Garnier Marion

Garnier Marion
Grenoble Ecole de Management | GEM · Department of Marketing

Docteur en Sciences de Gestion - H.D.R.

About

36
Publications
10,567
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737
Citations

Publications

Publications (36)
Conference Paper
This work-in-progress aims at understanding better the perception of forced use of in-store interactive technologies (IST). The research model presented examines the antecedents of the perception of being forced to use an IST (interactivity style, perceived intrusiveness, threat to freedom). An experiment on 119 respondents shows the existence of a...
Article
Implementing in-store technologies (ISTs) has become a common strategy to enhance the retail experience. As ISTs become increasingly interactive, sophisticated, and present in stores, research would benefit from an updated approach to interactive technologies in the physical retail context and an integrated perspective on their impact on the consum...
Conference Paper
To improve the in-store experience, physical retailers increasingly adopt in-store technologies (ISTs). However, questions are being raised about the use of these technologies, their ROI, and to what extent and how they affect the customer experience… for better or for worse. Studies tempering their adoption, or even tackling negative perceptions,...
Article
Technology supports digital versions of catalogues, enriched with rich media tools, in an effort to create compelling consumer experiences. Yet these digital catalogues also share several similarities with websites, so why display both? Digital enriched catalogues could be promising to generate a compelling experience for consumers. However, is it...
Chapter
Facing digitalization and ecological considerations, catalogues are at a crossroad. Technology now allows digital versions of catalogues that can be enriched, thanks to videos, pictures or rich media tools. As literature highlights the similarity between websites and digital catalogues, what is the point to develop both and to display an online ver...
Chapter
The Merchant Virtual Universe (MVU), which hyperrealistically reproduces the environment of a real shopping mall, is proving to be an innovative retail setting. It offers a competitive advantage by providing a satisfying and compelling online experience. This chapter examines immersion processes in an MVU and studies their evolution over time. The...
Article
The emergence of smart technologies is increasingly catching the attention of researchers and practitioners, especially in retailing contexts. However, empirical studies investigating the impact of technologies' design on customers' shopping experience remain limited. In response to this gap, this research analyzes the impact of gamification mechan...
Article
The emergence of smart technologies is increasingly catching the attention of researchers and practitioners, especially in retailing contexts. However, empirical studies investigating the impact of technologies' design on customers' shopping experience remain limited. In response to this gap, this research analyzes the impact of gamification mechan...
Chapter
In spite of a very optimistic academic and professional literature, virtual embodied agents on commercial Web sites do not seem to keep all their promises. The update in December, 2009, of a benchmark led by OrangeLab in 2007 on 36 embodied agents present on French Web sites, reveals that more than 60 % of them had disappeared. This research deals...
Article
This research presents two studies, in a lab (eye-tracking) and in a natural context, that highlight the effects of interacting with an animated conversational agents (ACA) on the objective and perceived econsumer productivity. Results from Study 1 specify that only objective e-consumer productivity depends on interaction with the ACA. Going furthe...
Article
Full-text available
Marketing and policy researchers aiming to increase the societal impact of their scholarship should engage directly with relevant stakeholders. For maximum societal effect, this engagement needs to occur both within the research process and throughout the complex process of knowledge transfer. The authors propose that a relational engagement approa...
Conference Paper
Full-text available
RESUME Face à la digitalisation et aux considérations écologiques, les catalogues sont aujourd'hui en plein tournant et le catalogue en ligne enrichi apparaît comme une alternative prometteuse. La question peut toutefois être soulevée de l'intérêt, pour le distributeur et le consommateur, de mettre en place une telle innovation pour « concurrencer...
Conference Paper
Full-text available
This research aims at examining the impact of using a gamification interface by comparison with a classical online interface in order to personalize a product. The quality of the experience that is felt by the consumer during the personalization process and behavioral patronages are studied. Findings confirm that personalizing a product through a g...
Conference Paper
Full-text available
Face au cross-canal et à l’hybridation réel/virtuel, les catalogues papier proposent aujourd’hui aux consommateurs des enrichissements digitaux accessibles grâce aux technologies mobiles. Cette recherche s’intéresse plus particulièrement au cas du catalogue papier enrichi d’une fiche produit ou d’une simulation 3D d’un produit accessibles via une t...
Chapter
Les avatars représentent les internautes dans une grande variété de formes et de contextes. Cette recherche montre les effets de contexte et du genre sur la création de l’avatar de consommateurs digital natives et sur son lien avec l’individu. Elle souligne les enjeux identitaires sous-jacents et leur conséquences sur l’expérience vécue sur le site...
Article
Full-text available
This paper focuses on the consumption experience of a cosmetics box issued from subscription-based e-commerce. On the basis of a netnographic analysis of videos and comments on YouTube, we highlight that the value typology developed by Holbrook (1999) applies to that new form of e-commerce and consumption experience.
Chapter
The Merchant Virtual Universe (MVU), which hyperrealistically reproduces the environment of a real shopping mall, is proving to be an innovative retail setting. It offers a competitive advantage by providing a satisfying and compelling online experience. This chapter examines immersion processes in an MVU and studies their evolution over time. The...
Article
In a majority, Internet browser games or social games adopt the free-to-play revenue model, in association with selling virtual items. Though, its stakes are not that well known. This research studies motivations to play of the gamer that is ready to pay for a virtual object in an Internet free browser game. Competition and socialization are identi...
Article
Full-text available
This article investigates what determines e-consumer productivity, in the specific case of product retrieval, on a commercial website. With a 2 × 2 × 2 factorial design on 292 participants, an online experiment reveals that productivity in product retrieval (measured as effectiveness, efficiency, and time) relates to website design (abstraction lev...
Chapter
Considering the development of interactive and rich media technologies on the Internet the present research sets up the link between a 3D commercial website and embodied virtual agents. Through an experiment conducted on a 3D commercial website, the impact of a virtual salesperson is observed on consumer performance (effectiveness in retrieving pro...
Article
Full-text available
The marketing literature on the graphical representation of the online consumer and its effects on consumption and exchanges is still in its infancy. This article contributes by carrying out a multidisciplinary synthesis on this theme. The proposed integrative model focuses on the identification with the avatar, its antecedents and consequences in...
Article
Résumé Face à une littérature marketing encore récente sur le sujet de la représentation graphique du consommateur en ligne et ses effets sur la consommation et les échanges, cet article réalise une synthèse multidisciplinaire sur ce thème. Un modèle intégrateur focalisé sur le processus d’identification à l’avatar, ses antécédents et ses conséquen...
Article
Full-text available
Abstract The marketing literature on the graphical representation of the online consumer and its effects on consumption and exchanges is still in its infancy. This article contributes by carrying out a multidisciplinary synthesis on this theme. The proposed integrative model focuses on the identification with the avatar, its antecedents and consequ...
Article
Full-text available
Avatars are a key factor for immersion in a consumption experience. Though, little is known about the customer-avatar relationship in a commercial context through time. Two studies were conducted. Findings relate to understanding ongoing avatar personalization, influence of identification on immersion and satisfaction, and the specific identificati...
Article
Full-text available
This research examines the influence of identification with an avatar on immersion in a 3D commercial website and its subsequent effect on satisfaction with the website. It also focuses on the potential moderating role of gender in these relationships. Two studies were conducted. The first study comprised 286 students and collected both quantitativ...
Article
Despite very optimistic academic and professional literatures, embodied virtual agents (EVA) on commercial websites do not seem to keep all their promises. An update in December 2009 of a benchmark led by OrangeLab in 2007 on embodied agents displayed on French websites reveals that more than 60% of them have actually disappeared. This case study d...
Article
Building on the work by Carù and Cova (2003, 2006), we observe Internet users in front of a new virtual environment: a 3D commercial mall. A longitudinal study (4 visits on a 2-months period) allows studying the process that leads to the experience of immersion. Although individual differences are observed, the analysis of logbooks allow us to obse...
Article
La creation d’une experience virtuelle est au cœur de la reflexion dans le commerce en ligne. Cet article expose dans quelle mesure et de quelle maniere la visite d’un site commercial en 3D contribue a une experience de consommation a la frontiere entre reel, virtuel et imaginaire.
Article
The present research aims to investigate the possible links between the identity created via the Facebook profile and brands presence. Building on the "extimacy" concept and adopting a Webnographic approach, four types of facebookers are defined: the "authentic", the "artificial", the "extime" and the "deceivers". Managerial and theatrical implicat...
Article
Full-text available
While French consumers' adoption of broadband may slightly lag UK and Australian uptake, their adoption of various interactive technologies is rapidly increasing. The multi-dimensional 19-item consumer SAVVY scale helps to assess consumer competency – including technological sophistication, marketing literacy, and networking – and can be used for p...
Article
Although loyalty remains a popular subject in traditional contexts, the loyalty of internet users rarely gets studied, especially in noncommercial settings (e.g., search engines, portals, informative websites). This article provides an exploratory perspective on search engine loyalty through the use of a relational framework consisting of a two-dim...

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