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, Du bouche-à-oreille aux avis de consommateurs en ligne : la nécessité d'un essai de
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, Les avis de consommateurs en ligne vis-à-vis des autres formes de bouche-à
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, Les différentes formes de bouche-à-oreille électronique
, Les multiples dénominations d'un « avis de consommateur en ligne »
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, Le recul nécessaire vis-à-vis
, Une certaine confusion : bouche-à-oreille
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, La sélection des critères définissant un ACL
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, La sélection des critères de l'analyse de contenu
, Les frontières conceptuelles d'un avis de consommateur en ligne : proposition d'une 2
, 53 2.1 Pas d'avis de consommateur en ligne sans site internet
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, Nature des sites internet : site de vente en ligne ou plateforme d'ACLs
, Pas d'avis de consommateur en ligne sans une expérience de consommation, p.56
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, Les opinions et les réactions affectives suite à l'expérience de consommation, p.58
, La nécessité d'une composante qualitative et / ou d'une composante quantitative
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, Pas d'avis de consommateur en ligne sans message incontrôlable
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, Pas d'avis de consommateur en ligne sans un objet de consommation
, Pas d'avis de consommateur en ligne sans caractère public : des informations au service des consommateurs et des organisations
, La proposition de définition d'un ACL
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, Illustration et mise à l'épreuve de la définition
, Les caractéristiques de fond et de forme des avis de consommateurs en ligne, vol.73, p.3
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, Chapitre 2 -La couleur dans les avis de consommateurs en ligne : pratiques, effets, et hypothèses de recherche
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, Les effets de la couleur de fond des ACLs affichés sur une page type d'ACLs sur
, les évaluations des consommateurs et les intentions de comportement
, 148 3.1 Première approche : la couleur évoquée par la valence de l'ACL
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rouge versus sans couleur) sur l'intention de 2.3.2 recommandation ,
, Les liens de médiation : expérimentation 2b (ACLs positifs ; vert versus sans couleur)
, L'effet de la couleur de fond (vert versus sans couleur) sur l'intention d'achat, p.254
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, Chapitre 5 -Utilisation d'une couleur de fond de valence correspondante à la valence de l'avis de consommateur en ligne : les effets d'une page type d'avis sur les évaluations et les intentions des consommateurs exposés
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, La vérification de la valence perçue
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, Les instruments de mesure et l'analyse statistique mis en oeuvre
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, Les mesures
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, La valence globale perçue des ACLs (de la page)
, Les effets d'une page type d'ACLs affichés avec des fonds de couleur sur les évaluations et les intentions des consommateurs
, La valence globale perçue des ACLs (de la page)
, L'évaluation du fournisseur de service (le restaurant)
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, Le corpus de définitions (identifiées à travers 102 articles), vol.1
, Annexe 2 : Analyse de contenu de 70 sites d'ACLs (31 critères d'analyse)
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, Analyse de contenu de 40 forums, Annexe, vol.4
, Annexe 3 : Illustration de la mise à l'épreuve de la définition
, Avis sur Amazon : Avis sous forme de vidéo sur Youtube : Avis sur Facebook publié dans l'onglet « Avis