De l'empowerment à l'engagement du client sur les plateformes en ligne : ou comment favoriser l'activité des clients sur Internet

摘要

Topic of interest : With the advent of Web 2.0, the interpersonal influence now includes its extension in cyberspace with electronic word of mouth. Therefore, the Internet deeply modify relationships between consumer and the brand and led to a redefinition of the relationship brand -consumer. Web 2.0 appears as a great tool rebalancing powers between them. However, beyond this, we wonder about the asymmetry between consumer and brand in these conversations: is marketing willing to play the game? What perception the consumer has of this rebalancing? Research Objective : The objective of this research is to understand the perceptions of Web 2.0 by consumers and resulting behaviors.Thesis defended : Faced with this redefinition of the relationship between the consumer and the brand, we suggest that companies wishing to engage consumers must agree to give up some power. Contribution expected : This thesis aims to contribute to previous studies and to overcome their limitations. While the academic literature explores the motivations of consumers to post online reviews in general (Hennig -Thurau & al , 2004; Sher &Lee, 2009) , it lacks empirical studies considering the impact of individual factors on their consumer participation and engagementtoward a particular brand on the web 2.0 . Thus, we seek to understand the role of consumer power capacities on online participation and engagement. Method : Our research methodology consists in a combination of qualitative and quantitative approaches. Firstly, a qualitative study and a quantitative study were conducted with consumers in a tourism context. It was held in collaboration with the tourist offices of the Grand-Bornand and Aix-les-Bains. Secondly, an experiment was conducted among young consumers (18 to 30 years) in the specific sector of Smartphones and mobile tablets. Main results The qualitative study allowed us to initially highlight multiple paradoxes generated by eWOM broadcast on opinion platforms. EWOM appears useful for consumers and businesses; however, a strong skepticism is facing them. The first quantitative study allowed us to highlight the determinants of participation and engagement: Helping company, perceived sincerity of posted comment, consumer skepticism regarding online practices and brand attachment. In general, we see consumer willingness to influence.The second quantitative study, the experimentation, shows that the characteristics of online opinion platforms have an impact on the intention of engaging and engaged behavior. This study shows the importance of online review accuracy of and the small risk for an online opinion platform to become a way to get out consumers anger.