Démystifier la valeur cocréée digitale du consommateur : cadre et propositions fondées sur la théorie de la présence socialeHollebeek, L. D., Clark, M. K. and Macky, K. (2021) Démystifier la valeur cocréée digitale du consommateur : cadre et propositions fondées sur la théorie de la présence sociale. Recherche et Applications en Marketing (English Edition), 36 (4). pp. 27-47. ISSN 2051-5707
It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.1177/07673701211054200 Abstract/SummaryAlors que la recherche sur la cocréation prolifère, les études existantes ne parviennent pas à isoler sa manifestation à travers des plateformes digitales (par opposition à non-digitales). De plus, les recherches existantes explorent principalement le processus de cocréation (par rapport à son résultat de valeur cocréée), qui mérite donc un examen plus approfondi, en particulier dans le contexte digital. Sur la base de ces lacunes, nous explorons la valeur cocréée digitale du consommateur (CDCV), qui reflète la valeur perçue par le consommateur qui résulte de l'interaction, de la collaboration ou de la communication avec ou via des plateformes digitales. Nous classons les plateformes digitales en (i) plateformes homme-homme (H2HP; par exemple, les médias sociaux), et (ii) plateformes homme-machine (H2MP), qui comprennent les sous-types de (a) plateformes basées sur l'automatisation des processus robotiques (par exemple, centres d'appels), et (b) plateformes basées sur l'apprentissage automatique/en profondeur (par exemple, robots de service). Nous composons ensuite un cadre fondé sur la théorie de la présence sociale qui explore l'effet de l'intimité et de l'immédiateté perçues de la plateforme sur CDCV pour nos plateformes proposées. Nous formalisons les associations du cadre en développant des Propositions, et conclurons en discutant des implications importantes qui découlent de cette recherche.
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