Déterminant du comportement de recommandation d'un site web

Quang Tri Vo

in Economics Thesis from University Paris Dauphine from Paris Dauphine University

Abstract: Despite of the increasing importance and the high frequency of the action of recommending websites, marketing has not specified reasons for which a person recommends a website more than others, and the determinants of this behavior. Based on an interdisciplinary literature including Marketing, Information Systems and Knowledge Management, this thesis presents a model of website recommending behaviors. The proposed model has been validated on a sample of 776 Vietnamese web users. The results highlight the impact of utilitarian and hedonistic benefits of the website for interlocutors on the transmitter’s decision and behavior.

Keywords: Bouche-à-oreille; Site web; Recommandation interpersonnelle; Vietnam; Word-of-Mouth; Website; Interpersonal Recommendation; Vietnam (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013 Written 2013
Note: dissertation
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