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PurposeThe key concern nowadays is smartphone addiction and user profiles. Following the risk and protective factors framework, the authors aim to characterize smartphone users according to two levels: (1) individual: referred to the use (i.e. boredom proneness, compulsive app downloading smartphone addiction) and (2) microsystem: referred to family and peers (i.e. family harmony and phubbing). Besides, the authors will derive useful managerial implications and strategies.Design/methodology/approachFirst, an extensive literature revision and in-depth interviews with experts were employed to identify the addiction-related variables at the individual and microsystem level. Second, information was collected from a sample of 275 Spanish smartphone users, and a K-means clustering algorithm was employed to classify smartphone users.FindingsThe proposed traffic lights schema identifies three users’ profiles (red, yellow and green) regarding their smartphone addiction and considering individual and microsystem critical variables.Originality/valueThis study proposes a practical and pioneer traffic lights schema to classify smartphone users and facilitate each cluster's strategies development.

Even though the mobile games industry has grown substantially over the last few years, one permanent challenge which remains is to monetize it and to continue reaching new players. Current players contribute to this aim by purchasing mobile game accessories and by recruiting players. The current work analyses how the present use of the game and its appeal contribute to these behaviors. Results with information obtained from a sample of app gamers show that using a game app can have positive effects on recruitment, a notion reinforced when the level of performance rises, while overuse of the game app may lead to a feeling of addiction or shame that reduces new player recruitment. In addition, the game's perceived appeal (experiential value, procedural justice, and prestige) are also related with investing in new products and with recruitment.

In this article we offer the first survey-based study on the motivations that spur consumers to bully others about the brands they support on social media, a phenomenon we term “Consumer Brand-Cyberbullying” (CBC). Analyzing data from 1,203 participants of online brand communities, we find that consumers who seek to be popular and attractive are more likely to engage in CBC, while those who seek to affiliate with close others and help the community are less likely to do so. Consumers who identify with and are loyal to a particular brand are more likely to engage in CBC. Taken together, our study moves us toward a systematic analysis of the relationship between brands and cyberbullying on social media.

Las orquídeas (Orchidaceae) se desarrollan en una gran variedad de condiciones ambientales, por lo que tienen requerimientos específicos de nutrición. En la nutrición de orquídeas existe desconocimiento de los efectos de los fertilizantes y de su uso a lo largo del ciclo de estas plantas. El objetivo de esta investigación fue estudiar el efecto de tres soluciones nutritivas sobre el desarrollo y crecimiento de Laelia autumnalis y Paphiopedilum insigne. El experimento se realizó en un periodo de 27 meses en condiciones de invernadero. Las variables evaluadas fueron número de hojas, área foliar, peso fresco y seco total de la planta, de raíz y de hoja, y lecturas SPAD en hojas maduras; además, en L. autumnalis se evaluó el número de pseudobulbos, grosor y largo de pseudobulbos, así como el peso fresco y seco de éstos. Se encontró que en L. autumnalis la solución de Steiner incrementó el número de hojas (100 %), pseudobulbos (133 %), área foliar (80 %), peso fresco total (78 %) y peso seco total (125 %), en comparación con las plantas tratadas sólo con agua (testigo). En P. insigne la solución Hoagland-Arnon mejoró el crecimiento vegetativo, incrementó el número de hojas (65 %), área foliar (83 %), lecturas SPAD (79 %), peso fresco total (33 %) y peso seco total (27 %), en comparación con las plantas testigo. Los resultados demuestran que las soluciones nutritivas influyen positivamente en el crecimiento de las dos especies de orquídeas y que cada especie tiene requerimientos nutrimentales particulares; asimismo, los resultados podrían ser de utilidad en programas de conservación y aprovechamiento de estas especies.

Mobile phones have become a highly personal tool for individuals and have revolutionized many aspects of travellers’ lives. Indeed, mobile phones can be considered an integral part of travellers’ trip routines, thus engendering strong feelings of attachment to them. Following the stimulus–organism– response model, this paper analyses how certain stimuli (travellers’ addiction to their device, perceived control, perceived entertainment, and subjective norms) influence travellers’ mobile phone attachment (MPA) and intention to purchase travel using the device. The results of this model show the importance of personal and environmental factors in increasing MPA and reveal how this attachment positively influences intention toward mobile shopping for travel-related purchases. This work proposes a model in both the mobile and travel contexts with MPA as the central variable. As such, this paper contributes to the academic literature and yields several recommendations for business practice., Ministry of Economy and Competitiveness (ECO2017-82107-R).

The mobile technology involves an unexplored world of doing business and consumer behavioral change that constitutes a revolution in the application of technologies to marketing. A key factor in the adoption of mobile commerce is the compatibility that the consumer perceives with his/her life. Given that the research on compatibility with mobile purchases made so far treats it as an antecedent of adoption, this pioneer research studies the influencing role of two more personal factors (self-efficacy and innovativeness) and two factors more related to the shopping (involvement and perceived entertainment). The model was tested using PLS with information from 583 Mexican mobile buyers. Our results show a positive effect of innovativeness, involvement and perceived entertainment on compatibility. On the contrary, self-efficacy does not seem to influence the perception of compatibility of mobile shopping with consumer life. This work has important implications for the practice of professionals dedicated to mobile commerce.

En el cultivo de orquídeas, un sustrato debe presentar un adecuado drenaje, aireación, humedad y alta estabilidad biológica, así como lenta degradación. El objetivo de este trabajo fue evaluar los cambios en las propiedades físicas y químicas de una mezcla de sustratos en las orquídeas Paphiopedilum insigne (Wall. Ex Lindl.) y Laelia autumnalis (Lex.) Lindl. (Orchidiaceae), en función de las soluciones hidropónicas aplicadas durante su desarrollo. El experimento consistió en la mezcla de cuatro sustratos: carbón, tezontle, corteza y turba-vermiculita en una relación 1:2:2:1, con dos especies de orquídeas y tres soluciones nutritivas: Wynd, Hoagland y Arnon y Steiner, y un testigo (agua de pozo). El experimento se llevó a cabo por un lapso de dos años y tres meses, en invernadero. Se encontró que las soluciones nutritivas afectaron las propiedades físicas y químicas del sustrato. Sin embargo, de las tres soluciones nutritivas y el testigo, la solución Hoagland y Arnon ocasionó menos cambios en las propiedades físicas y químicas del sustrato, así como poca retención de nutrimentos de la solución durante el periodo de evaluación, por lo cual es una buena alternativa para el desarrollo de estas dos orquídeas.

Producción Científica, The smartphone has made gaming more accessible and desirable for a wider market than ever before. Game apps are one of the most consumed and fastest growing products in the world today. Yet, few studies have thus far explored the implications of games apps consumption from a consumer perspective, addressing the transfer of abilities from one technological field to another. The main purpose of this paper is threefold: to ascertain the role of personality as a determinant of self-efficacy, to establish whether there is a transfer process from self-efficacy in video gaming with apps to online shopping and to analyze the impact of self-efficacy on the online purchase of game-related products. Results show that neuroticism, extraversion, and agreeableness determine the gaming self-efficacy that is transferred to online shopping self-efficacy and finally to the online purchase of game-related products. These insights provide interesting managerial implications that could affect video game marketing., Ministerio de Economía y Competitividad (proyecto ECO2017-82107-R), Fondo europeo de desarrollo regional (proyecto VA112P17), Junta de Castilla y León (proyecto VA112P17)

El objetivo del estudio fue determinar la presencia y el grado de colonización micorrizica en raíces de la orquídea epífita Laelia autumnalis, que crece de forma natural en bosques de encino del estado de Michoacán, México. Se observó colonización micorrízica en las raíces muestreadas de los siete sitios de estudio, la colonización varió de acuerdo al tipo y sección de raíz muestreada, y el sitio de muestreo, siendo mayor la colonización en la parte basal de las raíces maduras. Las raíces que crecen en materia orgánica, son las que presentaron mayor colonización con respecto a las raíces que crecen fuera de la materia orgánica. Este es uno de los primeros reportes donde se indica la colonización micorrízica en raíces de la orquídea epífita Laelia autumnalis.

En México, son escasas las investigaciones acerca de la concentración nutrimental en especies de orquídeas desarrolladas su hábitat natural. El objetivo fue determinar la concentración de macronutrientes de las orquídeas silvestres Rinchostele maculata, R. rossii y R. aptera en su hábitat natural. Las colectas se realizaron de R. maculata en la zona central de Veracruz; R. rossii se obtuvo del Corredor Biológico Chichinautzin en el noroeste de Morelos y del bosque de niebla del Cofre de Perote, en Veracruz; la especie R. aptera se colectó en Huitzilac y Tetela del Volcán, Morelos. Se cuantificó la concentración nutrimental de N, P, K, Ca y Mg en hojas jóvenes y brotes florales, hojas nuevas, hojas maduras, y hojas viejas (en senescencia), pseudobulbos nuevos, pseudobulbos maduros, pseudobulbos viejos; además, se cuantificaron los mismos nutrimentos en las raíces. Se encontró en R. rosii, R. maculata y R. aptera que las concentraciones nutrimentales, en orden decreciente, fueron N>K>Ca>P>Mg en hojas jóvenes, hojas nuevas y hojas maduras; con excepción de R. rosii, que presentó la tendencia N>Ca>K>Mg>P, únicamente en hojas maduras. Los intervalos de concentración nutrimental en hojas maduras, en porcentaje, fueron: N (1.44 - 1.86), P (0.15 – 0.29), K (0.51 – 0.90), Ca (0.32 – 0.65) y Mg (0.11 – 0.25), los cuales podrían servir como valores preliminares de referencia con fines de diagnóstico nutrimental en las tres especies reportadas; asimismo, estos resultados serían útiles en programas de conservación y para el manejo agronómico de estas especies.

Purpose Consumers can face a situation of information asymmetry in electronic shopping (ES). The purpose of this paper to examine the relationships between: relational variables such as satisfaction, trust and perceived opportunism; and website cues (cognitive signals such as security and personalization, and experiential signals, such as design and entertainment). Design/methodology/approach The paper opted for the structural equation methodology to analyze data collected from 447 Spanish e-shoppers. Findings Results show different factors that relate to satisfaction, trust and perceived opportunism in ES. Satisfactory experience with ES and entertainment emerge as the most relevant factors to achieve trust and prevent perceived opportunism in e-commerce. Originality/value The five contributions of this study are: the introduction of variables from several theoretical approaches to the study of an agency problem in e-commerce; the study of different ways to gain buyer trust and reduce perceived opportunism in an electronic shopper-vendor relationship; the application of signaling theory as part of the process of helping the principal (e-shopper) to solve their shopping problem in a context of information asymmetry; the analysis of the impact of external cues from e-vendor/site, which allows for a comparison between internal experiences and external quality signals; and the study of entertainment as an important hedonic variable in order to have satisfied and confident e-shoppers.

One of the business models that attracts scholars and professionals’ interest is mobile commerce. This paper applies the theory of shopping preference to this field. It analyzes the role of personal factors (perceived control and propensity to use technology), social factors (influence of a social group), and epistemic factors (compatibility) to determine consumers’ attitude toward mobile advertising (m-advertising) and mobile repurchase (m-repurchase). The information of 973 mobile shoppers is analyzed in two contexts (Spain as a developed country and Mexico as a developing country). A positive attitude toward m-advertising is confirmed to increase m-repurchase through the mobile phone and the indirect influence of personal, social, and epistemic factors on shoppers m-repurchase (through the attitude toward m-advertising) varies depending on the analyzed market.

Purpose – The purpose of this research is to study three clues (employee reputation, site design, and security) of the Customer Experience Management framework that can prompt mobile shopper satisfaction and repurchase intention. The moderator role of perceived distance of the retailer is explored. Design/methodology/approach – The Partial Least Squares approach was employed to analyze information gathered from 1053 mobile shoppers in a geographically extensive and emerging market (Mexico). Findings – The Customer Experience Management framework is helpful in explaining m-shopper satisfaction and intention to repurchase via mobile phone. Our findings show that reputation (particularly for consumers who perceive that retailers are near), site design (principally for consumers who perceive that retailers are far away), and security enhance mobile-shopper satisfaction. Satisfactory experiences increase repurchase intention, regardless of perceived distance of alternative retailers. Originality/value – This study contributes to understanding which factors mobile vendors (m-vendors) could manage in different ways to engender satisfaction and intention to repurchase via mobile, from the unexplored Customer Experience Management perspective and in a scarcely studied emerging market. Also, a key facet of this study is related to the moderating influence of perceived distance on the relationship between employee reputation, site design, and security, on one hand, and m-shopper satisfaction on the other. Objetivo – O objetivo desta pesquisa é estudar três sinais (reputação do funcionário, design do site e segurança) da estrutura da gestão da experiência do cliente que podem motivar a satisfação e a intenção de recompra do comprador por celular. O papel moderador da distância percebida do varejista é explorado. Metodologia – A abordagem dos mínimos quadrados parciais foi empregada para analisar as informações obtidas de 1053 compradores por celular em um mercado geograficamente extenso e emergente (México). Resultados – A estrutura da gestão da experiência do cliente é útil para explicar a satisfação e a intenção de recompra do comprador-c via telefone celular. Nossos resultados mostram que a reputação (particularmente para os consumidores que percebem que os varejistas estão próximos), design do site (principalmente para os consumidores que percebem que os varejistas estão distantes) e segurança melhoram a satisfação do comprador por celular. Experiências satisfatórias aumentam a intenção de recompra, independentemente da distância percebida de varejistas alternativos. Contribuições – Este estudo contribui para a compreensão de quais fatores os vendedores via celular (vendedores-c) podem gerenciar de diferentes modos para gerar satisfação e intenção de recompra via celular, a partir da perspectiva inexplorada da Gestão da Experiência do Cliente e em um mercado emergente pouco estudado. Outra faceta importante deste estudo está relacionada à influência moderadora da distância percebida no relacionamento entre a reputação do funcionário, design do site e segurança, por um lado, e a satisfação do comprador-c, por outro. Objetivo – O objetivo desta pesquisa é estudar três sinais (reputação do funcionário, design do site e segurança) da estrutura da gestão da experiência do cliente que podem motivar a satisfação e a intenção de recompra do comprador por celular. O papel moderador da distância percebida do varejista é explorado. Metodologia – A abordagem dos mínimos quadrados parciais foi empregada para analisar as informações obtidas de 1053 compradores por celular em um mercado geograficamente extenso e emergente (México). Resultados – A estrutura da gestão da experiência do cliente é útil para explicar a satisfação e a intenção de recompra do comprador-c via telefone celular. Nossos resultados mostram que a reputação (particularmente para os consumidores que percebem que os varejistas estão próximos), design do site (principalmente para os consumidores que percebem que os varejistas estão distantes) e segurança melhoram a satisfação do comprador por celular. Experiências satisfatórias aumentam a intenção de recompra, independentemente da distância percebida de varejistas alternativos. Contribuições – Este estudo contribui para a compreensão de quais fatores os vendedores via celular (vendedores-c) podem gerenciar de diferentes modos para gerar satisfação e intenção de recompra via celular, a partir da perspectiva inexplorada da Gestão da Experiência do Cliente e em um mercado emergente pouco estudado. Outra faceta importante deste estudo está relacionada à influência moderadora da distância percebida no relacionamento entre a reputação do funcionário, design do site e segurança, por um lado, e a satisfação do comprador-c, por outro.

Producción Científica, Purpose.- This paper attempts to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality). Design/Methodology.- Information was collected from 511 Spanish video game consumers. Structural equation modeling, clustering, and multi-group analysis were then conducted to compare results between segments of gamers. Findings.- Results show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, we identify a typology of gamer that gives rise to differences in motivations-purchase intention links: (1) Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; (2) Socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and (3) Sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions. Originality.- There are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior., Ministerio de Economía y Competetitividad (proyecto ECO2017-82107-R), Junta de Castilla y León (proyecto VA112P17)

The teaching job includes multiple tasks and implies different targets of this work, such as teachers, universities, students and colleagues. The purpose of this research is to obtain a typology of university professors according to several aspects of their job performance: professors’ perception of working conditions, evaluation of job performance and their communication about the contribution and significance of their job. With this objective in mind, data were collected from 137 Spanish university professors participating in this study. A non-hierarchical cluster analysis (k-means) was carried out and the results offer a professors’ typology of motivated and demotivated professors.

Purpose This study aims to test the central role of the perceived reputation of country-of-origin (COO) firms between cultural and socio-psychological variables and management and economic variables that help to explain the multi-faceted phenomenon of COO on a developing market. It also tests the moderator role of ethnocentrism, which is the objective of recommending different segment marketing strategies for international firms. Design/methodology/approach The study opted for the structure equation modelling methodology to analyze data collected from 274 Mexican car owners who evaluate Korean automobiles. Findings The results show that the COO reputation of firms from a developing market has a mediating role on the relationship between cultural openness and animosity and trust, risk and purchase intention, but the consequents of the perceived reputation of COO vary depending on the level of consumers’ ethnocentrism. Research limitations/implications Firms seeking to internationalize need to find out how to overcome the hurdle of target market animosity, to increase the cultural openness and to promote trust and purchases in international markets; at the same time, they reduce the perception of risk. In this sense, it might help to increase the perceived reputation of COO firms and to use different marketing strategies according to the target market. Originality/value This study analyzes reputation of firms associated to a COO as a signal that can help to solve purchase decisions in the relationship between consumers and firms from developing markets and also corroborates its role as a mediator factor. In addition, this study empirically tests how animosity and cultural openness influence perceived reputation of COO firms, relationships that has scarcely been studied in literature. This study has also found that less and more ethnocentric consumers have differences in how the COO cues influence on their evaluations and behaviour. Finally, as insufficient consumer research has been conducted into emerging and developing markets, this study focuses on consumers from a developing country and regards automobiles from an emerging country.

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

The domestication of wild orchids for commercial production is a new endeavor, which may represent a sustainable alternative to the collection/harvest from natural populations of threatened or endangered orchid species. In the present study, the growth and nutrition of vegetative plants of Laelia anceps Lindl. as affected by three components of the growing medium (peat, volcanic rock, and/or horticultural grade charcoal) and the nutrient solution concentration, measured as osmotic potential (ψS), were assessed using mixture experiments methodology. Leaf dry mass (DM) was the highest when plants were irrigated with nutrient solutions of –0.076 MPa. The lower leaf DM at lower or higher ψS was influenced by the medium because plants grown in 100% volcanic rock exhibited no effect, whereas plants grown in either 100% charcoal or 100% peat had a marked reduction. Regardless of the ψS of the nutrient solution, the highest leaf DM was observed in mixtures of two components containing charcoal and peat at high proportions. Dry mass of pseudobulbs and roots was highest in plants irrigated with solutions of –0.051 MPa, especially in mixtures with charcoal or 100% peat. Decreasing the ψS of the nutrient solution resulted in increased shoot nitrogen (N) and potassium (K) concentrations and decreased concentration of phosphorus (P), calcium (Ca), magnesium (Mg), boron (B), manganese (Mn), zinc (Zn), and copper (Cu). Increasing charcoal proportion in the growing media resulted in increased plant iron (Fe) and Cu concentration. However, increasing volcanic rock reduced plant P and K and increased Mn concentration. A higher proportion of peat was correlated with a decrease in plant Fe concentration. Leaf DM fit models on which macronutrient:micronutrient or micronutrient:micronutrient ratios were calculated, suggesting that nutrient imbalance may be responsible for a plant’s responses. The coefficients with the higher values included a micronutrient:micronutrient ratio, suggesting that an extremely fine balance in the uptake of a given micronutrient in relation to other micro- or macronutrient is of major importance for adequate growth of Laelia.

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

The growth of international trade and the formation of supranational economic and political trading blocks have noticeably widened the presence on the market of products of different national origins. This has stimulated interest in explaining the Country-of-Origin (COO) role in domestic and international markets and its consequences on consumer behaviour. Since the consumer purchasing decisions can be decisive to the success of a company`s strategy in domestic and foreign markets, the objective of this study is to present empirical evidence on the extent to which reputation of firms associated to a certain COO are related to consumer purchase intention. Additionally our study considers ethnocentrism as a variable that partially explains the rejection of imports products based on its foreign origin. The empirical application of the proposed model is related to the purchase of Korean automobiles which represents 5.7% of the national market share in Spain. Structural equation modelling was used to analyse the data collected from 202 personal interviews carried out in a large Spanish region. The results show that reputation of firms associated to a certain COO in an important factor to establish business relationships involving consumers and firms from different countries and increase intentions to purchase Korean products. Additionally, ethnocentric consumers prefer to purchase domestic products rather than foreign imports as an attempt to protect national economy however the negative effect of ethnocentrism is weaker than positive effect of firms reputation of a COO.

Firms that achieve to establish reciprocal and successful relationships with their clients can obtain greater profitability in their relationship marketing inversions. This study adopts the TOE model to consider technological factors (technological competence), organizational factors (innovativeness and employee support) and environment factors (customer information management) to define the perceived benefits deriving from mobile CRM. The empirical study was performed with information obtained from 125 firms and analyzed with structural equation modeling. Results suggest that the firm perceives benefits from the m-CRM use if it is technologically competitive, shows propensity to innovativeness, manages customers’ information and has employees’ support. The main contribution is the simultaneous use of the TOE model and the relationship marketing approach to understand, from the Spanish firm perspective, the perception of the management of the relationship with customers through the mobile phone., Las empresas que logran establecer relaciones recíprocas y exitosas con sus clientes pueden obtener mayor rentabilidad de sus inversiones en marketing relacional. Este estudio aplica el modelo TOE para contemplar factores del contexto tecnológico (competencia tecnológica), organizacional (propensión a la innovación y apoyo de los empleados) y del entorno empresarial (gestión de la información de los clientes) para determinar la percepción de los beneficios de la gestión de las relaciones con los clientes a través del móvil (m-CRM). El estudio empírico fue realizado con información proporcionada por directivos de 125 empresas españolas, y fue analizado mediante ecuaciones estructurales. Los resultados sugieren que la empresa percibe beneficios del uso de m-CRM siempre que se considere tecnológicamente competitivo, tienda a la innovación tecnológica, gestione la información de los clientes, y cuente con el apoyo de los empleados. La principal contribución de este estudio es la aplicación conjunta del modelo TOE y el enfoque del marketing relacional para entender, desde la perspectiva de la empresa española, la percepción de los beneficios de la gestión de las relaciones con los clientes a través del teléfono móvil, Ministry of Economy and Competitiveness (Spain) for its support of this research through the project ECO2014-53060-R