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Mesurer la confiance des internautes : adaptation de McKnight, Choudhury and Kacmar

Author

Listed:
  • B. Bartikowski

    (Euromed Marseille - École de management - Association Euromed Management - Marseille)

  • Jean-Louis Chandon

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Brigitte Muller

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

Abstract

La confiance du consommateur est l'un des éléments clés pour créer et maintenir¦les relations avec la clientèle en ligne. La mesure de la confiance vis-à-vis¦d'un site web marchand nécessite d'autres indicateurs de la confiance que ceux¦utilisés pour une marque ou un magasin physique. Bien que l'étude de la confiance¦en général soit un domaine de recherche bien établi, peu de chercheurs de la communauté¦française ont étudié la confiance des consommateurs sur Internet. Cet¦article propose une échelle de mesure de la confiance vis-à-vis des sites web¦marchands, adaptée au contexte français. Le développement de l'échelle suit de¦près le cadre théorique proposé par McKnight, Choudhury et Kacmar (2002).

Suggested Citation

  • B. Bartikowski & Jean-Louis Chandon & Brigitte Muller, 2010. "Mesurer la confiance des internautes : adaptation de McKnight, Choudhury and Kacmar," Post-Print hal-00963558, HAL.
    • Handle: RePEc:hal:journl:hal-00963558
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    Cited by:

    1. Christel de LASSUS & Maria MERCANTI-GUERIN, 2013. "I Buy Your Product When I Feel I Know You: Using Blog Disclosure To Influence Consumers," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 209-224, November.
    2. Christel de Lassus & Maria Mercanti-Guérin, 2013. "I buy your product when I feel I know you: using blog disclosure to influence consumers," Post-Print hal-02054911, HAL.
    3. Christel de Lassus & Maria Mercanti-Guérin, 2014. "Persuader l'internaute en exposant volontairement sa vie privée Le cas des blogueuses de mode," Post-Print hal-02054888, HAL.

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