Multiplication des canaux et valeur perçue de l’offre digitale dans la presse écrite : un effet de complémentarité ?

Arnaud Rivière, Rémi Mencarelli, Bertrand Belvaux, Jessie Pallud

Abstract


Comme de nombreux secteurs, la presse écrite est touchée par l’apparition de canaux numériques. Cela a favorisé l’émergence de nouvelles manières d’accéder à l’information et a contribué au développement de nouveaux contenus. Les dernières réflexions académi- ques et managériales conduisent à supposer l’existence d’un effet de complémentarité entre les contenus comme entre les canaux. Cette recherche se propose de vérifier cette hypothèse à partir d’une enquête menée auprès de 1 028 lecteurs du journal Le Monde. Les résultats mettent seulement à jour un effet de complémentarité entre les canaux, et uniquement sous certaines conditions. 


Keywords


Multichannel, Digital channels, Perceived value, Multiform product, Newspaper.

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DOI: http://dx.doi.org/10.9876/sim.v21i4.721