110 research outputs found
La influencia de la posicion del banner y la experiencia del usuario sobre el recuerdo. El efecto mediador de la atencion visual
This work was partly supported by the Spanish National Research Programme (R1D1i Research Project
ECO2017-88458-R), Andalusian R1D1I Research Programme (B-SEJ-209-UGR18, the project “Research in
NeuroSOCOM”) and by Portuguese national funding through FCT – Fundação para a Ciência e a
Tecnologia (projects UID/BIM/04773/2019 CBMR; UIDB/04020/2020 CinTurs; UIDB/04470/2020 CiTUR).
Finally, the authors also wish to thank prof. Carlos Flavian, SJM-ESIC editor and the anonymous reviewers
for their invaluable comments and constructive reflections to enable the publication of this manuscript.Purpose: This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience. Design/methodology/approach: An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants’ experience as internet users. Findings: The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor’s level of internet experience affected his/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user’s attention. Practical implications: The paper draws several implications for the marketing literature, hospitality management and society in general. Originality/value: The study is the first to analyse the impact of the position of a static ad on users’ visual attention and memory, considering the user’s degree of internet experience.Andalusian R+D+I Research Programme
B-SEJ-209-UGR18Ciencia e a TecnologiaSpanish National Research Programme
ECO2017-88458-RFundação para a Ciência e a Tecnologia
UID/BIM/04773/2019 CBMR, UIDB/04470/2020 CiTU
Examining Merchants’ Refusal to Adopt Mobile Payment Systems in Spain
Over the past years, traditional company management has been undergoing major changes regarding the adoption, implementation, and development of new technologies. Even if Internet commerce has the potential to revolutionize consumer behavior and the way merchants communicate with their customers, it is true that several activities related to the new technologies are still in the early stages of development or implementation. The main purpose of this study is to assess the determinants of m-payments from the point of view of merchants through an exploratory and qualitative analysis (literature review, focus groups, and in-depth interviews) in order to find the drivers and deterrents influencing the use of mobile payment systems in retail business. In order to properly approach the proposed research, a theoretical review of the actual situation of the different mobile payment systems across the different markets was carried through several personal interviews with merchants in the first place and, secondly, surveying over 151 retail companies in Spain. Conclusions and implications are discussed from the data and results drawn from this research, suggesting strategies to overcome some of the identified barriers and deterrents while also proposing some suggestions for future research opportunities
Simulation of a solar funnel cooker using MATLAB
A software for the calculation of the radiation heat transfer in solar funnel cookers by means of the radiosity method has been developed in Matlab. The software has been used to study a folding solar cooker. The cooker geometry is discretized using a triangular mesh where a piecewise constant approximation is assumed for the radiosity function. Form factors, including self-occlusions, are calculated by properly refining the triangular mesh. The concentration factor of the solar cooker is estimated as a function of its position and orientation with respect to that of the Sun.Universidad de Málaga. Campus de Excelencia Internacional AndalucĂa Tech
Do biometric payment systems work during the COVID‑19 pandemic? Insights from the Spanish users’ viewpoint
The authors would like to thank the support provided by the Spanish Ministry of Science, Innovation and Universities, National R&D&I Plan and FEDER (B-SEJ-209-UGR18).Technological developments are changing how users pay for goods and services.
In the context of the COVID-19 (coronavirus disease 2019) pandemic, new payment
systems have been established to reduce contact between buyer and seller. In addition
to the pandemic, the future is payment processing is also uncertain due to the new EU
security regulations of the Payment Services Directive (PSD2). Biometric payments one
option that would guarantee the security of transactions and reduce the risk of contagion.
This research analyses the intention to recommend the use of the mobile phone
as a tool for collecting payments in a shop using iris reading as a biometric measure of
the buyer. The moderating effect of the fear of contagion in the proposed relationships
was also analysed. An online survey was carried out, which yielded a sample of 368
respondents. The results indicate that the main antecedents of intention to use, which
precedes intention to recommend, are perceived trust, habit, personal innovativeness
and comfort of use. Additionally, the moderating effect of COVID-19 was checked
among users with a higher perception of risk. The results obtained have interesting
implications for purchase management among manufacturers and retailers.Spanish Ministry of Science, Innovation and Universities, National RDI PlanEuropean Commission B-SEJ-209-UGR1
Un modelo integrador de adopciĂłn de una caldera de biomasa
La comprensiĂłn de los antecedentes de la predisposiciĂłn al uso de las calderas de biomasa en el ámbito domĂ©stico-residencial se ha revelado importante para la AdministraciĂłn y las empresas debido a su impacto en el consumo de energĂa. Este trabajo proporciona una visiĂłn global de los predictores de esta conducta a partir de las teorĂas más relevantes en el marco de la toma de decisiones de compra proambientales. El modelo planteado ha sido contrastado aplicando la tĂ©cnica Partial Least Square. El estudio se ha realizado sobre una muestra de 528 propietarios de viviendas independientes sin caldera de biomasa. Las conclusiones revelan que la intenciĂłn de adoptar esta calefacciĂłn está determinada por los valores, la preocupaciĂłn ambiental, las actitudes, el control percibido y las normas personales y sociales. Además, se añaden factores como la percepciĂłn de los atributos de la tecnologĂa, la creencia que la biomasa es beneficiosa y las ayudas econĂłmicas.The understanding of the background of the predisposition to the use of biomass boilers in the domestic-residential environment has proved important for the Administration and the companies due to their impact on the energy consumption. This work provides an overview of the predictors of this behavior from the most relevant theories in the framework of the decision making of proambientales. The proposed model has been tested using the Partial Least Square technique. The study was conducted on a sample of 528 independent homeowners without biomass boiler. The conclusions reveal that the intention to adopt this type of heating is determined by values, environmental concern, attitudes, perceived control and personal and social norms. In addition, external factors such as the perception of the attributes of the technology, the belief that the biomass is beneficial and the economic aid are added
What Do You Want to Eat? Influence of Menu Description and Design on Consumer's Mind: An fMRI Study
The main objective of this research was to analyse the active regions when processing dishes
with a pleasant (vs. unpleasant) design and the effect of the previously read rational (vs. emotional)
description when visualising the dish. The functional magnetic resonance image technique was
used for the study. The results showed that participants who visualised pleasant vs. unpleasant
dishes became active in several domains (e.g., attention, cognition and reward). On the other side,
visualisation of unpleasant dishes activated stronger regions linked to inhibition, rejection, and
related ambiguity. We found that subjects who read rational descriptions when visualising pleasant
dishes activated regions related to congruence integration, while subjects who visualised emotional
descriptions showed an increased neuronal response to pleasant dishes in the regions related to
memory, emotion and congruence.This study was supported by the Andalusian R+D+I Research Programme (Grant No: B-SEJ209-UGR18, "Research in NeuroSOCOM"project). Project Programme of the University of Cadiz (Grant No: PR2017-039) and the Institute of Research and Development Social and Sustainability (INDESS)
Past, present, and future research on self-service merchandising: A co-word and text mining approach
Purpose: This study aims to discern emerging trends and provide a longitudinal perspective
on merchandising research by identifying relationships between merchandising-related
subdomains/themes.
Design/methodology/approach: We sourced 657 merchandising-related articles published
since 1960, from the Scopus database and 425 from Web of Science. After processing and
normalizing the data, we performed co-word and thematic network analyses. Taking a text
mining approach, we used topic modeling to identify a set of coherent topics characterized by
the keywords of the articles.
Findings: We identified the following merchandising-related themes: branding, retail,
consumer, behavior, modeling, textile and clothing industry, and visual merchandising.
Although visual merchandising was the first type of merchandising to be used in-store, only
recently has it become an emerging topic in the academic literature. There has been a further
trend over the last decade to understand the adoption of simulation technology, such as
computer-aided design, particularly in supply chain management in the clothing industry.
These and other findings contribute to our discussion of the merchandising concept,
approached from an evolutionary perspective.
Research limitations/implications: The conclusions of the study hold implications at the
intersection of merchandising, sectors, new technologies, research methodologies, and
merchandising-practitioner education. Research trends suggest that, in the future, virtual
reality and augmented reality using neuroscientific methods will be applied to the emerchandising
context.
Practical implications: The different dimensions of merchandising can be used to leverage
store managers’ decision-making process toward an integrated store-management strategy. In
particular, by adopting loyalty merchandising tactics, the store can generate emotional
attachment among consumers, who will perceive its value and services as unique, thanks to
merchandising items designed specifically with that aim in mind. The stimulation of unplanned purchases, the strategic location of products and duration of
each merchandising activity in the store, the digitalization of merchandising, and the
application of findings from neuroscience studies are some of the most relevant practical
applications.
Originality/value: The study provides the first-ever longitudinal review of the state of the art
in merchandising research, taking a holistic perspective of this field of knowledge spanning a
60-year period. The work makes a valuable contribution to the development of the marketing
discipline
The effects of human-game interaction, network externalities, and motivations on players’ use of mobile casual games.
Purpose - This paper empirically examines the factors that influence the acceptance and use of mobile casual games.
Methodology - A theoretical model is proposed based on the theory of reasonable action, the uses and gratifications theory, the network externalities paradigm and the human-computer interaction literature. An empirical study was conducted through an online survey of mobile casual gamers in Spain, using a convenience sample. The proposed model was tested by an analysis of the collected data through a structural equation model using the partial least squares (PLS) method.
Findings - The results indicate that human-mobile game interaction and network externalities have a significant indirect impact on intention to play, through utilitarian, hedonic and relational motivations. In addition, the full mediation effect of attitude was found between these constructs and intention to play, which is a very important determinant of actual use.
Originality/value - This study is among the few that focuses on users’ acceptance of mobile games apps, the features of which differ significantly from personal computer and console games. It highlights the effects of human-game interaction and network externalities on the adoption of mobile casual games. Hence, the study contributes to the theoretical and practical understanding of the factors that lead users to adopt an entertainment mobile application.This work was supported by the Andalusia Regional Government [Excellence
Research Project P12-SEJ-1980]; and the Spanish Ministry of Economy and
Competitiveness [Project ECO2012-39576]
The Tipping Point in the Status of Socially Responsible Consumer Behavior Research? A Bibliometric Analysis
Looking at the impact of society on the environment or, as we write this manuscript in the
midst of the COVID-19 crisis, the scenes of consumers hoarding products, we wonder if consumers
really do exhibit socially responsible consumer behaviors (SRCB). An initial literature review showed
that few studies have addressed this issue, which creates opportunities for the development of new
research lines. Furthermore, no study had examined the conceptual evolution or whether SRCB is a
developed or fragmented theme from an exhaustive compilation of all previous academic research.
To address the proposed research questions, we conducted a bibliometric analysis applied to a
corpus of manuscripts on SRCB indexed in the Web of Science (WoS) bibliographic database, from
its inception in 1991 up to 2019. Co-word analysis provided a structure of conceptual sub-domains
classified based on their density and centrality. In addition, thematic networks were extracted that
showed the important associations between the main issues that the SRCB community has addressed,
which enabled the authors to examine the subject’s intellectual structuring over almost three decades.
The findings showed that the research, over time, has focused most on corporate social responsibility
(CSR), this being a motor theme between 2013 and 2016. In general, SRCB has been a very fragmented
field of study, however in the last three years, it has developed into a distinct entity; in the past,
it was basically addressed through CSR. The most productive thematic areas during the last 30 years
have been: (a) Research into consumer attitude, (b) research on CSR, and (c) research on social and
sustainable consumption behavior. In response to calls for greater theoretical clarification of the SRCB
discipline, the authors providing experts and novices with a better understanding of the current state
of the art and suggest future research directions.The authors are grateful for the financial assistance provided via the ADEMAR research group
(University of Granada) under the auspices of the Spanish National Research Programme (R+D+i Research Project
ECO2017-88458-R)
CĂłmo mejorar el diseño de una campaña en favor de las energĂas renovables bajo un enfoque de neuromarketing
El diseño de campañas publicitarias que generen cambios en las actitudes, intenciones y comportamientos de los consumidores, es uno de los principales objetivos de las organizaciones pĂşblicas y privadas. Conocer la tipologĂa de los estĂmulos que provocan mayor atenciĂłn, emociĂłn y recuerdo en la mente de los espectadores, determinará las estrategias de marketing a desarrollar para mejorar la eficacia en sus mensajes de comunicaciĂłn. El presente estudio, analiza mediante el uso de Resonancia MagnĂ©tica Funcional, el tipo de apelaciĂłn del mensaje (positivo, neutro o negativo) que consigue una mayor eficacia al presentar energĂas renovables. Los resultados alcanzados pueden servir de orientaciĂłn para crear anuncios más efectivos que fomenten el consumo responsable.The design of advertising campaigns generating changes in consumers’ attitudes, intentions, and behaviors is one of the main objectives of public and private organizations. In order to improve the effectiveness of the communication messages in marketing strategies, it is very important to know the type of stimulus that triggers more attention, emotion, and memory in viewers’ minds. The present study uses the Functional Magnetic Resonance to analyze the type of response (positive, neutral or negative) at a given message, which permits to obtain a greater efficiency when presenting renewable energies. The results achieved can serve as a guide to create more effective advertisements that encourage responsible consumption.Ministerio de EconomĂa y Competitividad ECO2012-39576Junta de AndalucĂa P12-SEJ-198
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