Arnaud Rivière

Perceived value in B2B and B2C A comparative approach and cross-fertilization

Perceived value is of primary concern for researchers and practitioners in the business-to-business (B2B) and business-to-consumer (B2C) spheres. However, the scientific community’s excitement over perceived value, associated with approaches developed in parallel in B2B and B2C, has engendered theoretical confusion about perceived value. To solve these conceptual problems, many researchers developed a unified theoretical framework of value (zoom out approach) at a macro-analytical level. By contrast with this currently mainstream perspective in marketing theory, this article adopts a micro-analytical approach to perceived value (zoom in approach). A comparative approach of literature on value in B2B and B2C leads to cross-fertilization between the two areas, while each retains its own features. This zoom-in approach leads to the proposition of a research agenda and allows us to clarify and to enhance the idea of perceived value in B2B and B2C.

Perceived value of service innovation: a conceptual framework

Purpose – This paper aims at better understanding the intention to adopt service innovation in a business context by analyzing the nature of perceived value. Design/methodology/approach – This research uses Holbrooks approach on value, applied to a B2B context, in order to better understand the nature of the perceived value of a new service. A qualitative study on 33 firms is carried out through two steps: an exploratory stage and an understanding stage. Findings – The results show different aspects of the service innovation value in a business market, identify various recipients of this value, and underline how the level of newness in the service impacts the nature of perceived value. More generally, this research provides an analytical framework of service innovation value for a firm in a B2B market. Research limitations/implications – This study aims at broadening previous research that studied the perceived value of offerings in a B2B context by considering various types of perceived value of a servi...

Towards a Theoretical Clarification of Perceived Value in Marketing

Perceived value by consumers takes on particular importance in the current thinking of managers and marketing researchers. However, the variety of research and the absence of a unified theoretical framework call for further clarification. This paper therefore sets out to identify, on the basis of definitions of and approaches to value, criteria for categorizing and characterizing the notion of perceived value. A comparison with other similar concepts then allows it to be considered within a nomological network. Finally, the managerial implications of perceived value are discussed.

Vers un modèle de formation de la valeur perçue d’une innovation :le rôle majeur des bénéfices perçus en amont du processus d’adoption

Afin de mieux comprendre le comportement du consommateur lors des premières phases d’interaction avec un nouveau produit, un modèle de formation de la valeur perçue d’une innovation est proposé et testé. L’étude quantitative, menée dans le secteur automobile auprès de 828 individus, démontre qu’en amont du processus d’adoption, la valeur perçue d’une nouveauté est seulement influencée par ses bénéfices perçus mais n’est pas affectée par ses sacrifices perçus. De même, les variables individuelles n’influencent pas directement la valeur perçue mais seulement les caractéristiques perçues du nouveau bien.

Towards a model of the perceived value of innovation: The key role of perceived benefits ahead of the adoption process

To better understand consumer behavior in the early stages of interaction with a new product, a theoretical model of perceived value formation for an innovation is proposed and tested. The quantitative study, conducted in the automobile sector on a sample of 828 consumers, demonstrates that the perceived value of a new product is influenced ahead of the adoption process by its perceived benefits but not by its perceived sacrifices. Similarly, individual variables do not directly influence the perceived value of the new product, but only its perceived attributes.

La place accrue du patient dans le système de santé : vers une meilleure compréhension de ses motivations. Le cas de l’adoption de l’autosoin

En coherence avec le besoin d’autonomie du patient et son empowerment, et compte tenu des defis sanitaires, cette recherche vise a mieux comprendre les perceptions vis-a-vis de l’autosoin et cherche a identifier les determinants de l’intention d’adoption de ce mode de delivrance des soins. Sur la base d’une revue de litterature et des resultats d’une etude qualitative menee aupres de 17 individus ne pratiquant pas l’autosoin (utilisateurs potentiels), un modele explicatif de l’intention d’adoption de l’autosoin est propose. Ce dernier revet une utilite particuliere aupres des organisations de sante afin d’identifier des pistes d’action visant a renforcer le role du patient dans la delivrance des soins.