes que l’influenceur suit) d’un influenceur.

• En premier lieu, nous analyserons comment l’audience d’un influenceur peut altérer la perception qu’ont les followers de ce dernier.
• Nous soulignerons ensuite en quelques lignes l’impact que peut avoir l’audience d’un influenceur dans le choix des marques et l’effet d’unicité que peut avoir le produit.

Développement :

Selon Marijke De Veirma, Veroline Cauberghe et Liselot Hudders, l’interaction entre un abonné et son influenceur est influencée en partie par le nombre d’abonnés que ce dernier compte.  

Plus il comptera d’abonnés plus il génèrera de la confiance et une estime supérieure du fait de son nombre important d’abonnés.

Toutefois, toujours selon Marijke De Veirma, Veroline Cauberghe et Liselot Hudders, « les abonnés ne voient pas systématiquement pas un influenceur comme un opinion leader ».

Le type de produit mis en avant peut jouer un rôle dans cette confiance du follower à l’influenceur mais cela reste un facteur important déterminant le type d’audience auquel il va s’adresser.

Un autre facteur peut inverser la tendance, si l’influenceur suit très peu de compte et a très peu d’abonnements, une relation négative peut s’installer entre le follower et le followee.

Il est observé que les femmes auront beaucoup plus tendance à réagir ainsi, celles-ci étant plus sensible au ratio followers/followee de l’influenceur.

Les auteures ont observé qu’un tweet positif d’une célébrité avec un nombre élevé d’abonnés génèrent plus d’achats et d’intérêt de l’audience qu’une célébrité avec un nombre d’abonnés moins important.

Les auteures ont émis 2 différentes hypothèses expliquant les raisons de ce comportement :

H3 : Les produits au design divergent évoquent des attitudes plus élevées à l’égard de la marque par rapport aux produits au design standard.

H4 : L’effet positif de la divergence des produits sur l’attitude à l’égard de la marque est atténué par la perception de l’unicité de la marque.

En effet, si le produit est posté par un influenceur ayant un nombre élevé d’adeptes, cela pourrait déclencher la théorie naïve de la popularité et des pensées selon lesquelles le produit est plutôt commun au lieu d’être unique. Dans ce cas, l’unicité du produit est remise en cause car beaucoup de personnes pourraient l’acheter également. Par conséquent, il est attendu à ce que la relation positive entre la divergence du produit et l’attitude envers la marque à travers la perception de l’unicité de la marque soit affaiblie lorsque le produit est affiché par un influenceur ayant un très grand nombre de followers.

Conclusion :

Il est observé ici que l’audience de l’influenceur joue un rôle non négligeable dans la perception, la crédibilité et le degré d’affection de l’adepte à l’influenceur. Plus un influenceur comptera des abonnées plus il construira une audience qui lui accorde une crédibilité supérieure qu’un influenceur ayant un plus faible nombre d’abonnés.

Il a été montré aussi que le followee aura une perception différente d’un produit en fonction de la personne qui le mettra en avant. 

Vernette, Eric, Tlssier-Desbordes, Elisabeth (2012), Le repérage marketing des influenceurs dans les réseaux sociaux, Decisions Marketing, Issue 67

Mot-clé : Klout Score, marketing influencer, Instagram, social influence, social media marketing, Pareto Law.

Vernette, Eric, Tlssier-Desbordes, Elisabeth démontrent comment la présence d’une personne sur les réseaux sociaux peut déterminer son statut social.

La notion de leader d’opinion est explorée, expliquant qu’une personne ayant une forte présence sur les réseaux sociaux, avec de nombreux abonnés, sera beaucoup plus avantagée par ses pairs et sa prise de parole prendra du sens pour ses followers.

L’indice Klout est également décrypté, en expliquant son impact sur la perception de la performance d’une personne sur les réseaux sociaux.

• En premier lieu, nous analyserons comment l’opinion d’une personne est mesurée en fonction de sa présence sur les réseaux sociaux.
• Nous soulignerons ensuite en quelques lignes l’impact que ce résultat peut avoir dans le repérage de ces derniers par les grandes marques.

Développement :

Selon Vernette, Eric, Tlssier-Desbordes, Elisabeth, l’indice Klout est une donnée qui permet aux marques de mesurer le taux d’influence, à travers 35 variables réparties en 3 catégories : l’audience engagée, qui définiet le nombre d’abonnés, « l’échos » du message, c’est-à-dire l’ampleur de la propagation du message peut avoir dans l’entourage du follower, et enfin l’amplitude, à savoir son audience totale une fois prise en compte la présence sur l’ensemble des réseaux sociaux.

Cet outil est contesté, car sa fiabilité a été remise en cause certaines fois, jusqu’à disparaître en 2018 car jugé trop volatile. Il est intéressant aussi de voir l’évolution de ces outils se concentrent aujourd’hui pour chaque réseau social plutôt que tous les réseaux sociaux. Chaque réseau nécessitant d’être pointu pour vraiment y être performant.

Toutefois, toujours selon Marijke De Veirma, Veroline Cauberghe et Liselot Hudders, « les abonnés ne voient pas systématiquement pas un influenceur comme un opinion leader ».

Il faudrait voir

Conclusion :

Il est observé ici que l’audience de l’influenceur joue un rôle non négligeable dans la perception, la crédibilité et le degré d’affection de l’adepte à l’influenceur. Plus un influenceur comptera des abonnées plus il construira une audience qui lui accorde une crédibilité supérieure qu’un influenceur ayant un plus faible nombre d’abonnés.

Il a été montré aussi que l’audience de l’influenceur dans le monde professionnel joue aujourd’hui un rôle clé et garantie à l’audience la valeur de ses opinions.

Cuomo, Maria Teresa ; Tortora, Debora ; Festa, Giuseppe ; Giordano, Alex ; Metallo, Gerardino (2017) Enablers for end-user entrepreneurship : An investigation on Italian food bloggers. Psychology & Marketing. Vol. 34 Issue 12, p1109-1118.

Mot clés : Entrepreneurship ; Value creation ; Internet Publishing and Broadcasting and Web Search Portals ; Bloggers ; Virtual communities ; Blogs

Développement :

La nourriture est un sujet particulièrement populaire sur les blogs. D’un point de vue fonctionnel et culturel, l’alimentation a une place de choix dans la vie des gens ainsi que le partage de l’alimentation qui est au cœur de la culture de la plupart des populations dans le monde. Les livres de cuisine, les émissions de télévision et les sites web sur l’alimentation contribuent à façonner l’identité des gens.

Ainsi, écrire sur la nourriture ou faire partie d’une communauté de gastronomes donne aux gens un sentiment de place, d’appartenance et d’accomplissement dans un environnement confortable, authentique et stimulant (Mohsen, 2017). L’univers de la cuisine est une source de créativité extrêmement dynamique pour les blogueurs de nourriture et leurs communautés, qui peuvent ainsi interpréter le sujet de manière innovante. Les blogs et les réseaux sociaux représentent une plate-forme de marketing fructueux où les blogueurs alimentaires peuvent interagir avec leurs adeptes (Rousseau, 2012).

Cette étude vise à démontrer comment les interactions entre les blogueurs et leurs communautés peuvent conduire ces derniers vers l’entreprenariat accidentel et comment ils arrivent à monétiser ce qui n’était qu’au départ qu’une passion. 

Les auteurs ont émis 1 hypothèse expliquant les raisons de cette évolution :

1. L’interaction entre les bloggeurs culinaire et leurs communautés affecte le désir de générer un revenu de cet échange, grâce à un cercle vertueux basé sur des interactions collectives de passion, d’expérience, de partage

Ils ont procédé à une analyse des commentaires des personnes les plus influentes dans le domaine gastronomique en Italie en catégorisant les commentaires émotionnels (passion), les commentaires fournissant des informations (partage), les commentaires recevant des informations (partage), et les commentaires ou observations (partage). Le sentiment a été divisé en commentaires positifs, négatifs et neutres (expérience). 

Les faits suggèrent que les interactions entre les blogueurs et leurs communautés (en termes de passion, d’expérience et de partage) encouragent les blogueurs à lancer le processus entrepreneurial.

Les études ont montré que les blogueurs alimentaires italiens génèrent près de 3 millions d’euros (en ne considérant que la publicité sur le web) grâce à plus de 15 millions d’interactions en ligne et 240 000 messages.

Cet échange vertueux entre la personne suivie et l’abonné génère une interaction émotionnelle que les acteurs traditionnels n’ont pas, provoquant ainsi une concurrence dans le milieu en amenant une nouvelle forme de communication ciblée pour chaque communauté.

On comprend aussi qu’une personne est motivée à suivre un compte car cela lui apporte une connaissance supplémentaire et leur permet d’intégrer une communauté.

Conclusion :

Avec le cercle virtuel fondé sur la passion, l’expérience et le partage et ancré dans la connaissance, l’innovation, le jugement et la prise de décision, la principale contribution théorique de cette étude est la catégorisation de trois principaux types d’utilisateurs, de blogueurs et d’entrepreneurs : amusants (basés sur le plaisir), fonctionnels (basés sur la pratique) et fervents (basés sur la croyance), c’est-à-dire susceptibles d’être motivés).

La valeur du sens de la communauté peut notamment être exprimée non seulement en termes d’information et de connaissance (actifs rationnels), mais aussi en termes d’implication et de confiance (actifs émotionnels). Si les blogueurs et les adeptes interagissent, travaillent et s’entraident, le partage de la passion et de l’expérience est susceptible d’être activé.

La principale contribution de cet article concerne le renforcement du processus entrepreneurial de l’utilisateur final en termes de motivation collective pour la création d’une nouvelle entreprise (dans ce cas, un blog) fondée sur la passion, l’expérience et le partage. Il s’agit d’une approche axée sur les aspects rationnels (c’est-à-dire les informations et les connaissances générées par les interactions sur le blog), mais il faut également tenir compte de la perspective émotionnelle (par exemple, l’implication et la confiance générées par les interactions sur le blog). Comme toute autre entreprise, ces entreprises dynamiques seront inévitablement confrontées aux défis du marché. Ainsi, la gestion et la gouvernance de l’entrepreneuriat (alimentaire) de blog devraient constituer le point de départ de futures recherches.