Artículos de revista INARBE - INARBE aldizkari artikuluak

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Browsing Artículos de revista INARBE - INARBE aldizkari artikuluak by Author "Arce Urriza, Marta"

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    From familiarity to acceptance: the impact of Generative Artificial Intelligence on consumer adoption of retail chatbots
    (Elsevier, 2025-01-17) Arce Urriza, Marta; Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Marcos Matas, Gustavo; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
    This study investigates the influence of Generative Artificial Intelligence (GenAI) on consumer adoption of retail chatbots, focusing on how GenAI impacts key adoption determinants, the role of familiarity and assessing its effects across different stages of the customer journey. We conducted two waves of surveys, one pre- and one post-GenAI integration, to compare consumer perceptions across three customer service tasks. Using the Service Robot Acceptance Model (SRAM) as a framework, we found that GenAI enhances consumer perceptions of chatbot usefulness, human-likeness, and familiarity, thereby increasing adoption intentions. However, trust remains largely unchanged, and privacy concerns have risen post-GenAI. Additionally, the relationships remain stable across customer journey stages, with familiarity playing a key role. Our findings extend SRAM to the retail context with GenAI, offering new insights into the temporal stability of chatbot adoption factors. It underscores familiarity's dual role (direct and indirect) in fostering adoption, while highlighting that GenAI impacts specific aspects of consumer interaction. These findings provide insights for retailers to leverage GenAI-powered chatbots to enhance customer engagement and satisfaction.
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    Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
    (Elsevier, 2024) Alzate Barricarte, Miriam; Arce Urriza, Marta; Cebollada Calvo, Javier; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
    In online environments, where consumers usually face information overload, information regarding the number of helpful votes received by online reviews serves as a trust sign to aid consumers in their purchasing journeys. As consumers can only vote for a review as helpful if they have viewed it, the position of the review in the sequence of reviews is likely to influence the number of helpful votes that the review receives. We propose a model in which review helpfulness depends not only on the characteristics of the review and reviewer, but also on its visibility. Review visibility is defined in this study as the probability of a review being viewed by a consumer, and is measured by the inverse rank order of the review in the sequence of reviews at the online retailer when consumers sort reviews according to different criteria (most helpful and most recent). Using a database of 59,526 online reviews from a popular cosmetics online store in the US, we estimate a zero-inflated negative binomial (ZINB) regression and find evidence that review visibility has a strong impact in explaining the likelihood of a review being read by consumers and subsequently voted as helpful by consumers. This effect is even stronger when sorting is most helpful.
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    PublicationOpen Access
    The role of active and passive resistance in new technology adoption by final consumers: the case of 3D printing
    (Elsevier, 2024) Villanueva Orbaiz, María Luisa; Arce Urriza, Marta; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Universida Pública de Navarra / Nafarroako Unibertsitate Publikoa
    From a model or digital design, 3D printing is a set of “additive” manufacturing technologies capable of creating a 3-dimensional object. The maxim “If you can draw it, you can print it” defines the possibilities this technology offers. Society was surprised that new digital technologies allowed the transformation of tangible products into intangible products. Currently, 3D printing provides the opposite possibility, allowing for the creation of new and customized products at the time and place the user needs. This implies a change of mind from a subtractive to an additive process in the industrial field and a true innovation from buying to home production in the domestic sphere.
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    PublicationOpen Access
    Voice-activated personal assistants and privacy concerns: a Twitter analysis
    (Emerald, 2023) Alzate Barricarte, Miriam; Arce Urriza, Marta; Cortiñas Ugalde, Mónica; Institute for Advanced Research in Business and Economics - INARBE
    This study aims to understand the extent of privacy concerns regarding voice-activated personal assistants (VAPAs) on Twitter. It investigates three key areas: (1) the effect of privacy-related press coverage on public sentiment and discussion volume; (2) the comparative negativity of privacy-focused conversations versus general conversations; and (3) the specific privacy-related topics that arise most frequently and their impact on sentiment and discussion volume. Design/methodology/approach – A dataset of 441,427 tweets mentioning Amazon Alexa, Google Assistant, and Apple Siri from July 1, 2019 to June 30, 2021 were collected. Privacy-related press coverage has also been monitored. Sentiment analysis was conducted using the dictionary-based software LIWC and VADER, whereas text mining packages in R were used to identify privacy-related issues. Findings – Negative privacy-related news significantly increases both negativity and volume in Twitter conversations, whereas positive news only boosts volume. Privacy-related tweets were notably more negative than general tweets. Specific keywords were found to either increase or decrease the sentiment and discussion volume. Additionally, a temporal evolution in sentiment, with general attitudes toward VAPAs becoming more positive, but privacy-specific discussions becoming more negative was observed. Originality/value – This research augments the existing online privacy literature by employing text mining methodologies to gauge consumer sentiments regarding privacy concerns linked to VAPAs, a topic currently underexplored. Furthermore, this research uniquely integrates established theories from privacy calculus and social contract theory to deepen our analysis.