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L'expérience de prise de risque par les consommateurs: rôle des émotions anticipées positives

Author

Listed:
  • Nawel Ayadi

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique, UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

Abstract

Cette recherche traite de l'expérience de prise de risque perçue par le consommateur au travers des émotions anticipées positives. Une quasi-expérimentation en ligne a été menée sur deux catégories de service considérées comme risquées: les placements financiers et les sports extrêmes. Les résultats montrent le rôle modérateur de la catégorie de service dans la relation entre le risque perçu saillant et les émotions. Celles-ci s'avèrent être les seuls antécédents de l'intention d'achat.

Suggested Citation

  • Nawel Ayadi, 2010. "L'expérience de prise de risque par les consommateurs: rôle des émotions anticipées positives," Post-Print hal-02055244, HAL.
    • Handle: RePEc:hal:journl:hal-02055244
    DOI: 10.1177/076737011002500202
    as

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    Cited by:

    1. Rima Yousfi-Bachir & Johannes Schaaper, 2017. "Les déterminants du risque perçu par le touriste français lors du choix d’une destination touristique : un modèle conceptuel," Post-Print hal-03258207, HAL.

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