Importance des facteurs d'accès dans l'expérience d'immersion et de présence dans un nouvel environnement commercial en ligne

Abstract : As part of the intersection of the fields of experiential marketing and the theories of information systems and human-computer interaction, this doctoral research work investigates the specificities of the shopping experience in a 3D commercial environment enriched with virtual reality devices. In particular, it studies the factors of access to the immersion and presence experience in thisenvironment and its consequences on behavioral intentions. The review of the literature and the triangulated qualitative phase made it possible to highlight the importance of three key factors of access to the experience and its enrichment as well as the central role of the immersion - presence process. An experiment implemented in a "real" commercial environment in 3D allowed us to studyconcomitantly the effects of the various factors namely: the navigability of the website (through a manipulation related to the presence / l lack of an interactive map), the sensory wealth of the commercial environment (through the manipulation of colors and diffused music) and sociability (through the manipulation of the presence / absence of 'a virtual seller) on sensory immersion and presence. The consequences on behavioral intentions have also been investigated. Theoretical,methodological and managerial contributions are numerous.
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Ghada Bettaieb. Importance des facteurs d'accès dans l'expérience d'immersion et de présence dans un nouvel environnement commercial en ligne. Economies et finances. Université du Droit et de la Santé - Lille II; Université catholique de Louvain (1970-..), 2018. Français. ⟨NNT : 2018LIL2D019⟩. ⟨tel-02143988⟩

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