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L'image, fruit de la taxonomie des sites Internet ?

Author

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  • Maria Mercanti-Guérin

    (UEVE - Université d'Évry-Val-d'Essonne)

Abstract

L'objectif de cet article est d'identifier les positionnements perçus des sites en fonction de la catégorie à laquelle ils appartiennent. Une première étude dresse une taxonomie des sites Internet sur la base de l'utilisation que les internautes en font. Trois catégories se dégagent : les sites informationnels, les sites transactionnels et les sites de partage. L'étude de leur image à travers la confiance, la qualité de la relation, la personnalité et l'attitude montre via une deuxième étude empirique une différence significative entre les catégories de sites identifiés. Un certain nombre de recommandations managériales, limites et voies futures de recherche sont présentées et discutées.

Suggested Citation

  • Maria Mercanti-Guérin, 2008. "L'image, fruit de la taxonomie des sites Internet ?," Post-Print hal-02056950, HAL.
    • Handle: RePEc:hal:journl:hal-02056950
    Note: View the original document on HAL open archive server: https://hal.science/hal-02056950
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    File URL: https://hal.science/hal-02056950/document
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    References listed on IDEAS

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    1. P. Gurviez & M. Korchia, 2002. "Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque," Post-Print hal-02020609, HAL.
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    Keywords

    sites marchands; typologie de sites;

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