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Purpose This study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between six variables derived from commitment–trust theory, the technology acceptance model and consumer decision-making theory. Design/methodology/approach A survey was completed by respondents after watching a video about Instagram Commerce. A total of 404 valid responses were collected. The research model was analyzed using partial least squares structural equation modeling. Findings This study makes numerous contributions to Instagram Commerce and holds significant implications for professionals in the social commerce field. Among other results, we found that trust, attitude, perceived usefulness and alternative evaluation significantly affected consumers’ purchase intentions. However, this study found no relationship between trust or ease of use and purchase intention. Finally, it demonstrates the moderating role of gender, age and experience on some of these relationships. Originality/value This research centers on an analysis of consumer purchase behavior on Instagram Commerce, taking a highly innovative approach. The particular originality of this study lies in the proposed model of adoption of social commerce via Instagram, based on a critical framework. This study also provides an original analysis of the moderating effect of the classification variables: gender, age and experience in Instagram use.

The relevance of social networks in recent years has been demonstrated at the business level. However, selling through social networks and more specifically on Instagram constitutes an emerging fie...

PurposeThroughout 2020, especially under the lockdown measures, there was a significant surge in e-commerce and social commerce (s-commerce), with numerous people all over the world adopting and using commerce platforms on social media and other websites to buy desired products and services quickly and easily. Instagram Commerce is a new, cutting-edge social commerce platform. This research aims to explore the positive influence of the measures adopted during summer 2020 on Spanish s-commerce users' urge to buy impulsively.Design/methodology/approachDrawing on the stimulus–organism–response (S–O–R) theoretical framework, this study postulates and tests a model to help understand the behaviour of Spanish users towards social commerce, specifically Instagram Commerce. To accomplish this purpose, an SEM analysis is performed using a sample of 251 respondents.FindingsGenerally speaking, the findings obtained in the present study serve to expand and enhance the scientific literature on one of the latest determinants affecting social networks and online commerce.Originality/valueThis research is innovative due to the research background study that is carried out to analyse the urge to buy impulsively.

Una de las variables clave a la hora de analizar la efectividad publicitaria es el recuerdo del mensaje. Un anuncio no es efectivo únicamente por captar la atención del público, sino que debe conseguir permanecer en la memoria de éste. Y de las muchas metodologías existentes, la neurociencia es la que más puede ayudar en el estudio de dicha efectividad a partir del análisis del recuerdo. Por otra parte, la preocupación medioambiental cada vez tiene una mayor relevancia social; por lo que esta investigación tratará de conocer el papel del enfoque del anuncio y la preocupación por el medio ambiente, al analizar el recuerdo provocado por los anuncios y determinar qué zonas cerebrales se activan. Para ello se implementó un experimento utilizando imágenes de resonancia magnética funcional (fMRI) y apoyado por cuestionarios sobre la actitud de 50 personas hacia los mensajes que habían visualizado. Nuestros análisis indican que los sujetos que tienen un mayor nivel de preocupación por el medio ambiente, recuerdan en mayor medida los anuncios negativos (x#=3,1 imágenes). Más específicamente, la combinación de técnicas de autoinforme con técnicas de neuroimagen ha permitido confirmar la vinculación entre el recuerdo de mensajes negativos en sujetos preocupados por el medio, con la actividad en las regiones que anticipan un mayor recuerdo durante la codificación del mensaje, como son la amígdala (r=0,481; p, One of the key variables when analyzing advertising effectiveness is message recall. An advertisement is not only effective because it captures the public's attention, but it must also manage to remain in the public's memory. And of the many existing methodologies, neuroscience is the one that can help the most in the study of this effect based on the analysis of memory. On the other hand, environmental issues are becoming more and more socially relevant, so this research will try to understand the role of the focus of the advertisement and the awareness of the environment, by analyzing the memory provoked by the advertisements and determining which brain areas are activated. To do this, an fMRI experiment was implemented using scanners and supported by questionnaires on the attitude of 50 people towards the messages they had viewed. Our analyses indicate that subjects who have a higher level of concern for the environment remember negative advertisements to a greater extent. More specifically, the combination of selfreport and neuroimaging techniques has confirmed the link between the memory of negative messages in environmentally concerned subjects and activity in regions that anticipate greater recall during message encodings, such as the amygdala and CMPF., Uma das variáveis-chave ao analisar a eficácia da publicidade é a recordação da mensagem. Uma publicidade não só é eficaz porque capta a atenção do público, como também deve conseguir permanecer na memória do público. E das muitas metodologias existentes, a neurociência é a que mais pode ajudar no estudo desta eficácia com base na análise da recordação. Por outro lado, as preocupações ambientais estão a tornar-se cada vez mais relevantes socialmente; por conseguinte, esta investigação tentará compreender o papel do foco da publicidade e a preocupação com o ambiente, analisando a memória provocada pela publicidade e determinando quais as áreas do cérebro que são activadas. Para tal, foi implementada uma experiência de fMRI utilizando scanners e apoiada por questionários sobre a atitude de 50 pessoas em relação às mensagens que tinham visto. As nossas análises indicam que os sujeitos que têm um maior nível de preocupação com o ambiente se lembram mais dos anúncios negativos. Mais especificamente, a combinação de técnicas de auto-relatação e neuro-imagem confirmou a ligação entre a recordação de mensagens negativas em assuntos relacionados com o ambiente e a actividade em regiões que antecipam uma maior recordação durante a codificação de mensagens, tais como a amígdala e a CMPF., Programa Andaluz de I+D (subvención número P20-01021)

PurposeThe purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of customer brand engagement (CBE).Design/methodology/approachIn this paper, social commerce-adoption is modeled, using three variables: customer engagement, SBC and fashion-consumer brand-involvement. Using a personal online survey, data on social media users classified as millennials and Generation Z were collected. The model is analyzed using structural equation modeling (SEM).FindingsConsumer involvement in fashion has a positive effect on cognitive processing and activation, but not on affection. SBC has a positive effect on all three analyzed dimensions. Finally, gender is found to exert a moderating effect on the relationship between the “CBE activation” dimension and brand loyalty.Research limitations/implicationsThe research was conducted during the lockdown imposed due to the COVID-19 pandemic, which may have influenced the responses. Other limitations and potential lines of research for the future are presented at the end of the paper.Practical implicationsSome of the results of this study can directly inform the social media strategies of fashion companies that use Instagram as a channel of communication with their customers. They can also contribute to incentivizing co-created content and increasing consumption among both men and women.Originality/valueThe present study contributes to addressing the scarcity of studies dealing with CBE and social commerce in the fashion sector and, in particular, fashion-consumer behavior on social media (specifically, Instagram).

The aims of the present study were: (a) to analyze the advertising message of renewable energies using eye-tracking technology, based on differences in the level of attention captured according to ...

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies., Spanish National R+D+I Research Program - NeuroTourism project (grant no. ECO2017-88458-R), Andalusian R+D+I Research Program - “Research in NeuroSOCOM” project (grant no. B-SEJ-209-UGR18)

Domestic heating systems are an important energy consumption market from a country’s economic and environmental perspective. The domestic adoption of biomass heating systems is increasing in Europe...

Given the importance of comparative advertising (CA) in advertising praxis, scholars have long studied the CA approach from different perspectives. There are several review and meta-analysis academic papers on CA published. Review articles result in academic information gaps and differ from the approach proposed here. Therefore, there is a need for a comprehensive study of CA research themes in the past, present, and future. This paper responds to the need to analyze additional aspects of CA research. Using several bibliometric analyses, a comprehensive thematic review of comparative advertising research is discussed (1975–2018). Forty themes emerge from the 305 marketing and advertising journal articles reviewed, producing four thematic clusters. Clusters range from traditional media effectiveness to political and negative advertising. The results suggest important directions for future advertising research.

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 Plan, European Commission B-SEJ-209-UGR18

The aim of the present work is to contribute to the study of use intention for technologies related to the increasingly popular massive open online courses (MOOCs). Informed by a scientific literature review, the work proposes a behavioral model to explain use intention via various constructs. The results of the analysis verify the effect of user perceived satisfaction and autonomous motivation as the strongest predictors of use intention. The analysis also shows that perceived satisfaction is affected by the quality of the course, its entertainment value and its usefulness. The latter variable is also a major factor in explaining user emotions. The study provides an original focus in the study of perceived satisfaction and MOOC use intention by extending the models proposed in previous published literature in this emerging field.

Purpose Understanding the antecedents of biomass heating adoption by domestic users is important for both public authorities and businesses because of the impact of this technology on energy consumption. The purpose of this study offers an overview of the predictors of biomass adoption based on the most relevant theories, gleaned from pro-environmental decision-making research. Design/methodology/approach The proposed model was tested using the partial least squares technique. The study was conducted with a sample of 528 owners of detached houses who did not use biomass technology. Findings The results showed that intention to adopt this type of heating system is determined by individual values, environmental concerns, attitudes, perceived control, personal and social norms, perceptions of the technology’s attributes, of the benefits of biomass and access to economic aid. Practical implications Companies in the biomass heating sector (manufacturers, installers, biomass producers and distributors) and public bodies should take a proactive approach toward the economic and environmental situations they currently face. Social implications Economic aid or subsidies should be made available to influence the adoption intention of potential owners; and the availability of the aid and the requirements that must be met to access, it should be publicized through advertisement campaigns. Originality/value This study includes comprehensive academic and managerial implications crucial for the introduction of domestic biomass heating systems.

El presente estudio analiza la efectividad publicitaria utilizando una metodología de seguimiento ocular. La investigación analiza las diferencias en la atención según el tipo de apelación del mensaje (agradable, neutral y desagradable), evalúa el papel moderador de la preocupación por el problema medioambiental y el enfoque regulatorio. Los resultados muestran que, los estímulos textuales negativos son los que mayor atención reciben, además en participantes con baja preocupación medioambiental, los estímulos de baja elaboración captan antes la atención. En general, los participantes más preocupados por el medioambiente, se fijan más rápidamente en términos de tiempo y frecuencia en estímulos que requieren mayor grado de elaboración. El trabajo también presenta recomendaciones en materia de elaboración de campañas de difusión de energías renovables (EERR) a través de medios que utilicen publicidad digital., This study analyses advertising effectiveness using an eye-tracking methodology. The research analyses differences in attention according to the type of message appeal (pleasant, neutral and unpleasant), assesses the moderating role of environmental concern and regulatory focus. The results show that negative textual stimuli receive the most attention, and that in participants with low environmental concern, low-elaboration stimuli are more attention-grabbing. In general, participants who are more concerned about the environment focus more quickly in terms of time and frequency on stimuli that require a higher degree of elaboration. The paper also presents recommendations for the development of renewable energy (RE) media campaigns using digital advertising., O presente estudo analisa a eficácia da publicidade usando uma metodologia de rastreamento ocular. A pesquisa analisa as diferenças de atenção de acordo com o tipo de apelo da mensagem (agradável, neutro e desagradável), avalia o papel moderador da preocupação com o problema ambiental e a abordagem regulatória. Os resultados mostram que estímulos textuais negativos recebem mais atenção, além de participantes com baixa preocupação ambiental, estímulos de baixa elaboração chamam a atenção mais cedo. Em geral, os participantes mais preocupados com o meio ambiente fixam mais rapidamente em termos de tempo e frequência os estímulos que requerem um maior grau de elaboração.O trabalho também apresenta recomendações sobre o desenvolvimento de campanhas de difusão de energias renováveis (FER) por meio de mídias que utilizem publicidade digital.

This study shows the main results of a bibliometric analysis of academic research that has applied eye tracking technology in the marketing discipline, drawing from 923 documents extracted from the WoS bibliographic database. The aims of the study are to (i) identify the structure of the relationships between past and current research topics, (ii) provide a longitudinal perspective on eye tracking as a research tool for academics, covering the period 1992-2020, and (iii) identify emerging research trends for the future. Among other results, we find that the eye tracking methodology has been applied in marketing research particularly over the last decade due to scholarly interest in studying the visual attention of consumers and users in behavioral studies. More broadly, over the last 30 years, there are five major thematic areas identified: (a) brand-attention-modeling, (b) eye tracking-movements-communication, (c) web-online, (d) HCI-gaze-perception and (e) choice-labeling. The work is the first to identify the structure of the relationships between past and current research topics, and to predict future research trends in the marketing scholarship applying eye tracking as a research tool. Some limitations and potential future research themes are discussed at the end of the paper., El presente estudio presenta los principales resultados de un análisis bibliométrico de la investigación académica que ha aplicado la tecnología de seguimiento ocular (eye tracking) en la disciplina del marketing, a partir de 923 documentos extraídos de la base de datos bibliográfica WoS. Los objetivos del estudio son (i) identificar la estructura de las relaciones entre los temas de investigación pasados y actuales, (ii) proporcionar una perspectiva longitudinal sobre el eye tracking como herramienta de investigación usada por los académicos, cubriendo el período 1992-2020, e (iii) identificar las tendencias de investigación emergentes para el futuro. Entre otros resultados, encontramos que la metodología de eye tracking se ha aplicado en la investigación de marketing especialmente en la última década debido al interés por estudiar la atención visual de los consumidores y usuarios en los estudios de comportamiento. En términos más generales, en los últimos 30 años se han identificado cinco grandes áreas temáticas: (a) modelización-marca-atención, (b) seguimiento ocular-movimientos-comunicación, (c) web-online, (d) HCI-mirada-percepción y (e) elección-etiquetado. El trabajo es el primero en identificar la estructura de las relaciones entre los temas de investigación pasados y actuales, y en predecir las futuras tendencias de investigación en los estudios de marketing que aplican eye tracking como herramienta de investigación. Al final del trabajo se discuten algunas limitaciones y posibles temas de investigación futura., Spanish National Research Programme (R+D+i Research Project ECO2017- 88458-R, “NeuroTourism project”), Andalusian R+D+I Research Programme (Grant No: B-SEJ-209-UGR18, “Research in NeuroSOCOM” project)

In order to combat environmental problems, electromobility is developing worldwide. The purpose of this study is to assess consumer attitudes for electromobility. Likewise, perceived consumer effectiveness (PCE) is proposed as a moderator. The analysis was carried out approaching a partial least squares technique within a model of structural equations with a sample of 404 users. Results show that the main motivators driving the purchase of an electric or hybrid vehicle are trust and extrinsic incentives, with green self-identity (GSI) influencing significantly but with less intensity. In addition, the level of knowledge is rather low and has a negative impact. In the proposed behavior model, PCE has a significant impact on intention. The impact of GSI on attitude is especially significant among consumers with a high level of PCE. Likewise, the effect of attitude on intention to adopt is also more pronounced among consumers with a high level of PCE. These findings might help revamp marketing strategies aiming to improve consumer attitudes and product adoption while boosting product sales.

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-UGR18, Ciencia e a Tecnologia, Spanish National Research Programme ECO2017-88458-R, Fundação para a Ciência e a Tecnologia UID/BIM/04773/2019 CBMR, UIDB/04470/2020 CiTUR

Purpose The purpose of this paper is to determine the significant antecedents of peer-to-peer (P2P) m-payment acceptance and explore the moderating effects of gender on the influence of these predictors with regards to intention of using the system. Design/methodology/approach The research was conducted on a sample comprised of 701 Spanish smartphone users. A multi-group structural equation modeling analysis was used to test the moderating effect of gender with a particular focus on the relationships between the latent variables of the research model. Findings The study identified significant differences between the two observed groups – the results show that men are more likely to use mobile payments than women and are therefore less influenced by the potential risks involved. In addition, men are more easily influenced by their social environment, whereas women are more influenced by their personal innovativeness. Originality/value The study proposes a three-level model, based on an extended TAM model. It is a pioneering study, exploring the effects of gender on P2P m-payment acceptance. Due to its novel value and the potential involved, the results of the study may be of great importance for m-payment providers, particularly in marketing strategy planning and customer segmentation.

This papers aims to verify to what extent the presentation of a restaurant dish and the origin of its food provoke reactions in the consumer's brain during the visualization and the decision-making process, from an exploratory approach. The two independent variables singled out for study were whether the presentation was well or poorly presented and if the ingredients were ecological or non-ecological. The results applying the functional magnetic resonance image (fMRI) methodology reveal that well-presented dishes activate areas in the brain linked to the network of emotions indicating that the visualization in restaurant menus is not a purely cognitive and self-reflexive process but retains a strong affective component. Furthermore, the presence of this component is kept at the moment of choosing a dish, as observed by the activation of the cingulate gyrus, region linked to the regulatory processes of emotions. Hence, research ratifies the existence of an emotional factor during the entire process of decision-making carried out in a restaurant. Yet it is true that exposure to an ecological menu provokes activation of the medial frontal cortex, a region connected to higher reasoning and attention, suggesting that stimuli from well-presented dishes of ecological origin trigger neuronal responses related to high-level cognitive processes. The practical implications derived, along with its limitations and the future research opportunities, are interesting for both developing theory and also practice. Therefore, scholars are encouraged to further test some research proposals (e.g. moderating role of salubrity or simultaneously eye tracking method).

The present study intends to show how collectivism as a cultural dimension influences pro-environmental behavior, as well as attitude toward renewable energies (biomass and solar). It is expected that the higher is the level of a society’s collectivism, the greater will be its concern for the environment. We conducted online personal surveys with a pre-coded questionnaire in three countries (Germany, Mexico and Spain) with high, low and medium levels of collectivism, respectively (Hofstede in Culture’s consequences: international differences in work-related values (1st/Abridged eds). Beverly Hills, 1980). The data were assessed through structural equation modeling using AMOS 18 software. The results show that the level of collectivism/individualism is a determinant of the formation of pro-environmental behavior and impacts on consumers’ attitudes toward the adoption of renewable energy systems. The analysis confirms that the country with the highest level of collectivism develops stronger eco-friendly behaviors and stronger intentions to adopt renewable energy technologies.

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., Andalusian R+D+I Research Programme (Grant No: B-SEJ209-UGR18, “Research in NeuroSOCOM”project), Project Programme of the University of Cádiz (Grant No: PR2017-039), Institute of Research and Development Social and Sustainability (INDESS)

En formación profesional el perfil de los estudiantes que acceden es muy diverso. El objetivo de esta investigación busca comprobar cómo la aplicación de estrategias didácticas apoyadas en herramientas tecnológicas facilita la adquisición de las competencias profesionales, personales y sociales en formación profesional, determinando cuáles son las características de esos perfiles. La metodología consiste, en particular, en la implementación de estrategias activas centradas en el estudiante durante tres cursos académicos en un Grado de Administración y Finanzas. Una vez analizados los datos sociodemográficos de los estudiantes, se han aplicado dos análisis de datos de tipo multivariante: el primero para determinar los factores representativos de las dimensiones subyacentes para posteriormente identificar los grupos de estudiantes con diferentes perfiles. En los resultados se evidencia la existencia de tres grupos de estudiantes donde son determinantes las competencias digitales, la experiencia laboral y su madurez. En definitiva, se podría afirmar que estas nuevas herramientas proporcionan, según los diferentes perfiles de los estudiantes, nuevos roles en el profesorado y nuevos entornos de aprendizaje para el alumnado, potenciando diversas competencias personales y sociales., En formació professional, el perfil dels estudiants que hi accedeixen és molt divers. Els objectius d’aquesta investigació busquen comprovar de quina manera l’aplicació d’estratègies didàctiques que compten amb el suport d’eines tecnològiques facilita l’adquisició de les competències professionals, personals i socials en formació professional, determinant quines són les característiques d’aquests perfils. La metodologia consisteix, en particular, en la implementació d’estratègies actives centrades en l’estudiant durant tres cursos acadèmics en un grau d’Administració i Finances. Un cop analitzades les dades sociodemogràfiques dels estudiants, s’han aplicat dues anàlisis de dades de tipus multivariant: la primera per determinar els factors representatius de les dimensions subjacents per, posteriorment, identificar els grups d’estudiants amb diferents perfils. En els resultats s’evidencia l’existència de tres grups d’estudiants en què són determinants les competències digitals, l’experiència laboral i la seva maduresa. En definitiva, es podria afirmar que aquestes noves eines proporcionen nous rols en el professorat i nous entorns d’aprenentatge per a l’alumnat, potenciant diverses competències personals i socials., The profile of students entering technical and vocational education and training (TVET) programs is very diverse. This study aims to show how the implementation of student-centered teaching strategies supported by technological tools facilitates the acquisition of professional, personal and social skills in TVET. Various strategies supported by technological tools were implemented in the framework of an innovation scheme in the Bachelor’s Degree in Administration and Finance over a period of three academic years. After analyzing the sociodemographic characteristics of the students, two multivariate analyses were performed to determine the factors representative of the underlying dimensions and identify groups of students with different profiles. The analysis revealed three groups of students for whom digital skills, work experience and maturity were determining factors in the acquisition of competencies. These new tools entail new roles for teachers and new learning environments for students, while enhancing motivation, creativity, and personal and social skills.

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 This study sourced 657 merchandising-related articles published since 1960, from the Scopus database and 425 from Web of Science. After processing and normalizing the data, this study performed co-word and thematic network analyses. Taking a text mining approach, this study used topic modeling to identify a set of coherent topics characterized by the keywords of the articles. Findings This study 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 past 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 the discussion of the merchandising concept, approached from an evolutionary perspective. Research limitations/implications The conclusions of this 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 e-merchandising 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 This 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.

En este artículo aparecen los resultados de un análisis bibliométrico centrado en la comunidad académica y profesional interesada por el estudio del merchandising de autoservicio (selfservice merchandising) o marketing en el punto de venta. El objetivo es identificar los temas pasados y actuales, predecir las tendencias emergentes y proporcionar una perspectiva longitudinal sobre la investigación que ha tenido lugar entre 1960 y 2019, a partir de unos 700 artículos extraídos de la base bibliográfica Scopus. Por tanto, este enfoque proporciona el análisis más exhaustivo de la historia del merchandising en las últimas seis décadas. Algunos de los hallazgos muestran que la década pasada se caracterizó por el estudio de simuladores como CAD, y de la gestión de la cadena de suministro aplicado al sector textil. Si bien, el merchandising visual no es algo nuevo, se trata una temática emergente en este campo de investigación que irá integrando el papel del merchandising virtual, la atmósfera del establecimiento y la aplicación de técnicas de escaparatismo. En esta década, la publicidad aparece como un tema general o transversales a otras temáticas. Y el futuro pasará por la aplicación de la realidad virtual y la realidad aumentada al caso del e-merchandising. Las conclusiones y futuras líneas de investigación contribuyen a avanzar en el conocimiento y la comprensión de la literatura académica sobre el merchandising o el marketing en el punto de venta., This article shows the results of a bibliometric analysis focused on the academic and professional community interested in the study of self-service merchandising or marketing at the point of sale. The objective is to identify past and current issues, predict emerging trends and provide a longitudinal perspective on the research that took place between 1960 and 2019, from around 700 articles taken from the Scopus bibliographic database. Therefore, this approach provides the most comprehensive analysis of the history of point-of-sale marketing in the past six decades. Some of the findings found in the past decade are characterized by the study of simulators such as CAD, and supply chain management applied to the textile sector. Although visual merchandising is not new, it is an emerging theme in this field of research that will gradually integrate the role of virtual merchandising, the atmosphere of the establishment and the application of window dressing techniques. In this decade, advertising appear as a general or transversal topic to others topics. And the future will go through the application of virtual reality and augmented reality to the case of e-merchandising. Conclusions and future lines of research advanced to advance knowledge and understanding of the academic literature on marketing or point-of-sale marketing.

Current developments in information technology and communications, as well as the significant transformations the business world is being forced to make, are generating an opportunity for widespread acceptance of mobile payments. The present research analyzes the intention to use the Apple Pay mobile payment system, as well as contextualizing and evaluating the different antecedents of its use. To carry out the research, 539 users were invited to respond to an online questionnaire, and an analysis of structural equation modeling was used. The results indicate that perceived value is the variable that most influences the intention to use the proposed payment system, followed by perception of utility and risk. This work has important implications for companies in the sector.

This paper aims to analyse: (a) how the attitude towards renewable energy-based heating systems, pro-environmental behaviour and the perceived attributes of technology influence intention to convert residential heating systems from fossil fuels to biofuels, and (b) the moderating role of culture based on Hofstede&rsquo, s individualism dimension. A total of 425 responses were collected from a panel of internet users from representative countries in three continents (the United States, the United Kingdom and South Africa), the data analysis was carried out using structural equation models in a multigroup analysis. The results showed that attitude towards renewable energy-based heating systems is influenced by environmental variables in the United States and the United Kingdom, and by the perceived attributes of clean residential heating systems in the United States and South Africa. Attitude, in turn, impacts on the intention to convert from fossil fuels to biofuels. In addition, individualism has a moderating effect between these variables and there are intercultural differences in the degree of importance attributed to them. The study concludes the use of these energy systems as drivers of environmentally-sustainable development.

This article focuses on the role played by the images that hotels use on their websites. Under this approach, this study analyses the main image used in a hotel website, considered an area of outstanding interest, which can help to improve the first impression when arriving at the website and, with it, increase the number of bookings. The absence of studies on this matter aroused the interest in it. The proposed experiment allows to check how these images influence the pattern or metrics of visual attention of users as well as their cognitive processing. The eye tracking technology was chosen with the intention of knowing several aspects of this fixation behaviour according to: the position of the image on the website, whether or not it belongs to the Millennial generation and the type of navigation it performs (exploratory vs. goal oriented), in addition to proposing some interaction effects between these classification variables studied. The results achieved revealed that an image in the upper area of a website is more effective, but there are some differences in the visual attention among groups of participants. This attention to it will depend, in part, on the type of task to be carried out within the website and the user age. Specifically, goal-oriented users showed a lower recurrent interest in the main image. The fixation was shorter in the group belonging to the Millennial generation, who do not need, given their greater experience in the web, a longer time to process the cognitive load of the image. Although the hypotheses proposed on the basis of the literature are not entirely satisfactory, the present study allows laying the foundations for more complex future works. Portuguese National Research Program through FCT [UID / BIM / 04773 / 2019, UID / SOC / 04020 / 2019, UID / ECO / 04007 / 2019] Spanish National Research Programme (R + D + i Research Project) [ECO2017-88458-R] info:eu-repo/semantics/publishedVersion

This paper intends to analyze: 1) how information sources, eWOM, and image influence the intention to visit a medical tourism destination;2) the moderating role of culture and 3) cross-cultural dif...

Purpose The purpose of this paper is to empirically examine the factors that influence the acceptance and use of mobile casual games. Design/methodology/approach A theoretical model is proposed based on the theory of reasonable action, the uses and gratifications theory, the network externalities (NEs) 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 method. Findings The results indicate that human–mobile game interaction and NEs have a significant indirect impact on intention to play (IP), through utilitarian, hedonic and relational motivations. In addition, the full mediation effect of attitude was found between these constructs and IP, 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 NEs 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.

Purpose The purpose of this paper is to analyze the factors that affect consumer adoption of new ways of sharing accommodation services. Moreover, the authors study the influence of culture, more specifically the uncertainty avoidance (UA) dimension, on relationships between variables in a proposed adoption model. Design/methodology/approach The structural equation analysis method is used to verify the proposed model. The data were collected from a panel of Spanish and Vietnamese internet users. The survey yielded a total of 418 responses for the data analysis. Findings The findings indicate that subjective norms and ease of use exert an effect on perceived usefulness and that intention to use affects actual use in all the groups analyzed. Furthermore, UA has a moderating effect on the adoption of homesharing platforms (HSPs). Research limitations/implications A larger sample and a random sampling would facilitate a more accurate generalization of the results obtained for each country. The practical implications identified in this research, along with its limitations and future research opportunities, are interesting both for scholars, service providers and designers of HSPs. Originality/value This study bridges a gap in the current research by increasing understanding of the role of the cultural dimensions in a technological innovation adoption model for an HSP. It also takes into account the effect of perceived risk, a dimension that has not been included in previous studies.

Purpose This paper aims to analyze advertising effectiveness in terms of self-reported memory (recall) by measuring customers’ visual attention, including consumer engagement with e-tourism 2.0 tools and the banner type used as moderating variables. Design/methodology/approach Data were collected through a within-subject, between-groups experimental design based on eye-tracking methodology, followed by a self-administered questionnaire. Participants were instructed to visit three e-tourism tools, namely, a hotel’s blog, a social network (i.e. Facebook) page and a virtual community (i.e. TripAdvisor) page. Findings This research uncovers the main determinants of consumers’ self-reported recall of banner ads. The study offers empirical insight regarding the positive impact of fixation counts and visit duration on consumer recall. The findings also reveal that the impact of these measurements on consumer recall is moderated by the level of animation of the advertisement, while the number of fixations is moderated by the level of consumer engagement. Overall, the results suggest the usefulness of eye-tracking methodology in assessing the advertising effectiveness of e-tourism tools. Research limitations/implications The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical applications. Scholars are therefore encouraged to further test the research propositions, including in longitudinal or mobile/smartphone-based research. Originality/value The authors offer a pioneering attempt in the application of eye-tracking methodology to online, e-tourism-based service innovations and examine the possible impact of visual marketing stimuli and their effects on user social network-related behavior.

The purpose of this paper is to analyze the evolution of medical tourism (MT) research from a longitudinal perspective (period 1931–2016). A co-word analysis was applied to themes found in published research listed in the Web of Science (WoS) and Scopus database services. The results reveal six clusters of themes: a) issues regarding ethical implications, trust and accreditation; b) health, wellness, spa tourism and service quality; c) health-related issues, medical treatments and tourism; d) “sensitive” practices in MT; e) medical tourism destinations and marketing; and f) globalization, policies and the effect on international patients. This study is one of the first attempts to use a bibliometric approach and co-word analysis so as to offer powerful insight into the conceptual structure of MT research from academic literature and to visualize all the underlying and interconnected subfields. It also provides a guide to researchers by improving the understanding of the current state of the art and predicting the direction of future research.

En el presente trabajo se analiza el conocimiento que tienen los consumidores acerca de los diferentes tipos de energías renovables. Para modelizar el comportamiento del consumidor ante las energías renovables, la investigación basándose en la teoría de la acción razonada, relaciona de manera positiva el conocimiento previo sobre las energías renovables con la actitud. Tomando como punto de partida y variable exógena el comportamiento pro-ambiental, se demuestra la existencia de una relación fuerte entre esta variable y el conocimiento sobre las energías renovables. Por otra parte, entre esta preocupación por el medio, la actitud y la intención, se demuestra una relación menos intensa ya que la instalación de energías renovables supone un esfuerzo que frena al consumidor.

The development of power production and its consumption have become a major concern for humanity. This qualitative research identifies contemporary tendencies, specifically biomass among other energy sources. Specialists' opinions were juxtaposed against statistical data and hypotheses. This paper's prospective nature involves qualitative arguments to foresee long-term tendencies. It compares alternative energy sources, ecological policies and geopolitical facts. Two key patterns were found: the fossil-fuel use prevalence and the strengthening of alternative power sources, leading towards achieving sustainable development goals.

Purpose Due to the advances in smartphones, many companies in the tourism industry have launched mobile applications intended to reach their target audience. Design of these smartphone strategies requires identification of the profiles of individuals that use tourism services. The purpose of this paper is to explore the predictors of smartphone use for travel planning. Design/methodology/approach To achieve this goal, the authors carried out a hierarchical segmentation analysis selecting a group of different socio-demographic (gender, age, education level, marital status, occupation, and income) and behavioral (length of smartphone use and number of yearly leisure trips) variables to explain the use of these devices to search and book tourism products. The study is based on an online survey of 618 Spanish travelers. Findings Smartphone use for tourism can be primarily explained according to the users’ degree of daily experience of mobile phone internet use. That is, a spillover effect can be identified from the context of everyday mobile phone use to travel planning. Age, gender and the number of yearly vacations can also be distinguished, to a certain degree, through the use of smartphones. Specifically, there is an inverted U-shape quadratic relationship between the variable of age and the behavior of a potential tourist. Originality/value The authors conducted a segmentation study selecting a series of different socio-demographic and behavioral variables with the greatest discriminant power to explain the use of these mobile devices for travel planning. The paper concludes with compelling implications for management.

Mobile devices and social media have led to a profound revolution of modern society, obliging many companies to reorient their sales systems towards more successful commercial formats (mobile commerce and social commerce). The mobile payment, for instance, as an emerging and supplementary service to these new commercial formats, is now undergoing the adoption process. Mobile payment has long been discussed, but it has not yet reached the usage levels expected by the different mass market players (financial institutions, telephone operators, etc.) in Western societies. The purpose of this paper is to analyze users’ acceptance of mobile payment systems on social networks. In order to explain acceptance, we have integrated trust and perceived risk into the traditional TAM model. To complete this study, we have established the decisive factors of this payment system by analyzing user’s gender, age and experience level. The study was conducted through an online survey among a national panel composed by 2.012 social network users. The results of this research support previous studies and provide alternatives for companies to consolidate this new business model by means of the new technical developments.

This study has been conducted with financial support received from Excellence Research Project P12-SEJ-1980 of the Andalusia Regional Government and Project ECO2012- 39576 of Spanish Ministry of Economy and Competitiveness. For financial institutions mobile banking has represented a breakthrough in terms of remote banking services. However, many customers remain uncertain due to its security. This study develops a technology acceptance model that integrates the innovation diffusion theory, perceived risk and trust in the classic TAM model in order to shed light on what factors determine user acceptance of mobile banking applications. The participants had to examine a mobile application of the largest European bank. In the proposed model, an approach to external influences was included, theoretically and originally stated by Davis et al. (1989). The proposed model was empirically tested using data collected from an online survey applying structural equation modeling (SEM). The results obtained in this study demonstrate how attitude determine mainly the intended use of mobile apps, discarding usefulness and risk as factors that directly improve its use. Finally, the study shows the main management implications and identifies certain strategies to reinforce this new business in the context of new technological advances. Para las entidades financieras la banca para móviles ha representado una innovación en términos de servicios de banca remota. Sin embargo, muchos clientes siguen considerando incierta su seguridad. Este estudio desarrolla un modelo de aceptación tecnológica que integra, en el modelo TAM clásico, la teoría de la difusión de la innovación, el riesgo percibido y la confianza, a fin de clarificar qué factores determinan la aceptación de las aplicaciones de banca para móviles por parte del usuario. Los participantes tuvieron que examinar una aplicación para móviles perteneciente al mayor banco europeo. En el modelo propuesto, se incluyó una aproximación hacia las influencias externas, que fue establecida de manera teórica y original por parte de Davis et al. (1989). El modelo propuesto se testó empíricamente utilizando la información recolectada mediante una encuesta online, aplicando el modelo de ecuaciones estructurales (SEM). Los resultados obtenidos en el estudio demuestran el modo en que la actitud determina principalmente el uso previsto de las aplicaciones para móvil, descartando la utilidad y el riesgo como factores que mejoran directamente su uso. Por último, el estudio muestra las principales implicaciones para la gestión, e identifica ciertas estrategias de refuerzo de este nuevo negocio en el contexto de los nuevos avances tecnológicos. Excellence Research Project P12-SEJ-1980 of the Andalusia Regional Government Project ECO2012- 39576 of Spanish Ministry of Economy and Competitiveness

The present paper presents the results of a bibliometric analysis of published academic research dealing with restaurants in the fields of hospitality, leisure, sport and tourism. In particular, it aims to identify the structure of relationships between previous and current themes, predict emerging trends and provide a longitudinal perspective on this research, covering the period 2000–2018. This approach provides an exhaustive analysis for the past two decades from over 700 papers. The findings show, for example, that customer satisfaction is the motor theme with the greatest impact and the study of emotions is an underdeveloped theme; interest in healthy eating is witnessing gradual growth; and brand equity, culture and innovation all constitute new research themes. The future of research dealing with restaurants will tend to focus on new emerging technologies, both in the restaurant sphere and in the context of research methodologies.

Over the last few years, the payment systems used in business activities have been altered by recent technological developments. Increasingly, more consumers use their mobile phones to do their purchases. Currently, sales through smartphones are an indicator of the growth potential that these new trade and payment methods have in the future society. In this chapter, the authors carry out a theoretical review of the different payment systems, from the most traditional ones to the new payment systems used on the Internet. They also analyze the different security protocols that are currently operational, with the aim of improving consumers’ trust. In this literature review, the authors extract a few implications and recommendations to management of M-Payment-based businesses.

The advent of Web 2.0 is changing tourists' behaviors, prompting them to take on a more active role in preparing their travel plans. It is also leading tourism companies to have to adapt their marketing strategies to different online social media. The present study analyzes advertising effectiveness in social media in terms of customers' visual attention and self-reported memory (recall). Data were collected through a within-subjects and between-groups design based on eye-tracking technology, followed by a self-administered questionnaire. Participants were instructed to visit three Travel 2.0 websites (T2W), including a hotel's blog, social network profile (Facebook), and virtual community profile (Tripadvisor). Overall, the results revealed greater advertising effectiveness in the case of the hotel social network; and visual attention measures based on eye-tracking data differed from measures of self-reported recall. Visual attention to the ad banner was paid at a low level of awareness, which explains why the associations with the ad did not activate its subsequent recall. The paper offers a pioneering attempt in the application of eye-tracking technology, and examines the possible impact of visual marketing stimuli on user T2W-related behavior. The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical application.

This research is primarily aimed at analyzing the most favorable and unfavorable characteristics considered by consumers contemplating the adoption of biomass and solar energy technologies. The pro-environmental behavior, the level of anthropocentrism and ecocentrism in three different cultures are also analyzed using the New Ecological Paradigm scale. Based on a sample of 489 respondents collected by questionnaire, it finds the predominant view in the three cultures is ecocentrism. However, the study has allowed us to discover significant differences in the factors that stimulate or inhibit consumption in Spain, Germany and Mexico. Limitations of the study and the avenues for future research are also discussed.

While the SERVQUAL scale has met with greater success than other initiatives in the Internet context, the various adaptations and changes made to the measurement scales often make it difficult to compare results over time; a key aspect that companies must take into account when implementing their market-oriented strategies. Even when the time horizons are the same, it is often impossible to aggregate the results if different types of surveys and measurement scales are used; a practice which is, at the same time, customary. Moreover, the wide range of data collection methodologies and measurement scales used by different companies in the same market prevents comparing the results of surveys to evaluate service quality. In this paper, we present a linguistic multi-criteria decision-making model for aggregating these heterogeneous questionnaires with opinions about quality of the e-service offered by the hotels through several websites taking into account the experience on WWW of such users. The study found that all the scales have been slightly better evaluated for Travel 2.0 websites in general that for the studied hotel and established a ranking depending on the website from best to worst score on all SERVQUAL scales: hotel Tripadvisor webpage, hotel Facebook profile and official hotel blog.

Analysis of effectiveness of advertising on eTourism 2.0. tools.Influence of elements (image/text) in banners on attention of potential tourists.Participants fixate first on the static banner than animated banner.Differences assessed according to different participants' characteristics.Interesting future research path on effectiveness of advertising on eTourism tools. The purpose of this study is to determine the effectiveness of online advertising on different sites under the Web 2.0 philosophy in the hospitality and tourism industry (eTourism 2.0). First, an analysis is conducted of the type of elements contained in a banner (image vs. text) used in different eTourism 2.0 tools have a greater influence on the attention of potential tourists of a hotel, and secondly, what kinds of banners draw their attention more (static vs. animated). Besides, these differences have been assessed according to different variables for classifying potential tourists (gender, age and experience level with these tools). In order to achieve this objective, a mixed experimental design was created, following an eye-tracking method and a self-administered questionnaire. Some interesting results reveal that tourists take longer periods and higher prior fixations to notice the text than the image. And it was found that participants fixate first on the static banner. The findings suggest interesting future research path on effectiveness of advertising on eTourism tools, and can help improve tourism business processes in terms of optimizing their advertising campaigns, considering the characteristics of the tourists that visit these websites.

This article contributes to the research area concerned with behaviors of young users in virtual environments. More specifically, we study their purchasing behaviors on the Internet and the acceptance of the new mobile payment tools that are being used. To perform this research, a web experiment involving a new short-message-service (SMS) mobile payment system is performed. Data from young users who participate in the experiment are used to analyze a behavioral model of factors potentially influencing intentions to adopt the new mobile payment system. The analysis shows how trust, ease of use, and risk are key elements of the intention to use the new tool by persons in a young-user population. Findings and their implications for management provide companies with alternatives to seize this new business opportunity in light of new technological developments. This article is an initial study of behavioral intention with SMS mobile payment, especially among younger users.

Previous work on consumer psychology has focused on social attitudes towards environmental concerns through a behavioural perspective. In order to complete and verify the outcomes and statements of such research, this study used a perception-based approach involving a focus group and personal interviews to provide a more holistic understanding for adopting wood pellet-based heating systems or boilers. Concretely, the study probed the following issues: (i) the knowledge level of end consumers concerning biofuels in general and pellets in particular; (ii) main information sources; (iii) the level and intention of biofuel and pellet use among end consumers; (iv) the influence of subsidies or funding support for the purchase of pellet boilers/stoves; and (v) the influence of consumers’ environmental concerns on their biofuel and pellet consumption. These variables were crossed with a set of socio-demographic variables of the sample population. The statistical analysis verified that knowledge about biofuels was directly related to knowledge about pellets. Most respondents knew very little about pellets, largely due to a lack of information and communication. Friends were the principal information source, followed by family members. Finally, while environmental concern may bear some weight in the decision to adopt these heating systems, the existence of subsidies for their purchase was more important in consumers’ ultimate decision.

The aim of this paper is to contribute to the field of satisfaction research from the perspective of electronic banking users--a topic of great interest to financial institutions as they formulate business strategies. In this context, we analyze the possible moderating effect of user experience with the products of a specific institution. A comprehensive review of the scientific literature justified the development of a behavioral model that explains satisfaction using a set of constructs or endogenous variables and the moderating effect of experience. Data was collected from a self-administered Web survey in the authenticated section of the electronic banking service of a prestigious Spanish National financial institution. The analysis tests the relationship between the proposed variables (ease of access, trust, ease of use and usefulness) and demonstrates the moderating effect of electronic banking experience on them. The study was limited to the data of a single financial institution. Caution should therefore be exercised in generalizing the results. The research results provide a number of valuable conclusions for financial institutions. This paper is a pioneer study of satisfaction with electronic banking, especially with regard to the causal relationships between satisfaction and its main determinants.

Information asymmetry is a problem that affects to the trust in the electronic markets, especially in the case of the electronic banking. A possible solution is to generate trust by means of structures and norms generating “institution-based” trust. In this context, this paper analyzes some of these tools as security in the transaction, guarantees of money refunds, customers’ opinions and reputation of the establishment. Their influence in an isolated way and also jointly is measured by an on line experimental design. The form that theses mechanisms of trust are presented (isolated or combined in a different way) causes different effects on the level of trustworthiness toward and dependability of the bank. A situation with seals of security in the transaction, guarantees of money refunds and a recognized brand provides strong trust. This suggests interesting implications for the web management and design.