Investigaciones

En los últimos años se ha observado en España como las entidades financieras han incrementado sus servicios a través de los canales digitales, reduciendo o dificultando el acceso a los servicios en las sucursales. Este proceso ha puesto en riesgo de exclusión a las personas mayores de 65 años, con dificultad para acceder a los […]

While the literature on esports is growing exponentially, little work has been undertaken into understanding the reasons that lead viewers to buy sponsored products and demonstrate engaged and loyal behaviours towards players and brands. Based on social identity theory, this work explores the effects of viewers´ identification with players/teams and viewer communities on their purchase

The aims of this study are to explore how the experience of “visiting” a destination in a virtual reality (VR) technology environment influences destination image and visit intentions and to evaluate the moderating effects of the immersion level of the technology, destination familiarity and VR sickness.  An empirical study was conducted in a laboratory, using

This research analyses the intersection between Neurotourism and the perception of Brand Personality (BP) in tourism destinations using advanced psychophysiological techniques, such as eye tracking and galvanic skin response. It explores how logos/branding and AI-generated images affect consumer attention and emotional response. It also reveals key differences in the reactions between men and women to

This research formalises a new methodology to measure and analyse Destination Brand Experience, improving upon traditional approaches by offering greater objectivity and rigour. Adopting a case study approach, five distinct and complementary types of analysis have been conducted: comprehensive sentiment analysis and topic modelling, an analysis using multiple thesauri, statistical analyses for hypothesis testing, and

Voice assistants (VAs), such as Alexa, Siri, and Google Assistant, are instruments increasingly used by consumers to perform daily tasks. The objectives of the present study are to examine the antecedents of consumers’ continuance intention to use VAs and the moderating effects of personal innovativeness and experience. Based on behavioral reasoning theory, a research model

This study examines the willingness of customers to accept, and their intention to recommend, the services provided by service robots in restaurants. A mixed-methods research approach was taken to evaluate a theoretical model based on behavioural reasoning theory (BRT). The results demonstrated the important influence of positive attitudes and objections to the use of service

This study shows that relative advantage and perceived challenge positively influence customer perceptions of enjoyment and control, which leads to higher customer engagement behavior. Customers’ perceived enjoyment was also found to mediate the relationship between perceived relative advantage, perceived challenge, and three customer engagement dimensions (i.e., co-developing, influencing, and mobilizing behavior). By studying the factors

This research analyses the intention to recommend the use of the mobile phone as a tool for collecting payments in a shop using iris reading as a biometric measure of the buyer. The moderating effect of the fear of Covid-19 contagion in the proposed relationships was also analysed.  Lee al completo la investigación.