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- Prof. Marketing (U. Zaragoza)AIRSI chairEditor-in-Chief Spanish Journal of Marketing-ESICPassionate about application... moreProf. Marketing (U. Zaragoza)AIRSI chairEditor-in-Chief Spanish Journal of Marketing-ESICPassionate about applications in the context of marketing and consumer behavior of 4.0 technologies (Artificial Intelligence, Service Robots, Virtual Reality, Augmented Reality, Extended Reality, etc.).edit
Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the pre-purchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce... more
Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the pre-purchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce the perceived risk of buying a product online. Despite existing research, the impact of AR on the consumer decision process needs to be further explored. Consequently, this research aims to understand the impact of AR on the perception of risk and the purchase decision process, considering decision comfort and decision confidence. Through a between-subjects experiment, the results show that AR reduces the risk of online shopping. However, it has no direct effect on the decision process. Reducing risk and the comfort it brings generates decision confidence and satisfaction with the shopping experience. This satisfaction will generate engagement towards the online shop platform. The research highlights the process through which AR impacts the decision-making process. The implications for AR marketing theory and managerial implications in the age of the metaverse are discussed.
Research Interests:
Service robots are taking over the frontline. They can possess three types of artificial intelligence (AI): mechanical, thinking, and feeling AI. Although these intelligences determine how service robots can help customers, not much is... more
Service robots are taking over the frontline. They can possess three types of artificial intelligence (AI): mechanical, thinking, and feeling AI. Although these intelligences determine how service robots can help customers, not much is known about how customers respond to robots of different intelligence. This paper addresses this gap, builds on the appraisal theory of emotions, and employs three online experiments and one field study to demonstrate that customers have different emotional responses to the three types of AI. Particularly, the influence of AI on positive emotions becomes stronger as the AI type becomes more sophisticated. That is, feeling AI relates more strongly to positive emotions than mechanical AI. Also, feeling AI and thinking AI increase spending and loyalty intention through customers' positive emotions. We also identify important contingency effects of service tiers: mechanical AI is more suitable for low-cost firms, whereas feeling AI mainly benefits full-service providers. Remarkably, none of the three intelligences are directly related to negative emotions; perceived robot autonomy is an important mediator in these relationships. The findings yield concrete managerial guidance as to how smart a service robot should be by pinpointing the right type of AI given the market segment of the service provider.
Research Interests:
Research Interests: Psychology and Humanities
Web appendix Service robots are taking over the frontline. They can possess three types of artificial intelligence (AI): mechanical, thinking, and feeling AI. Although these intelligences determine how service robots can help customers,... more
Web appendix
Service robots are taking over the frontline. They can possess three types of artificial intelligence (AI): mechanical, thinking, and feeling AI. Although these intelligences determine how service robots can help customers, not much is known about how customers respond to robots of different intelligence. This paper addresses this gap, builds on the appraisal theory of emotions, and employs three online experiments and one field study to demonstrate that customers have different emotional responses to the three types of AI. Particularly, the influence of AI on positive emotions becomes stronger as the AI type becomes more sophisticated. That is, feeling AI relates more strongly to positive emotions than mechanical AI. Also, feeling AI and thinking AI increase spending and loyalty intention through customers’ positive emotions. We also identify important contingency effects of service tiers: mechanical AI is more suitable for low-cost firms, whereas feeling AI mainly benefits full-service providers. Remarkably, none of the three intelligences are directly related to negative emotions; perceived robot autonomy is an important mediator in these relationships. The findings yield concrete managerial guidance as to how smart a service robot should be by pinpointing the right type of AI given the market segment of the service provider.
Service robots are taking over the frontline. They can possess three types of artificial intelligence (AI): mechanical, thinking, and feeling AI. Although these intelligences determine how service robots can help customers, not much is known about how customers respond to robots of different intelligence. This paper addresses this gap, builds on the appraisal theory of emotions, and employs three online experiments and one field study to demonstrate that customers have different emotional responses to the three types of AI. Particularly, the influence of AI on positive emotions becomes stronger as the AI type becomes more sophisticated. That is, feeling AI relates more strongly to positive emotions than mechanical AI. Also, feeling AI and thinking AI increase spending and loyalty intention through customers’ positive emotions. We also identify important contingency effects of service tiers: mechanical AI is more suitable for low-cost firms, whereas feeling AI mainly benefits full-service providers. Remarkably, none of the three intelligences are directly related to negative emotions; perceived robot autonomy is an important mediator in these relationships. The findings yield concrete managerial guidance as to how smart a service robot should be by pinpointing the right type of AI given the market segment of the service provider.
Research Interests:
Teleworking has, today, become a necessity for many organizations, so effective virtual team management is critical. This study analyzes the influence of the personality traits of virtual team workers on team efficiency. To do so we... more
Teleworking has, today, become a necessity for many organizations, so effective virtual team management is critical. This study analyzes the influence of the personality traits of virtual team workers on team efficiency. To do so we examine the effects of subordinates' personalities on the trust they give the virtual team leader and the impact of this trust on commitment to the team. We also discuss how the team's degree of virtuality and the leader's gender influence the relationship between personality and trust. The findings showed that extroversion has a positive effect on trust felt in the leader, and that this trust has a positive effect on commitment felt toward the team. On the other hand, it was observed that neuroticism had a more negative effect on trust in more virtual environments. The leader's gender had no significant effect. The study offers advice for virtual team management and discusses its limitations and future research directions.
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Robots are being implemented in many frontline services, from waiter robots in restaurants to robotic concierges in hotels. A growing number of firms in hospitality and tourism industries introduce service robots to reduce their... more
Robots are being implemented in many frontline services, from waiter robots in restaurants to robotic concierges in hotels. A growing number of firms in hospitality and tourism industries introduce service robots to reduce their operational costs and to provide customers with enhanced services (e.g. greater convenience). In turn, customers may consider that such a disruptive innovation is altering the established conditions of the service-provider relationship. Based on attribution theory, this research explores how customers’ attributions about the firm motivations to implement service robots (i.e. cost reduction and service enhancement) are affecting customers’ intentions to use and recommend this innovation. Following previous research on robot’s acceptance, our research framework analyzes how these attributions may be shaped by customers’ perceptions of robot’s human-likeness and their affinity with the robot. Structural equation modelling is used to analyze data collected from ...
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The automation of services taking advantage of the significant opportunities offered by artificial intelligence and other Industry 4.0 technologies is receiving increasing attention both from academics and practitioners. Interest in the... more
The automation of services taking advantage of the significant
opportunities offered by artificial intelligence and other Industry
4.0 technologies is receiving increasing attention both from
academics and practitioners. Interest in the subject has been
boosted significantly by the healthcare crisis generated by
COVID-19 and the need to maintain social distancing while
continuing to provide efficient services. The purpose of this brief
paper is threefold: (i) to introduce and summarize the current
state of automated forms of interaction in services; (ii) to provide
an overview of the six papers published in this special issue; and
(iii) to describe the possibilities for future research that emerged
at the AIRSI2019 (Artificial Intelligence and Robotics in Service
Interactions) Conference. The AIRSI2019 conference was the
precursor to this special issue and provided an excellent
opportunity to explore with leading international researchers the
extraordinary development possibilities presented in this research
context.
摘要
利用人工智能和其他工业4.0技术提供的重要机会进行的服务自
动化正受到学术界和从业人员越来越多的关注。由COVID-19引发
的医疗危机以及在继续提供高效服务的同时保持社会距离的需要
极大地推动了人们对这一主题的兴趣。这篇短文的目的有三点。
(i)介绍和总结服务中自动交互形式的现状；(ii)概述本特刊发表的
六篇论文；(iii)描述AIRSI2019（服务交互中的人工智能和机器人
技术）会议上出现的未来研究的可能性。AIRSI2019会议是本特
刊的前身，为我们提供了一个极好的机会，与国际领先的研究人
员一起探索这一研究背景下所呈现的非凡发展可能性
opportunities offered by artificial intelligence and other Industry
4.0 technologies is receiving increasing attention both from
academics and practitioners. Interest in the subject has been
boosted significantly by the healthcare crisis generated by
COVID-19 and the need to maintain social distancing while
continuing to provide efficient services. The purpose of this brief
paper is threefold: (i) to introduce and summarize the current
state of automated forms of interaction in services; (ii) to provide
an overview of the six papers published in this special issue; and
(iii) to describe the possibilities for future research that emerged
at the AIRSI2019 (Artificial Intelligence and Robotics in Service
Interactions) Conference. The AIRSI2019 conference was the
precursor to this special issue and provided an excellent
opportunity to explore with leading international researchers the
extraordinary development possibilities presented in this research
context.
摘要
利用人工智能和其他工业4.0技术提供的重要机会进行的服务自
动化正受到学术界和从业人员越来越多的关注。由COVID-19引发
的医疗危机以及在继续提供高效服务的同时保持社会距离的需要
极大地推动了人们对这一主题的兴趣。这篇短文的目的有三点。
(i)介绍和总结服务中自动交互形式的现状；(ii)概述本特刊发表的
六篇论文；(iii)描述AIRSI2019（服务交互中的人工智能和机器人
技术）会议上出现的未来研究的可能性。AIRSI2019会议是本特
刊的前身，为我们提供了一个极好的机会，与国际领先的研究人
员一起探索这一研究背景下所呈现的非凡发展可能性
Research Interests:
The purpose of this research is to understand the main factors that determine users' continuance intention to use social mobile Apps, considering two utilitarian (i.e., perceived usefulness, perceived ease of use) variables and a hedonic... more
The purpose of this research is to understand the main factors that determine users' continuance intention to use social mobile Apps, considering two utilitarian (i.e., perceived usefulness, perceived ease of use) variables and a hedonic (i.e., perceived enjoyment) variable. As social mobile Apps may be utilitarian or hedonic, we aim to evaluate possible differences in the significance of the aforementioned antecedent factors in utilitarian Apps (i.e., TripAdvisor) and hedonic Apps (i.e., Instagram). The data were collected from an international sample of users; the Partial Least Squares method was applied to analyze the research model, using SMARTPLS 3.0. To analyze the moderating effects, a multi-group PLS analysis was carried out to compare the differences between the path relationships in the two Apps. The results show that continuance intention to use is explained by perceived usefulness, perceived ease of use, perceived enjoyment, satisfaction and user experience (control variable), and the impact of utilitarian variables is generally greater for utilitarian Apps, whereas the impact of perceived enjoyment is higher for hedonic Apps. This study contributes to the general body of knowledge about mobile Apps by providing a comprehensive theoretical foundation and practical implications that illuminate the continuance use of social mobile Apps.
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The arrival of augmented reality (AR) on social networks in the form of filters is generating new user experiences. Despite their potential as interactive marketing tools, previous research analyzing the impact of AR filters has focused... more
The arrival of augmented reality (AR) on social networks in the form of filters is generating new user experiences. Despite their potential as interactive marketing tools, previous research analyzing the impact of AR filters has focused mainly on shopping-based or personal-based variables. Conceiving AR filters to be entertainment products, this research follows the theory of uses and gratifications to examine the playability of AR filters, that is, the satisfaction that users derive from the experience and their making of electronic word-of-mouth recommendations. The results of two studies combining quantitative and qualitative techniques showed the key role played by perceived entertainment and, to a lesser extent, perceived interactivity, in the playability of AR filters. Perceived curiosity and compatibility also affected users' satisfaction. The findings contribute to the literature on AR filters by analyzing users' experiences from an entertainment perspective, examining a comprehensive set of hedonic, utilitarian, social and personal uses and gratifications that users might derive when interact with AR filters on social media. Practitioners should incorporate appropriate features when designing the filters so that users obtain fun and entertaining experiences, interact with others, and get fresh content. All these may foster the consumer's storytelling through images.
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Purpose The purpose of this paper is to examine, among the possible causes, whether trust in the leader is one of the most relevant factors on the success of a virtual work team by analyzing different antecedents of the trust and its... more
Purpose The purpose of this paper is to examine, among the possible causes, whether trust in the leader is one of the most relevant factors on the success of a virtual work team by analyzing different antecedents of the trust and its consequences. Design/methodology/approach The influence that certain physical and behavioral characteristics of the leader (attractiveness, empathy and justice) exert on the degree of trust is evaluated. On the other hand, the influence of trust on the efficiency of the team, in terms of organizational citizenship behavior and commitment, is analyzed. To test the model, a survey was conducted on real work teams and the data were analyzed through a model of structural equations. Findings The results support the hypotheses and consequently, the relevance of trust in the leader. Specifically, the leader’s physical and behavioral characteristics have a significant effect on the trust in the leader. This trust results in greater organizational efficiency. Or...
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Purpose-This research aims to identify whether subsequent consciousness of having been in a flow statethat is, flow consciousnessregarding an earlier impulse purchase affects consumers' post-purchase behaviours, specifically their... more
Purpose-This research aims to identify whether subsequent consciousness of having been in a flow statethat is, flow consciousnessregarding an earlier impulse purchase affects consumers' post-purchase behaviours, specifically their feelings of consumer regret. Design/methodology/approach-The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www. amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses. Findings-Flow consciousness is found to reduce consumer regret after an impulse purchase. Practical implications-Online retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase. Originality/value-This is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product.
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Purpose-The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will... more
Purpose-The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers' technology readiness and service awareness affect their intention to use analytical AI investment services. Design/methodology/approach-Hypotheses were tested with a data set of 404 North American-based potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers' characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor's name (i.e., robo-advisor vs. AI-advisor). Findings-The results indicated that customers' technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation as analytical AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance. Originality/value-This is the first study to analyze the role of customers' technology readiness in the adoption of analytical AI. The authors link the findings to previous technology adoption and automated services' literature and provide specific managerial implications and avenues for further research.
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Home > Internet Research > Volume 15 issue 4 > The influence of corporate image on... ... Icon: Abstract. Icon: Backfiles. Icon: Print. Icon: Reprints & permissions. ... The authors wish to express their gratitude for the... more
Home > Internet Research > Volume 15 issue 4 > The influence of corporate image on... ... Icon: Abstract. Icon: Backfiles. Icon: Print. Icon: Reprints & permissions. ... The authors wish to express their gratitude for the financial support received from received from the Spanish ...
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The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become... more
The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers' technology readiness and service awareness affect their intention to use analytical-AI investment services. Design/methodology/approach: Hypotheses were tested with a data set of 404 North American-based potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers' characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor's name (i.e., robo-advisor vs. AI-advisor). Findings: The results indicated that customers' technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation, as analytical-AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance. Originality: This is the first study to analyze the role of customers' technology readiness in the adoption of analytical-AI. We link our findings to previous technology adoption and automated services' literature and provide specific managerial implications and avenues for further research.
Research Interests:
Purpose-This research aims to identify whether subsequent consciousness of having been in a flow state-that is, flow consciousness-regarding an earlier impulse purchase affects consumers' post-purchase behaviours, specifically their... more
Purpose-This research aims to identify whether subsequent consciousness of having been in a flow state-that is, flow consciousness-regarding an earlier impulse purchase affects consumers' post-purchase behaviours, specifically their feelings of consumer regret. Methodology-The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness, and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www.amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses. Findings-Flow consciousness is found to reduce consumer regret after an impulse purchase. Originality-This is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product. Practical implications-Online retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase.
Research Interests:
Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future. This study aims to identify... more
Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future. This study aims to identify some key antecedents and consequences of opinion leadership in this context. Our results, based on data collected from 808 followers of a fashion focused Instagram account, suggest that originality and uniqueness are crucial factors if a user is to be perceived as an opinion leader on Instagram. In addition, opinion leadership influences consumer behavioral intentions toward both the influencer (intention to interact in the account and recommend it) and the fashion industry (intention to follow fashion advice posted). Finally, the perceived fit of the account with the consumer's personality strengthens the influence of opinion leadership on the intention to follow published advice. These results have interesting implications for the fashion industry.
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Research Interests:
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Información del artículo Redes virtuales y sociedad del conocimiento. La promoción de la Expo 2008.
The study and measurement of image especially in the Internet banking field has become an important tool to help the management of the banks operating on the Internet to make decisions. As there are no previous scales in existence to... more
The study and measurement of image especially in the Internet banking field has become an important tool to help the management of the banks operating on the Internet to make decisions. As there are no previous scales in existence to enable the image of this type of ...
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The study and measurement of image especially in the Internet banking field has become an important tool to help the management of the banks operating on the Internet to make decisions. As there are no previous scales in existence to... more
The study and measurement of image especially in the Internet banking field has become an important tool to help the management of the banks operating on the Internet to make decisions. As there are no previous scales in existence to enable the image of this type of ...
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Consumer commitment and trust placed by the consumer in a website are two key factors for maintaining a long-term relationship between consumers and businesses in the online context. This study analyzes the effects of the level of... more
Consumer commitment and trust placed by the consumer in a website are two key factors for maintaining a long-term relationship between consumers and businesses in the online context. This study analyzes the effects of the level of satisfaction of previous interactions and the trust placed by the consumer in a website on the commitment of the online consumer. In addition, we have looked at the effects of perceived reputation and satisfaction on consumer trust. The empirical analysis confirms the existence of positive and significant effects of trust and satisfaction on commitment. Similarly, we observed positive and significant effects of perceived reputation and satisfaction on consumer trust. The study concludes with the main managerial implications, limitations and possibilities for future research.
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Purpose-The purpose of this research is to analyse the influence of perceived web site security and privacy, usability and reputation on consumer trust in the context of online banking. Moreover, the paper also aims to analyse the... more
Purpose-The purpose of this research is to analyse the influence of perceived web site security and privacy, usability and reputation on consumer trust in the context of online banking. Moreover, the paper also aims to analyse the trust-commitment relationship since commitment is a key variable for establishing successful long-term relationships with customers. Design/methodology/approach-The paper describes the positive effects of security and privacy, usability and reputation on consumer trust in a web site in the online banking context. Besides this, it also suggests that trust has a positive effect on consumer commitment. After the validation of measurement scales, the hypotheses are contrasted through structural modelling. Finally, the paper compares the hypothesised model with a rival one in order to test the mediating role of trust. Findings-The data showed that web site security and privacy, usability and reputation have a direct and significant effect on consumer trust in a financial services web site. Besides this, consumer trust is positively related to relationship commitment. Finally, it is observed that trust is a key mediating factor in the development of relationship commitment in the online banking context. Research implications/limitations-The high costs every company has to face in order to attract new customers make it increasingly necessary to reinforce the ties established with customers. In this respect, this research offers several alternatives for improving the levels of consumer trust and commitment in the context of online banking. The limitation is that data were collected to a web survey only of Spanish-speaking subjects. Originality/value-This study proposes a model for analysing empirically the link between security, privacy and trust, amongst others, in the online banking context.
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Instagram is emerging as the most influential social network; this phenomenon is especially apparent in the fashion industry. Fashion brands are launching creative campaigns on Instagram to engage their followers. The present study aims... more
Instagram is emerging as the most influential social network; this phenomenon is especially apparent in the fashion industry. Fashion brands are launching creative campaigns on Instagram to engage their followers. The present study aims to increase the understanding of followers’ engagement by analyzing the consequences of brand publications on Instagram. Taking as a basis the S-O-R framework, brand publications (stimulus) may generate perceptions of creativity and positive emotions in their followers (organism) which, in turn, may influence their affective commitment and interaction intentions (response). Our results, based on data collected from 808 followers of an Instagram fashion brand account, analyzed using structural equation modeling, confirmed that perceived creativity is a crucial aspect of Instagram. In addition, positive emotions and affective commitment act as partial mediators in the relationship between perceived creativity and interaction intentions. These results have interesting implications for both the fashion industry and content generation on Instagram.
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In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the... more
In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the influence of motivations on the degree of perceived substitutability between digital and traditional newspapers. First, a qualitative study was carried out in order to learn about this particular context of analysis in greater detail. Specifically, we held a focus group and a series of in-depth interviews. These analyses allowed us to identify the four main motivations to read the press: (1) to search for specific information, (2) to get updated news, (3) for leisure reasons, and (4) as a habit. Subsequently, a survey was applied to a representative sample of users and several hypotheses were tested with a binary logistic regression analysis. The results confirm that the motivation to search for updated news influences negatively the perceived degree of substitutability between channels (readers prefer the digital channel when searching for updated news). We also found that reading as entertainment or as habit led readers to consider both channels more 'substitutable'. These findings suggest that both channels can survive alongside one another, avoiding cannibalistic effects, and that the newspaper industry should recognise the difference of the digital channel by paying more attention to its peculiarities.
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This research examines how customers' perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers' behavioral intentions... more
This research examines how customers' perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers' behavioral intentions depend on their perceptions of the working conditions for the delivery workers, as well as service quality. This influence is higher among customers with a high level of social conscious consumption. Our research also explores the costs that customers would be willing to assume to be served by a food delivery service that offers better working conditions. These insights reveal several relevant managerial implications for gig economy firms.
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Offering a good experience to consumers is key for e-commerce companies. Therefore, providing them with flow experiences could lead to success for these organisations. Since the birth of the Internet, a wide range of research has studied... more
Offering a good experience to consumers is key for e-commerce companies. Therefore, providing them with flow experiences could lead to success for these organisations. Since the birth of the Internet, a wide range of research has studied flow in this context. However, few studies have examined the role that electronic devices play in flow experiences. Based on 570 consumer shopping experiences in Amazon, the differences between handheld devices (smartphones and tablets) and PCs (laptops and desktop computers) are examined as the main antecedents of flow experience using structural equation modelling, based on covariances. The results demonstrate the importance of including hedonic elements in the design of web pages (accessible from PCs). On the other hand, apps (accessible from handheld devices) should facilitate concentration and encourage the user's time distortion to reach the flow state. The results can be useful for e-commerce companies in the design of their online platforms.
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Purpose-The purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which "challenges" the consumer's preferences in a webrooming experience. The impacts of the social... more
Purpose-The purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which "challenges" the consumer's preferences in a webrooming experience. The impacts of the social relationship between the sender and the receiver of the m-WOM and product category (electronics versus fashion accessories) are examined. Design/methodology/approach-An online experiment was carried out which manipulated the presence and type of challenging m-WOM, and product category, in a 3 3 2 between-subjects factorial design. The participants were 204 consumers recruited through a market research agency. Their perceptions about the helpfulness of the m-WOM, and their product preferences and choices, were analysed. Findings-Receiving in-store m-WOM was perceived as helpful by webroomers and affected their preferences and choices. For electronics online reviews posted by anonymous customers were more influential than friends' opinions, whereas the opposite was the case with fashion accessories. The trustworthiness and expertise of the m-WOM source may explain the effects of m-WOM. Practical implications-m-WOM entails challenges and opportunities for retailers in the omnichannel era. The findings suggest that allowing customers to access m-WOM may be beneficial; however, retailers must consider the type of m-WOM that may be most suitable for their businesses. Recommendations for referral and review sites are also offered. Originality/value-This study examines the impact of challenging m-WOM on shopping experiences, combining online, mobile and physical channels. The results revealed the importance of the information source and product category in the determination of consumers' perceptions of helpfulness, preferences and choice.
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In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the... more
In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the influence of motivations on the degree of perceived substitutability between digital and traditional newspapers. First, a qualitative study was carried out in order to learn about this particular context of analysis in greater detail. Specifically, we held a focus group and a series of in-depth interviews. These analyses allowed us to identify the four main motivations to read the press: (1) to search for specific information, (2) to get updated news, (3) for leisure reasons, and (4) as a habit. Subsequently, a survey was applied to a representative sample of users and several hypotheses were tested with a binary logistic regression analysis. The results confirm that the motivation to search for updated news influences negatively the perceived degree of substitutability between channels (readers prefer the digital channel when searching for updated news). We also found that reading as entertainment or as habit led readers to consider both channels more 'substitutable'. These findings suggest that both channels can survive alongside one another, avoiding cannibalistic effects, and that the newspaper industry should recognise the difference of the digital channel by paying more attention to its peculiarities.
Research Interests:
We live in a multisensory world. Our experiences are constructed by the stimulation of all our senses. Nevertheless , digital interactions are mainly based on audiovisual elements, while other sensory stimuli have been less explored.... more
We live in a multisensory world. Our experiences are constructed by the stimulation of all our senses. Nevertheless , digital interactions are mainly based on audiovisual elements, while other sensory stimuli have been less explored. Virtual reality (VR) is a sensory-enabling technology that facilitates the integration of sensory inputs to enhance multisensory digital experiences. This study analyzes how the addition of ambient scent to a VR experience affects digital pre-experiences in a service context (tourism). Results from a laboratory experiment confirmed that embodied VR devices, together with pleasant and congruent ambient scents, enhance sensory stimulation, which directly (and indirectly through ease of imagination) influence affective and behavioral reactions. These enriched multisensory experiences strengthen the link between the affective and conative images of destinations. We make recommendations for researchers and service providers with ambitions to deliver ambient scents, especially those congruent with displayed content, to enhance the sensorialization of digital VR experiences.
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Virtual reality devices create a high integration of technologies with human senses. However, few studies analyze how embodied technologies affect customer pre-experiences with a destination. Results from a lab experiment show that... more
Virtual reality devices create a high integration of technologies with human senses. However, few studies analyze how embodied technologies affect customer pre-experiences with a destination. Results from a lab experiment show that compared to desktop PC and mobile phones, VR head-mounted displays generate more immersive experiences, higher sensory stimulation, more engagement, and higher behavioral intentions toward the destination. Immersion and sensory stimulation mediate the effects of technological embodiment on engagement and behavioral intentions. Furthermore, active (versus passive) tourism content strengthens these effects. Our results stress the role of technological embodiment to generate effective pre-experiences with potential tourists’ destinations.
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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please... more
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
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The use of imagination is a dominant strategy for consumers to form evaluations in the e-commerce environments. Online Product Presentation Videos (OPPVs) are vivid information that can facilitate consumers this task. Following the... more
The use of imagination is a dominant strategy for consumers to form evaluations in the e-commerce environments. Online Product Presentation Videos
(OPPVs) are vivid information that can facilitate consumers this task. Following the imagery fluency approach, we analyze the impact of OPPVs on consumers’ quality of product-related thoughts, ease of imagining, and responses toward the product. A series of studies combining experimental- and survey-based procedures shows that the presence and type of OPPV improves consumers’ cognitive responses and facilitates imagination about the product, which becomes a strong determinant of attitude and purchase intention. We also control for the OPPV’s trustworthiness to isolate the effects of the content characteristics of video. Moreover, we consider the moderating role of the consumer’s motivation to process information. The results demonstrate that high and low motivated consumers use their imagination differently. In addition, when OPPVs are featured by the brand, ease of imagining does not relate to purchase intention.
(OPPVs) are vivid information that can facilitate consumers this task. Following the imagery fluency approach, we analyze the impact of OPPVs on consumers’ quality of product-related thoughts, ease of imagining, and responses toward the product. A series of studies combining experimental- and survey-based procedures shows that the presence and type of OPPV improves consumers’ cognitive responses and facilitates imagination about the product, which becomes a strong determinant of attitude and purchase intention. We also control for the OPPV’s trustworthiness to isolate the effects of the content characteristics of video. Moreover, we consider the moderating role of the consumer’s motivation to process information. The results demonstrate that high and low motivated consumers use their imagination differently. In addition, when OPPVs are featured by the brand, ease of imagining does not relate to purchase intention.
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Purpose-With the popularity of mobile devices and new technologies, such as NFC, mobile payment, which is taking the place of credit cards and cash as the chief payment method, is attracting more and more attention. Thus, this paper aims... more
Purpose-With the popularity of mobile devices and new technologies, such as NFC, mobile payment, which is taking the place of credit cards and cash as the chief payment method, is attracting more and more attention. Thus, this paper aims to investigate the main determinants of mobile payment use intention and proposes a model of mobile payment adoption, integrating mindfulness as a major factor. Design/methodology/approach-Data for the study were collected through an online survey of a representative sample of 414 users in the United States and 380 in Spain. Structural equation modelling (SEM) was used to verify the validity of the variables and the relationships among them. Findings-The results showed that mindfulness, perceived ease of use, perceived usefulness, subjective norms and attitude have significant influence on mobile payment use intention. Research limitations/implications-The present study is based on samples from only the United States and Spain, which limits generalization of the results. The notion of mindfulness is new in mobile payment adoption research, so future studies should analyze in more detail and in depth its effect on these adoption processes. Originality/value-This is the first study to incorporate mindfulness into a mobile payment adoption process. Incorporating mindfulness complements traditional variables to show how users address the adoption process (e.g. novelty seeking, engagement, anxiety, attention paid).
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Robots are being implemented in many frontline services, from waiter robots in restaurants to robotic concierges in hotels. A growing number of firms in hospitality and tourism industries introduce service robots to reduce their... more
Robots are being implemented in many frontline services, from waiter robots in restaurants to robotic concierges in hotels. A growing number of firms in hospitality and tourism industries introduce service robots to reduce their operational costs and to provide customers with enhanced services (e.g. greater convenience). In turn, customers may consider that such a disruptive innovation is altering the established conditions of the service-provider relationship. Based on attribution theory, this research explores how customers’ attributions about the firm motivations to implement service robots (i.e. cost reduction and service enhancement) are affecting customers’ intentions to use and recommend this innovation. Following previous research on robot’s acceptance, our research framework analyzes how these attributionsmay be shaped by customers’ perceptions of robot’s humanlikeness and their affinity with the robot. Structural equation modelling is used to analyze data collected from 517 customers evaluating service robots in the hospitality industry; results show that attributions mediate the relationships between affinity toward the robot and customer behavioral intentions to use and recommend service robots. Specifically, customer’s affinity toward the service robot positively affects service improvement attribution, which in turn has a positive influence on customer behavioral intentions. In contrast, affinity negatively affects cost reduction attribution, which in turn has a negative effect on behavioral intentions. Finally, human-likeness has a positive influence on affinity. This research provides practitioners with empirical evidence and guidance about the introduction of service robots and its relational implications in hospitality and tourism industries. Theoretical advances and future research avenues are also discussed.
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Purpose-Service robots are taking over the organizational frontline. Despite a recent surge in studies on this topic, extant works are predominantly conceptual in nature. The purpose of this paper is to provide valuable empirical insights... more
Purpose-Service robots are taking over the organizational frontline. Despite a recent surge in studies on this topic, extant works are predominantly conceptual in nature. The purpose of this paper is to provide valuable empirical insights by building on the attribution theory. Design/methodology/approach-Two vignette-based experimental studies were employed. Data were collected from US respondents who were randomly assigned to scenarios focusing on a hotel's reception service and restaurant's waiter service. Findings-Results indicate that respondents make stronger attributions of responsibility for the service performance toward humans than toward robots, especially when a service failure occurs. Customers thus attribute responsibility to the firm rather than the frontline robot. Interestingly, the perceived stability of the performance is greater when the service is conducted by a robot than by an employee. This implies that customers expect employees to shape up after a poor service encounter but expect little improvement in robots' performance over time. Practical implications-Robots are perceived to be more representative of a firm than employees. To avoid harmful customer attributions, service providers should clearly communicate to customers that frontline robots pack sophisticated analytical, rather than simple mechanical, artificial intelligence technology that explicitly learns from service failures. Originality/value-Customer responses to frontline robots have remained largely unexplored. This paper is the first to explore the attributions that customers make when they experience robots in the frontline.
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Purpose – The purpose of this study is to determine how a failure in the treatment received by consumers influences their intention to revisit a hotel, to recommend a hotel or to complain to a third party. The authors analyse perceived... more
Purpose – The purpose of this study is to determine how a failure in the treatment received by consumers influences their intention to revisit a hotel, to recommend a hotel or to complain to a third party. The authors analyse
perceived interpersonal justice, the role played by past encounters and the influence of consumer gender in a hotel recovery process.
Design/methodology/approach – Using experimentation methodology applied to the hotel sector, the authors present four scenarios in a 2 2 (interpersonal justice/no interpersonal justice, prior experience/no prior experience) design with a sample of 352 consumers.
Findings – The results obtained highlight the importance of interpersonal justice in a situation of service failure and the influence that prior experience and gender exert in the context of the hospitality industry. The study provides empirical evidence that, in a service failure setting, behavioural intentions
(word of mouth, third-party complaints and intention to revisit) are
conditioned by three different
consumer characteristics, one affective (perceived interpersonal justice of the service provided), one cognitive (knowledge as a result of prior experience) and one socio-demographic (gender, important because of the differences between male and female consumer behaviour).
Originality/value – This study proposes using the social cognitive theory in a service recovery process within a hospitality industry context. This theory has been successfully exploited in different areas, but in marketing research (especially in studies about service failure and recovery), it has not been
applied. However, its use in marketing is particularly interesting because, through the consideration of three variables (perceived interpersonal justice, prior experience and consumer gender), the service provider could obtain knowledge from consumers interactions to help develop a better and more successful recovery system.
perceived interpersonal justice, the role played by past encounters and the influence of consumer gender in a hotel recovery process.
Design/methodology/approach – Using experimentation methodology applied to the hotel sector, the authors present four scenarios in a 2 2 (interpersonal justice/no interpersonal justice, prior experience/no prior experience) design with a sample of 352 consumers.
Findings – The results obtained highlight the importance of interpersonal justice in a situation of service failure and the influence that prior experience and gender exert in the context of the hospitality industry. The study provides empirical evidence that, in a service failure setting, behavioural intentions
(word of mouth, third-party complaints and intention to revisit) are
conditioned by three different
consumer characteristics, one affective (perceived interpersonal justice of the service provided), one cognitive (knowledge as a result of prior experience) and one socio-demographic (gender, important because of the differences between male and female consumer behaviour).
Originality/value – This study proposes using the social cognitive theory in a service recovery process within a hospitality industry context. This theory has been successfully exploited in different areas, but in marketing research (especially in studies about service failure and recovery), it has not been
applied. However, its use in marketing is particularly interesting because, through the consideration of three variables (perceived interpersonal justice, prior experience and consumer gender), the service provider could obtain knowledge from consumers interactions to help develop a better and more successful recovery system.
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Purpose-The purpose of this paper is to analyse the moderating effect of consumer involvement level in the influence exerted by perceived quality on consumer perceived risk, trust, satisfaction and loyalty. The paper seeks to conduct this... more
Purpose-The purpose of this paper is to analyse the moderating effect of consumer involvement level in the influence exerted by perceived quality on consumer perceived risk, trust, satisfaction and loyalty. The paper seeks to conduct this analysis for a protected designation of origin (PDO) food product, the cured ham "Jamón de Teruel". This analysis aims to distinguish perceived quality in terms of intrinsic and extrinsic attributes of PDO. Design/methodology/approach-Data were obtained using a structured questionnaire. Specifically, consumers were asked to indicate their level of agreement or disagreement with a series of statements based on a seven-point Likert scale. After completion of fieldwork, an analytic process (exploratory and confirmatory reliability analysis) was performed to obtain 441 valid questionnaires. A multi-sample model was applied to analyse the effect level of consumer involvement in the proposed model. Findings-The results suggest that the influence of quality attributes on consumers' perceived risk, trust, satisfaction and loyalty is substantially different between consumers with a high involvement level and consumers with low involvement. In addition, substantial differences were also found in the influence of intrinsic and extrinsic quality attributes on the model being analysed. The results of the analysis show that for the group of highly involved consumers the influence of both intrinsic and extrinsic perceived quality on the consumers' loyalty level is clearly higher. Practical implications-Managers of PDO food products need to understand how consumer involvement level regarding their products influences consumers' decision-making processes. Thus, PDO managers should take advantage of the situation that those highly involved consumers in this kind of product are more receptive to their advertisements. Moreover, promotion of PDO food products based on the quality, tradition and know-how of certain brands may make the consumer reach higher attention levels in an easier manner, so that their loyalty levels towards the brands will be reinforced. Originality/value-The paper analyses the moderating effect of consumer involvement of a traditional PDO food product. There is a lack of literature that focuses on the influence of consumer involvement of food products in consumer behaviour patterns. The paper tries to advance this important research line.
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Purpose – Open source software (OSS) products have rapidly acquired a notable importance in the last years among consumers and firms all over the world. They are mostly developed and distributed through online social networks thanks to... more
Purpose – Open source software (OSS) products have rapidly acquired a notable importance in the last years among consumers and firms all over the world. They are mostly developed and distributed through online social networks thanks to the voluntary and collaborative actions of their members.
However, their innovation and development has to face up the existence of free-riders which can benefit from the knowledge developed in the online social network. This paper aims to understand the factors that moderate the opportunistic behaviour in OSS development and distribution, which will help to correctly manage the OSS innovations.
Design/methodology/approach – The influence of reputation on members’ satisfaction and participation intentions in OSS online social networks are measured. Additionally, the impact of being an active and satisfied member on his/her commitment and intention to use the OSS products are studied.
After the validation of measurement scales the hypotheses are contrasted with structural modelling.
Findings – This research show that perceived reputation acts as a deterrent factor of free-riders.
More specifically, reputation exerts a positive and significant effect on member’s satisfaction with previous interactions and an indirect effect on participation intentions in the social network through satisfaction. Besides, these two outcomes of reputation boost the members’ affective commitment to the OSS and, as a consequence, the intention to use OSS products is also increased.
Practical implications – Reputation and satisfaction are two crucial aspects in explaining the success of an online social network since they serve to guarantee the interaction among its members.
In addition, participation continuance intentions in an online network may help to increase the levels of affective commitment and loyalty to the mutual interest of the network (the OSS in this case). This result may be especially relevant for commercial networks, which are based on the admiration to a brand, firm or product.
Originality/value – The analysis of online social networks as a development and distribution channel and the role of reputation in promoting members’ participation (that is, avoiding opportunistic behaviour) represent a new contribution to the analysis of online social networks. This research field has acquired a notable popularity in recent years.
However, their innovation and development has to face up the existence of free-riders which can benefit from the knowledge developed in the online social network. This paper aims to understand the factors that moderate the opportunistic behaviour in OSS development and distribution, which will help to correctly manage the OSS innovations.
Design/methodology/approach – The influence of reputation on members’ satisfaction and participation intentions in OSS online social networks are measured. Additionally, the impact of being an active and satisfied member on his/her commitment and intention to use the OSS products are studied.
After the validation of measurement scales the hypotheses are contrasted with structural modelling.
Findings – This research show that perceived reputation acts as a deterrent factor of free-riders.
More specifically, reputation exerts a positive and significant effect on member’s satisfaction with previous interactions and an indirect effect on participation intentions in the social network through satisfaction. Besides, these two outcomes of reputation boost the members’ affective commitment to the OSS and, as a consequence, the intention to use OSS products is also increased.
Practical implications – Reputation and satisfaction are two crucial aspects in explaining the success of an online social network since they serve to guarantee the interaction among its members.
In addition, participation continuance intentions in an online network may help to increase the levels of affective commitment and loyalty to the mutual interest of the network (the OSS in this case). This result may be especially relevant for commercial networks, which are based on the admiration to a brand, firm or product.
Originality/value – The analysis of online social networks as a development and distribution channel and the role of reputation in promoting members’ participation (that is, avoiding opportunistic behaviour) represent a new contribution to the analysis of online social networks. This research field has acquired a notable popularity in recent years.
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Purpose-The importance of virtual communities is growing day by day, since consumers are increasingly using online tools to share ideas and contact fellow consumers. For this reason, the purpose of this paper, which is based on relational... more
Purpose-The importance of virtual communities is growing day by day, since consumers are increasingly using online tools to share ideas and contact fellow consumers. For this reason, the purpose of this paper, which is based on relational capital theory, is to analyze what factors determine the consumer commitment to a virtual community. Design/methodology/approach-A positive effect of trust in a virtual community on commitment to the community is suggested. In addition, some antecedents of trust placed in a virtual community are proposed. After the validations of measurement scales the hypotheses are contrasted through structural modelling. Findings-The data show that trust placed in a virtual community has a positive and significant effect on consumers' commitment to that virtual community. Additionally, a general disposition to trust, a greater familiarity with the community and a stronger norm of reciprocity in communication in the community may increase the level of trust placed in a virtual community. Research limitations/implications-Data were collected thanks to a web survey using Spanish-speaking members of free software virtual communities. Thus, it would be interesting to carry out a new validation of the model using other types of virtual communities and a wider sample of consumers, particularly in terms of different nationalities. Practical implications-This study has shown how managers may foster trust and commitment toward a virtual community in order to ensure the community's success and survival in the long term; that is, the ongoing participation in the community. Originality/value-Most of the works that are focused on virtual communities have been conducted at the conceptual level. Thus, with the aim of progressing this topic, the study analyzes empirically the precursors of trust and commitment to a virtual community.
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Purpose-By integrating the evidence of various audience theories, a comparison is made of viewers' information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The... more
Purpose-By integrating the evidence of various audience theories, a comparison is made of viewers' information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers' recall. Design/methodology/approach-A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 experimental design of different ad designs and formats. Findings-Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember. Practical implications-Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall. Originality/value-Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers' reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.
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Purpose-The purpose of this paper is to examine the influence of the presence and type of product symbol on online users' information search behaviour. Adopting an information processing perspective, it gathers objective and self-reported... more
Purpose-The purpose of this paper is to examine the influence of the presence and type of product symbol on online users' information search behaviour. Adopting an information processing perspective, it gathers objective and self-reported measures and investigates the relationships between them. Design/methodology/approach-An experiment was conducted with a sample of 174 individuals. The presence of a symbol recommending the product or signalling its popularity within the website was manipulated. Participants' need for cognition was measured. Findings-The presence of a product symbol positively influenced users' cognitive elaboration and perceptions of information diagnosticity. Significant differences of situational and individual characteristics, related to the type of symbol and the users' motivation to process information, were detected. Research limitations/implications-Dual information processing theories represent an adequate framework to analyse the ways in which online users perceive and process product symbols, and how they incorporate them into their diagnosticity perceptions. The presence and type of product symbols operate through different mechanisms depending on the user's need for cognition. Web designers should consider displaying these cues in online product presentations, given their potential to improve the quality of consumers' thoughts and diagnosticity perceptions. Originality/value-This is one of the first studies which examines how product symbols affect online users' information processing and evaluations. The paper offers a complete view of online information search behaviour by gathering users' objective and self-reported measures. In addition the paper stresses the importance of contextual variables related to the messages and individual's characteristics.
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Purpose – The purpose of this paper is explain how the advent of the internet not only affects the way in which newspapers work, but also has an impact on readers’ behavior. This research seeks to identify the readers’ motivations as the... more
Purpose – The purpose of this paper is explain how the advent of the internet not only affects the way in which newspapers work, but also has an impact on readers’ behavior. This research seeks to identify the readers’ motivations as the key determinants of the attitude towards digital newspapers, and to analyse their impact on that attitude.
Design/methodology/approach – Qualitative studies are necessary to identify the motivations and establish the hypotheses, and a survey is applied to a representative sample of users. The scales are validated and refined, after which the hypotheses are tested by way of a structural equation model.
Findings – The results confirm the existence of positive significant relationships between motivations related to the knowledge of current news, search for specific information and search for updated news, with the favourable attitude to digital newspapers. However, entertainment as a motivation for reading impacts negatively on the readers’ attitude. Also, habit as a motivation is more and more positively associated with the attitude towards the digital press.
Research limitations/implications – The main motivations that influence the attitude to the new electronic dailies should be considered by the
management with the aim of differentiating the digital channel. Thus, it could be possible to calm some fears re the cannibalism between digital and traditional channels in the journalistic sector. Accordingly this research points out that the knowledge of readers’ needs and motivations could be a starting-point for developing marketing strategies.
Originality/value – The research is one of the first studies that analyses internet user behavior on the part of press readership and employs the uses and gratifications theory for the journalistic business.
Design/methodology/approach – Qualitative studies are necessary to identify the motivations and establish the hypotheses, and a survey is applied to a representative sample of users. The scales are validated and refined, after which the hypotheses are tested by way of a structural equation model.
Findings – The results confirm the existence of positive significant relationships between motivations related to the knowledge of current news, search for specific information and search for updated news, with the favourable attitude to digital newspapers. However, entertainment as a motivation for reading impacts negatively on the readers’ attitude. Also, habit as a motivation is more and more positively associated with the attitude towards the digital press.
Research limitations/implications – The main motivations that influence the attitude to the new electronic dailies should be considered by the
management with the aim of differentiating the digital channel. Thus, it could be possible to calm some fears re the cannibalism between digital and traditional channels in the journalistic sector. Accordingly this research points out that the knowledge of readers’ needs and motivations could be a starting-point for developing marketing strategies.
Originality/value – The research is one of the first studies that analyses internet user behavior on the part of press readership and employs the uses and gratifications theory for the journalistic business.
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The concept of Augmented Reality is defined and explained
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The Social Media Influencers Tipology are defined and deeply explained.
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The concept of Online Advertising is defined and explained.
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The concept of Online Brand Communities is defined and explanied.
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As with previous technology-based revolutions (e.g. industrial, digital), the implementation of automated and computerized forms of interaction (e.g. artificial intelligence (AI), robots) in business is having an important impact on... more
As with previous technology-based revolutions (e.g. industrial, digital), the implementation of automated and computerized forms of interaction (e.g. artificial intelligence (AI), robots) in business is having an important impact on economies and employment, among other aspects. Automation will not only replace manual jobs, but also those involving analytical, intuitive and empathetic skills (Huang and Rust, 2018). In a further and more challenging step, automation has been recently used to interact directly and physically with customers in frontline services, which is shaking up service delivery and customer-firm relationships. For instance, banks are increasingly using AI based Financial Technology (FinTech) as a key element in their strategies (Jung et al. 2018); in some branches of the Bank of Tokyo (Marinova et al., 2017) the Nao robot collaborates with bank tellers, AI is progressively employed to analyze large amounts of data to facilitate complex business decision-making, the LoweBot guides customers through Lowe’s stores and responds to their questions (Rafaeli et al., 2017) and chatbots are increasingly used for customer service (the Bank of America use a chatbot named Erica to answer basic banking questions [Rosman, 2018]).
The use of automated forms of interaction in services is an innovation that may affect customer choices (e.g., Van Doorn et al. 2017) as well as productivity and profitability. As a result, there is an increasing awareness on the part of firms that they need to develop service automation, so that they can achieve a competitive advantage by better approaching the current market transformation in the short and medium term. However, although the use of robots for product transportation has clear benefits, the results of robots operating in social settings and replacing human interactions (such as in services) are less clear.
In spite of increasing interest, recent contributions to this emerging field are mainly theoretical; consequently, there is a need to confront experts’ predictions with evidence obtained from the use of automation in frontline services. The aim of this special issue is to deepen and broaden the current understanding of the use of automated forms of interaction in services (e.g. AI, service robots, chatbots, etc.) by focusing on their effects on value creation, relationship outcomes, customer reactions and other related aspects. We welcome submissions focused on varied service environments (health, education, banking, tourism and hospitality, etc.), from different disciplinary backgrounds, such as sociology, psychology, marketing and management, among others. We particularly welcome multidisciplinary and interdisciplinary papers and studies using evidence based on data from any part of the globe. All theoretical and methodological (both qualitative & quantitative) approaches are equally appreciated.
The use of automated forms of interaction in services is an innovation that may affect customer choices (e.g., Van Doorn et al. 2017) as well as productivity and profitability. As a result, there is an increasing awareness on the part of firms that they need to develop service automation, so that they can achieve a competitive advantage by better approaching the current market transformation in the short and medium term. However, although the use of robots for product transportation has clear benefits, the results of robots operating in social settings and replacing human interactions (such as in services) are less clear.
In spite of increasing interest, recent contributions to this emerging field are mainly theoretical; consequently, there is a need to confront experts’ predictions with evidence obtained from the use of automation in frontline services. The aim of this special issue is to deepen and broaden the current understanding of the use of automated forms of interaction in services (e.g. AI, service robots, chatbots, etc.) by focusing on their effects on value creation, relationship outcomes, customer reactions and other related aspects. We welcome submissions focused on varied service environments (health, education, banking, tourism and hospitality, etc.), from different disciplinary backgrounds, such as sociology, psychology, marketing and management, among others. We particularly welcome multidisciplinary and interdisciplinary papers and studies using evidence based on data from any part of the globe. All theoretical and methodological (both qualitative & quantitative) approaches are equally appreciated.
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AIRSI2020 is an international conference focused on the application and effects of artificial intelligence and other new technologies that are part of the so called Industry 4.0. Specifically, the aim of this conference is to deepen and... more
AIRSI2020 is an international conference focused on the application and effects of artificial intelligence and other new technologies that are part of the so called Industry 4.0. Specifically, the aim of this conference is to deepen and broaden the current understanding of the use of all these new technologies to offer all kind of products and a wide variety of services (e.g., tourism, hospitality, health, education, banking, etc.) by focusing on their effects on value creation, relationship outcomes (e.g., satisfaction, loyalty, engagement, profitability), customer perceptions (e.g. trust) and concerns (e.g. privacy, security, etc.), ethical issues and other related aspects.
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Augmented reality (AR) is increasingly shaping brand-customer touchpoints. On social media, brands are developing AR face filters to engage consumers. This study analyses the use of AR filters in users' experiences. Data from social media... more
Augmented reality (AR) is increasingly shaping brand-customer touchpoints. On social media, brands are developing AR face filters to engage consumers. This study analyses the use of AR filters in users' experiences. Data from social media users of AR filters was gathered using an online questionnaire. Results showed that branded AR filters generated higher perceived originality, aesthetic quality and interactivity than non-branded filters. For branded AR filters, usefulness (determined mainly by interactivity) fostered behavioural intentions towards brands; while enjoyment (determined mainly by aesthetic quality) enhanced behavioural intentions towards social networks. The results offer interesting implications for brand managers and AR filters developers.
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The emerging introduction of humanoid robots in service encounters is becoming a reality in the present and the short-term. Due to this unstoppable advance, there is a need to better understand customers' perceptions and reactions toward... more
The emerging introduction of humanoid robots in service encounters is becoming a reality in the present and the short-term. Due to this unstoppable advance, there is a need to better understand customers' perceptions and reactions toward humanoid agents in service encounters. To shed some light on this under-explored phenomenon, this research investigates how the interaction between robot and customer's features may contribute to a successful introduction of this disruptive innovation. Results of an empirical study with a sample of 168 US customers reveal that customer's perceptions of robot's human-likeness increase use intentions to use humanoid service robots. Interestingly, customers risk aversion moderates this relationship. Specifically, the study found that highly risk-averse customers tend to avoid using humanoids when they are perceived as highly mechanical-like. The discussion highlights the main contributions of the research, which combine previous knowledge on human-robot interaction and risk aversion from a marketing approach. Managerial implications derived from the research findings and the avenues opened for further research are described at the end.