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Comparaisons des expériences de consommation vécues dans les sphères réelle et virtuelle à travers la valeur perçue : le cas de la consommation de spectacles d'opéra

Abstract : This exploratory investigates and compares the perceived value of the opera consumption experience in theatres and in streaming. The rise of digital technologies now makes it possible for customers to consume the same product through a physical or a virtual channel. The question of competition and of the complementarity of online channels with physical structures has become a key issue for companies and understanding the link between physical and virtual experiences has become a major research issue, all the more that exceptional situations such as the lockdown period caused by the COVID-19 pandemic have shown how important it is for spectators to be able to watch streamed operas. From a theoretical point of view, one may also wonder whether the framework used to apprehend the consumption experience in the real domain is applicable to the virtual domain, given the upheavals that the experience has undergone as a result of the digital revolution. We took an exploratory qualitative approach, followed by a quantitative study to answer these questions. The results obtained indicate a relative convergence between the two perceived values but raise questions about the nature of the audience concerned by streaming. Our research also confirms that perceived value is an antecedent of overall perceived value and behavioral intentions, in both the real and virtual spheres. However, only certain dimensions of the perceived value influence the overall perceived value and/or the behavioral intentions; they differ according to the mode of consumption concerned. Finally, our results confirm that overall perceived value is an antecedent of behavioural intentions in both universes.
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https://hal.univ-lorraine.fr/tel-03150050
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Submitted on : Tuesday, February 23, 2021 - 2:43:32 PM
Last modification on : Wednesday, February 24, 2021 - 3:28:32 AM

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  • HAL Id : tel-03150050, version 1

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Yacine Ouazzani. Comparaisons des expériences de consommation vécues dans les sphères réelle et virtuelle à travers la valeur perçue : le cas de la consommation de spectacles d'opéra. Gestion et management. Université de Lorraine, 2020. Français. ⟨NNT : 2020LORR0217⟩. ⟨tel-03150050⟩

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