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Design visuel et expérience d’achat en ligne : quand l’expertise permet aux consommateurs de se (re)centrer sur l’attractivité du site d’e-commerce

Author

Listed:
  • Florence Jeannot

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Eline Jongmans

    (UGA - Université Grenoble Alpes, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes)

  • Maud Dampérat

    (UL2 - Université Lumière - Lyon 2, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

Afin d'améliorer l'expérience d'achat en ligne des consommateurs, les entreprises investissent de plus en plus dans le design visuel de leurs sites Internet. Bien que certaines études montrent que le design visuel exerce une influence positive sur les réactions des consommateurs, d'autres études ne confirment pas cette influence. Cette recherche vise à apporter un nouvel éclairage sur cette littérature contrastée en analysant deux variables modératrices (utilisation du site et expertise de l'utilisateur) délimitant le périmètre d'influence du design visuel sur les intentions d'utilisation et de recommandation de sites de commerce électronique. Deux études préliminaires (étude A et étude B) analysent le niveau selon lequel le design visuel est représenté mentalement, et deux études principales (étude 1 et étude 2) testent les hypothèses de recherche. Les résultats de l'étude 1 révèlent que le design visuel exerce différents effets sur les intentions des individus selon le moment où le site est évalué (avant vs après utilisation). L'étude 2 approfondit la compréhension du rôle du design visuel après l'usage réel du site, et ce, en considérant le rôle modérateur de l'expertise des utilisateurs. Ces résultats conduisent à formuler des recommandations concrètes sur la manière dont les sites d'e-commerce peuvent créer des expériences en ligne plus engageantes.

Suggested Citation

  • Florence Jeannot & Eline Jongmans & Maud Dampérat, 2022. "Design visuel et expérience d’achat en ligne : quand l’expertise permet aux consommateurs de se (re)centrer sur l’attractivité du site d’e-commerce," Post-Print halshs-04159585, HAL.
    • Handle: RePEc:hal:journl:halshs-04159585
    DOI: 10.1177/07673701211005483
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04159585
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    References listed on IDEAS

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