Les magasins de marques phares dans les mondes virtuels: l'impact de l'exposition au magasin virtuel sur l'attitude envers la marque et l'intention d'achat dans la vie réelle
Available accessResearch articleFirst published online September, 2009
Les magasins de marques phares dans les mondes virtuels: l'impact de l'exposition au magasin virtuel sur l'attitude envers la marque et l'intention d'achat dans la vie réelle
Les hyperréalités virtuelles, connues aussi sous le nom de mondes sociaux virtuels, ont connu un intérêt managérial grandissant durant ces dernières années. Bien qu'elles aient également fait l'objet d'un certain intérêt dans la littérature académique, la mesure de l'influence de la présence des entreprises dans Second Life sur l'attitude envers la marque et l'intention d'achat de la marque dans la vie réelle reste encore floue. À partir d'une étude effectuée auprès de 580 résidents de Second Life, nous montrons que l'exposition aux magasins de marques phares dans les mondes virtuels influence positivement l'attitude associée à la marque et l'intention d'achat dans la vie réelle. De plus, nous montrons que l'expérience d'achat d'un utilisateur (fréquence de courses, fréquence d'achat, dépenses par achat) et les gratifications liées à l'usage modèrent significativement les relations citées plus haut.
Nos résultats apportent une contribution managériale et théorique dans la mesure où ils fournissent des preuves empiriques d'effets d'imbrication entre les mondes virtuels et la vie réelle et permettent de développer des recommandations sur le design optimal des magasins au sein des mondes sociaux virtuels.
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