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Quand le Web redécouvre une frontière oubliée: les sites marchands « Made in France »

Author

Listed:
  • Maria Mercanti-Guérin

    (LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM])

  • Vesselina Tossan

    (Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar)

Abstract

Le développement croissant des sites marchands « Made in France » pose aux managers de l'Internet et plus généralement aux marques commercialisées en ligne une double interrogation. Le positionnement « Made in France », tel qu'il est présenté en ligne, est-il pertinent et attractif pour le consommateur ? Peut-il changer sa perception de la qualité des produits et des sites et générer plus de confiance et donc plus d'intention d'achat ? La recherche présentée apporte un certain nombre de réponses à ces questions. Une typologie des sites marchands « Made in France » a été effectuée afin de mieux cerner ce phénomène. Une étude quantitative sur près de 150 consommateurs a permis de montrer que le « Made in France » génère de la confiance et influe sur la perception de la qualité des sites et des produits. Néanmoins, le « Made in France » apparaît comme un concept multi-forme qui regroupe des caractéristiques liées au pays d'origine mais également véhicule d'autres valeurs liées aux productions locales et artisanales : écologie, développement durable, commerce équitable.

Suggested Citation

  • Maria Mercanti-Guérin & Vesselina Tossan, 2012. "Quand le Web redécouvre une frontière oubliée: les sites marchands « Made in France »," Post-Print hal-02056931, HAL.
    • Handle: RePEc:hal:journl:hal-02056931
    Note: View the original document on HAL open archive server: https://hal.science/hal-02056931
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    References listed on IDEAS

    as
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    8. Jean-Noël Kapferer, 2011. "France : Pourquoi penser marque ?," Revue française de gestion, Lavoisier, vol. 0(9), pages 13-23.
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