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Permission et engagement: Proposition d'un cadre théorique appliqué au courriel préaccepté

Author

Listed:
  • Hélène Yildiz

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

L'obligation d'obtenir la permission des prospects, qui s'impose aux utilisateurs de courriels marketing, a très peu inspiré les chercheurs. Pour rendre compte du processus de la permission, nous mobilisons la théorie psychosociale de l'engagement et nous considérons aussi le rôle médiateur de la confiance. Nous avançons que les actes accomplis par le prospect pour compléter un formulaire de permission, ainsi que la confiance qu'il place dans son demandeur, l'engagent pour l'avenir. Le prospect devrait ainsi accepter plus facilement de ce demandeur de nouvelles requêtes de permission et développer en sa faveur à plus long terme une intention de fidélité. Un test empirique de ces hypothèses, réalisé à partir d'une expérimentation, conforte ces propositions théoriques.

Suggested Citation

  • Hélène Yildiz, 2007. "Permission et engagement: Proposition d'un cadre théorique appliqué au courriel préaccepté," Post-Print hal-02054894, HAL.
    • Handle: RePEc:hal:journl:hal-02054894
    DOI: 10.1177/076737010702200302
    as

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    Cited by:

    1. Laurent CARPENTIER & Aurély LAO, 2021. "Exploratory Qualitative Study of Inter-Organizational Commitment in a Specific B to B Context," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 212-221, August.

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