Latent segmentation of older adults in the use of social networks and e-banking services

Introduction. This study analyses heterogeneity in the online behaviour of elderly people. Previous research has centred on the socio-demographic segmentation of the elderly regarding their Internet use. Method. The novelty that this study adds is in determining this segmentation through variables that have been especially chosen for studies of the elderly and which are related to their utilitarian use of e-banking, compared to the more hedonic nature of using online social networks. Analysis. The sample was collected using 474 students over 55 years old enrolled in a class of experience in a University in the South of Europe (Spain). We use a latent class cluster model which is appropriate in situations of a posterior segmentation. Results. In dealing with such behaviour in situations of the elderly using these technologies, we have detected the presence of five groups or segments with highly differentiated use-related profiles concerning the variables analysed: venturesomeness, technology anxiety and selfconfidence in information and communication technologies use. Conclusion. We discover the existence of heterogeneity in the behaviour of the elderly regarding services available in Internet. The results support the idea proposed. The stereotype of the elderly cut off from technology is mistaken, as is shown by the different segments found

eWOM & Referrals in Social Network Services

If a few decades ago the development of the Internet was instrumental in the interconnection between markets, nowadays the services provided by Web 2.0, such as social network sites (SNS) are the cutting edge. A proof of this trend is the exponential growth of social network users. The main objective of this work is to explore the mechanisms that promote the transmission and reception (WOM and referrals) of online opinions, in the context of the SNS, by buyers of travel services. The research includes some research lines: technology acceptance model (TAM), Social Identification Theory and Word-of-Mouth communication in virtual environment (eWOM). Based on these theories an explicative model has been proposed applying SEM analysis to a sample of SNS users’ of tourist service buyers. The results support the majority of the hypotheses and some relevant practical and theoretical implications have been pointed out for tourist managers

E-Learning and gender

This study is to examine gender differences and the adoption of technology in tertial education students. We have used TAM model to measure the acceptance and use of elearning of the respondents. ANOVA and Partial Least Squares (PLS) was used, specifically, the PLS multi-group analysis, to compare differences between groups. In summary, results show that students’ behavior of acceptance of e-learning technology do not manifest statistically significant differences between women and men

Propuesta de escalas para estudiar la elección del modo de entrada en los mercados internacionales: Antecedentes y consecuencias en la export performance

Los modos de entrada en los mercados exteriores es uno de los tópicos que han recibido una mayor atención en la literatura sobre la internacionalización. Su importancia, académica y práctica, deriva de las implicaciones que supone sobre un sinfín de aspectos estratégicos, y sobre todo, en el futuro de la empresa en el nuevo mercado. A pesar de todo, aun quedan importantes lagunas en las que profundizar. El objetivo del presente trabajo en curso es presentar la investigación que estamos desarrollando sobre el tema. En ella se pretende integrar las principales aportaciones de las múltiples teorías que han abordado el tópico. Como resultado se ha elaborado un modelo que pretende aglutinar las aportaciones de las principales teorías, asumiendo que ofrecen puntos de vistas complementarios sobre el mismo fenómeno. Finalmente, presentaremos el cuestionario que queremos utilizar en e próximo desarrollo empírico. Esperamos obtener comentarios que puedan mejorar el contenido del trabaj

La aportación relacional al éxito de las alianzas estratégicas internacionales

La globalización está confiriendo una importancia creciente a las relaciones interempresariales. Así, las alianzas han surgido como un elemento fundamental en la estrategia de muchas compañías, por lo que su éxito se ha convertido en una cuestión central. Para ello, entre los socios se desarrolla una relación que sirve de base para la adecuada mezcla de recursos y capacidades. En este trabajo nos centraremos en las relaciones entre los socios y su impacto sobre los resultados. Desarrollamos un modelo, testado con PLS, sobre una muestra de 105 alianzas estratégicas internacionales de empresas españolas. Los resultados confirman en gran medida el modelo propuesto

When does personalization work on social media? a posteriori segmentation of consumers

The aim of this research is to find a segment of consumers of fashion products based on their personal visions of personalization of shoppable ads on mobile social media. To meet this objective, three operational objectives are defined. First, a theoretical model is evaluated based on the stimulus-organism-response framework (S–O–R). This examines, with a PLS-SEM approach, how the stimulation of personalization will affect consumers’ internal cognitive state (perceived usefulness) and consequently generates a behavioral response (intention to buy). Second, we look for fashion consumer segments based on their perception of personalization through prediction-oriented segmentation (PLS-POS). Third, the segments are explained based on three constructs that were considered important in fashion consumption through mobile social networks: purchase intention, concern for privacy, and perception of trend. The inclusion of personalization and the perception of usefulness of advertisements can greatly help the intention to purchase clothing to be understood. The application of a posterior segmentation helps to better understand the different types of users exposed to shoppable ads on mobile social networks and their relationship with the purchase intention, concern for privacy and trend. While the measures and scales were tested in a context of mobile clothing trade, the methodology can be applied to other types of products or services

Precios siempre bajos frente a los precios altos y bajos

El principal objetivo de este trabajo es estudiar, describir y comparar dos estrategias de precios muy utilizadas en el comercio minorista, la de precios altos y bajos y la de precios bajos todos los días, además de ofrecer un perfil tipo de clientes asiduos a cadenas minoristas con una u otra filosofía de precios. Nos centramos en el comercio minorista de productos de compra frecuente, a través de un panel de consumidores y aplicando el logit multinomial jerárquico concluimos que las cadenas con precios siempre bajos ofrecen menores precios y una menor actividad promocional que las que utilizan los precios altos y bajos

Purchase intention of specialty coffee

The main aims of this study are: (1) to test whether the theory of planned behavior (TPB) is useful to explain the intention to purchase specialty co ee; (2) to analyze whether people more involved in social responsibility could manifest a di erent response from those not so interested in this matter concerning specialty co ee. The sample is composed of 489 specialty co ee consumers from Brazil. The statistical tool for testing the measurement and structural model was partial least squares. Then a multigroup analysis was performed to meet the second objective; the software SmartPLS was utilized. The main contributions of this study are that we can explain the intention to use specialty coffee in a sample of Brazilian consumers using the classical TPB model. Moreover, we demonstrate the moderating e ect of consumer perception of corporate social responsibility in this general model

Towards to personal profiles of online video game players: application of POS-PLS on UTAUT model

There are diverse segmentations of online players in the literature. Most of them are proposed a priori, and there are no segmentations based on the acceptance of technology and the personal values of the players. The foremost purpose of this study is to obtain a clustering of online video games players, founded on UTAUT model, and to describe the subsequent segments consistent with the personal values of Schwartz. The measurement model and the structural model was analyzed with partial least squares (PLS). Subsequently, the POS-PLS technique has been devoted to inspect unobserved heterogeneity and to find players’ segments. Four segments are obtained from the statistical tools

Local fresh food products and plant-based diets: an analysis of the relation between them

Goal number 12 of the United Nations Sustainable Development Goals proposes attaining sustainable production and consumption. Public administrations, firms, and organizations must be involved in this achievement, as well as citizens as consumers. In our case, we focus on consumers and on two food-related decisions: the buying and consumption of local products, specifically vegetables and fruits, and the decision to follow a plant-based diet, concretely vegans and vegetarians. The aim is to check if there exists a relation between the two questions. We carried out empirical research in a South European city, and we found that a significant relation between these behaviors does not exist. It is necessary to increase consumer perception about the advantages of consuming local products, reducing the limitations that they come across, and transmitting clear information from administrations and industries. Greater involvement from consumers in sustainable food practices will contribute to sustainability