Revista Espa?ola de Investigación de Marketing ESIC最新文献

The need to study the differences among consumers due to their behavioural heterogeneity and the highly competitive consumer markets is recognized. In this paper, we analyse the potential heterogeneous shopping assessment in retail and how that experience may influence on consequent customer loyalty in a different way. The effects of satisfaction on attitudinal and behavioural loyalty and positive word of mouth are estimated by a finite-mixture structural equation model, and unobserved heterogeneity is analysed simultaneously. The results show that there are three latent segments where the strength of causal relationships differs which mean that there is an overestimation of the impact of customer on loyalty when heterogeneity is ignored.

Consumers may receive information against their opinion or initial attitude creating a situation of ambivalence. However, resistance to attitude change in case of ambivalence is still unexplored. In this paper we analyze whether emotions experienced while attitudes are being formed exert influence on the resistance to attitude change. We propose that some emotions, because of their specific nature, may increase the individuals' resistance to attitude change.

Conjoint analysis is a technique used to study consumer preferences in market research. One of the most important issues is to determine the choice set which respondents must assess; usually factorial designs to estimate part-worth factors have been used. But, if the researcher is also interested in estimating two or more factor interactions, factorial designs require such a large number of alternatives that makes their evaluation very difficult, leading respondents to not use compensatory criteria. Using Box-Behnken designs in blocks reduce the cognitive effort made by respondents and, at the same time, it allows fitting a quadratic model. This paper illustrates, through an experiment, the properties and how to use Box-Behnken designs in market research. Results showed a better performance of these models when compared with standard factorial designs.

Our aim in this work is to analyze the impact, as moderator variables, of the level of education and the profession on the Internet acceptance level in people older than 50 years old. We propose a model based on a Technology Acceptance Model (TAM). We contrast the moderator hypotheses proposed using Partial Least Squares (PLS) and multi-group analysis. The results support the suitability of the model showing a non-significant moderator effect of the profession, whereas the education level presents a higher explanatory power for older adults with no university degree. In addition, TAM appears to be an appropriatetool to explain the heterogeneity of this segment as regards the Internet.

Research concerning brands has strongly developed the brand-consumer relationship thematic through constructs such as trust, commitment, loyalty or emotional attachment. Among these different concepts, the feeling of love towards a brand or brand love appears to be recent.

Despite the interest shown by researchers and practitioners to this novel construct when applied to brands, the extant research has mainly focused on defining and measuring brand love. This research leads to a deeper understanding of brand love by analyzing why and when it is created. Specifically, it focuses on how consumer characteristics may enhance the development of brand love. With a sample of 213 survey respondents, the results show that hedonic motivations of consumption, brand relevance, and romantic and materialistic personalities develop strong brand love.

M-commerce in Spain is in its infancy, and it is a channel than can be characterized by impulsiveness when shopping, thus it is of interest to analyze some of the factors that influence that impulsiveness in mobile commerce. This study analyses trust and satisfaction with the mobile purchase, involvement with the purchase and consumer propensity to new technologies as determining factors, as well as determining the effect of gender. With information collected from 447 Spanish mobile shoppers, involvement, propensity to new technologies, and trust, increased mobile shopper impulsiveness, as well as showing some effects of gender.

Este trabajo estudia la influencia de la orientación al mercado de la red en el resultado internacional de las nuevas empresas internacionales a través de su efecto en la generación de capacidades dinámicas de absorción e innovación por parte de éstas. Estas capacidades, en función de su distinta naturaleza, favorecen la aplicación de una doble función en la gestión del conocimiento en la empresa, de exploración y explotación. Los resultados obtenidos en el contraste del modelo de ecuaciones estructurales propuesto confirman que la orientación al mercado de la red facilita el desarrollo de una capacidad dinámica de absorción de naturaleza exploratoria en las nuevas empresas internacionales y que, a partir de ésta, la empresa desarrolla la capacidad de explotar el conocimiento a través de innovaciones, que tienen su traducción en la consecución de unos resultados internacionales superiores.

This paper studies the influence of network market orientation on the international performance of international new ventures through its effect on the generation of dynamic innovative and absorptive capabilities by the latter. These capabilities, according to their different nature, favour the application of a dual function on the company knowledge management, exploration and exploitation. The results obtained in the contrast of the proposed structural equation model confirm that network market orientation facilitates the development of an exploratory dynamic absorptive capability by international new ventures. It is from this capability that the company develops the capacity to exploit knowledge through innovations, which have their translation in a superior international performance.

La literatura reciente atribuye una gran importancia a la participación activa de los clientes de la empresa en el proceso de desarrollo de nuevos productos y/o servicios para favorecer el éxito de la innovación. En el presente trabajo se examinan los efectos de dicha participación, denominada co-creación, en el ámbito de los nuevos servicios valorando su impacto tanto en los resultados obtenidos entre los clientes de la empresa como en relación a los objetivos comerciales y financieros establecidos. Se analiza también el posible efecto moderador del tipo de cliente considerado en los procesos de co-creación. El modelo conceptual se contrasta sobre la base de una muestra de empresas de servicios empresariales intensivos en conocimiento (SEIC). Los resultados confirman la relación causal propuesta entre la co-creación con clientes y los resultados de clientes, pero no el efecto directo de la co-creación en el éxito del nuevo servicio. Una posible explicación de este hallazgo puede deberse al efecto mediador puro de los resultados de clientes. Tampoco se desvela la existencia de efectos moderadores derivados del perfil del cliente co-creador.

Recent literature attaches great importance to the active participation of the company's customers in the development process of new products and/or services to promote the success of innovation. This paper examines the effects of such participation, called co-creation in the field of new services assessing their impact in the results obtained between the customers of the company and in relation to the business and financial objectives set by the company. It also analyzes the possible moderating effect of the type of customer considered in the process of cocreation. The conceptual model is tested on the basis of a sample of knowledge intensive business services (KIBS). The results confirm the proposed causal relationship between the cocreation with customers and customer performance, but not its direct effect on the success of the new service. One possible explanation may be the mediating effect of customer performance. Finally, the existence of mediating effects from the type of customer is not confirmed.