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L'impact du storytelling sur l'intention d'achat dans le secteur de la mode de seconde main en lignepar Bruno HAMM KEDGE Business School - Master PGE 2021 |
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33 Cultures et organisations, Pearson, Paris, France. 36 Tableau 6 : Influence des conditions expérimentales sur les moyennes des réponses. 55 Tableau 7 : Degré de risque associé à la différence de moyenne d'une condition à l'autre. 59 Tableau 8 : corrélation entre Historique et Confiance 61 Tableau 9 : - corrélation entre Historique et Hédonique 62 Tableau 10 : corrélation entre Historique et Avantage social. 62 Tableau 11: corrélation entre Historique et Avantages économiques 63 Tableau 12 : corrélation entre Historique et Attitude 63 Tableau 13 : - corrélation entre Hédonique et Attitude 64 Tableau 14 : corrélation entre Avantage social et Attitude 64 Tableau 15 : corrélation entre Avantage économique et Attitude 65 Tableau 16 : - corrélation entre Attitude et Intention 66 84 L'impact du storytelling sur l'intention d'achat dans le secteur de la mode de seconde main en ligne. TABLE DES FIGURES Figure 1: Résultats des tests des hypothèses. 30 Figure 2 : Comparaison des dimensions d'Hofstede entre la France et les USA. Adapté de Country Comparison. (2021, 21 juin). Hofstede Insights. https://www.hofstede-insights.com/country-comparison/france,the-usa/ 37 Figure 3 : Modèle des hypothèses confirmées. 67 |
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