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

Can ubiquity moderate m-banking resource-related negative effects?

El objetivo de este estudio es explorar la influencia de los inconvenientes de la banca móvil relacionados con la falta de recursos en la satisfacción de los clientes, su disposición a recibir marketing móvil de permiso y la emisión de boca-oreja. Analizando una muestra de 1429 usuarios de banca móvil, determinamos que la satisfacción de los clientes influye en su disposición a recibir marketing móvil de permiso y emitir boca-oreja, mientras que la disposición a recibir marketing móvil de permiso tiene un efecto positivo sobre la emisión de boca-oreja. Siendo la ubicuidad un atributo distintivo de la banca móvil, observamos su papel moderador, identificando que hay clientes que consideran la ubicuidad como una característica importante de la banca móvil, mientras que otros no la consideran relevante. Este estudio propone recomendaciones para mejorar el uso de los servicios de la banca móvil, evitando o disminuyendo los efectos negativos de sus inconvenientes.The objective of this study is to explore the influence of m-banking resource-related inadequacies on clients’ satisfaction with the banking services, their permission-based mobile marketing tendencies and word-of-mouth emission actions. Analysing a sample of 1429 users of mobile banking services, we determined that clients’ satisfaction influences their willingness to receive permission-based mobile marketing and to emit word-of-mouth, while the willingness to receive permission-based mobile marketing has a positive effect on the word-of-mouth emission. In order not to overlook the ubiquity as a distinguishing attribute of m-banking services, we observe its moderating role, identifying clients who consider ubiquity as an important m-banking characteristic and others who do not consider it relevant. Hence, attending the opinion of actual m-banking clients, this study proposes suggestions for improving the use of m-banking services by avoiding or lessening the negative effects of m-banking resource-related inadequacies

What Drives M-Shoppers to Continue Using Mobile Devices to Buy?

Producción CientíficaThe aim of this work is to offer a better understanding of consumer continued intentions to use mobile devices to shop. An integrated model is developed to identify the drivers that lead m-shoppers to repurchase. Specifically, navigation, safety and ubiquity are posited as stimuli guiding consumers’ affective (satisfaction) and cognitive (trust and convenience) reactions that will, in turn, increase repurchase intention. Results show the impact of ubiquity on m-convenience and safety m-experience on both affective and cognitive reactions. Finally, repurchase intention is explained directly by m-satisfaction and m-convenience and indirectly by m-trust. This article contributes to the fields of mobile marketing literature and practitioner management.Ministerior de Educación y ciencia (proyecto ECO2017-8217-R)Junta de Castilla y León (proyecto VA001B10-1)Fondo europeo de desarrollo regional (proyecto VA112P17

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

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

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

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

Quality Requirements for Continuous Use of E-learning Systems at Public vs. Private Universities in Spain

During the later years of technological innovation, e-learning systems have demonstrated to be an effective way to improve educational quality and overcome time and place constraints. Virtual communication, instruction and evaluation have become an important part of the higher education. However, although e-learning has been implemented extensively, its operation and success might differ between organisations, due to institutional capacity and resources. With this in mind, the objective of this research is to distinguish between public and private universities, in the sense of the e-learning system quality and the perceived institutional support, as means to achieve users’ intention to continue using e-learning. Analysing the information from 270 Spanish teachers and students in e-learning systems at public and private universities, we concluded that information, service and educational quality determine e-learning continuous use at public universities, while perceived institutional support acts as a mediator between the information and educational quality and the continued use, in the case of the private universities. Valuable recommendations for higher-education institutions’ management suggest that innovative tools for interaction and organisation, cooperation of public and private universities, and investment in technology and human resources, are vital for continuity of e-learning systems

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

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]