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Article

Blanca Hernandez-Ortega

The purpose of this paper is to analyse the effect of positive online consumer reviews (OCRs) on changes in the individual’s evaluations from the pre-purchase to the…

Abstract

Purpose

The purpose of this paper is to analyse the effect of positive online consumer reviews (OCRs) on changes in the individual’s evaluations from the pre-purchase to the post-consumption stage, studying satisfaction, attitude towards the firm and purchase intention. The effect of positive OCRs may differ depending on whether the product performance is high or low, i.e., whether the product meets the objectives of the consumer. So, the paper also explores different effects that positive OCRs can have on changes in the individual’s evaluations depending on the kind of performance.

Design/methodology/approach

Two studies based on the experimental methodology are carried out and several statistical techniques are applied: confirmatory factorial analysis, mixed between-within subjects analysis of variance and post-hoc analysis.

Findings

Results demonstrate that the effect of positive OCRs continues after consumption. Depending on the performance, this effect can be positive (negative) and verify (contrast with) the individual’s pre-purchase evaluations. Moreover, this effect is always more intense when the performance is low.

Originality/value

It explores the changes in the individual’s evaluations about the product and the firm, going beyond the immediate effect of positive OCRs. It also explains the effects of positive OCRs for high and low performance. Finally, it demonstrates that OCR effects are not symmetrical for high and low performance.

Details

Internet Research, vol. 29 no. 4
Type: Research Article
ISSN: 1066-2243

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Article

Blanca Hernandez-Ortega

This study examines the influence that the positive valence intensity of online consumer reviews (OCRs) has on the benefits that individuals perceive they have derived…

Abstract

Purpose

This study examines the influence that the positive valence intensity of online consumer reviews (OCRs) has on the benefits that individuals perceive they have derived from consumption. A distinction is made based on whether the performance obtained during the consumption was high or low, that is, whether the product/service met the objectives set by the consumer.

Design/methodology/approach

The study is a between-subjects experiment with two manipulations: the positive valence intensity of OCRs (highly positive vs neutral-indifferent) and the performance obtained by the consumer (high vs low). The manipulations were measured on 11-point Likert-type scales, the lowest perception being scored at 0 (strongly disagree) and the highest at 10 (strongly agree). A total of 249 useable questionnaires were returned.

Findings

The results demonstrated that the influence of positive OCRs on the consumer's perception of consumption benefits follows concave curvilinear functional forms for low performance (inverted U-shaped) and convex for high performance (U-shaped). Thus, highly positive OCRs not corroborated by performance lead to negative perceptions, whereas neutral-indifferent OCRs verified by performance create positive perceptions.

Originality/value

This study goes beyond the immediate influence of positive OCRs on purchases and argues that their influence remains important for the individual's final perception of the consumption benefits that she/he, in the event, received. In addition, the results of the present study show that OCRs are important reference points from which individuals make social judgments and comparisons during consumption. Finally, this study provides theoretical and empirical support to explain the U-shaped functional forms associated with the influence of OCRs.

Details

Online Information Review, vol. 44 no. 4
Type: Research Article
ISSN: 1468-4527

Keywords

Content available
Article

Miguel Guinaliu-Blasco, Blanca Hernández-Ortega and José L. Franco

The purpose of this paper is to analyse the individual’s experience during the use of Pinterest in a marketing learning process. This experience is a fundamental starting…

Abstract

Purpose

The purpose of this paper is to analyse the individual’s experience during the use of Pinterest in a marketing learning process. This experience is a fundamental starting point from which to develop marketing learning processes that flow naturally. Thus, it is necessary to examine the components that determine the individual’s experience and to explore consequences such as collaborative learning and marketing learning performance.

Design/methodology/approach

To conceptualise the individual’s experience, this study focuses on her/his state of cognitive absorption (CA) and establishes a second-order formative structure made up of five components: heightened enjoyment, curiosity, control, temporal dissociation and focused immersion. The model is estimated with partial least squares modelling, using SmartPLS 2.0 software.

Findings

The results confirm the significant weights of the components, with the exception of focused immersion, and support the influence of overall CA on the proposed outcomes. They also confirm that collaborative learning exerts a positive influence on the individual’s performance.

Originality/value

This study makes three contributions. First, it holistically examines the individual’s experience during marketing learning and the importance of its constituent components. Second, it establishes what the consequences of the marketing learning experience are, taking into account both social and individual factors, that is, collaborative learning and individual performance. Third, Pinterest is proposed as a social network with great potential in marketing learning. It is a well-known network which includes very interesting features for learning contexts. Nevertheless, it has been little studied in research.

Propósito

El objetivo de la presente investigación es analizar la experiencia del individuo durante el uso de Pinterest en un proceso de aprendizaje de marketing. Este experiencia es un punto de partida fundamental para que el proceso de aprendizaje de marketing se desarrolle de manera fluída. Así, es preciso examinar los componentes que determinan la experiencia del individuo y explorar las consecuencias, como por ejemplo, el aprendizaje colaborativo y los resultados del aprendizaje de marketing.

Diseño/metodología/enfoque

Con el objeto de conceptualizar la experiencia del individuo, este studio centra su atención en la absorción cognitiva (AC) y propone una estructura formativa de segundo orden compuesta por cinco componentes: mayor disfrute, curiosidad, control, disociación temporal e inmersión enfocada. El modelo es estimado mediante el uso de Modelización de Mínimos Cuadrados Parciales, empleando el software SmartPLS 2.0.

Hallazgos

Los resultados confirman el significativo peso de los componentes, con la excepción de la inmensión enfocada, y apoya la influencia de la AC general sobre las consecuencias propuestas. Estos resultados también confirman que el aprendizaje colaborativo tiene una influencia positiva sobre los resultados del individuo.

Originalidad/valor

Este estudio ofrece tres contribuciones. En primer lugar, se examina de manera holística la experiencia del individuo durante el aprendizaje de marketing y la importancia de sus componentes. En segundo lugar, se establece cuales son las consecuencias de la experiencia de aprendizaje de marketing, teniendo en cuenta factores sociales e individuales, es decir, aprendizaje colaborativo y resultados individuales. En tercer lugar, se propone a Pinterest como una red social con un gran potencial en el aprendizaje de marketing. Se trata de una conocida red que incluye interesantes características para los contextos de aprendizaje. A pesar de ello, ha sido escasamente estudiada por los investigadores.

Palabras clave

Experiencia, Absorción cognitiva, Pinterest, Resultados de aprendizaje de marketing, Redes sociales

Tipo de artículo

Artículo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 2
Type: Research Article
ISSN: 2444-9709

Keywords

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Article

Blanca Hernandez-Ortega, Joaquin Aldas-Manzano, Carla Ruiz-Mafe and Silvia Sanz-Blas

The purpose of this paper is to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). The paper also…

Abstract

Purpose

The purpose of this paper is to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). The paper also compares differences in the influence of perceived value on satisfaction and of satisfaction on loyalty to AMMS in Spain and Greece, to test the moderating effect of culture.

Design/methodology/approach

Partial least squares path modelling is used to test the model. Perceived value is modelled as a multidimensional reflective construct with four dimensions. Culture is studied at a national level. Differences between countries are tested using the multigroup analysis approach proposed by Henseler et al. (2009).

Findings

Perceived value contributes significantly to satisfaction. Satisfaction also has a significant effect on loyalty. Regarding the moderating effect of culture, the influence of perceived value on satisfaction is higher in Greece than in Spain. The authors report similar findings for the effect of satisfaction on loyalty, demonstrating the relevant moderating role of cultures with different degrees of masculinity, uncertainty avoidance and collectivism.

Practical implications

This cross-cultural comparison enables mobile phone companies to understand how to provide the greatest value with AMMS in each country in order to increase user satisfaction and loyalty to the service.

Originality/value

This is one of the first studies that develops cross-cultural research to analyse the post-acceptance of mobile services. It analyses the effect of perceived value and satisfaction, making an original comparison of two countries generally considered too similar to be compared.

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Article

Lorena Blasco-Arcas, Blanca Isabel Hernandez-Ortega and Julio Jimenez-Martinez

The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the…

Abstract

Purpose

The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. C2C interactions–and personalization-related cues) originate both non-transactional (i.e. customer engagement and brand image) and transactional (i.e. purchase intentions) responses. Specifically, the authors propose that customer emotions (i.e. pleasure, arousal and dominance) mediate the influence of EP cues on customer responses. The authors also analyze how the engagement developed during interactions in EPs contributes to brand image perceptions and the effect of these two concepts on purchase intentions.

Design/methodology/approach

Building on servicescapes and stimulus-organism-response theories, the present paper carries out two studies. Study 1 adopts an experimental approach to explore C2C interactions–and personalization-related cues. Study 2 focusses on the importance of customer emotions to foster engagement and brand image, and also analyzes their effect on purchase intentions. It employs structural equations modeling techniques. Both studies analyze the effect of customer engagement on brand image.

Findings

Findings corroborate that, during interactions in the platform, customer engagement with the firm influences brand image. Moreover, the pleasure and arousal experienced by customers influence their engagement while dominance modifies brand image. Finally, customer engagement and brand image have a positive effect on purchase behavior.

Research limitations/implications

This paper contributes to research demonstrating the key role of emotions in interactions with EPs. The authors demonstrate the importance of fostering pleasant and arousing experiences to enhance the level of customer engagement with the firm in first interactions. Dominance constitutes a key dimension to improve brand image in EPs. Finally, the research demonstrates that engagement develops customers’ transactional behaviors and not only non-transactional ones, as seen in previous literature.

Originality/value

In digital worlds, EPs emerge as touch points beyond purchase that allow individuals to integrate resources and co-create value between them and with the firm. Despite the interest of BCPs, few works have analyzed how interactions with these platforms and the elicited emotions contribute to developing customer engagement and brand image, key factors for understanding customer participation and behavior in interactive media.

Details

Journal of Service Theory and Practice, vol. 26 no. 5
Type: Research Article
ISSN: 2055-6225

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Article

Lorena Blasco-Arcas, Blanca Hernandez-Ortega and Julio Jimenez-Martinez

The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for…

Abstract

Purpose

The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, the paper proposes that including online cues related to Customer to customer (C2C) interactions and coproduction in the engagement platform determines customer co-creation experiences. Moreover, the paper tests for the relationship between the co-creation experience and customer's purchase intentions.

Design/methodology/approach

An online platform was designed and a purchase situation was simulated, in which the participants were asked to buy a pair of sneakers. To make the experience more realistic, participants could navigate and undertake activities related to the available cues, thus obtaining a direct experience of the possibilities of the platform. Structural equation modeling analyses were used to test the hypothesized relationships.

Findings

The results confirm the importance of including cues related to C2C interactions and coproduction in order to increase co-creation experience possibilities for the customer during the online purchase. Moreover, if customers perceive that they are co-creating the experience, their purchase intentions increase.

Practical implications

This paper addresses the importance of virtual engagement platforms as touch points for interaction and the importance of their characteristics for facilitating co-creation. These platforms provide customers with cues that promote their participation, the establishment of collaborative relationships and the co-creation of the purchase experience.

Originality/value

There is a growing interest in understanding how customers interact with firms to co-create experiences and in the influence of IT-related service in this process. Nevertheless, to date, the online purchase experience as a co-creation context has not been fully investigated.

Details

Internet Research, vol. 24 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

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Article

Blanca Hernández Ortega, Julio Jiménez Martinez and M. José Martín De Hoyos

The main objective of the current work is to analyse the importance of the moderating effect of industry type on technological firms' behaviour and on the acceptance of…

Abstract

Purpose

The main objective of the current work is to analyse the importance of the moderating effect of industry type on technological firms' behaviour and on the acceptance of online business management applications.

Design/methodology/approach

The conceptual model, based on a technology acceptance model (TAM), has been tested across structural equation modelling techniques. Thus, a multi‐sample analysis has been developed to study the significance of the effect on industry. Data were collected using e‐mail and post‐mail survey.

Findings

The findings show that there are several factors influencing the acceptance process, such as ease of use and usefulness, but their effect depends on the industry in which the organisation operates. Likewise, greater experience in technology – which is the case for some sectors – facilitates the acceptance of IT.

Research limitations/implications

Managers should be aware that the synergies gained through their economic activity must be applied to adopt more new online business management applications, as this will help them to improve their competitiveness.

Originality/value

In contrast to other studies which analyse employee behaviour, this paper describes the technology acceptance process establishing the perceptions of the manager decision maker in the company, a perspective which increases the explanatory power of the models, and permits some of its weaknesses to be resolved. Moreover, the moderating effect of the industry has been empirically tested for a group of firms and variables which have rarely been analysed previously.

Details

Online Information Review, vol. 30 no. 6
Type: Research Article
ISSN: 1468-4527

Keywords

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Article

Blanca Hernández Ortega, Julio Jiménez Martínez and Mª José Martín De Hoyos

The objective of this study is to analyse the influence exerted by technological compatibility upon the intensity of use of the new online management programs made by…

Abstract

Purpose

The objective of this study is to analyse the influence exerted by technological compatibility upon the intensity of use of the new online management programs made by information technology (IT) sector (new technology companies).

Design/methodology/approach

The concept of perceived compatibility, first defined by Rogers, has been adapted to the specific characteristics of the company as the user of technology, subsequently testing its dimensionality through confirmatory analyses. Additionally, a causal study was made in order to determine the importance of technological compatibility in the intensity of use of online business management. The statistical techniques employed are based on structural equation methodology.

Findings

The results demonstrate that the concept of technological compatibility is composed of several dimensions, which these differentiate the technologies previously applied by the company on the basis of their level of complexity; the overall concept achieves an explanatory power of 56 per cent with regard to subsequent technological development.

Practical implications

Knowledge derived from technological compatibility permits the correct evaluation of whether to accept a new IT application, providing the company with a series of positive synergies which increase the advantages of its online business management.

Originality/value

The originality of this study stems from its innovative treatment of the company as the IT user, adapting to this end the concept of compatibility hitherto exclusively applied to the analysis of the individual. Similarly, in distinction to the unidimensional approach of other research, this study has taken into account the need to establish different constructs for the measurement of technological compatibility and has demonstrated its importance in company technological development.

Details

European Journal of Innovation Management, vol. 10 no. 1
Type: Research Article
ISSN: 1460-1060

Keywords

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Article

Blanca Hernández‐Ortega, Julio Jiménez‐Martínez and M. José Martín‐DeHoyos

The purpose of the paper is to analyse the evolution of e‐customer purchasing behaviour. Certain perceptions of electronic commerce (EC) may differ according to the…

Abstract

Purpose

The purpose of the paper is to analyse the evolution of e‐customer purchasing behaviour. Certain perceptions of electronic commerce (EC) may differ according to the purchasing experience of customers. Three groups of e‐customers are differentiated: potential, new and experienced.

Design/methodology/approach

First of all, the socio‐demographic characteristics of each group were analysed using the Chi‐squared test. Then, using ANOVA and post hoc analysis (Scheffe's test), the differences that exist in their perceptions were analysed.

Findings

Data analyses show that level of experience with Internet and the perceptions about EC differ according to the e‐customer. Some variables, like perceived usefulness or attitude, increase significantly as the number of interchanges grows, while others, such as perceived ease of use, tend to stabilise. It can be affirmed that there is an evolving cycle of purchasing that will continue to develop as the individual acquires experience.

Practical implications

This research enables the companies that want to compete in the e‐market to know the type of customer they are addressing. Moreover, the results obtained show what perceptions must be concentrated on if these companies want to capture new customers (potential e‐customers) or if they want to maintain existing customers (new and experienced). The evolution of this behaviour means that the strategies oriented to fomenting EC should stress one or another aspect depending on the target customer.

Originality/value

While most research indistinctly analyses the behaviour of any e‐customer, this study has considered it necessary to differentiate at least three types of e‐customers in function of their purchasing experience. Thus, this is one of the few studies that allows us to know the evolution of the perceptions related to e‐commerce.

Details

Internet Research, vol. 18 no. 3
Type: Research Article
ISSN: 1066-2243

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Article

Lorena Blasco‐Arcas, José‐Ignacio Aznar‐Baranda, Blanca Hernández‐Ortega and José Ruiz‐Mas

The purpose of this paper is to analyze the adoption of IP Television (IPTV) as a distribution channel. The authors test the effects of its features, such as…

Abstract

Purpose

The purpose of this paper is to analyze the adoption of IP Television (IPTV) as a distribution channel. The authors test the effects of its features, such as personalization and interactivity, on users' perceived control and satisfaction with their purchase experience. The authors also analyze the purchase process of news‐on‐demand packages, in which users can personalize the contents and amount of news and interact with other users.

Design/methodology/approach

A testbed platform was designed which integrates the interactivity and content personalization of IPTV and a 2×2 between‐subjects factorial design was developed, resulting in four experimental scenarios of the platform. Multivariate analysis of variance analyses have been applied.

Findings

Data from 119 university students corroborate the importance of content personalization and interactivity in the users' purchase experience configuration, as these variables increase both users' control and satisfaction. The authors also confirm that the users preferred the IPTV platform which combines interactivity and personalization rather than the other designs that only had one of these features.

Originality/value

In spite of the advantageous features of IPTV, its adoption has been slower than initially expected. The causes of this slow pace of adoption are still unclear. This paper contributes to the understanding of IPTV as a new distribution channel, which is an underdeveloped perspective in the field. Moreover, it demonstrates the importance of fostering the collaboration of users in designing services through interactivity and personalization.

Details

Industrial Management & Data Systems, vol. 111 no. 9
Type: Research Article
ISSN: 0263-5577

Keywords

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