Modeling the Effects of the Three Dimensions of Trust towards the e-Vendor on Online Consumer Behavior

Studies that integrate online consumers’ trust toward the e-vendor with key constructs from technology acceptance models draw on one-dimensional or second-order conceptualizations of trust to explain shopping behavior. However, marketing and consumer research supports that a richer understanding of behavior, in particular relational behavior, is gained when trust is decomposed into three dimensions. Using Gefen, Karahann and Straub’s (2003) integrated website response model as a theoretical foundation, this research investigate the relationships between three dimensions of trust (consumers’ beliefs about the e-vendor’s integrity, benevolence and competence) and two key constructs from technology acceptance models (perceived ease of use and perceived usefulness of commercial websites) to explain online consumers’ intentions to engage in a business relationship with the e-vendor. The empirical results show the superiority of the tri-dimensional trust model over the one-dimensional one

Peu de consommateurs fidèles habitent au paradis.

Les acheteurs réguliers d’une marque peuvent y être fidèles s’ils possèdent des attitudes fortes et positives vis-à-vis de la marque, source d’engagement dans une relation à long terme avec la marque. Ils peuvent aussi acheter la marque régulièrement par habitude et pour des raisons pratiques. Ils seront alors qualifiés d’inertes. Enfin, ils peuvent acheter la marque régulièrement par absence d’alternatives réelles lors de leurs occasions de choix (nous qualifions ce groupe de « détachés »). Nous confirmons de manière empirique cette typologie d’acheteurs réguliers sur un échantillon 360 acheteurs réguliers de boissons rafraîchissantes. Nous mettons en évidence la faiblesse du nombre des consommateurs véritablement fidèles (moins de 25% de l’échantillon) et l’existence de deux types de consommateurs inertes. Enfin, nous expliquons le comportement d’achat régulier des détachés au travers de la domination du marché par quelques grandes marques.Regular brand buyers may be brand loyals if they exhibit strong and positive attitudes towards the brand leading them to be committed to purchasing it in the future. They can also buy the brand regularly out of mere habit or for practical reasons. This is called inertia. Finally, regular brand buyers may purchase because of a lack of real alternatives. We name this group of buyers the “unattached”. In this study, we empirically confirm the existence of the three groups of regular buyers on a sample of 360 regular buyers of soft drinks. We show the low number of real loyal buyers (less than 25% of the sample) and identify the existence of two sub-groups of inert buyers. Finally, we explain the buying behavior of the unattached consumers through market dominance exerted by few major brands.trust; commitment; attachment; inertia; loyalty; confiance; engagement; attachement; inertie; fidélité;

How well does brand personality predict brand choice ?: A measurement scale and analysis using binary regression models

The research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands belonging to the same market. Predictive power of the scale is then tested using binary regression models

Brand passion: Antecedents and consequences

Keywords: Brand passion Brand commitment Brand trust Brand identification Partial least squares This research explores the antecedents and consequences of brand passion. Consumer-brand relationship constructs (brand identification and brand trust) may influence consumers' passion for a brand. Brand passion in turn may influence brand commitment, willingness to pay a higher price for the brand, and positive word of mouth. A partial least squares structural equation model applied to data collected from a representative sample of 1505 study participants demonstrates that brand passion depends on brand identification and brand trust. Consumer's passion for a brand has great managerial relevance and a direct effect on word of mouth and commitment, as well as an indirect effect on willingness to pay a higher price, as mediated by commitment

Health and Pleasure in Consumers' Dietary Food Choices: Individual Differences in the Brain's Value System

Taking into account how people value the healthiness and tastiness of food at both the behavioral and brain levels may help to better understand and address overweight and obesity-related issues. Here, we investigate whether brain activity in those areas involved in self-control may increase significantly when individuals with a high body-mass index (BMI) focus their attention on the taste rather than on the health benefits related to healthy food choices. Under such conditions, BMI is positively correlated with both the neural responses to healthy food choices in those brain areas associated with gustation (insula), reward value (orbitofrontal cortex), and self-control (inferior frontal gyrus), and with the percent of healthy food choices. By contrast, when attention is directed towards health benefits, BMI is negatively correlated with neural activity in gustatory and reward-related brain areas (insula, inferior frontal operculum). Taken together, these findings suggest that those individuals with a high BMI do not necessarily have reduced capacities for self-control but that they may be facilitated by external cues that direct their attention toward the tastiness of healthy food. Thus, promoting the taste of healthy food in communication campaigns and/or food packaging may lead to more successful self-control and healthy food behaviors for consumers with a higher BMI, an issue which needs to be further researched

L'étude de cas en Marketing: une méthode d'analyse et de rédaction du rapport de cas

International audienceL'utilisation des cas joue un rôle majeur dans la formation des futurs managers en Marketing. Le développement du volume des cas traités par la Centrale des Cas et la croissance du nombre d'ouvrages en contenant l'attestent de manière évidente. L'objectif de cet article est de proposer une méthode de travail et de rédaction du rapport d'analyse d'un cas de Marketing pouvant servir de guide aux participants à un programme de formation en Management

EDITORIAL: Recherches sur la Marque : quelques dangers, quelques directions

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BIBLIOGRAPHIE: Product Management

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Reinterpreting cultural priming effects in cross-cultural consumer research

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Produits durables: un essai de clarification du concept

International audienceBien que les recherches consacrées spécifiquement aux produits durables soient assez nombreuses, très peu d'auteurs se sont efforcés de définir précisément le concept de bien durable. Ce papier approfondit les spécificités des produits durables et en déduit des implications pour la stratégie marketing des fabricants