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A recent retail strategy, store artification consists of introducing artistic stimuli into store atmospherics. Such linkage to art and creativity promises to create a highly stimulating shopping en...

International audience; Virtual assistants are increasingly common on commercial websites. In view of the benefits they offer to businesses for improving navigation and interaction with the consumers, researchers and practitioners agree on the value of providing them with anthropomorphic characteristics. This study focuses on the effect of the voice of the virtual assistant. Although there are some studies of human–computer interaction in this field, there is no work that addresses the topic from a marketing perspective and compares the effect of a human voice versus a synthetic voice. Our findings show that consumers who interact with a virtual assistant with a human voice have a stronger impression of social presence than those interacting with a virtual assistant with a synthetic voice. The human voice also builds trust in the virtual assistant and generates stronger behavioural intentions.

L’objet de cette recherche est de comprendre comment le touriste utilise son smartphone lors de la decouverte d’une destination touristique et quelles sont les consequences de ces usages sur son experience touristique. Apres avoir identifie, a partir d’une etude qualitative, trois categories d’usages du smartphone, nous testons, a l’aide d’un modele d’equations structurelles, leurs impacts sur les dimensions de l’experience touristique et sur la satisfaction envers les services mobiles.

Cet article propose d’aborder un aspect souvent mentionne mais rarement traite a ce jour dans la litterature sur le crowdsourcing : les liens juridiques qui unissent les contributeurs aux plateformes. Apres une presentation des differentes categories de crowdsourcing existantes, nous proposons une classification de ces pratiques collaboratives en fonction du degre d’autonomie dont disposent les participants lors de l’execution de leurs missions. Nous precisons a cette occasion les cas ou les activites demandees aux internautes peuvent faire l’objet d’une requalification en contrat de travail.

This article draws on the construct of store atmospherics to address one of the latest developments in that field, i.e. the strategy of incorporating artistic elements into the store. On the one side, incorporating artistic elements in store atmospherics constitutes an innovative way for retailers to differentiate their shopping experience. Such a hybrid retail strategy seeks to offer maximised hedonic gratification to store visitors, while adding symbolic value to the commercial offering. Store traffic and sales are thus stimulated. Incorporating artistic elements is also a magic way to conceal the store’s transactional purpose; through this association with the art world, the store is viewed as less mercantile. However, there is a risk that consumers will view the store as a ‘museum’ and visit without purchasing. Therefore we conduce a conceptual investigation of that experiential strategy in order to assess its effects on retailer’s commercial and marketing performance.

International audience; Les conseillers virtuels se sont fortement démocratisés sur les sites marchands. Compte tenu des bénéfices qu’ils offrent aux entreprises pour améliorer la navigation et l’interaction avec le consommateur, chercheurs et praticiens s’accordent sur l’intérêt de les doter de caractéristiques anthropomorphiques. Cette recherche s’intéresse particulièrement à l’effet de la voix du conseiller virtuel. Bien qu’il existe quelques recherches en interaction homme-machine sur la question, il n’existe pas de travaux traitant le sujet d’un point de vue marketing et comparant l’effet d’une voix humaine vs une voix de synthèse. Les résultats montrent que les consommateurs qui ont interagi avec un conseiller virtuel doté d’une voix humaine éprouvent un sentiment de présence sociale plus fort que ceux interagissant avec un conseiller doté d’une voix de synthèse. La voix humaine permet également de susciter plus de confiance envers le conseiller virtuel et de générer de meilleures intentions comportementales.

Ce papier se propose d’expliquer pourquoi les distributeurs cherchent a elargir les principes de l’attractivite commerciale a ceux de l’attractivite touristique. A partir de l’analyse du cas de La Vallee Village a Marne-la-Vallee, les modalites de mise en œuvre de cet elargissement sont mises a jour tant sur le plan strategique qu’operationnel.

This paper advances a new theoretical model to understand the effect of culture on creativity in a global context. We theorize that creativity engagement and success depend on the cultural tightness—the extent to which a country is characterized by strong social norms and low tolerance for deviant behaviors—of both an innovator’s country and the audience’s country, as well as the cultural distance between these two countries. Using field data from a global online crowdsourcing platform that organizes creative contests for consumer-product brands, supplemented by interviews with marketing experts, we found that individuals from tight cultures are less likely than counterparts from loose cultures to engage in and succeed at foreign creative tasks; this effect is intensified as the cultural distance between the innovator’s and the audience’s country increases. Additionally, tight cultures are less receptive to foreign creative ideas. But we also found that in certain circumstances—when members of a tight culture do creative work in their own or culturally close countries—cultural tightness can actually promote creativity success. This finding implies that some degree of convergent thinking as engendered by tight cultures could be beneficial for creativity, challenging the dominant view in creativity research that divergent thinking is a prerequisite for creative performance.

This paper aims to demonstrate the influence that recommendation agent type voice may have on users’ reactions. Through experimentation, we compare the effects of human and synthetic voice on perceived social presence, recommendation agent trust, website trust, and behavioral intentions. The findings suggest that the human voice is likely to provide a higher level of social presence and recommendation agent trust. The structural equation model shows that social presence has a positive effect on both recommendation agent trust and behavioral intentions. In turn, recommendation agent trust influences website trust and behavioral intentions. Finally, results show that website trust positively impacts behavioral intentions.

Resume Le crowdsourcing peut constituer une source d'innovation pour les organisations, mais, parce qu'il fragilise le statut du travail, il est aussi porteur de risques, a la fois de desaffection des contributeurs et de contentieux juridique.

Purpose The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds. Design/methodology/approach A semiotic analysis of nearly 50 books published over the past 60 years. Findings These books reveal a broad diversity in the images of shops given to children (ranging from the traditional shop, a source of pleasure and creator of social ties, to the hypermarket/megastore, a symbol of stress and overconsumption) and the wealth of information that is given to children to help them assimilate the process of a shopping transaction. Originality/value The originality and richness of this research lies in its methodological approach. Indeed, it is perfectly aligned with a recent academic trend that calls on researchers to mobilise and compare new data collection tools to apprehend current and future consumer behaviour. Consequently this research is based on an immersion in children’s books that depict the world of commerce in one way or another.

As Web users are more and more concerned regarding how their personal data are used, how can firms reduce their concerns, reassure them and even incite them to divulge more personal data? In order to answer this question, a qualitative study has been conducted with 30 French Internet users. This study underlines seven context variables (i.e. usefulness and aim of the data request, vocabulary used, request tone, quantity of requested data, responses modes, opportunity of not being asked next time) that represent useful strategies that firms could use when they collect personal data in order to bypass this concern., Dans un contexte de méfiance des internautes vis-à-vis de l’utilisation qui peut être faite des informations personnelles qu’ils fournissent sur Internet, quelles stratégies les entreprises peuvent-elles mettre en place afin de contourner leurs craintes, de les rassurer voire de les inciter à divulguer davantage leurs données ? Afin d’apporter des éléments de réponse à cette question, une étude qualitative a été conduite auprès de trente internautes français. Elle permet de mettre à jour sept variables relatives au contexte de sollicitation (exposé de l’utilité et de la finalité de la demande, vocabulaire employé, tonalité de la sollicitation, quantité de données demandées, modalités de réponse proposées, possibilité offerte aux internautes de ne plus être sollicité ultérieurement) constituant autant de leviers d’action que les entreprises peuvent mobiliser dans leurs pratiques de collecte.

In this work we seek to understand how differences in location affect participation outcomes in IT-mediated crowds. To do so, we operationalize Crowd Capital Theory with data from a popular international creative crowdsourcing site, to determine whether regional differences exist in crowdsourcing participation outcomes. We present the early results of our investigation from data encompassing 1,858,202 observations from 28,214 crowd members on 94 different projects in 2012. Using probit regressions to isolate geographic effects by continental region, we find significant variation across regions in crowdsourcing participation. In doing so, we contribute to the literature by illustrating that geography matters in respect to crowd participation. Further, our work illustrates an initial validation of Crowd Capital Theory as a useful theoretical model to guide empirical inquiry in the fast-growing domain of IT-mediated crowds., Proceedings of the Hawaii International Conference on System Sciences #48. January 2015, Kauai, Hawaii, USA. IEEE Computer Society Press

This study operationalizes different motivational categories to participate in crowdsourcing and tests them with a series of advertisements in different countries. We found that internalized extrinsic motivations were more appealing to individuals overall and that results differed across countries, which is novel in research about crowdsourcing.

International audience; Cette communication propose une revue systématique de la littérature en marketing portant sur l’économie du partage et de la consommation collaborative. Notre étude se base sur l’analyse bibliométrique de 126 articles publiés entre 2010 et 2019 dans 44 revues spécialisées en marketing, écrits par 299 auteurs travaillant dans 34 pays différents, et représentant un total de 6308 références. Elle témoigne de l’intérêt grandissant pour ces nouvelles formes d’échange et de consommation entre pairs. Différentes analyses (couplage bibliographique, co-citations et co-occurrences) nous permettent ainsi de (1) délimiter les contributions majeures provenant de la recherche en marketing et distinguer, à l’inverse, des axes de recherche sous exploités; (2) identifier les principaux acteurs de ce domaine (pays et revues scientifiques) ainsi que les fondements théoriques et les concepts mobilisés; enfin (3) appréhender l’évolution des différentes thématiques étudiées. Sur la base de l’ensemble de nos résultats, des pistes de recherche future sont proposées telles que la dimension internationale, les plateformes digitales, les fournisseurs de service, le développement durable et la gouvernance.

International audience