Vers un modèle de formation de la valeur perçue d’une innovation :le rôle majeur des bénéfices perçus en amont du processus d’adoption

Abstract

Afin de mieux comprendre le comportement du consommateur lors des premières phases d'interaction avec un nouveau produit, un modèle de formation de la valeur perçue d'une innovation est proposé et testé. L'étude quantitative, menée dans le secteur automobile auprès de 828 individus, démontre qu'en amont du processus d'adoption, la valeur perçue d'une nouveauté est seulement influencée par ses bénéfices perçus mais n'est pas affectée par ses sacrifices perçus. De même, les variables individuelles n'influencent pas directement la valeur perçue mais seulement les caractéristiques perçues du nouveau bien.

Mental imagery: A lever for valuing an intangible offer

“…Despite its theoretical and methodological limitations (Gallarza et al, 2011), value is a rich avenue of consumer analysis (Kumar and Reinartz, 2016), notably because its formation results from the interaction between an individual and an object/service. Two streams of analysis structure the literature on value formation (Rivière, 2015). The first, called “restrictive aggregate,” is associated with the conception of Zeithaml (1988).…”

“…Because the analytical framework of perceived value takes into account both the positive and negative valences associated with the use of an offer, it is well adapted to the smart offer context (Kumar and Reinartz, 2016; Rivière and Mencarelli, 2012). Furthermore, the perceived value perspective is particularly interesting owing to its strong power to predict the adoption of an innovation (Kim et al, 2007; Kleijnen et al, 2007; Rivière, 2015), contrary to the perceived quality and satisfaction approaches, which have major limitations (Rivière and Mencarelli, 2012). Finally, Aurier et al (2004) maintain that understanding sources of value can help marketers identify the elements of an offer to highlight during marketing.…”

“…Finally, Aurier et al (2004) maintain that understanding sources of value can help marketers identify the elements of an offer to highlight during marketing. This phase is crucial to the formation of purchase decisions (Rivière, 2015).…”

Customer learning trajectories when using a product for the first time

“…Other studies examine the effects of learning costs, which in particular influence product adoption (Jeannot and Jolibert, 2013; Rivière, 2015), first use (Lakshmanan and Krishnan, 2011), long-term use (Billeter et al, 2011; Murray and Häubl, 2007) and satisfaction (Aubert and Gotteland, 2010; Wood and Lynch, 2002). Anticipation of learning costs can also generate anxiety about using a product (Wood and Moreau, 2006).…”

“…Some studies focus on the elements that influence the evaluation of these costs: product nature (Gill, 2008; Rajagopal and Burnkant, 2009), functionalities (Thompson et al, 2005) or an individuals’ competency level (Billeter et al, 2011; Burson, 2007). Others deal with the effects of learning costs on the perceived value of the product (Rivière, 2015) or its adoption (Castano et al, 2008; Hamilton and Thompson, 2007). Some researchers look at the types of learning necessary in order to use a product and show that it is either continuous or discontinuous (Lakshmanan et al, 2010; Lakshmanan and Krishnan, 2011).…”