Purpose The internet has made it possible to diffuse totally digitized products on a very large scale. The newspaper business is one of the sectors that has been most affected by this technological revolution. Given such products’ uneven commercial success, an analysis of the literature suggests that these mixed results could be explained by the digitized nature of the product combined with a price judged too high. Both these elements reduce the perceived global value of the digital support compared with the print version on paper. To test this proposition, the authors have constructed an experimental design, manipulating the format (digital newspaper vs. print newspaper) and the price (high vs low). The results show that newspaper digitization significantly reduces perceived global value for the consumer compared with the print format. The authors also show that the perceived intangibility of the product exerts a more complex effect on perceived global value: this effect depends on both the nature of the intangibility (mental vs physical) and the cost and benefit analysis. Design/methodology/approach An experimental study was conducted with two factors: digitalization (print vs digital format) and price (low vs high). The authors carried out a mixed-factor variance analysis and follow Preacher and Hayes procedure to test the hypothesis. A sample of 387 undergraduate students was interviewed in laboratory. Findings The results show that newspaper digitization significantly reduces (i.e. destroys) perceived global value for the consumer (i.e. it destroys value), compared to the print format. The reuslts also show that the perceived intangibility of the product exerts a more complex effect on perceived global value: this effect depends at the same time on the nature of the intangibility (mental vs physical) and the account taken of costs and benefits. Originality/value One major result is the fact that digitizing newspaper strongly destroys its perceived global value for the consumer, compared to the physical alternative. To explain this phenomenon, the product’s perceived intangibility had been considered, as well as how this is related to the perceived costs and benefits. It appears that it has an overall direct negative effect on perceived value; therefore, the more a newspaper format is perceived as physically intangible, the more its perceived global value decreases. Results shows that this loss of value can be counteracted in two different ways, through the indirect effects of costs and benefits.

Purpose This research aims to examine the co-production of a product as a source of psychological well-being for consumers. Design/methodology/approach A quantitative experimental study on the theme of cosmetics products was conducted using a sample of 844 women. It comprised three scenarios corresponding to low (finished products), intermediate (products sold in kits) and high (the purchase of cosmetic ingredients) co-production. Findings The results show that co-producing an offer is a source of psychological well-being. This effect can be explained by an increase in perceived benefits and perceived value. Originality/value The finding of interest for management is the identification of factors that improve individuals’ psychological well-being.

Résumé L’objet de cette étude est d’apprécier la transposition en ligne du traditionnel entretien individuel en face-à-face. A la lumière des 13 entretiens semi-directifs réalisés pour chacune des méthodes d’administration ( online vs offline ), nous évaluons la pertinence de l’utilisation de la technique des «e-terviews» pour le recueil de données qualitatives. L’instrumentalisation numérique permet d’améliorer les qualités lexicographiques des corpus et la robustesse de cette méthode semble en partie être vérifiée.

In a context of growth of smart offers, studying the process of valuing an intangible offer by highlighting the role of consumer’s mental self-imagery is a promising avenue. An experimental study involving a representative sample of 836 individuals finds that mental imagery reduces the perception of intangibility. Thus, perceived value can be positively affected by the mediation of perceived benefits. This research enriches the literature on the perceived value of innovative offers by identifying fundamental determinants, namely, mental self-imagery and perceived intangibility.

Dans un contexte de développement accru des offres intelligentes, identifier le processus de valorisation d’une offre intangible par le consommateur en mettant en lumière le rôle de l’imagerie mentale de soi constitue une voie prometteuse. En ce sens, une étude expérimentale réalisée sur un échantillon de 836 individus met en évidence que l’imagerie mentale réduit la perception de l’intangibilité, générant des répercussions positives sur la valeur perçue par la médiation des bénéfices perçus. Cette recherche enrichit la littérature sur la valeur perçue des offres innovantes en identifiant des déterminants fondamentaux dans un contexte de complexité croissante des offres : l’imagerie mentale de soi et l’intangibilité perçue.