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Article
Publication date: 27 August 2019

Natalia Rubio, Nieves Villaseñor and María Yagüe

The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as…

2129

Abstract

Purpose

The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies conditions the results of the retailer that manages them. This study aims to examine the formation of PL brand equity and its effect on store loyalty for retailers with differently tiered PL programs (a “better” program with standard PL vs a full PL quality spectrum with economy, standard and premium PLs) and different PL naming strategies (store-banner name or stand-alone brand name).

Design/methodology/approach

A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modelling techniques were used to assess the proposed model.

Findings

The results show differences in the formation of PL loyalty based on whether the retailer has a tiered PL program. In portfolios with economy, standard and premium PLs, PL associations have a stronger effect than PL awareness in the formation of PL loyalty. Portfolios with a standard PL show balanced effects of PL associations and PL awareness on PL loyalty formation. As to the positive effect of PL brand equity on store loyalty, this study also shows a stronger effect of PL brand equity on store loyalty in chains that choose to use their store banner name in their PLs.

Practical implications

Retailers that manage multi-tier PL portfolios (as opposed to those that commercialise a standard PL) can increase loyalty to the PL portfolio significantly by constructing highly differentiated images of their economy, standard and premium PLs to ensure that consumers truly perceive the different value propositions of their PL tiers. As to PL naming strategy, the authors recommend that retailers that use the same retail chain name for one or several of their PLs invest in their corporate reputation to strengthen the brand equity achieved by their PLs and thus increase loyalty to the retail chain. Retailers must perform specific communication and advertising campaigns for PLs with the stand-alone brand name.

Originality/value

Today, any reference to PLs as a whole is overly simplistic, but no research has assessed empirically differences in the influences of a multi-tiered vs a standard PL program on the PL loyalty formation for PL portfolios. Nor has any empirical research incorporated the influence of PL naming strategy on store loyalty. This study fills these gaps, integrating into the same model two significant moderating variables of retailers’ strategy: their PL tier strategy and their PL naming strategy.

Details

Journal of Product & Brand Management, vol. 29 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 12 July 2024

Trinidad Domínguez Vila, Lucía Rubio-Escuderos and Elisa Alén González

Information and communication technologies are being increasingly used across various sectors including the tourism industry. However, equitable access to online information…

Abstract

Purpose

Information and communication technologies are being increasingly used across various sectors including the tourism industry. However, equitable access to online information remains a significant challenge, especially for people with disabilities (PwD). There is a pressing need for research into the accessibility of the internet to promote social equality. This study aims to identify patterns in both the technical accessibility and the content information related to accessibility and disability that is available on the official websites of leading global tourist destinations.

Design/methodology/approach

A cluster analysis assessed the technical accessibility of the websites, while a principal component analysis evaluated the content information concerning accessibility and disability.

Findings

There has been a substantial improvement in the technical accessibility of tourism websites over that described in earlier studies. There have been no advances in content information on accessibility and disability, which continues to be very heterogeneous and dispersed.

Originality/value

This evaluation of the technical accessibility and content related to accessibility and disability on tourism websites provides a basis for developing strategies to eliminate barriers that PwD encounter in accessing tourism information. To augment the efficacy of big data inputs, it is imperative to homogenise variables associated with technical access and content information on accessibility. Such standardisation will improve the functionality of algorithms critical to the Internet of Things and artificial intelligence technologies. These enhancements are likely to spur innovations that bridge the inequality gap and promote environments where technology serves as a cornerstone of social inclusion and equality.

目的

信息和通信技术在包括旅游业在内的很多行业的应用越来越广泛。 互联网是游客不可或缺的工具, 但并非每个人(在本研究中为残疾人、PwD)都能以相同的方式获取可用信息。有必要对无障碍使用互联网进行研究, 以促进社会平等。本研究旨在识别全球主要旅游目的地官方网站的技术可及性以及网站内容上有关可及性和残疾信息的规律。

设计/方法/途径

聚类分析评估了网站的技术可及性, 主成成分分析评估了网站的可及性和残疾的相关内容信息。

研究结果

与早期研究中描述的相比, 旅游网站的技术可访问性有了实质性的改善。关于无障碍和残疾的内容信息没有任何改善, 仍然非常异质性和分散性。

原创性

本研究对旅游网站的技术可及性以及有关可及性和残障人士的内容信息的评估为制定以消除残疾人旅游所面临的障碍的未来战略奠定了基础。为了提高大数据输入的有效性, 技术可及性和可及性内容信息相关的变量必须标准化和同质化。这将提高关键算法的效率,以增加物联网和人工智能技术的功能。这些改进可以促进创新, 缩小不平等差距, 并营造让技术成为社会包容和平等基石的环境因素。

Objetivo

Las tecnologías de la información y la comunicación (TIC) se utilizan cada vez más en diversos sectores, incluido el turístico. Sin embargo, el acceso equitativo a la información online sigue siendo un reto importante, especialmente para las personas con discapacidad. Existe una necesidad acuciante de investigar la accesibilidad de Internet para promover la igualdad social. Este estudio identifica patrones en la accesibilidad técnica y en el contenido de la información sobre accesibilidad y discapacidad disponible en las páginas web oficiales de los principales destinos turísticos mundiales.

Diseño/metodología/enfoque

Un análisis de conglomerados evaluó la accesibilidad técnica y un análisis de componentes principales analizó el contenido de la información sobre accesibilidad y discapacidad en los sitios web.

Resultados

Se constata una mejora sustancial en la accesibilidad técnica de las páginas web de turismo con respecto a los resultados de estudios anteriores. No ha habido avances en el contenido de la información sobre accesibilidad y discapacidad, que sigue siendo muy heterogénea y dispersa.

Originalidad

Esta evaluación de la accesibilidad técnica y del contenido de la información relativo a la accesibilidad y la discapacidad en las páginas web turísticas proporciona una base para desarrollar estrategias que eliminen las barreras con las que se encuentran las personas con discapacidad para acceder a la información turística. Para mejorar la eficacia de las entradas de big data, es necesario estandarizar las variables relacionadas con la accesibilidad técnica y el contenido de la información sobre accesibilidad. Esta normalización mejorará la funcionalidad de los algoritmos fundamentales para el internet de las cosas y las tecnologías de inteligencia artificial. Es probable que estas mejoras impulsen innovaciones que reduzcan la brecha de la desigualdad y promuevan entornos en los que la tecnología sirva como piedra angular de la inclusión social e igualdad.

Article
Publication date: 4 August 2021

Jano Jiménez-Barreto, Natalia Rubio and Sebastian Molinillo

Drawing on the self-determination theory, the assemblage theory and customer experience literature, this paper aims to develop a framework to understand motivational customer…

4230

Abstract

Purpose

Drawing on the self-determination theory, the assemblage theory and customer experience literature, this paper aims to develop a framework to understand motivational customer experiences with chatbots.

Design/methodology/approach

This paper uses a multimethod approach to examine the interaction between individuals and airlines’ chatbots. Three components of self-determined interaction with the chatbot (competence, autonomy and relatedness) and five components of the customer–chatbot experience (sensory, intellectual, affective, behavioral and social) are analyzed qualitatively and quantitatively.

Findings

The findings confirm the direct influence of self-determined interaction on customer experience and the direct effects of these two constructs on participants’ attitudes toward and satisfaction with the chatbot. The model also supports the mediating roles of customer experience and attitude toward the chatbot.

Practical implications

This paper offers managers a broad understanding of individuals’ interactions with chatbots through three elements: motivation to use chatbots, experiential responses and individuals’ valuation of whether the interactions have amplified (or limited) the outcomes obtained from the experience.

Originality/value

This paper contributes to the hospitality and tourism literature with a hybrid approach that reflects on current theoretical developments regarding human- and interaction-centric interpretations of customer experience with chatbots.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 16 November 2015

Natalia Rubio, Javier Oubiña and Mónica Gómez-Suárez

The purpose of this paper is to attempt to understand the extent to which price consciousness and quality consciousness influence attitudinal loyalty to store brands (SBs) in…

3660

Abstract

Purpose

The purpose of this paper is to attempt to understand the extent to which price consciousness and quality consciousness influence attitudinal loyalty to store brands (SBs) in different segments of consumers: heavy, medium and light buyers of SBs. SBs are currently consolidated among price-conscious consumers, but less established among the quality-conscious consumers.

Design/methodology/approach

After reviewing the literature and constructing a theoretical model, the authors performed a study on Spanish food products, a sector in which SBs have achieved a significant market share. They collected data through a personal survey and analyzed it using structural equations modeling, and they performed a multigroup analysis of heavy buyers, medium buyers and light buyers of SBs.

Findings

The results obtained alert retailers to the tremendous importance of price vs quality in the formation of SB value and loyalty to SBs among heavy buyers of these brands, show the balance between price and quality as components of SB value and generators of loyalty among medium buyers and recognize the need to strengthen the image of SB quality to reinforce SBs’ value and smart shopping associations to increase light buyers’ loyalty to SBs.

Originality/value

The study contributes new evidence and knowledge on SB loyalty among consumers who show different usage of these brands (heavy, medium and light buyers). It then assesses the short- and long-term value of each segment of customers for the retailer and recommends retail strategies adapted to each segment.

Details

Journal of Product & Brand Management, vol. 24 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 28 September 2023

Álvaro Rodríguez-Sanz and Luis Rubio-Andrada

An important and challenging question for air transportation regulators and airport operators is the definition and specification of airport capacity. Annual capacity is used for…

Abstract

Purpose

An important and challenging question for air transportation regulators and airport operators is the definition and specification of airport capacity. Annual capacity is used for long-term planning purposes as a degree of available service volume, but it poses several inefficiencies when measuring the true throughput of the system because of seasonal and daily variations of traffic. Instead, airport throughput is calculated or estimated for a short period of time, usually one hour. This brings about a mismatch: air traffic forecasts typically yield annual volumes, whereas capacity is measured on hourly figures. To manage the right balance between airport capacity and demand, annual traffic volumes must be converted into design hour volumes, so that they can be compared with the true throughput of the system. This comparison is a cornerstone in planning new airport infrastructures, as design-period parameters are important for airport planners in anticipating where and when congestion occurs. Although the design hour for airport traffic has historically had a number of definitions, it is necessary to improve the way air traffic design hours are selected. This study aims to provide an empirical analysis of airport capacity and demand, specifically focusing on insights related to air traffic design hours and the relationship between capacity and delay.

Design/methodology/approach

By reviewing the empirical relationships between hourly and annual air traffic volumes and between practical capacity and delay at 50 European airports during the period 2004–2021, this paper discusses the problem of defining a suitable peak hour for capacity evaluation purposes. The authors use information from several data sources, including EUROCONTROL, ACI and OAG. This study provides functional links between design hours and annual volumes for different airport clusters. Additionally, the authors appraise different daily traffic distribution patterns and their variation by hour of the day.

Findings

The clustering of airports with respect to their capacity, operational and traffic characteristics allows us to discover functional relationships between annual traffic and the percentage of traffic in the design hour. These relationships help the authors to propose empirical methods to derive expected traffic in design hours from annual volumes. The main conclusion is that the percentage of total annual traffic that is concentrated at the design hour maintains a predictable behavior through a “potential” adjustment with respect to the volume of annual traffic. Moreover, the authors provide an experimental link between capacity and delay so that peak hour figures can be related to factors that describe the quality of traffic operations.

Originality/value

The functional relationships between hourly and annual air traffic volumes and between capacity and delay, can be used to properly assess airport expansion projects or to optimize resource allocation tasks. This study offers new evidence on the nature of airport capacity and the dynamics of air traffic design hours and delay.

Details

Aircraft Engineering and Aerospace Technology, vol. 96 no. 1
Type: Research Article
ISSN: 1748-8842

Keywords

Article
Publication date: 23 January 2024

Mar Cárdenas-Muñoz, Luis Rubio-Andrada and Mónica Segovia-Pérez

The purpose of this research is to determine key behaviours to be efficient in identifying and developing employees' talent. The article aims to address the relationship between…

Abstract

Purpose

The purpose of this research is to determine key behaviours to be efficient in identifying and developing employees' talent. The article aims to address the relationship between learning agility and job crafting, the influence between them, and how this relationship is built to improve performance and adaptability. For this purpose, the research has analysed which behaviours obtain the highest scores in both scales (job crafting and learning agility), designing the tool which allows Human Resources (HR) professionals an efficient identification and development behaviours to get the versatile talent that companies and professionals of the future need.

Design/methodology/approach

Using the questionnaire that has integrated the learning agility scale and the Spanish job crafting scale. Data were collected from a sample of business professionals in Spain. Factor analysis and hierarchical cluster analysis were used, using a classificatory variable with the 126 valid responses obtained.

Findings

In an ever-changing environment, continuous employee adaptation to his/her role within a company is a critical factor for its survival. However, there is a paucity of large-scale empirical research on which behaviours employees have to develop to increase their adaptative skills. Drawing on the outcome of extant literature, the authors identify learning agility as the construct that firms have to encourage in their employees to impact job crafting. The contribution of the paper is twofold: (1) the authors empirically explored the association and the effects of learning agility and its factor on the development of job crafting. Results demonstrated the association between the two constructs; further, higher scores in both learning agility and job crafting predict increased employability, and higher scores in job crafting are associated with higher scores in change agility; (2) this study provides a multidimensional instrument that provides HR departments with the key behaviours to recruit in order to develop talent to prepare employees to face future challenges, ensuring the right performance and sustainable impact in the environment.

Research limitations/implications

A limitation of this study is that it is done exclusively within Spanish companies, even though from different industries and with different characteristics. Therefore, future research is necessary and should be conducted in other countries in similar industries to explore the empirical findings from this study in additional contexts.

Practical implications

This research has found a tool that might allow HR departments to measure what level of job crafting and learning agility their employees have and to identify what key behaviours they need to focus on in the recruitment or in their internal strategic HR action plan to overcome any future challenges in their organization.

Social implications

In a scenario where artificial intelligence is modifying the professional landscape, generating uncertainty about which skills are best to develop, the results are a guide for enterprises as to where to focus plans for learning and training, as well as for business schools regarding the content provided in training programs.

Originality/value

The authors advance the literature by providing a theoretical base for understanding the relationship between job crafting and learning agility. This article offers some practical managerial recommendations that help the human resources department focus on behaviours that allow talent to be identified and recruited to ensure an effective organization.

Details

Management Decision, vol. 62 no. 7
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 23 May 2022

Álvaro Rodríguez-Sanz and Luis Rubio-Andrada

Airport capacity constraints lead to operational congestion and delays, which have become major threats to the aviation industry. They impose large costs on airlines and their…

Abstract

Purpose

Airport capacity constraints lead to operational congestion and delays, which have become major threats to the aviation industry. They impose large costs on airlines and their passengers. Uncertainty in demand or unexpected events can cause a mismatch between capacity and demand, resulting in either capacity oversupply, with a decrease in efficiency, or airport congestion over an extended period. Moreover, airport capacity is rather difficult to define due to its multifaceted and dynamic nature, and it depends both on the available infrastructure and on operating procedures. Additionally, traditional capacity management methods do not consider relevant behavioral economic challenges to conventional analysis, particularly failure of the expected utility hypotheses and dependence of valuations on reference points. This study aims to develop a preliminary framework to include economic concepts when evaluating expansions of airport capacity.

Design/methodology/approach

This paper reviews major opportunities in airport demand and capacity management from an economic perspective while appraising the challenges involved in airport capacity expansion processes that have not been fully completely in past studies. Although welfare economics provides the conceptual foundations for demand/capacity analyses, the authors integrate the findings regarding capacity definition, uncertainty management and behavioral economics into standard economics to guide the measurement of the airport capacity expansion problem.

Findings

The authors obtain several insights regarding airport capacity and demand management. First, airport capacity is a complex metric when evaluating airport expansion, and it depends both on the available infrastructure and on operating procedures. Furthermore, airport throughput is highly conditioned by factors that shape capacity and delay and shows significant variability when these factors are modified. Second, a marginal change in capacity at congested airports may have a great impact on demand distribution, airline competition, aircraft types, fares, operating revenues, route map and other characteristics of a given airport. Behavior after capacity expansion is highly reliant on the slot allocation models. Additionally, overall social welfare is usually affected after changes in infrastructure in terms of increased connectivity, economic benefits and negative externalities, including noise and local pollution. Third, on-time performance is clearly nonlinear, and thus sensitive to variations in demand and capacity. Finally, airport capacity and demand management involve a trade-off between mitigating congestion and maximizing capacity utilization, so decision-making tools are required to support and enhance policy and managerial choices. Three main challenges arise when developing new methods for evaluating airport expansions: the definition of capacity, the management of uncertainty in demand and the need to consider economic concepts.

Originality/value

This paper explores and produces an in-depth understanding of the problem of airport capacity and demand balance. The authors propose a preliminary framework that considers the challenges that have been previously identified and that, particularly, provides an economic perspective for airport capacity expansion processes. This framework is completed with a theoretical model to help policymakers and airport operators when faced with a capacity development decision.

Details

Aircraft Engineering and Aerospace Technology, vol. 94 no. 9
Type: Research Article
ISSN: 1748-8842

Keywords

Article
Publication date: 22 September 2017

Juan Carlos Bustamante and Natalia Rubio

In a world where customer empowerment is continuously increasing and changing the service landscape, retailers must provide memorable shopping experiences to retain and attract…

13417

Abstract

Purpose

In a world where customer empowerment is continuously increasing and changing the service landscape, retailers must provide memorable shopping experiences to retain and attract new customers. When customers decide to go shopping in physical stores, they expect to enjoy their visit, experiencing cognitive, affective, social, and physical responses evoked by in-store stimuli. The purpose of this paper is to propose and validate a scale to measure in-store customer experience (ISCX).

Design/methodology/approach

This study’s theoretical review of customer experience (CX) demonstrates that a formative model provides the best structure for measuring the construct ISCX. Furthermore, the study follows the guidelines for rigorous construction of a formative scale, which include three main stages: generation of items, scale purification, and assessment of scale validity and reliability.

Findings

The results provide evidence that a formative third-order scale with a reflective second-order dimension (social experience) and three reflective first-order dimensions (cognitive, affective, and physical experience) has satisfactory psychometric properties. The findings also provide useful information on the effect of the ISCX scale on key performance variables such as satisfaction and loyalty to the store.

Originality/value

The ISCX scale proposed constitutes a useful multi-concept diagnostic tool for use by retailers to create fully experiential shopping environments with differential value for the customer. By providing a complete, robust, precise measure of CX in a retail environment, the scale gives researchers a structured way to examine the causes and consequences of CX in retail.

Details

Journal of Service Management, vol. 28 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Open Access
Article
Publication date: 13 July 2023

Ana Irimia-Diéguez, Francisco Liébana-Cabanillas, Antonio Blanco-Oliver and Juan Lara-Rubio

Traditional payment systems based on cash and bank cards are being replaced by new innovative formats. This research analyzes the success factors in the adoption by customers of…

3234

Abstract

Purpose

Traditional payment systems based on cash and bank cards are being replaced by new innovative formats. This research analyzes the success factors in the adoption by customers of Bizum, a peer-to-peer (P2P) mobile payment system widely used in Spain. This study proposes a theoretical framework based on the Stimulus–Organism–Response (S-O-R) model and includes the analysis of the moderating effect of perceived risk and the mediating effect of perceived trust.

Design/methodology/approach

To achieve the proposed objectives, an online questionnaire was administered to 701 Spanish smartphone users, potential users of the proposed P2P payment systems.

Findings

The results show that perceived usefulness is the most important predictor of intention to use. Additionally, a medium predictive relevance performance of the proposed model is found.

Originality/value

This research contributes to a more holistic understanding of the adoption of P2P payment systems and provides new business opportunities that companies can exploit through the use of this technology.

研究目的

以現金和銀行卡為基礎的傳統支付系統、正被嶄新而又富創意的模式取代。本研究擬分析驅使消費者使用Bizum的成功因素 (Bizum 是一個在西班牙得到廣泛使用的P2P移動支付系統) 。本研究以刺激-有機體-反應模型為基礎, 建議了一個概念框架;研究亦擬分析感知風險的調節作用, 以及感知信任的中介效應。

研究設計/方法/理念

為達研究目標, 研究人員處理了701名西班牙智慧型手機使用者回答的網上問卷, 這些使用者是本研究提出的P2P支付系統的潛在用戶。

研究結果

研究結果顯示、感知有用性是消費者會否使用P2P支付系統最重要的預測因素。研究結果亦顯示、本研究建議的概念框架的預測能力水平屬中等。

研究的原創性

本研究使我們對驅使消費者使用P2P支付系統的因素更全面地了解;研究也使企業可透過使用這技術, 為自己創造新的商機。

Details

European Journal of Management and Business Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2444-8451

Keywords

Open Access
Article
Publication date: 7 December 2023

Álvaro Saavedra, Raquel Chocarro, Mónica Cortiñas and Natalia Rubio

This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome…

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Abstract

Purpose

This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome (information). The authors also aim to determine the extent to which the perceived usefulness of VAs improves the perceived privacy associated with their use and increases users’ intention to continue using them. Consumer technology innovativeness is included as a personal trait moderator, to compare the results between tech and nontech innovators. For this purpose, the authors use the framework of the uses and gratifications theory (U&GT).

Design/methodology/approach

A survey of 467 VA users was conducted and structural equation modeling was used to analyze the data.

Findings

The authors identify two main determinants of the perceived usefulness of VAs that influence users’ intention to continue using this technology, process quality and outcome quality. These two factors influence the continued use of VAs in different ways depending on the technology innovativeness of the consumers. The results show that tech innovators are oriented toward the interactive experience, and therefore, mainly value the process quality. In addition, nontech innovators are oriented toward a satisfactory response from VAs, and therefore, primarily value the outcome quality. In addition, the positive effect of perceived usefulness on perceived privacy is higher for tech innovators.

Originality/value

This study enhances the literature on the perceived usefulness of VAs within the framework of U&GT. It identifies two antecedents (process quality and outcome quality) of perceived usefulness and observes significant differences based on technological innovativeness.

Objetivo

Este artículo tiene como objetivo entender cómo la utilidad percibida de los Asistentes de Voz (AV) se ve afectada por la calidad percibida del proceso (interacción) y el resultado (información). Asimismo, busca determinar hasta qué punto la utilidad percibida de los AVs mejora la privacidad percibida asociada con su uso y, consecuentemente, la intención de los usuarios de seguir utilizándolos. La innovación tecnológica se incluye como moderador personal para comparar los resultados entre innovadores tecnológicos y no tecnológicos. Para este propósito, utilizamos la Teoría de Usos y Gratificaciones (U&GT).

Diseño

Se realizó una encuesta a 467 usuarios de AVs, y se utilizó la modelización de ecuaciones estructurales (SEM) para analizar los datos.

Resultados

La calidad del proceso y la calidad del resultado son antecedentes claros de la utilidad percibida de los AVs, que afecta a la intención de los usuarios de seguir usándolos. La influencia de ambos factores difiere entre usuarios según su nivel de innovación tecnológica. Los resultados muestran que los innovadores tecnológicos valoran más la experiencia interactiva y la calidad del proceso, mientras que los no innovadores tecnológicos se enfocan en obtener respuestas satisfactorias de los AVs. Además, la influencia positiva de la utilidad percibida en la privacidad percibida es más pronunciada en los innovadores tecnológicos.

Originalidad

Este estudio enriquece la literatura sobre la utilidad percibida de los AVs dentro del marco de la U&GT. Identifica dos factores previos (calidad del proceso y calidad del resultado) de la utilidad percibida y observa diferencias significativas basadas en la innovación tecnológica.

目的

本文旨在了解语音助手(VAs)的感知有用性如何受到过程(交互)和结果(信息)的感知质量的影响。我们还旨在确定语音助手的感知有用性在多大程度上改善了与使用语音助手相关的感知隐私, 并提高了用户继续使用语音助手的意愿。我们将消费者的技术创新性作为个人特质调节因素, 以比较技术创新者和非技术创新者的结果。为此, 我们使用了 “使用与满足理论"(U&GT)框架。

设计/方法/途径

我们对 467 名增值服务用户进行了调查, 并使用结构方程模型(SEM)对数据进行了分析。

研究结果

我们确定了影响用户继续使用该技术意向的虚拟机构感知有用性的两个主要决定因素:(1)过程质量和(2)结果质量。根据消费者的技术创新能力, 这两个因素以不同的方式影响着虚拟现实技术的持续使用。结果显示, 技术创新者以互动体验为导向, 因此主要看重过程质量。此外, 非技术创新者倾向于从虚拟机构获得令人满意的回应, 因此主要看重结果质量。此外, 对于科技创新者来说, 感知有用性对感知隐私的积极影响更大。

价值

本研究在 U&GT 框架内加强了有关虚拟机构感知有用性的文献。它确定了感知有用性的两个前因(过程质量和结果质量), 并观察到了基于技术创新性的显著差异。

1 – 10 of over 2000