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Taking into account the resource-based view and the dynamic capabilities theory, the main aim of this research is to analyse how the intensification of the internationalisation process entails a solution for the problems generated by an economic crisis in the national market. To do so, we establish two specific goals. The first is to find out the mediator value of the dynamic marketing capability in the relation between the strategy of increasing markets and performance. The second is to determine if there exist differences in this relation between firms of incremental internationalisation and firms of early internationalisation, called international new ventures (INV).

The study provides information on these problems via testing hypotheses of a conceptual model, which uses a sample of 145 Spanish export firms. The data analysis employs a structural equation modelling (SEM) through partial least squares (PLS) as a statistical instrument.

The results lead to two main conclusions: (1) in times of economic crisis, the dynamic marketing capability plays a mediator role between the increase of the number of international markets served and the international and national results; (2) the dynamic marketing capabilities bring about learning effects in the internationalisation process, which affect incremental firms and INV differently.

This work explores, in times of crisis, how internationalisation becomes a way out for firms to increase the levels of demand and improve their general performance. Furthermore, it also analyses the mediator role of the dynamic marketing capability in the relation between the increase of the level of internationalisation and the firm performance. In this relation, it establishes that there are significant differences in the results obtained between incremental internationalisation firms and INV, determining the notable strategic differences between the two management models when facing periods of economic recession.

This paper aims to explore the shopping intention of local products. Using the theory of planned behavior model, the authors study the effect of egoistic and altruistic benefits and the influence of contextual limitations and people’s own limitations on the intention to buy local fresh fruits and vegetables.

This paper uses a sample of 1,200 consumers of a south European city to test the model using a structural equation modeling technique with partial least squares.

Although egoistic benefits have a direct effect on the shopping intention, altruistic benefits have a much higher total effect. Surprisingly, attitude does not influence shopping intention. This paper provides elements that favor the consumption of local products from a more global, social and sustainable perspective.

This paper provides new empirical evidence on the influence of perceived benefits and personal limitations on local food consumption.

Este trabajo explora la intención de compra de los productos locales. Partiendo del modelo de la Teoría del Comportamiento Planificado, estudiamos el efecto que los beneficios egoístas y altruistas y la influencia de las limitaciones contextuales y las propias limitaciones de las personas tienen en la intención de compra de frutas y verduras frescas locales.

Utilizamos una muestra de 1.200 consumidores de una ciudad del sur de Europa para probar el modelo, utilizando modelos de ecuaciones estructurales con mínimos cuadrados parciales.

Aunque los beneficios egoístas tienen un efecto directo en la intención de compra, los beneficios altruistas tienen un efecto total mucho mayor. Sorprendentemente, la actitud no influye en la intención de compra.

Este artículo proporciona nueva evidencia empírica de la influencia de los beneficios percibidos y las limitaciones personales en el consumo de alimentos locales.

这项工作意味着探索本地产品的购物意向。利用计划行为理论模型, 我们研究利己主义和利他主义利益的影响, 以及环境限制和人们自身限制对购买本地新鲜水果和蔬菜的意向的影响。

我们使用一个南欧城市的1,200名消费者的样本, 用部分最小二乘法的结构方程模型技术来检验该模型。

尽管利己主义利益对购物意向有直接影响, 但利他主义利益的总影响要大得多。令人惊讶的是, 态度并不影响购物意向。这篇文章提供了有利于从更加全球化、社会化和可持续的角度消费当地产品的因素。

这篇文章提供了新的经验证据, 说明感知到的利益和个人限制对当地食品消费的影响。

纸张类型 – 研究论文

The aim of this study is to analyze the antecedents of word-of-mouth (WOM) in a social networking sites (SNS) context, based on social identification theory and uses and gratification theory. This general objective can be divided into two sub-objectives. First, to measure the relationship between social identity, altruism and perceived encouragement as antecedents of WOM in SNS. Second, to study the existence of SNS-user segments which have differentiated behaviors according to the proposed model.

Partial least squares (PLS) has been used to analyze both validity and reliability of the measurement scales and the estimation of the structural model. Next, the heterogeneity of SNS-users has been analyzed using the finite mixture segmentation FIMIX-PLS. Furthermore, a multi-group analysis (MGA-PLS) has been used to analyze the differences between the behaviors of the resulting segments.

The main conclusion of this study is that social identity and perceived encouragement are worthy predictors of WOM. Additionally, there is a strong relationship between social identity and perceived encouragement. Another significant consequence is the existence of a large quantity of unobserved heterogeneity. Unsociable users, habitual users and obligated users show different behaviors regarding the relationships between the variables of the proposed model.

The results indicate that in general WOM communications transmitted by SNS-users are not motivated by altruism or by their willingness to help others. In addition, social identity and perceived encouragement are good predictors of WOM. Another originality of this research is that considering only one general model hides a large amount of unobserved heterogeneity: different segments of users showed diverse behaviors regarding the model’s variables.

The purpose of this paper is to determine differences in customers’ personal disposition to online shopping.

The research model was proposed based on two types of purchases (hedonic vs utilitarian) and on personal traits of individuals against technology throughout the Technology Readiness Index (TRI) 2.0. Generation and gender were considered to evaluate their impact on the type of purchases. Consumers’ data were collected in Chile through 788 face-to-face surveys. The partial least squares approach was used to test the research model.

The findings show that optimism and discomfort influence online shopping. Moreover, generation and gender moderate the relationship between the dimensions of the TRI and online purchases.

The contributions of this study are threefold. The analysis of personal traits and the type of purchases contribute to the existing literature on consumer behavior and e-commerce, and provide some insights for marketers to identify segmentation strategies by analyzing the gender and generation of individuals. Second, this study contributes to examining the stability and invariances of the TRI 2.0 instrument, which has not been fully revised in less developed countries. Third, this study adds to the existing body of research that argues that demographic variables are not sufficient to understand technology adoption by individuals by including psychological variables.

The purpose of this study is to explore the role of visual aesthetics as a key in generating satisfaction in student information system (SIS) users and to discover relationships to other antecedents. This work has also studied how gender discriminates those relationships.

DeLone and McLean’s model of information systems success, visual aesthetic and gender socialisation theory are used as a theoretical framework for the study. An explanatory model was proposed based on the previous literature, and then this model was validated using a sample of undergraduate students. Partial Least Squares was chosen as the approach to conduct the statistical analysis.

First, the findings show that the variance explained by the proposed model in user satisfaction of SIS is 67 per cent. Second, visual aesthetics has a significant direct effect on user satisfaction of SIS, but the indirect effect is much higher, through its relationship to system quality and information quality. Third, the results indicate that there are significant differences between men and women in the direct relationship between visual aesthetics and user satisfaction of SIS, and this relationship being much more intense in the case of women.

The study highlights the role of visual aesthetics as a variable that explains user satisfaction in information systems; this fact emphasises on the importance of taking into account aesthetics when designing information systems. In addition, the findings support the existence of a novel relationship between visual aesthetics and information quality. Finally, new evidence on gender differences concerning user satisfaction in information systems is presented; this result indicates in the opposite direction to recent studies that imply a certain homogenisation of gender in relation to the perceptions associated with the technologies of the information.

There is a strong relationship between the changes that society faces and food. The aim of this work is to analyse the differences between generations related to their behaviour towards food.

To characterise people's behaviour towards their food, the authors will use a tool, food-related lifestyles (FRL), which has been widely employed in the literature. To achieve this general objective, the authors are going to break this down into two operational goals. Firstly, the authors will analyse if there exist differences in generations regarding the characteristics which make up their FRL. Secondly, the authors will determine if there is an association between generations and specific FRL. The authors have developed a study of 1,200 consumers.

The results have enabled is to achieve the proposed aims and to describe the behaviour of each generation towards its FRL. There are significant differences in 15 of the 22 dimensions of the LRF analysed according to generations. The authors noted six consumer segments with regard to the FRL and the authors have found a relation between the characteristics which define the generations and their FRL. The findings enable offering implications for the food sector and for society.

Firstly, this research spans the five generations present in the current society. Secondly, most works are centred on how FRL correspond with the consumption of specific products. This paper is dedicated to going thoroughly into the intergenerational similarities and differences regarding their FRL. Thirdly, the FRL tool has been especially applied in the context of Central European and Nordic countries, the USA and South-East Asia. In this work, the authors apply the FRL to a Mediterranean cultural context, Spain, characterised by a Mediterranean diet and by a significant family and social component in the diet.

The purpose of this paper is to propose the study of the adoption and use of e-banking by adults over the age of 50, from the theoretical framework based on the unified theory of acceptance and use of technology.

After proving the validity of the model, the authors analyse the heterogeneity of these persons by using a structural model-based latent class segmentation called partial least squares prediction-oriented segmentation.

The results enable the identifying of four segments with different behaviours with respect to this electronic service. As implications of the results obtained, it is observed how sociodemographic characteristics do not explain their differences. However, the psychographic as well as the cognitive age, self-confidence and audacity are discriminating and explanatory criteria for the behaviour of the four segments.

From the academic point of view, this paper offers important contributions to the prior literature. First, although there is an extensive literature on the use of internet banking, the authors have nevertheless found a clear lack of research studies related to the specific group of older adults. There are not many works that exclusively deal with the elderly’s acceptation and use of technologies, and even less so in the case of internet banking services. Also, if the elderly are focussed, then it is discovered that there is a socially shared stereotype that sees them as inexpert and cut off from technology. This is, however, an unfair view that conceals a broad diversity of behaviours as has been proved for the different segments found.

The main aim of this work is to explore the mechanisms that promote the transmission and reception of online opinions (electronic word-of-mouth (eWOM) and referrals) by travel services buyers in the context of social networks services (SNS).

The research examines two areas of study: social identification theory and word-of-mouth communication in the virtual environment (eWOM). Based on these theories an explicative model has been proposed applying structural equation modeling (SEM) analysis to a sample of SNS users buying travel services. Partial least squares was chosen as a method to conduct an SEM analysis.

First, the results support the central role of social identification in SNS communication. Second, the results show that SNS users give greater importance to the transmission of communication than to its reception. This fact supports the idea that SNS is used more as a tool for highlighting and maintaining social status than as a channel for information.

The study highlights the role of social identification as the core element which drives SNS. It then analyses the development of eWOM communication in the new context provided by SNS. In addition eWOM communication is studied from two perspectives: from the standpoint of the communicator, but also the receiver. Finally, it seems appropriate to differentiate between virtual communities discussing tourism (e.g. www.TripAdvisor.com) and the SNS (e.g. www.facebook.com, www.twitter.com). While the former seems to be a growing source of information, the latter acts rather more in a social context.

The purpose of this paper is to provide a complete and chronological view of the evolution of the main acceptance and use of technology models, from the 1970s to the present day.

A comparison of partial least squares (linear model) and WarpPLS (non-linear model) has been run for each acceptation of technology model: TRA, TAM0, TAM1, TAM2, TAM3, UTAUT, UTAUT2. The data set collects the information of mobile internet users.

The authors have concluded that UTAUT2 model obtains a better explanation power than the rest of technology acceptance models (TAMs) in the sample of mobile internet users. Furthermore, all models have a better explanation power using non-linear relationships than the traditional linear approach.

The vast majority of research published to date with regard to the Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM), and the Unified Theory of Acceptance and Use of Technology (UTAUT) are based on structural equation models assuming linear relationships between variables. The originality of this study is that it incorporates non-linear relationships and compares the same models using both approaches.