L’impact de la téléprésence dans une publicité en ligne sur la formation de l’attitude à l’égard du produit : pertinence de l’approche traditionnelle par l’expérience
Restricted accessResearch articleFirst published online July, 2013
L’impact de la téléprésence dans une publicité en ligne sur la formation de l’attitude à l’égard du produit : pertinence de l’approche traditionnelle par l’expérience
Cette étude propose un modèle conceptuel décrivant l’effet de la téléprésence dans une publicité en ligne sur le processus de formation de l’attitude à l’égard du produit. L’approche expérientielle traditionnelle constitue le cadre de référence de cette recherche. Le modèle proposé formule deux processus interdépendants de formation de l’attitude en situation de téléprésence : le premier est cognitif, le second est affectif. Ce modèle est mis à l’épreuve du terrain au moyen d’une quasi-expérimentation. Les résultats valident les hypothèses de causalités directes et indirectes entre les composantes des deux processus. Enfin, leur analyse permet d’effectuer un diagnostic conceptuel et de formuler, en conclusion, des recommandations.
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