Skip to Main content Skip to Navigation
Theses

L’influence de la couleur dans les avis de consommateurs en ligne : les effets de l’utilisation d’une couleur de fond sur les évaluations et les intentions du consommateur

Abstract : An attempt to conceptualize and to propose a definition of online consumer reviews (chapter 1) leads to an interest in the effects of one of the online consumer review characteristics, color. The analysis of the academic literature on the influence of color leads to the proposition of a conceptual framework of the possible impacts of background color on the context of online consumer reviews (chapter 2). The objective of this research is to examine the potential effects of the perceived valence of the background color (red - negative; green - positive) of online consumer reviews (negative or positive) on the evaluations and intentions of the viewing consumers.The empirical phase of this research is based on three experimental studies. A first study examines the influence of a negative valence background color (red) for a negative online consumer review on viewer evaluations (chapter 3). A second experimental study investigates the role of the perceived valence of color as an influencing mechanism in online consumer reviews (chapter 4). The research for greater ecological validity leads to a third experimental study. Participants are exposed to several reviews simultaneously on a model page of online consumer reviews (chapter 5). This research presents a series of contributions for use by academics as well as practitioners (conclusion)
Document type :
Theses
Complete list of metadatas

Cited literature [661 references]  Display  Hide  Download

https://hal.univ-lorraine.fr/tel-02485394
Contributor : Thèses Ul <>
Submitted on : Thursday, February 20, 2020 - 10:17:54 AM
Last modification on : Friday, October 23, 2020 - 5:01:19 PM
Long-term archiving on: : Thursday, May 21, 2020 - 2:13:58 PM

File

DDOC_T_2019_0179_LOMBARD.pdf
Files produced by the author(s)

Identifiers

  • HAL Id : tel-02485394, version 1

Citation

Gautier Lombard. L’influence de la couleur dans les avis de consommateurs en ligne : les effets de l’utilisation d’une couleur de fond sur les évaluations et les intentions du consommateur. Gestion et management. Université de Lorraine, 2019. Français. ⟨NNT : 2019LORR0179⟩. ⟨tel-02485394⟩

Share

Metrics

Record views

187

Files downloads

316