L'objectif est de comparer le pouvoir d'influence des recommandations d'internautes et des contenus institutionnels sur Internet. Nous montrons que les internautes sont plus influents que les sources institutionnelles lorsqu'ils semblent proches psychologiquement. Pour les recommandations en...

As in shops, human presence (crowd, salesmen) has an influence on e-commerce website visitors. This study shows that e-commerce shoppers can be divided into three groups according to how they perceive and describe the on-line human presence. Each group is defined by its members on-line shopping...

This article illustrates the use of researcher introspection prior to undertaking a sensitive research project. We first describe the research design. The contributions of introspection in relation to the concept of ethnicity are then clarified: (1) the feeling of belonging to an ethnic group...

In experimental data analysis, marketing researchers are used to discretize the quantitative independent variables to test for their potential moderating effect. From concrete illustrations, this article highlights the limitations of such a practice and aims at presenting the steps of a more...

Experimental research scholars often discretize quantitative variables when testing moderation. This pedagogical article addresses the limitations of this approach and considers when and how spotlight and floodlight analyses should be used depending on whether the moderating variable at stake...

The evolution of distribution channels evolves towards a complex multi-channel form, through the increasing importance of the Internet. Along this line, consumer online reviews (COR) platforms rise in order to provide information about the quality of products and services. Despite a growing...

Online consumer reviews (OCR) are conceptualized as a specific form of online word-Of-Mouth, gathering both positive and negative information, numerical (ratings) and textual (comments) information, and which are driven by consumers for consumers on Internet plateforms. In this dissertation, we...