Open Access
Self-report measure of dispositional flow experience in the video game context: conceptualisation and scale development
(Elsevier, 2022) Cai, Xiaowei; Cebollada Calvo, Javier; Cortiñas Ugalde, Mónica; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
The flow theory has been widely applied to explain video game players¿ gaming and purchasing behaviour. However, due to the conceptual and empirical flaws of the current measurement instruments, researchers can hardly apply them to measure dispositional flow experience of adult video game players. In this research, we conceptualised flow experience and developed its measurement instrument in the video game context. To achieve these objectives, we conducted five phases with different participants in each of them: conceptualisation of the constructs and item generation (n = 13), expert judging (n = 5), pre-test (n = 96), initial development and validation (n = 289), and advanced development and validation (n = 593). We applied both qualitative and quantitative analysis to conceptualise and measure flow experience of video game players, including grounded theory and several statistical tools of latent variable modelling. We obtained a scale of 28-items that performs well in the first-order model. Moreover, we tested three hierarchical structure of flow experience: unidimensional model, independent antecedent model, and hierarchical antecedent model. Results show that hierarchical antecedent model is the best structure to represent flow experience. We named our scale Video Game Dispositional Flow Scale (VGDFS).
Open Access
Understanding multi-channel banking customers
(Elsevier, 2009-11-17) Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This paper contributes to the knowledge of the impact of the multi-channel strategy by analyzing its effects on one key aspect of the behavior of financial services customers. We analyze the factors influencing the extent of multi-channel shopping. Using a customer database, the study estimates one latent class regression model to control for heterogeneity, finding that customers' acquisition of diverse financial products and services and the total number of financial services are antecedents of multi-channel behavior. The study contributes a new measure to better assess the level of multi-channel consumer behavior.
Open Access
Teachers’ attitudes towards chatbots in education: a technology acceptance model approach considering the effect of social language, bot proactiveness, and users’ characteristics
(Taylor & Francis, 2021) Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Marcos Matas, Gustavo; Gestión de Empresas; Enpresen Kudeaketa; Gobierno de Navarra / Nafarroako Gobernua
The appearance of Artificial Intelligence implementations, such as text-based virtual assistants (chatbots) in education is relatively new. These implementations can be useful for helping teachers and students to solve both educational questions and routine tasks. This paper examines the factors that explain teachers’ acceptance of chatbots through the dimensions of the Technology Acceptance Model (perceived usefulness and perceived ease of use), its conversational design (use of social language and proactiveness), and the teachers’ age and digital skills. The data collection process included a pre-test and an online survey with four different types of chatbots. We analyse 225 responses of primary and secondary education teachers. The results show that the perceived easiness and perceived usefulness leads to greater acceptance of chatbots. As for the chatbots’ features, formal language by a chatbot leads to a higher intention of using them. These results can help in chatbot design and communication decisions, improving the acceptance of the educational community.
Open Access
Situational variables in online versus offline channel choice
(Elsevier, 2013) Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa; Gobierno de Navarra / Nafarroako Gobernua: 228/2008
Since the advent and rapid diffusion of the Internet, the subject of consumer channel choice has attracted a large amount of research, mainly focused on the influence of channel, consumer and product category characteristics as its drivers. The interaction between channel choice and the purchase situation has been largely ignored, however. This paper is an attempt to fill this gap by identifying the key purchase situation variables and conducting an experiment to assess their impact on the choice between the traditional retail outlet and the online store. The results show that the key determinants of channel choice relate to time and distance. Distance-to-store and time pressures are among the factors affecting the probability of online purchase. Using a conceptual framework to explore differences in the impact of situational variables across product categories (high/low involvement, search/experience good), we show that distance-to-store has more influence on the likelihood of online purchase in situations involving search goods, while social variables are found to play a role only in the context of high-involvement goods.
Open Access
Editorial: the impact of AI-enabled technologies in e-commerce and omnichannel retailing
(Frontiers Media, 2021) Cortiñas Ugalde, Mónica; Berné, Carmen; Chocarro Eguaras, Raquel; Niilssen, Frode; Rubio, Natalia; Gestión de Empresas; Enpresen Kudeaketa
Organization's adoption of technology has been an important topic over decades. There is also little doubt that technology influence and has an impact on how organization work and to some extent also on how they are organised. Various disciplines have addressed this issue and many perspectives have been applied over time. The rapidly growing interest for studying technology adoption strategies and outcomes of the implementation of these strategies have led to a wide range of contributions across disciplines. The richness of contributions illustrates the need for knowledge development in this field. At the other side, there is also time and need for some consolidation and review for future directions of the research effort.
Open Access
Impact of seller- and buyer-created content on product sales in the electronic commerce platform: the role of informativeness, readability, multimedia richness, and extreme valence
(Elsevier, 2023) Cai, Xiaowei; Cebollada Calvo, Javier; Cortiñas Ugalde, Mónica; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
This research aims to verify: (1) whether the impacts of the informativeness in seller-created and buyer-created content (product description informativeness/review informativeness) on product sales are complementary or substitutionary. (2) the moderating role of the readability of seller-created and buyercreated content (product description readability/review readability) between the corresponding informativeness (product description informativeness/review informativeness) and product sales. (3) the moderating role of the multimedia richness in seller-created and buyer-created content (product multimedia richness/review multimedia richness) between the corresponding informativeness (product description informativeness/review informativeness) and product sales. (4) the moderating role of valence in buyer-created content (review valence) between the informativeness (review informativeness) in buyer-created content and product sales. To achieve the mentioned goals, we created a conceptual framework combining the dual processing theory (Chaiken and Trope, 1999) and the dual coding theory (Paivio, 1990), through which the hypotheses were proposed. To test the hypotheses in our conceptual framework, we collected data of video game products from Amazon.com using a third-party API service: the Rainforest API. Then, we operationalised the constructs and measured the variables, including creating the lexicons of video game attributes. Finally, we estimated the empirical model using partial least squares structural equation modelling (PLS-SEM). This research makes several contributions to the e-commerce literature as well as to practitioners and researchers in this field. On the theoretical side, our empirical findings suggest that review informativeness fully mediates the influence of product description informativeness on product sales, which complements the previous normative model of the interactions between seller-created and buyer-created content (Chen and Xie, 2008). On the practical side, based on the empirical results, we provide concrete guidance for marketers to enhance their strategies on e-commerce platforms. Moreover, as an additional product of the research process, we developed the lexicons of video game attributes, which can help practitioners and researchers to understand and study the attributes of video game products.
Open Access
Analizando el comportamiento de búsqueda de información de un servicio
(Instituto Português de Administração de Marketing, 2010) Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa
Entender el uso de los canales de información durante el proceso de compra es vital para el marketing por sus efectos en el proceso de toma de decisiones del consumidor y por sus implicaciones en la planificación de las estrategias de comunicación de las empresas. Este artículo examina cómo se pueden utilizar la capacidad y el atractivo de cada canal y una serie de variables situacionales e individuales para predecir la probabilidad de uso del canal cuando se decide acudir al cine. También se hace hincapié en los efectos marginales para detectar efectos sustitución entre canales de información. Aplicando el método estadístico Logit Multinomial se obtiene, por un lado, que cuanto mayor sea la percepción del valor de los canales (capacidad y atractivo), mayor será la probabilidad de que los consumidores accedan a esos canales y que, por otro lado, variables situacionales como la frecuencia de compra de entradas de cine moderan la elección de cada uno de los medios de información, mientras que las variables individuales apenas influyen. Los resultados sobre los efectos de sustitución entre canales indican que los canales de información operan como sustitutivos con respecto a la capacidad y al atractivo de cada canal.
Open Access
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.
Open Access
Retail store loyalty management via an analysis of the service elements
(Taylor & Francis, 2011-04-15) Cortiñas Ugalde, Mónica; Elorz Domezain, Margarita; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa
This paper follows a line of research opened up by a series of authors who use a marketing approach for the study of retail service productivity. Without departing from the line of reasoning established by these authors, the main purpose of this paper is to detect possible differences in marketing productivity within and between different types of retailing services, using a research model that includes both the firm's effort and that of the customer. The two services selected for this purpose are grocery outlets and petrol stations.
Open Access
Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
(California State University Press, 2022) Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Villanueva Larre, Arantxa; Institute for Advanced Research in Business and Economics - INARBE; Institute of Smart Cities - ISC
The visual content of the product area is crucial in an e-commerce site. This paper studies the differences in attention to product images in the product area in e-commerce sites considering the effects of purchase stage and product category. Attention to product images on websites is measured using eye-tracking in two experiments with 58 students and 66 subjects, with four product categories and four purchase tasks in each one. Our results show that pictures, in general, attract attention first, before the product names and price information. Furthermore, images attract less total attention than textual information. Images attract less attention when they are not crucial for completing the task, such as when purchasing a determined product or when locating product tracking information. Younger people (less than 30) spend much less time viewing the product pictures than older age groups (50 or more). According to our results, e-retailers could improve their sites’ performance by adapting the products’ presentation to the purchase tasks and visitor characteristics.

Cortiñas Ugalde, Mónica

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