Restricted accessResearch articleFirst published online 2007-9
La satisfaction envers les discussions en ligne de clients: l'influence des attributs technologiques perçus,des caractéristiques du groupe de discussion et du style de communication du conseiller
Cet article étudie les groupes de discussion commerciale en ligne par le prisme de la théorie de la structuration. Les résultats confirment l'influence des attributs technologiques perçus (le contrôle, le plaisir, la fiabilité, la vitesse et la facilité d'utilisation) et des caractéristiques du groupe de discussion (implication du groupe, similarité et réceptivité) sur la satisfaction du client, et le rôle modérateur du style de communication du conseiller sur ces relations. De plus, nos résultats montrent que les caractéristiques du groupe de discussion influencent directement et indirectement la satisfaction du client par les attributs technologiques perçus. En retour, la satisfaction envers le groupe de discussion en ligne influence les intentions de comportement. Pour finir, les perceptions individuelles sont considérablement accentuées par les perceptions au niveau du groupe. Notre étude illustre bien le fait que la théorie de la structuration offre une base solide pour un développement théorique et empirique des groupes de discussion en ligne. Elle montre également que les sites marchands se doivent de gérer avec soin l'interaction entre la technologie, les groupes de discussion et les conseillers en ligne pour fournir une expérience satisfaisante aux clients.
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