Connected objects, voice assistant, digital platform: the contributions of the theory of the network effects to the analysis of the consumer experience and the creation of value

Objets connectés, assistant vocal, plateforme digitale: les apports de la théorie des effets de réseau à l’analyse de l’expérience-client et de la création de valeur

Valérie Rabassa () and Jean-Philippe Galan ()
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Jean-Philippe Galan: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: The purpose of our paper is to understand how the use of intelligent connected objects and voice assistants, through a digital platform and two-sided markets, leads to a significant change in the interactions between firms and consumers. The theory of the network effects is particularly adapted in this context. Our research confirms that network externalities change the perceived value chain as well as the customer experience that becomes fluid, instantaneous and personalized. The exploitation and the analysis of the data are the source of this creation of value. These network externalities are also confirmed by a qualitative study.

Keywords: connected objects; creation of value; consumer experience; digital marketing; externalities; network effects; two-sided markets; création de valeur; effets de réseau; expérience-client; externalités; marché biface; marketing digital; objets connectés (search for similar items in EconPapers)
Date: 2018-09-07
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Published in 17e Colloque sur le Marketing Digital, J.-F. Lemoine (coord.), Université Paris I Panthéon-Sorbonne, Sep 2018, Paris, France

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