Influence of the pride of belonging and other variables in the modelling of repurchase behavior. An application for the higher education context

El presente trabajo en curso incluye una revisión de la presencia de la variable repetición de compra y del constructo lealtad dentro de la literatura e investigación académica en el contexto de la educación superior, como industria de servicio. Esta intención de repetición de compra será modelizada a través de diferentes variables, algunas ya consideradas en otros estudios y a las cuales se les suma la posible influencia del sentido de pertenencia, de tanto significado para los estudiantes y exestudiantes. En esta investigación sobre la importancia del comportamiento en la recompra se considerará una nueva variable vinculada a la estimación del tiempo de recompra.The present research includes a literature review of the variable purchase repetition and the construct loyalty within the literature and academic research in the context of higher education as a service industry. This repurchase intention will be modelled through different variables, many of them already considered in other studies to which is added the possible influence of the pride of belonging, of such significance to students and alumni. In this study on the importance of the repurchase behavior, a new variable will be considered: the estimated time of repurchase

Equity drivers and the customer experience

Customer experience has become a top priority for business managers and marketing scholars. However, research on this topic remains relatively scarce, particularly with regard to the drivers of the customer experience. To bridge this important gap, we propose a unified framework to understand the customer experience that integrates the customer’s perceptions of value, brand and the relationship, i.e. the three equity drivers, and test it empirically in a service setting. This study intends to demonstrate that the three equity drivers are central to explaining the way individuals perceive their experiences with the firm and its products and services

How consumers perceive vloggers? Exploring consumer’s perceptions and purchase intention applied to beauty and fashion industry

Con la evolución de los medios digitales y, en consecuencia, con la aparición de nuevas plataformas, los consumidores son más receptivos al contenido compartido en las redes sociales, como es el caso de YouTube, en busca de información para ayudarles en su toma de decisiones. De esta manera, la industria de la moda y la belleza es darse cuenta de la importancia de invertir en campañas de publicidad y de comunicación digitales y en este canal a través de influenciadores digitales. Por lo tanto, la investigación se centra en la red social YouTube y vloggers, aplicado en Portugal y España. Se persigue el objetivo de comprender la dinámica entre las percepciones de los consumidores sobre el contenido de belleza y moda vídeos y la intención de compra, así como entre la credibilidad de percionada vlogger y intención de compra.With the evolution of the digital age and consequently with the emergence of new platforms, consumers are more receptive to the shared content on social networks, for instance with YouTube, looking for information that helps them in their decision making. In this way, the fashion and beauty industry is realizing the importance of digital media and investing in communication and advertising campaigns with digital influencers. Therefore, the research focuses on the social network YouTube and vloggers, applied in Portugal and Spain. It is intended to understand the dynamics between the perceptions of consumers to the content of fashion and beauty videos and the intention of purchase as well as between the perceived credibility of vlogger and the intention of purchase

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

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

When sales managers prioritize their own interests against company goal

La historia evolutiva ha demostrado que los líderes han desempeñado un papel fundamental dentro de las comunidades humanas que les han permitido alcanzar metas imposibles. Sin embargo, cuando un individuo logra una posición de liderazgo tiende a anteponer sus propios intereses frente a los del grupo. Tras comprobar la visión pesimista que muestra la literatura, nos interesa ver si es posible encontrar factores de personalidad que sean útiles en un proceso de selección. En esta investigación se propone un experimento para explorar algunos rasgos (capacidad del individuo para manejar su imagen, tendencia hacia la reflexión, enfoque regulatorio y género) para detectar aquellos que se puedan considerar en la selección de directivos que no utilicen el poder en su propio beneficio. Se considera un equipo de vendedores y estudiaremos el papel moderador de los cuatro rasgos del director de ventas durante un ejercicio simulado de gestión.Evolutionary history has shown that leaders have played a fundamental role within human communities that have allowed them to achieve impossible goals. However, when an individual achieves a position of leadership tends to put their own interests ahead of those of the group. After checking the pessimistic view of the literature, we are interested in seeing if there is this possible to find personality factors that are useful in a selection process. This research proposes an experiment to explore some traits (individual's ability to manage their image, tendency towards reflection, regulatory focus and gender) to detect those that can be considered in the selection of managers who do not use the power in their own benefit. We consider a team of salespeople and we will study the moderating role of the four features of sales manager during a simulated management exercise

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

ANTECEDENTS OF THE IMPORTANCE OF PRICE PURCHASE DECISIONS

This paper analyses the commercial and sociodemographic antecedents of the importance of price in buyers’ decisions. The study uses ordinal regression in order to analyze the data obtained from a random sample of consumers of frequently purchased products; these consumers were surveyed in different stores. The results demonstrate that shopping enjoyment and brand loyalty have an influence over the importance of price. However, responsibility for shopping (purchase frequency) does not show a significant relationship. Furthermore, some interesting socio-demographic characteristics were found in the context of the study that can be analyzed in future researc

Antecedents and consequences of price promotions effectiveness

Partiendo de un enfoque de orientación al mercado, el presente trabajo analiza la influencia que ejercen diversos factores sobre la efectividad de las promociones basadas en precios. Dichos factores están relacionados tanto con el comportamiento de compra (importancia del precio dentro del proceso de decisión y nivel de conocimiento de los precios que poseen los compradores) como con las características socioculturales y demográficas de los consumidores (sexo, nivel de formación y nivel de ingresos). El trabajo empírico desarrollado, basado en una muestra de 600 consumidores, ha permitido trazar un perfil que define a los consumidores más proclives a sentirse atraídos por los precios promocionalesFrom an approach of market orientation, the present research analyzes the influence of several factors on the efficiency of price promotions. The above mentioned factors are related to purchase behavior (the importance of price in the decision process and the consumers’ level of price knowledge), as well as to the sociocultural and demographic characteristics (gender, education level, and income level). The empirical study developed, based on a sample of 600 consumers, has allowed to draw a common profile for consumers who are attracted to price promotions sale

The interplay between boundary spanning activities and social cohesion in new product development teams

Team boundary spanning represents a team’s actions to establish links and manage interactions with individuals and groups external to the team with the purpose of coordinating activities and accessing information, resources and political support. Research in NPD has shown that team boundary spanning activity positively influences new product performance. Thus, reaching outside the team and interacting with others can provide teams with valuable resources for NPD projects. However, access to external resources cannot guarantee new product performance if these resources are not considered by the NPD team. In this respect, recent work suggests that team-level psychological characteristics such as social cohesion could undermine team members’ motivation to use resources obtained via boundary spanning efforts. In light of the previous discussion, two important research questions arise: 1) Does social cohesion hinder the impact of team boundary spanning on new product performance? Is the relationship between team boundary spanning and social cohesion contingent on the type of task given to the team? The current study examines these two research questions using data from 140 NPD teams.Consideramos como actividades de expansión de fronteras de un equipo las acciones encaminadas a establecer vínculos y dirigir las interacciones con individuos y grupos externos al mismo realizadas con el propósito de coordinar tareas y acceder a información, recursos y apoyo político. La literatura sobre desarrollo de nuevos productos ha mostrado que ir más allá de los límites del propio equipo e interactuar con otros puede proveer al equipo con recursos valiosos para sus proyectos de innovación. Sin embargo, el merco acceso a recursos externos no garantiza el éxito del nuevo producto; los recursos han de ser utilizados. A este respecto, trabajos recientes sugieran que las características psicológicas a nivel equipo, por ejemplo, la cohesión social, pueden minar la motivación de los miembros del equipo para usar los recursos obtenidos a través de la realización de esfuerzos de expansión de fronteras. A la luz de esta consideración, en esta investigación nos planteamos dos cuestiones: ¿puede la cohesión social ocultar el impacto positivo de las actividades de expansión de fronteras en el resultado del nuevo producto? ¿Es la relación entre las actividades de expansión de fronteras y la cohesión social contingente con el tipo de tarea que realiza el equipo? El presente trabajo en curso examina estas dos cuestiones utilizando datos de 140 proyectos de desarrollo de nuevos productos