URAM-Marketing

Unité de Recherche et d'Applications en Marketing

ROLE DES FACTEURS ATMOSPHERIQUES D’UN SITE WEB MARCHAND DANS LA DETERMINATION DE LA CONFIANCE DU CONSOMMATEUR DANS UN ENVIRONNEMENT D’ACHAT VIRTUEL


Abstract:

L’objectif de cet article est de mettre en évidence l’impact des facteurs atmosphériques d’un site web marchand non familier sur la perception de la confiance du consommateur envers ledit site lors d’un achat en ligne.  A cette fin, une étude qualitative exploratoire a été conduite. Les résultats de l’analyse de contenu confirment l’existence de quatre dimensions de l’atmosphère d’un site commercial susceptibles de susciter la confiance de l’utilisateur envers ce site. Ces éléments sont relatifs à l’aspect graphique du site, à l’ergonomie du site, au contenu informationnel du site et aux interactions sociales du site.

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