Les avis consommateurs en ligne

Abstract [pic 1]

The advanced of technology has contributed to the development of forms of consumer participation on the web. This is reflected in the evaluation and feedback of the customer experience on the products or services delivered by companies. The writing of these online opinions takes myriad of forms and appears on different media such as: social networks, forums, blogs... This new consumer behaviour is reflected in his willingness to become an actor, to be listened to, and to exchange with other consumers within a community.  More suspicious companies have developed confidence regarding these opinions in order to reduce their uncertainties related to the purchase.

The objective of this research is therefore to understand how consumers use online reviews, and the impact that these reviews have on business. To address this problem, this study is based on a literature review, with the aim of identifying the theories previously developed.  Following this literary review, I developed an appropriate research methodology to fill in the gaps in the literature and validate or refute previous theories. To this end, a quantitative analysis, using the survey method, allowed us to collect and analyse the data necessary to answer the research problem.

Therefore, this study enabled us to understand how consumers used online reviews. This study also raised the importance that Internet users attach to companies' responses. It therefore, has a managerial objective, since it allows companies to understand consumer expectations and eventually adapt their strategy. However, some of the limitations of our study pose a threat to the reliability of the results, which must be taken into account.

SUMMARY

Abstract        1

Introduction        3

I.        Backgrounds        3

A.        Purpose        3

B.        Aim and objectives        4

II.        Literature review        4

III.        Methodology        5

A.        Approach        5

B.        Philosophy        5

C.        Strategy        6

D.        Sampling and Access        6

IV.        Data Collection        7

V.        Analysis        8

VI.        Ethical Considerations        9

A.        Limitations        9

B.        Validity        10

C.        Relevance v. Rigour        10

VII.        Research Impact and Value        11

References        12

Appendix        14

Introduction  

With the advent of Web 2.0, companies are facing an emergence of consumer voices in which they post their opinions on online-commentary platforms. These statements are made through comments, evaluations, and testimonies (Amin, 2018). However, it appears that just a minority of consumers who leave comments (Moe, et al., 2011).

These opinions represent a real impact for companies. Indeed, since this content is accessible to a large number of individuals, the challenge for companies is to turn these consumers into content creators by engaging on the Internet through speaking out (Moe, et al., 2011). However, in order for these opinions to be used intelligently the companies, this research examines how consumers use these online opinions which may add a new understanding to the literature on this point.

1. Backgrounds  

1. Purpose

On the web, different forms of consumer evaluations are available. During the evolution of internet, discussions were held about product quality. In recent years, the web has led to the emergence of new forms of Internet user participation, and new forms of evaluation have emerged. They are based on actions such as rating, commentary, and recommendation (Beauvisage, et al., 2013). Consumer behaviour has evolved considerably, through market globalization, technological progress, competition, digitalization of the customer journey... The relationship between marketing and the consumer has changed, and the digital revolution empowered the consumers. Today's marketing is becoming a dialogue marketing (Amin, 2018). The general objective of the current research is therefore oriented towards French consumers and is aimed at all those using online notices, in order to understand how they are using them in 2018. This study on the use of online opinions is therefore of academic and managerial interest. Indeed, Internet users' recommendations influence the decisions of potential consumers (Larceneux, 2007). Also, since the client has the power to express himself on the Internet, not listening to him would mean losing him (Morrongiello, 2014). Finally, this subject will allow us to highlight the real confidence that consumers have in these opinions.

1. Aim and objectives

After a general presentation of the subject, we will describe the purpose and research objectives that will guide our thinking for the entire work. The purpose of this research is therefore to understand how French people use online reviews, and what the impact of these reviews on companies is in 2018.

This overall goal underlies various objectives:

• Present the general aspects of the subject, and existing theories
• Study University articles, textbooks and websites relevant to our research.
• Present the research methodology chosen for data collection and analysis
• Analyse and interpret the results obtained
• Design conclusions based on the data obtained, compared to previous theories.

The progress of our research will be based on the following questions:

• How do customers consult the opinions, comments and ratings submitted by other consumers on the Internet?
• How should companies manage these opinions online?

1. Literature review  

Locke, Searls and Weinberger stated in the book entitled-The Cluetrain Manifesto: “The end of business as usal” Markets are conversations". Already visionaries in the 2000s, their vision has continued to grow. Indeed, since the rise of Web 2.0, the behaviour of individuals has changed. From being a receiver of information on the Internet, the consumer becomes a real actor (Poncier, 2010). We are witnessing the emergence of community sites with increasingly important speeches on social networks, forums...

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