This research article explores the content of consumers 0 experience when they shop online and proposes a first step in conceptualizing the 'online shopping experience 0 (OSE). First, we carried out an extended literature review and proposed an integrative conceptual framework. Then, we relied on a consumers discourse analysis with four focus groups with consumers who differ in terms of age, gender and online shopping experience. We define the OSE and propose a conceptualization through four core dimensions: the physical, ideological, pragmatic and social dimensions. Connections are established between the flow concept and the 'traditional' dimensions of experience, and specific shopping values are identified. Moreover, an appropriation process of commercial websites is revealed; beyond purchase intentions and rituals, the OSE is embodied by the use of online tools and patronage routines. Finally, social interactions with Facebook friends are one of the new practices considered.
Intensive consumer participation on social media has raised new challenges in terms of reputation management and CRM. This paper tackles the issue of online reputation management in the era of social media (SM). It explores the practices of SM managers using a qualitative research methodology based mainly on online observation and in-depth interviews with practitioners. It is not simply a case of stating what SM and online reputation management could or should be but of identifying what it is from within, from the field analysis of the discourse and practices of professionals. The analysis of the results reveals that online reputation management is organised around five main activities and SM managers have to play five roles relating to various issues and competences. It is also evident that online reputation management is at the interface of Internet monitoring, online communication and social CRM. Finally, companies are not considering social CRM as much as customers would like.
Résumé Les travaux ayant abordé l'engouement pour les réseaux socionumériques soulignent régulièrement à quel point ils constituent des scènes favorisant l'expression identitaire. Cet article propose d'analyser comment la mise en scène de soi qu'y effectuent les jeunes utilisateurs se fonde sur et remodèle en partie le cadre de l'ordre de l'interaction hors ligne. Il met en lumière les différents supports sociotechniques sur lesquels s'appuient les utilisateurs pour composer leur face. Il conclut en proposant une manière d'évaluer les profils selon deux axes concernant le degré de négociation de la face qui y est visible et le degré de visibilité de celui-ci.
Vingt ans après l’article prospectif d’Alba et al. (1997) consacré à l’achat interactif à domicile, cette recherche propose un examen de la situation de shopping en ligne à domicile (SHADO). Elle repose sur une observation des pratiques de SHADO afin de voir et de savoir ce qui se passe derrière l’écran. L’article distingue deux approches théoriques de la situation (classique et participative) et conduit à renouveler la conceptualisation de la situation autour du triptyque « participants – dimension spatiale – dimension temporelle ». Les résultats mettent en évidence un acteur principal en interaction avec d’autres participants et des sites marchands, la mobilité spatiale et la matérialité de la situation ainsi que son caractère discontinu. La fragmentation de la situation de SHADO est soulignée. Outre l’élaboration d’un nouveau cadre conceptuel, la recherche conduit à relativiser l’immersion en ligne et à intégrer le SHADO au sein d’une véritable stratégie omni-canal.
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