Face à une littérature marketing encore récente sur le sujet de la représentation graphique du consommateur en ligne et ses effets sur la consommation et les échanges, cet article réalise une synthèse multidisciplinaire sur ce thème. Un modèle intégrateur focalisé sur le processus d’identification à l’avatar, ses antécédents et ses conséquences dans un contexte commercial est proposé. Enfin, des propositions de recherche concrètes sont formulées.
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