Study on the impact of gender and emotions on online travel buying behaviour

En la actualidad, gran parte de las compras se realizan online y es necesario investigar la influencia de aspectos referentes a los sitios Web sobre las percepciones de los consumidores para un diseño de esos sitios web. Este trabajo es el primer estudio que nos consta en la literatura que aborda el efecto del género en las preferencias, colores y emociones de los compradores online de viajes. El objetivo es conocer las diferencias entre hombres y mujeres en las preferencias de presentación de información y características de sitios web de venta online de billetes de transporte y en la asociación de colores y emociones. Para la investigación se utilizaron 173 encuestas de compradores de billetes online de transporte. Los resultados indican diferencias por género referentes a las asociaciones de emociones y colores y de aspectos objetivos y subjetivos de los sitios Web, que suponen información interesante, tanto para el mundo académico, como para el mundo profesiona

Antecedentes económicos y relacionales del compromiso organizacional

El marketing relacional defiende el establecimiento, desarrollo y mantenimiento de relaciones sólidas y duraderas fundamentadas en variables como la confianza o el compromiso. Aunque la literatura sobre compromiso desde un enfoque de marketing relacional es abundante, pocos trabajos contemplan los antecedentes del compromiso en las relaciones laborales. Sin embargo, el campo de los recursos humanos manifiesta un interés creciente en el denominado marketing interno dado que puede ser de gran utilidad en la gestión de las relaciones laborales, especialmente cuando se adopta un enfoque relacional. En esta situación, el trabajo que aquí se presenta tiene por objetivo conocer los determinantes más importantes del compromiso del trabajador con la empresa (compromiso organizacional). La propuesta de modelo contempla tanto variables de tipo económico –dependencia, incertidumbre y percepción de oportunismo– como de tipo relacional –confianza, satisfacción y normas relacionales– y distingue tres dimensiones del compromiso organizacional: normativo, afectivo y temporal. Además, se analiza la influencia de determinadas características del trabajador, de la empresa y de su víncu­lo sobre las relaciones entre las variables propuestas. El contraste del modelo para la relación del trabajador con la empresa arroja resultados interesantes y novedosos tanto para el mundo académico como para el mundo empresarial. Así, las empresas deben tratar de conseguir la confianza de los trabajadores, fomentar su participación en la empresa, proporcionarles información que sea de su interés, favorecer la flexibilidad de los acuerdos laborales, evitar comportamientos oportunistas y crear cierta dependencia para lograr que el trabajador desarrolle afectos hacia la empresa y se sienta responsable en su trabajo y, finalmente, retenerlo de forma voluntaria en la empresa (compromiso organizacional). Hemos observado además una influencia en cierta medida ambigua de la satisfacción laboral del trabajador y un efecto negativo de la percepción de incertidumbre sobre el sentimiento de responsabilidad del trabajador en la realización de sus tareas. Por último, hemos encontrado un efecto importante sobre las variables y relaciones anteriores del sexo y el nivel de estudios del trabajador, el hecho de tener hijos, el tamaño de la empresa en que trabaja el individuo y la pertenencia de la empresa a un grupo

Possibilities of B2C buying and selling using mobile devices in comparison with Inter.

New technologies have involved a great opportunity to improve business management. On the one hand, Internet is beginning to be a selling channel that is valid and complementary of the traditional channel, apart from being a channel to search information and socialize. On the other hand and recently, mobile marketing is useful in a commercial sense: the mobile phone incorporates television, camera, radio, chat and now firms are introducing in the issue of advertising and in other regions in selling through the mobile phone. In spite of the increasing number of studies on traditional distribution and on electronic commerce, the studies that explore the possibilities and challenges of the mobile telephone and that compare it with Internet as buying and selling channels are scarce. The goal of this study is to compare the situation of B2C buying and selling through Internet and through the mobile phone and the theoretical approaches applied in each case. This paper presents common advantages for consumers and firms in both buying and selling channels and also clear differences between them. Besides, this study revises the main approaches and determinants of the buying in each case.e-commerce; m-commerce; buying and selling

Emerging Markets Commerce: The Role of Country-of-Origin and Animosity in Purchase Intention

At present, firms must face interrelated challenges in global marketing, such as the increased consumer market internationalization and the rapid growth of emerging markets economy. In this context, the purpose of this study is to differentiate between cognitive and affective components of the country–of-origin (reputation of firms from a country–of-origin and animosity) and frame them as antecedents of trust and purchase intention. The study supports the view that the reputation of firms from the country–of-origin helps to engender trust in international markets and indirectly impacts purchase intention. Also, this study analyses the mediation role that trust plays in the relationship between reputation of firms from the country–of-origin, consumer animosity and purchase intention.UASLP/PROMEP/103.5/11/6650, SNI/CONACYT: 53181 and UASLP-FAI: C12-FAI-03-08.08

The role of omnichannel tendency in digital information processing

Purpose – Nowadays some consumers consider themselves as “omnichannels” – they combine both physical and digital channels expecting a seamless shopping experience – since they view their shopping process from a multiple-channel viewpoint. Giving that situation, the aim of this paper is to test the role of consumers’ omnichannel tendency (omni-tendency) in the information processing in the digital channel. Design/methodology/approach – Based on the Elaboration Likelihood Model (ELM), emotions as well as utilitarian and hedonic experiences are proposed to understand consumer attitude towards the digital store. Through a survey, data were collected from 284 digital shoppers. PLS path modelling and PLS-MGA were used to test the research hypotheses. Findings – The results confirm that emotions positively affect the evaluation of the experiences, which in turn improves the attitude towards the digital store. Focusing on the differences among consumers, the findings show that for consumers with low omni-tendency the emotions are key to improve the evaluation of their experiences. Moreover, regarding the attitude, consumers with more omni-tendency follow the central route to process the information; and consumers with less omni-tendency follow the peripheral route. Originality/value – This paper contributes to the literature in three ways. First, this research includes the study of omni-tendency, as a consumer trait, in the information processing developed in the digital channel, ignored in the literature. Second, this work contributes to information processing theories in digital context confirming, specifically the applicability of ELM into the omnichannel context. This offers support to the application of traditional theories to explain new phenomena. Third, and in line with the previous contribution, this work goes a step further in understanding ELM theory by including other constructs –the omni-tendency and emotions– to explain the information processing in the digital context

Profiles of Students According to the University Teacher Usage of ICT

Las Tecnologías de la Información y Comunicación (TIC) se han convertido en una herramienta esencial en la docencia. Nuestro objetivo es conocer, según los alumnos, el uso deseado de las TIC por el profesor universitario. Con información de 768 encuestas personales a estudiantes de primer curso de grado de tres Universidades, distinguimos tres perfiles de alumnos: los motivados, los resignados y los reticentes al uso de las TIC. Los primeros perciben efectos positivos de las TIC en su aprendizaje y en el atractivo de la asignatura y se identifican con un profesor que utiliza, disfruta e innova con las TIC.Information and Communication Technologies (ICT) are nowadays an essential tool in teaching. The objective of this study is to analyze students' perception and preferences about the usage of ICT by university teachers. We collected information using a personal survey directed to 768 university students in their first year of degree in three Universities. Our study shows three main student profiles: motivated, resigned and reluctant ones. Motivated students perceive positive effects of ICT in their learning and subject interest, and identify themselves in a university teacher that uses, enjoys and innovates with ICT

The Success of B2C Mobile Commerce: Adoption factors and Value propositions for Companies

La literatura ha analizado ampliamente los factores que afectan a la adopción del comercio móvil (CM) por parte de los consumidores. Sin embargo, no ha abordado de la misma manera las propuestas de valor que el empresario puede incorporar a su oferta comercial, derivadas de las características propias del canal. Para ello, este trabajo resulta original al desarrollar una visión integradora que aborda la relación B2C en el comercio móvil. En esta línea, el objetivo de este trabajo es definir propuestas de valor basadas en la tecnología móvil incluyendo los factores involucrados en el éxito del comercio móvil desde el punto de vista del consumidor. Para conseguir este objetivo, se utiliza información secundaria y se hace una extensa revisión de la literatura que permite hacer una clasificación de las diferentes propuestas de valor sugeridas en la literatura. El estudio muestra una recopilación de los factores que favorecen la adopción del comercio móvil desde el punto de vista del consumidor, y los relaciona con seis tipos de proposiciones de valor sobre las que las empresas interesadas en la venta por móvil pueden articular su negocio para lograr que el consumidor adopte este tipo de compra.The literature has extensively analysed the factors affecting the adoption of this shopping channel by consumers. However, literature has not deepened in the same way on the value propositions that the firm can incorporate into its offerings including mobile phone characteristics as a channel. In order to contribute to marketing literature, we have developed a comprehensive view that addresses the B2C relationship in mobile commerce. In this line, the aim of this study is to determine the value propositions based on mobile technology including the factors involved in the success of mobile commerce from the consumer ‘s point of view. To achieve this purpose, we used secondary information and did an extensive review of the literature to classify different proposition of value in the mobile commerce literature. As a result, this study includes several factors that favour the adoption of mobile commerce from the point of view of consumers and put a special emphasis on the offering of six types of value propositions on which companies interested in mobile selling can articulate their business to make consumers adopt this type of purchase finally.Ministerio de Economía y Competitividad (España) [número de referencia ECO2014-53060-R

Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing

Purpose: Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims to examine how a seamless omnichannel environment can contribute to a more optimal shopping experience (flow state) and the subsequent impact on the likelihood of generating mixed (positive and negative) word of mouth (WOM). Design/methodology/approach: A controlled experiment was conducted with 220 participants to test the proposed model based on the stimulus–organism–response (S-O-R) model and flow theory. The authors conducted an analysis of variance, two regression analyses and two mediation analyses to test the hypotheses. Findings: The results confirm a positive direct effect of a seamless environment on consumers' flow state and a positive (negative) direct impact of flow on the likelihood of generating positive (negative) WOM. Additionally, the results suggest that flow mediates the effect of a seamless environment on WOM. Originality/value: This study contributes to omnichannel and WOM literature by exploring the critical role of seamlessness in consumers' subjective experience (flow state) and postpurchase behaviors (mixed WOM). In conjunction with the relevant theoretical contributions, these findings also offer guidelines for practitioners to manage the seamless environment and mixed WOM in the omnichannel context.Junta de Castilla y León (Spain) [project reference VA085G18] and the Ministry of Economy, Industry, and Competitiveness (Spain) [project reference ECO2017- 86628-P]

¿Qué opinan los docentes universitarios de su trabajo?

Póster presentado en: VIII Jornadas de Innovación Docente de la UBU, Burgos, 5 de abril de 2016, organizadas por el Instituto de Formación e Innovación Educativa-IFIE de la Universidad de Burgo

Determinants of online buyer trust. A comparison with the auction system.

Studies on electronic Internet commerce are an important part of the research in marketing, bur there are still few works that have dealt with auction systems. Because of the especial characteristics of online buying, one of the most important and the most difficult challenges in the context of an online purchase as opposed to offline purchases is how to generate consumer trust. Nevertheless, it is likely that the signals that generate trust will differ in online auctions from online purchasing through other websites. This work presents a model that attempts to capture the effects of web-site signals on consumer trust and draws comparisons between auction and the rest of online shopping contexts. The main results and implications are presented using information collected from a sample of online buyers.Electronic commerce; auction; trust; service quality; privacy and security policies;