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. .. Remerciements,

. .. Resume,

. .. Abstract,

. .. Sommaire,

. .. Introduction-generale,

.. .. Le,

L. Problématique and .. .. ,

L. and .. .. ,

P. Notion,

D. La,

. .. Couleur-dans-ce-contexte,

, Chapitre 1 -Une clarification conceptuelle et une proposition de définition de la notion d'avis de consommateur en ligne

, Du bouche-à-oreille aux avis de consommateurs en ligne : la nécessité d'un essai de

.. .. Le-bouche-À-oreille-traditionnel,

.. .. Le-bouche-À-oreille-Électronique,

.. .. Définition-du-bouche-À-oreille-Électronique,

, Les avis de consommateurs en ligne vis-à-vis des autres formes de bouche-à

. .. Oreille-Électronique,

, Les différentes formes de bouche-à-oreille électronique

, Les multiples dénominations d'un « avis de consommateur en ligne »

L. Nécessité-d'une-définition-d'un and A. .. ,

, Le recul nécessaire vis-à-vis

, Une certaine confusion : bouche-à-oreille

. .. Les-multiples-dénominations,

«. Avis-»-traduction-littérale-de-«-review and ». ?. ,

, Les objectifs et la méthodologie mobilisée à travers l'essai de clarification d'un

. .. Acl,

, La sélection des critères définissant un ACL

.. .. Le-corpus-de-définitions,

.. .. ,

.. .. Les,

, 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

.. .. L'intervention-d'internet,

, 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

?. .. Quel-type-d'expérience,

, 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

. .. ,

.. .. La-double-composante,

, La nature quantitative et / ou qualitative d'un ACL, p.61

, Pas d'avis de consommateur en ligne sans message incontrôlable

.. .. Le-statut-de-message,

, 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

.. .. Les,

A. .. La-définition-d'un,

, 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

.. .. Le-contenu-des-acls,

.. .. La-forme-des-acls,

L. Langage,

. .. La-fonction-sémantique,

. .. La-fonction-syntaxique,

. .. La-fonction-structurelle,

L. and .. .. ,

L. Paralangage,

, Chapitre 2 -La couleur dans les avis de consommateurs en ligne : pratiques, effets, et hypothèses de recherche

.. .. ,

, La couleur affichée sur les plateformes d'ACLs et les sites de vente en ligne, p.90

L. .. Acl,

L. .. Acl,

.. .. Acls,

.. .. Le-résumé-statistique-des-acls,

.. .. Le,

. .. L'utilité-de-l'acl,

A. .. Le-courriel-d'invitation-À-rédiger-un,

, La couleur affichée sur les plateformes de bouche-à-oreille électronique

. .. Les-réseaux-sociaux,

.. .. Le-cas-de-twitter,

.. .. Le-cas-de-facebook,

.. .. Le-cas-d'instagram,

. .. Les-forums,

. .. La-méthodologie,

.. .. Analyse,

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, Les effets observés La couleur et les perceptions de produits alimentaires

L. and .. .. ,

L. Couleur and .. .. ,

L. and .. .. ,

L. and .. .. ,

, Les mécanismes sous-jacents

, Le rôle des significations associées aux couleurs

.. .. Le,

, La conception courante : la valence perçue de la couleur influence la valence 2.2.2.1

. .. Perçue-du-message, 131 La conception alternative : le rôle de la correspondance « valence de la couleur -2.2.2.2 valence du message » et l'affect ressenti

.. .. Le-modèle-de-recherche,

. .. Les-variables-retenues,

.. .. Le,

.. .. Les-hypothèses-de-recherche,

, Les effets d'un ACL présenté avec une couleur de fond sur les évaluations des 2.3.2.1 consommateurs et les intentions de comportement

, L'effet médiateur de la valence perçue de la couleur entre la couleur de fond et 2.3.2.2 les réponses des consommateurs (les évaluations et les intentions de comportement), p.144

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. .. La-méthodologie,

. .. Les-résultats,

, Deuxième approche : la valence évoquée par la couleur de texte de l'ACL, p.155

. .. La-méthodologie,

. .. Les-résultats,

, Troisième approche : la valence évoquée par la couleur de fond de l'ACL, p.160

. .. La-méthodologie,

. .. Les-résultats,

C. De-la-première-partie and .. .. ,

P. Deuxième and . .. Expérimentales,

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.. .. Le-procédé-de-collecte-de-données,

. .. La-méthode-expérimentale,

. .. La-procédure,

, Les services retenus pour l'expérimentation

, Les caractéristiques des ACLs mobilisés dans l'étude

.. .. La-valence-des-acls,

.. .. La-police-de-texte,

, Les informations périphériques au texte de l'ACL

, La vérification de la valence perçue

. .. La-variable-dépendante,

. .. Les-résultats,

.. .. Le,

U. and .. .. ,

.. .. Le-fond-de-l'intégralité-de-l'écran,

.. .. La-couleur-de-texte,

.. .. Le-contrôle-d'affichage,

. .. L'échantillon,

. .. Le-questionnaire,

.. .. La-structure-du-questionnaire,

.. .. Mesures, , vol.193

.. .. Les-instruments-de-mesure,

L. .. Acl,

, Les mesures

L. .. Crédibilité-perçue-de-l'acl,

. .. La-fluidité-conceptuelle,

. .. La-fluidité-perceptuelle,

L. .. Acl,

L. and .. .. ,

.. .. L'agrément-vis-À-vis-de-la-couleur-de-fond,

, Les émotions véhiculées par la couleur de fond

L. and .. .. ,

, Les effets de la couleur de fond sur les évaluations des consommateurs, p.203

, Test de l'influence de la couleur de fond d'un ACL sur l'évaluation du fournisseur

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.. .. Les-variables-de-contrôle,

L. .. Crédibilité-perçue-de-l'acl,

L. .. Acl,

. .. La-fluidité-conceptuelle,

. .. La-fluidité-perceptuelle,

.. .. L'agrément-vis-À-vis-de-la-couleur,

, Les émotions véhiculées par la couleur de fond

.. .. Conclusion-du-troisième-chapitre,

, Chapitre 4 -Étude d'un mécanisme d'influence de la couleur de fond d'un avis de consommateur en ligne : le rôle médiateur de la valence perçue de la couleur, p.217

.. .. Le-procédé-de-collecte-de-données,

. .. La-méthode-expérimentale,

. .. La-procédure,

, Les services retenus pour l'expérimentation

.. .. La-valence-des-acls,

.. .. La-police-de-texte,

. .. Les-informations-périphériques,

, La vérification de la valence perçue

. .. L'échantillon,

. .. La-variable-dépendante,

. .. Les-résultats,

. .. Les-couleurs-retenues,

. Le-fond-de-l'acl,

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.. .. Le,

, La vérification de la fluidité perceptuelle selon la couleur de fond

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. .. Le-texte-utilisé,

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. .. La-variable-dépendante,

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, La vérification du niveau de traitement selon la couleur de fond

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. .. L'échantillon,

. .. Le-questionnaire,

.. .. La-structure-du-questionnaire,

.. .. Mesures,

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L. .. Acl,

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. .. La-fluidité-perceptuelle,

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, L'effet de la couleur de fond (rouge versus sans couleur) sur l'intention d'achat, p.251

L. , rouge versus sans couleur) sur l'intention de 2.3.2 recommandation

, Les liens de médiation : expérimentation 2b (ACLs positifs ; vert versus sans couleur)

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L. .. Crédibilité-perçue-de-l'acl,

.. .. L'agrément-vis-À-vis-de-la-couleur,

. .. La-fluidité-perceptuelle,

.. .. Conclusion-du-quatrième-chapitre,

, 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

.. .. Le-procédé-de-collecte-de-données,

. .. La-méthode-expérimentale,

. .. La-procédure,

.. .. Le,

.. .. La-police-de-texte,

. .. Les-informations-périphériques,

, La vérification de la valence perçue

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. .. L'échantillon,

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L. .. Acl,

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L. and .. .. ,

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L. and .. .. ,

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.. .. Conclusion-du-cinquième-chapitre,

C. De-la-deuxième-partie and .. .. ,

. .. Conclusion-generale,

. .. Synthèse-des-résultats,

L. and .. .. ,

L. and .. .. ,

L. Limites and .. .. ,

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. .. Table-des-illustrations,

. .. Table-des-matières,

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, Annexe 2 : Analyse de contenu de 70 sites d'ACLs (31 critères d'analyse)

. .. , Annexe 3 : Illustration de la mise à l'épreuve de la définition (impressions d'écran), p.394

, Analyse de contenu de 40 forums, Annexe, vol.4

, Annexe 3 : Illustration de la mise à l'épreuve de la définition

A. Sur and T. , Avis sur Amazon : Avis sous forme de vidéo sur Youtube : Avis sur Facebook publié dans l'onglet « Avis