L’imagerie mentale et ses déterminants comme facteurs de réponses émotionnelles et comportementales du consommateur : une analyse en situation d’achat en ligne

Abstract

Résumé

Cette recherche met en évidence l’influence positive de l’imagerie mentale de soi et de ses antécédents sur les émotions anticipées mixtes et sur l’intention et l’impulsion d’achat du e-consommateur. Les résultats montrent que le choix des stimuli utilisés dans la présentation d’un produit sur un site marchand peut influencer significativement l’imagerie mentale et les réponses comportementales de l’internaute. Des implications théoriques et managériales sont proposées ainsi que des voies de recherche issues des limites de l’étude sont soulignées.

Keywords

imagerie mentale émotions anticipées impulsion d’achat intention d’achat présentation du produit site marchand image – mots

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