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Quels effets d’empowerment et de valorisation de la consommation induits par l’utilisation régulière de dispositif numérique ? : Le cas des objets de quantifield-self et des communautés virtuelles dans la consommation sportive active

Abstract : The advances in digital technologies (DT) are transforming consumer behavior and how they consume. They no longer accept the role of a passive consumer and shift the power from suppliers to empowered consumers. It is now more than ever a challenge for marketers to know how to meet consumer’s need to gain more control and for live personalized experience. Customer perceived value of the offer is a priority to compete. Today’s DT are often used to enhance value of the experience perceived by the customer, but, does DT really enrich the consumer experience? Literature suggests that not much research has been conducted on this topic. Most studies focus on technology adoption and intrinsic perceived value of DT. The rare studies about DT’s effects on consumer experience highlight the existence of a diversity of effects. Such research focuses on one-time use of DT, mostly during extraordinary consumption (museum visit). Based on the approach of perceived value framework, this research examines the effect of the regular use of two DT in sports (QS: quantified-self; VC: virtual community) on the active sportsmen regulatory experience by the mediating role of empowerment. We carried out an experiment involving 1833 participants. Results show that the use of QS influences neither perceived value of experience nor consumer empowerment rather even tends to negatively influence intention to pursue active sport. In contrast, the use of VC indirectly influences intention to pursue the activity by enriching the perceived value of the experience by the mediating role of empowerment. To conclude, DT can enrich the perceived value of experience and positively influence behavioral intention by increasing perceived empowerment.
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Coline Rual. Quels effets d’empowerment et de valorisation de la consommation induits par l’utilisation régulière de dispositif numérique ? : Le cas des objets de quantifield-self et des communautés virtuelles dans la consommation sportive active. Sociologie. Université de Bretagne Sud, 2019. Français. ⟨NNT : 2019LORIL547⟩. ⟨tel-02922678⟩

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