{"id":821,"date":"2019-09-26T10:05:34","date_gmt":"2019-09-26T08:05:34","guid":{"rendered":"http:\/\/sensoblog.com\/?p=821"},"modified":"2021-07-12T14:30:00","modified_gmt":"2021-07-12T12:30:00","slug":"les-effets-de-linteractivite-en-ligne-quelles-differences-entre-les-digital-natives-et-les-digital-immigrants","status":"publish","type":"post","link":"https:\/\/www.musicotel.com\/blog\/2019\/09\/26\/les-effets-de-linteractivite-en-ligne-quelles-differences-entre-les-digital-natives-et-les-digital-immigrants\/","title":{"rendered":"Les effets de l\u2019interactivit\u00e9 en ligne : quelles diff\u00e9rences entre les \u201cdigital natives\u201d et les \u201cdigital immigrants\u201d ?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">L\u2019interactivit\u00e9 en ligne, qui s\u2019inscrit dans le processus actuel d\u2019enrichissement de l\u2019exp\u00e9rience client, est aujourd\u2019hui au centre de la relation entre une marque et ses consommateurs. En effet, si la publicit\u00e9 sur Internet se d\u00e9veloppe toujours (environ 20% par an), elle ne suffit plus \u00e0 fid\u00e9liser des clients, qui, pour beaucoup, cherchent davantage d\u2019\u00e9changes avec l\u2019enseigne sur le long-terme.<\/span><\/p>\n<p>L\u2019interactivit\u00e9 peut se d\u00e9finir comme une caract\u00e9ristique d\u2019un m\u00e9dia, de nature \u00e0 \u00eatre modifi\u00e9e par ses utilisateurs. Elle n\u2019est effective qu\u2019\u00e0 partir du moment o\u00f9 le consommateur la per\u00e7oit : il est important de noter qu\u2019il n\u2019existe pas de corr\u00e9lation entre le degr\u00e9 r\u00e9el d\u2019interactivit\u00e9 et l\u2019interactivit\u00e9 per\u00e7ue. Il n\u2019est donc pas toujours n\u00e9cessaire d\u2019augmenter les fonctionnalit\u00e9s du site pour augmenter cette derni\u00e8re.<\/p>\n<p><span style=\"font-weight: 400;\">Elle repose en fait sur 3 piliers : <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Le contr\u00f4le actif :<\/b><span style=\"font-weight: 400;\"> plus les consommateurs ont l\u2019impression d\u2019avoir du contr\u00f4le en utilisant un produit ou un service, plus ils le percevront comme utile et seront enclins \u00e0 l\u2019adopter. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>La communication \u00e0 double sens<\/b><span style=\"font-weight: 400;\">, qui renvoie \u00e0 la facult\u00e9 d\u2019une personne \u00e0 communiquer avec un syst\u00e8me et \u00e0 obtenir une r\u00e9ponse. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>La synchronisation<\/b><span style=\"font-weight: 400;\">, qui se r\u00e9f\u00e8re \u00e0 la rapidit\u00e9 de la r\u00e9ponse. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Mais peut-on estimer qu\u2019elle convient \u00e0 l\u2019ensemble des consommateurs ? En particulier, doit-on envisager des r\u00e9actions diff\u00e9rentes entre les \u201cdigital natives\u201d (c\u2019est \u00e0 dire les personnes n\u00e9es apr\u00e8s les ann\u00e9es 80 et ayant grandi dans un environnement connect\u00e9) et leurs a\u00een\u00e9s, les \u201cdigital immigrants\u201d ? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On pourrait effectivement penser que les effets seront plus marqu\u00e9s chez les digital natives, dans la mesure o\u00f9 ces derniers ont l\u2019habitude d\u2019acc\u00e9der \u00e0 l\u2019information de mani\u00e8re interactive, rapide, et via plusieurs appareils (smartphone, tablettes, ordinateurs). On peut \u00e9galement se demander quels seront les effets de l\u2019interactivit\u00e9 sur l\u2019attitude des consommateurs, et sur leur intention d\u2019adopter un nouveau produit. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A cet effet, deux livres digitaux ont \u00e9t\u00e9 cr\u00e9\u00e9s sur la base de magazines interg\u00e9n\u00e9rationnels, convenant pour tous les sexes. L\u2019un des deux pr\u00e9sentait une grande interactivit\u00e9, l\u2019autre une plus faible. Les participants (plus de 500) ont \u00e9t\u00e9 d\u00e9termin\u00e9s digital natives ou immigrants en fonction de leur ann\u00e9e de naissance. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il en ressort que le contr\u00f4le actif comme la synchronisation, s\u2019ils influencent l\u2019attitude, n\u2019auront aucun effet sur l\u2019intention d\u2019adoption du produit ou service. La communication \u00e0 double sens, en revanche, influence positivement l\u2019un et l\u2019autre de ces aspects. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On constate \u00e9galement que les digital natives seront effectivement plus r\u00e9ceptifs \u00e0 l\u2019interactivit\u00e9 que leurs a\u00een\u00e9s, qui pourront se sentir oppress\u00e9s dans un environnement de ce type. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En conclusion, l\u2019interactivit\u00e9 est donc particuli\u00e8rement efficace aupr\u00e8s des jeunes g\u00e9n\u00e9rations, mais doit \u00eatre mise en place avec mod\u00e9ration aupr\u00e8s de cibles plus \u00e2g\u00e9es.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019interactivit\u00e9 en ligne, qui s\u2019inscrit dans le processus actuel d\u2019enrichissement de l\u2019exp\u00e9rience client, est aujourd\u2019hui au centre de la 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