Impact des sites de marque: effets de la visite et apports des outils relationnels

La croissance rapide d'Internet a favorise la multiplication des sites portant sur les marques et les produits. Ainsi, la part des achats repetes sur ces sites comptent aujourd'hui pour plus de la moitie des recettes globales des vendeurs en ligne (Balabanis et al., 2006). Ces developpements offrent des avantages attrayants en termes de strategies de marque et d'e-commerce et mettent l'accent sur l'importance a accorder a une meilleure comprehension du comportement de navigation des consommateurs. Cette recherche demontre que les visiteurs satisfaits de leur experience globale de visite sur un site de marque sont plus enclins a revisiter et a recommander le site et plus predisposes a developper une attitude favorable a l'egard de la marque et a exprimer des intentions d'achats futurs. Ces relations sont plus fortes pour les consommateurs ayant souscrits a des outils relationnels tels que les magazines de consommateurs ou les newsletters en ligne.

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