URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Réalité virtuelle et perception de l’expérience virtuelle


Abstract:

La réalité virtuelle sur l’Internet a créé une nouvelle forme de publicité interactive permettant aux consommateurs d’inspecter les produits sur le Web aussi naturellement que dans les magasins et de simuler une nouvelle forme de consommation appelée expérience virtuelle. L’objectif de cette recherche est de comprendre comment les internautes perçoivent cette expérience virtuelle. La collecte des données est effectuée par la méthode des protocoles des laboratoires couplée avec la méthode des entrevues approfondies. Les résultats montrent qu’à la base de la perception de la réalité virtuelle et de la présence se trouve les affordances virtuelles et que la perception des produits virtuels diffère selon le type de produit expérimenté.

Read: 238 views

Download Article

FileFile sizeDownloads
pdf uram-2010-p35-54771 kB 227

References

  1. Ariely, D., (2000), “Controlling the Information Flow: Effects on Consumers’ Decision Making and Preferences” Journal of Consumer Research, 27(2), 233-249.
  2. Biocca, F., et Delaney, B. (1995) “Immersive virtual reality technology,” Communication in the age of virtual reality, 57-124. Hillsdale, NJ: Lawrence Erlbaum Associates.
  3. Carù, A., et Cova B., (2006), « Expériences de consommation et marketing expérientiel », Revue Française de Gestion; Mars 32 (162), 99-113
  4. Dahan, E., et Srinivasan V., (2000), “The predictive power of internet-based product concept testing using visual depiction and animation” Journal of Product Innovation Management, 17 (2), 99-109.
  5. Deighton, J., (1984), “The Interaction of Advertising and Evidence.” Journal of Consumer Research, 11, Décembre, 763-770.
  6. Draper, J.V., Kaber, D.B., et Usher, J. M., (1998), “Telepresence.” Human Factors, 40, 354-375.
  7. Evrard Y., Pras B. et Roux E., (2003), « Market, études et recherches en marketing », Nathan, 3ème édition, Paris.
  8. Fuchs, P., (2003), « Le traité de la réalité virtuelle », 2ème édition, Volume 1: Fondements et interfaces comportementales. Les Presses de l’École des Mines, Paris.
  9. Gibson, J. J., (1966), “The senses considered as perceptual systems” Boston: Houghton Mifflin.
  10. Gibson, J. J., (1979), “The ecological approach to visual perception.” Boston: Houghton Mifflin.
  11. Griffith A. D., et Chen Q., (2004), “The influence of virtual direct experience (VDE) on on-line ad message effectiveness.” Journal of Advertising, 33, (1), 55-69.
  12. Heeter, C. (1992), “Being There: The subjective experience of presence.” Presence, 1, (2), 262-271.
  13. – Hoch,   S. J., et   Ha Y., (1986), “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research, 13 (Septembre), 221-233.
  14. –  Hoch,   S. J., et   Deighton   J., (1989),   “Managing   What Consumers   Learn from Experience.” Journal of Marketing, 53, Avril, 1-20.
  15. Holbrook, M. B., et Hirschman, E. C., (1982), “The experiential aspects of consumption: Consumer fantasies, feelings, and fun.” Journal of Consumer Research, 9 (Septembre), 132-140.
  16. Hoffman, D. et Novak T. P., (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60 (3), 50-68.
  17. Hoffman, D., et Novak T. P., et Yung Y. (2000), “Measuring the Customer Experience in Online Environments: A Structural Modeling Approach,” Marketing Science, 19 (1), 22-42.
  18. Jiang Z., (2004), “An investigation of virtual product experience and its effect mechanism” Thesis for the degree of doctor of philosophy,  The University of British Colombia. Canada.
  19. Kempf, D. S., et Smith R. E., (1998), “Consumer  Processing  of  Product  Trial and the Influence  of  Prior  Advertising: A Structural  Modeling  Approach.” Journal of Marketing Research, 35, Août, 325-338.
  20. Kil-Soo, S., et Young, E., L., (2005), « The effects of virtual reality on consumer learning : an empirical investigation », MIS Quarterly, Vol. 29, N° 4, 673-698.
  21. Kim, Taeyong et Frank Biocca, (1997), “Telepresence via Television: Two Dimensions of Telepresence May Have Different Connections to Memory and Persuasion.” Journal of Computer Mediated Communication 3, (2), Disponible au : http://www.ascusc.org/jcmc/vol3/issue2/kim.html Accédé le 14/04/2000
  22. Klein, L. R., (1998), “Evaluating the Potential of Interactive Media through a Different Lens: Search Versus Experience Goods.” Journal of Business Research, 41, 195-203.
  23. Klein L. R., (2003), “Creating virtual product experiences”, Journal of Interactive Marketing, 17 (1), 41-55.
  24. Li, H., Daugherty, T., et Biocca, F., (2001), “Characteristics of virtual experience in electronic commerce: A protocol analysis.” Journal of Interactive Marketing, 15 (3), 13-30.
  25. Li, H., Daugherty T., et Biocca F., (2003), “The Role of Virtual experience in Consumer Learning,” Journal of Consumer Psychology, 13 (4), 395-407.
  26. Lombard, M., (2000), “Resources for the study of presence: Presence explication.” Disponible au : http://nimbus.temple.edu/~mlombard/Presence/explicat.htm Accédé le, 09/10/2001.
  27. Lombard, M., et Ditton, T.B., (1997), ” At the heart of it all: The concept of presence.” Journal of Computer-Mediated Communication, 3(2). Disponible au : http://www.ascusc.org/jcmc/vol3/issue2/lombard.html Accédé le 14/04/2000
  28. Machleit, K. A., et Eroglu S. A., (2000), “Describing and Measuring Emotional response to Shopping Experience” Journal of Business Research, 49, 101-111.
  29. McCabe, D. B., et Nowlis S. M., (2001), “Information Integration across Online and Offline Shopping Environments and Its Effects on Consumers’ Purchase Decisions,” in Proceedings of the Experiential E-commerce Conference, Frank Biocca, ed., MI: Michigan State University.
  30. Millar, M. G., et Millar K. U., (1996), “The Effects of Direct and Indirect Experience on
  31. Affective and Cognitive Reponses and the Attitude-Behavior Relation” Journal of Experimental Social Psychology, 32, 561-579.
  32. Nelson, P., (1981), “Consumer Information and Advertising,” Economics of Information, Malcolm Galatin and Robert D. Leiter, eds., Boston, MA: N. Nijhoff Publishers.
  33. Norman, D., (1998), “The invisible computer: Why good products can fail, the personal computer is so complex and information appliances are the solution,” Cambridge, MA: MIT Press.
  34. Peterson, R.A., Balasubramanian S., et Bronnenberg, B. J., (1997), « Exploring of the Internet for consumer marketing”, Journal of the Academy of Marketing Science, 25, (4), 329-346.
  35. Schlosser, Ann E., (2003), “Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes Versus Purchase Intention.” Journal of Consumer Research, 30 (septembre), 184-198.
  36. Schuemie, M.J., (1999), “Presence: Interacting in Virtual Reality?,” Présenté au 15ème atelier sur la Language Technology.
  37. Smith, R. E., et Swinyard, W. R., (1982), “Information response models: An integrated approach.” Journal of Marketing, 46 (Winter), 81-93.
  38. Steuer, Jonathan (1992) “Defining Virtual Reality: Dimensions Determining Telepresence,” Journal of Communication, 42(4), 73-93.
  39. Steuer, J. (1995), “Defining virtual reality: Dimensions determining telepresence,” Communication in the age of virtual reality, 33-56. Hillsdale, NJ: Lawrence Erlbaum Associates.
  40. Thiétart R. A., (2003), “Méthodes de recherché en management”, 2ème edition, Dunod, Paris.
  41. Wright, A. A., et Lynch J. G., (1995), “Communication Effects of Advertising Versus Direct Experience When Both Search and Experience Attributes are Present.” Journal of Consumer Research, 21, Mars, 708-718.
  42. Yuping L., L J Shrum (2002), “What Is Interactivity and Is it Always Such a Good Thing?” Journal of Advertising. 31 (4), 53-65.
MSC-URAM Proceedings (URAM, FSEGT, UTM) © 2016