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Article
Publication date: 25 November 2020

Carlos Flavián, Raquel Gurrea and Carlos Orús

The purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which “challenges” the consumer's preferences in…

Abstract

Purpose

The purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which “challenges” the consumer's preferences in a webrooming experience. The impacts of the social relationship between the sender and the receiver of the m-WOM and product category (electronics versus fashion accessories) are examined.

Design/methodology/approach

An online experiment was carried out which manipulated the presence and type of challenging m-WOM, and product category, in a 3 × 2 between-subjects factorial design. The participants were 204 consumers recruited through a market research agency. Their perceptions about the helpfulness of the m-WOM, and their product preferences and choices, were analysed.

Findings

Receiving in-store m-WOM was perceived as helpful by webroomers and affected their preferences and choices. For electronics online reviews posted by anonymous customers were more influential than friends' opinions, whereas the opposite was the case with fashion accessories. The trustworthiness and expertise of the m-WOM source may explain the effects of m-WOM.

Practical implications

m-WOM entails challenges and opportunities for retailers in the omnichannel era. The findings suggest that allowing customers to access m-WOM may be beneficial; however, retailers must consider the type of m-WOM that may be most suitable for their businesses. Recommendations for referral and review sites are also offered.

Originality/value

This study examines the impact of challenging m-WOM on shopping experiences, combining online, mobile and physical channels. The results revealed the importance of the information source and product category in the determination of consumers' perceptions of helpfulness, preferences and choice.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 3
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 13 November 2017

Luis V. Casaló, Carlos Flavián and Sergio Ibáñez-Sánchez

The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a…

Abstract

Purpose

The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand community on Instagram through satisfaction, following a perception-evaluation-intention chain.

Design/methodology/approach

The present study suggests that both perceived enjoyment and usefulness have a positive influence on satisfaction, which in turn affects intended following and recommendation of an account on Instagram. Data are collected from 548 members of a fashion brand community official Instagram account. After the validation of measurement scales, the hypotheses are contrasted using a structural equation model.

Findings

Results show that both perceived enjoyment and usefulness have a positive effect on satisfaction with the Instagram account, which in turn positively affects the intention to follow and recommend the account. Specifically, satisfaction fully mediates the influence of perceptions on intentions, except for the influence of perceived usefulness on intended recommendation as these variables are also directly linked.

Practical implications

The findings help managers to understand consumers’ behavioral intentions on Instagram and note the relevant role of perceived enjoyment and usefulness in creating a satisfactory experience in this context.

Originality/value

Nowadays, brands and users are continuously joining Instagram and, as a result of its growing importance, there is a need to better understand consumer behavior in this context. This research analyses the antecedents of both the intention to follow and recommend an account on Instagram.

Details

Online Information Review, vol. 41 no. 7
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 7 June 2019

Daniel Belanche, Luis V. Casaló and Carlos Flavián

Considering the increasing impact of Artificial Intelligence (AI) on financial technology (FinTech), the purpose of this paper is to propose a research framework to better…

Abstract

Purpose

Considering the increasing impact of Artificial Intelligence (AI) on financial technology (FinTech), the purpose of this paper is to propose a research framework to better understand robo-advisor adoption by a wide range of potential customers. It also predicts that personal and sociodemographic variables (familiarity with robots, age, gender and country) moderate the main relationships.

Design/methodology/approach

Data from a web survey of 765 North American, British and Portuguese potential users of robo-advisor services confirm the validity of the measurement scales and provide the input for structural equation modeling and multisample analyses of the hypotheses.

Findings

Consumers’ attitudes toward robo-advisors, together with mass media and interpersonal subjective norms, are found to be the key determinants of adoption. The influences of perceived usefulness and attitude are slightly higher for users with a higher level of familiarity with robots; in turn, subjective norms are significantly more relevant for users with a lower familiarity and for customers from Anglo-Saxon countries.

Practical implications

Banks and other firms in the finance industry should design robo-advisors to be used by a wide spectrum of consumers. Marketing tactics applied should consider the customer’s level of familiarity with robots.

Originality/value

This research identifies the key drivers of robo-advisor adoption and the moderating effect of personal and sociodemographic variables. It contributes to understanding consumers’ perceptions regarding the introduction of AI in FinTech.

Details

Industrial Management & Data Systems, vol. 119 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

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Article
Publication date: 14 October 2020

Carlos Flavián, Miguel Guinaliu and Yuntao Lu

With the popularity of mobile devices and new technologies, such as NFC, mobile payment, which is taking the place of credit cards and cash as the chief payment method, is…

Abstract

Purpose

With the popularity of mobile devices and new technologies, such as NFC, mobile payment, which is taking the place of credit cards and cash as the chief payment method, is attracting more and more attention. Thus, this paper aims to investigate the main determinants of mobile payment use intention and proposes a model of mobile payment adoption, integrating mindfulness as a major factor.

Design/methodology/approach

Data for the study were collected through an online survey of a representative sample of 414 users in the United States and 380 in Spain. Structural equation modelling (SEM) was used to verify the validity of the variables and the relationships among them.

Findings

The results showed that mindfulness, perceived ease of use, perceived usefulness, subjective norms and attitude have significant influence on mobile payment use intention.

Research limitations/implications

The present study is based on samples from only the United States and Spain, which limits generalization of the results. The notion of mindfulness is new in mobile payment adoption research, so future studies should analyze in more detail and in depth its effect on these adoption processes.

Originality/value

This is the first study to incorporate mindfulness into a mobile payment adoption process. Incorporating mindfulness complements traditional variables to show how users address the adoption process (e.g. novelty seeking, engagement, anxiety, attention paid).

Details

International Journal of Bank Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 21 September 2018

Daniel Belanche, Luis V. Casaló, Carlos Flavián and Miguel Guinalíu

With social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial…

Abstract

Purpose

With social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial advice for travelers’ decisions. It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships.

Design/methodology/approach

Data from a web survey of 456 users of online travel communities affirm the scale’s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses.

Findings

Higher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users’ perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice.

Practical implications

Management tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment.

Originality/value

This research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities.

Details

Industrial Management & Data Systems, vol. 119 no. 2
Type: Research Article
ISSN: 0263-5577

Keywords

Content available
Article
Publication date: 12 August 2020

Daniel Belanche, Luis V. Casaló, Carlos Flavián and Jeroen Schepers

Service robots are taking over the organizational frontline. Despite a recent surge in studies on this topic, extant works are predominantly conceptual in nature. The…

Abstract

Purpose

Service robots are taking over the organizational frontline. Despite a recent surge in studies on this topic, extant works are predominantly conceptual in nature. The purpose of this paper is to provide valuable empirical insights by building on the attribution theory.

Design/methodology/approach

Two vignette-based experimental studies were employed. Data were collected from US respondents who were randomly assigned to scenarios focusing on a hotel’s reception service and restaurant’s waiter service.

Findings

Results indicate that respondents make stronger attributions of responsibility for the service performance toward humans than toward robots, especially when a service failure occurs. Customers thus attribute responsibility to the firm rather than the frontline robot. Interestingly, the perceived stability of the performance is greater when the service is conducted by a robot than by an employee. This implies that customers expect employees to shape up after a poor service encounter but expect little improvement in robots’ performance over time.

Practical implications

Robots are perceived to be more representative of a firm than employees. To avoid harmful customer attributions, service providers should clearly communicate to customers that frontline robots pack sophisticated analytical, rather than simple mechanical, artificial intelligence technology that explicitly learns from service failures.

Originality/value

Customer responses to frontline robots have remained largely unexplored. This paper is the first to explore the attributions that customers make when they experience robots in the frontline.

Details

Journal of Service Management, vol. 31 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 28 January 2020

Daniel Belanche, Carlos Flavián and Alfredo Pérez-Rueda

By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable…

Abstract

Purpose

By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall.

Design/methodology/approach

A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 experimental design of different ad designs and formats.

Findings

Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember.

Practical implications

Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall.

Originality/value

Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers’ reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.

Details

Online Information Review, vol. 44 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

Content available
Article
Publication date: 1 October 2018

Carlos Flavian, Miguel Guinalíu and Pau Jordan

The purpose of this paper is to examine, among the possible causes, whether trust in the leader is one of the most relevant factors on the success of a virtual work team…

Abstract

Purpose

The purpose of this paper is to examine, among the possible causes, whether trust in the leader is one of the most relevant factors on the success of a virtual work team by analyzing different antecedents of the trust and its consequences.

Design/methodology/approach

The influence that certain physical and behavioral characteristics of the leader (attractiveness, empathy and justice) exert on the degree of trust is evaluated. On the other hand, the influence of trust on the efficiency of the team, in terms of organizational citizenship behavior and commitment, is analyzed. To test the model, a survey was conducted on real work teams and the data were analyzed through a model of structural equations.

Findings

The results support the hypotheses and consequently, the relevance of trust in the leader. Specifically, the leader’s physical and behavioral characteristics have a significant effect on the trust in the leader. This trust results in greater organizational efficiency.

Originality/value

Despite the undisputable growth in the number of companies using virtual teams, it is also true that many of these teams fail to perform. In this sense, this paper analyzes if certain factors related to leadership can be relevant when influencing the efficiency of a virtual work team. This paper contributes to a better understanding of the internal processes within a virtual team in order to maximize the chances of success in this type of organizations.

Details

European Journal of Management and Business Economics, vol. 28 no. 1
Type: Research Article
ISSN: 2444-8494

Keywords

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Article
Publication date: 27 November 2009

Carlos Flavián, Raquel Gurrea and Carlos Orús

The purpose of this paper is to examine the impact of different product presentation modes on consumers' perceptions of web site quality. Specifically the paper identifies…

Abstract

Purpose

The purpose of this paper is to examine the impact of different product presentation modes on consumers' perceptions of web site quality. Specifically the paper identifies the perceived degree of usability as the continent quality and the perceived quality of the information as the content quality of the web site.

Design/methodology/approach

An experiment was conducted with a sample of 86 individuals. Changes in the presentation of the information were made in terms of mode (paragraph or schema) and arrangement (list or grid).

Findings

Users perceived a higher degree of usability and a higher quality of information when the information was presented in a schematic way than when it was presented as a paragraph. However, no significant effects were found regarding the spatial arrangement of the products. Regarding the possible interaction effect, the combination of schematic information displayed in a list produced the greatest effects on users' perceptions.

Research limitations/implications

Consumers show a greater preference for those web sites that provide them with efficient tools for acquiring information and forming knowledge about the alternatives available. Specifically, when products are displayed on the computer screen, designers should focus on presenting the information in a schematic way. Moreover, if this information is organised in a list or table where all the products can be assessed consecutively, the perceptions about the web site may be enhanced.

Originality/value

This is one of the first studies that explains the main factors that affect the perceived quality of a web site from the users' perspective. The analysis of the users' perceptions and the marketing viewpoint could help designers to create web sites that best match their users' information needs.

Details

Online Information Review, vol. 33 no. 6
Type: Research Article
ISSN: 1468-4527

Keywords

Content available
Article
Publication date: 13 July 2021

Francisco Muñoz-Leiva, Luís Miguel Faísca, Célia M.Q. Ramos, Marisol B. Correia, Carlos M.R. Sousa and Marouan Bouhachi

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…

Abstract

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.

Propósito

Este estudio analiza la eficacia de un banner promocional estático ubicado en un sitio web de reservas de un hotel en términos de captación de la atención visual del visitante examinando cómo este efecto depende del grado de experiencia del usuario en Internet.

Diseño/metodología/enfoque

Se llevó a cabo un experimento utilizando la metodología de seguimiento ocular (eye tracking), junto con un cuestionario autoadministrado. A través de la tecnología de eye tracking, se registraron los movimientos oculares mientras los participantes exploraban el sitio web genérico de un hotel. Los factores considerados en los análisis fueron la posición del banner en el sitio web y la experiencia de los participantes como usuarios de Internet.

Hallazgos

Los hallazgos mostraron que colocar un banner en ciertas ubicaciones de la página web puede conducir a un mayor recuerdo, lo que, en parte, parece ser el resultado de la atención visual que atraen tales posiciones. El análisis de mediación mostró que las posiciones inferior-derecha e inferior-izquierda tienen un efecto negativo en el recuerdo del banner debido, en parte, a los tiempos de atención más cortos y al menor número de fijaciones que provocan esas posiciones. Aunque el nivel de experiencia de Internet del visitante afectó su atención visual hacia el banner, su impacto en el recuerdo del banner no fue significativo. Los resultados son discutidos considerando qué variables producen mayor efectividad a la hora de captar la atención del usuario.

Implicaciones practices

El artículo presenta una serie de implicaciones para la literatura de marketing, la gestión hotelera y la sociedad en general.

Originalidad/valor

Nuestro estudio es el primero en analizar el impacto de la posición de un anuncio estático en la atención visual y la memoria de los usuarios, considerando el nivel de experiencia del usuario en Internet.

目的

本研究分析了位于酒店预订网站上的静态促销横幅在吸引访问者视觉注意力方面的效果, 并探索了这种效果如何受到用户的互联网体验程度的影响。

研究方法

本文除了采用自填问卷的方式, 还使用眼动追踪方法进行了实验。通过眼动追踪技术, 记录了参与者在浏览一般酒店网站时的眼动情况。分析中使用的因素是网站上横幅的位置和参与者作为互联网用户的体验。

研究结果

调查结果显示, 将横幅定位在网页上的某些位置可能会导致更佳的记忆, 这种效果在一定程度上是由于横幅的位置吸引了视觉注意力。调解分析表明, 横幅在右下角和左下角的位置对的回忆有负面影响, 部分原因是这些位置引起的注意时间较短、固定次数较少。虽然访问者的互联网体验水平影响了他/她对横幅的视觉注意力, 但其对横幅记忆的影响并不显著。讨论结果时考虑到了某些变量在吸引用户的注意力方面具有更明显的效果。

实践意义

本文对市场营销文献、酒店管理和社会都具有一定的借鉴意义。

原创性/价值

本次研究是第一个分析静态广告的位置对用户视觉注意力和记忆的影响的研究, 考虑到用户的互联网体验程度。

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