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
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
Curbing members' opportunism in first-tier and federated agricultural marketing cooperatives
(Wiley, 2021) Hernández-Espallardo, Miguel; Arcas-Lario, Narciso; Sánchez-Navarro, Jorge L.; Marcos Matas, Gustavo; Gestión de Empresas; Enpresen Kudeaketa
Agricultural marketing cooperatives are of panoramic socioeconomic importance. As owners, decision-makers, and suppliers, their members' opportunism is of great concern to their competitiveness. In this study, we analyze sthe impact of governance mechanisms on opportunism. We explore the nonlinear effects and differences between the memberships of first-tier cooperatives and federated cooperatives. Empirical results show that not all the mechanisms are equally effective: effective mechanisms for first-tier cooperatives memberships should be employed with lower intensity, whereas those effective for federated cooperatives memberships need a higher intensity of employment. The results of this study allow presenting theoretical and managerial implications in an underexplored field of research.
Open Access
The role of members' commitment on agri-food co-operatives' capitalization, innovation and performance
(Wageningen Academic Publishers, 2018) Marcos Matas, Gustavo; Ruggeri, Arianna; Ghelfi, Rino; Gestión de Empresas; Enpresen Kudeaketa
Undercapitalization has been recognized as a problem affecting Italian co-operatives to perform in modern agri-food markets. An empirical study on 50 Italian agri-food co-operatives was carried out to investigate co-operatives members' commitment capability to impact on the level of capitalization. The level of capitalization was also investigated as a mean to influence co-operatives' innovation and subsequently their performance. The results show how co-operatives with more committed memberships display higher levels of capitalization and that capitalization positively relates with innovation levels. The latter is also confirmed to enhance co-operatives' performance. These results are relevant from a managerial point of view as they reveal the importance of members' commitment in this particular type of organizations and provide new insights to improve co-operatives’ innovation and performance.

Marcos Matas, Gustavo

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