Person: Cebollada Calvo, Javier
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Cebollada Calvo
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Javier
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Gestión de Empresas
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INARBE. Institute for Advanced Research in Business and Economics
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0000-0001-8645-0456
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1894
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Publication Open Access Online category pricing at a multichannel grocery retailer(Elsevier, 2019) Cebollada Calvo, Javier; Chu, Yanlai; Jiang, Zhiying; Gestión de Empresas; Enpresen KudeaketaAs the importance of online grocery shopping increases, both pure-play online grocers and multichannel grocers are likely to be interested in setting optimal prices for their online stores. We use a unique household scanner panel dataset to investigate how a grocery retailer with both online and offline stores can set prices for its online store. We observe the same households shopping interchangeably at the online and offline stores of the same grocery chain and investigate their purchase behavior in specific product categories. We find that across three product categories, these households exhibit lower price sensitivities when shopping online than offline. In addition, a household's price sensitivity is inversely related to distance to the closest physical store. We compute the retailer's category profit-maximizing prices for the online store and explore several alternative pricing schemes that are consistent with the retailer's current price image. We find that the retailer can substantially increase its profits from online operations by fine tuning its current pricing policy. Given the estimated inverse relationship between price sensitivity and store distance, we investigate online zone pricing as a price discrimination tool based on residential location and find that the retailer can further improve store profits. We examine the potential mechanism to assign zones and determine the optimal number of pricing zones.Publication Open Access Online reviews and product sales: the role of review visibility(MDPI, 2021) Alzate Barricarte, Miriam; Arce Urriza, Marta; Cebollada Calvo, Javier; Gestión de Empresas; Enpresen KudeaketaWhen studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays a role in consumer decision-making. We incorporate the notion of review visibility to study the relationship between online reviews and product sales, which is proxied by sales rank information, studying three different cases: (1) when every online review isassumed to have the same probability of being viewed; (2) when we assume that consumers sort online reviews by the most helpful mechanism; and (3) when we assume that consumers sort online reviews by the most recent mechanism. Review non-textual and textual variables are analyzed. The empirical analysis is conducted using a panel of 119 cosmetic products over a period of nine weeks. Using the system generalized method of moments (system GMM) method for dynamic models of panel data, our findings reveal that review variables influence product sales, but the magnitude, and even the direction of the effect, vary amongst visibility cases. Overall, the characteristics of the most helpful reviews have a higher impact on sales.Publication 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 PublikoaThis 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.Publication Embargo 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 - INARBEIn 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.Publication Open Access A grounded theory approach to understanding in-game goods purchase(Public Library of Science, 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 PublikoaVideo game companies are increasingly diversifying their profit models. Rather than relying exclusively on the sale of video game titles or the subscription model, video game companies are maximising the revenues and extending the lifecycle of their games by means of a strategy based on the sale of in-game goods. This study contributes to the theory on ingame goods purchases by explaining why and how video game players purchase different types of in-game goods. We used an inductive approach involving qualitative data analysis based on grounded theory. Six types of in-game goods are grouped into three categories: functional-based goods, probability-based goods, and ornamental-based goods. After acknowledging the heterogeneity of the categories, a conceptual framework is developed by conducting 21 in-depth interviews, from which it emerges that players purchase functional- based goods, probability-based goods, and ornamental-based goods for different motives and through the different behavioural processes. First, the purchase of functionalbased goods is a strategy for entering the flow experience. Second, the purchase of probability- based goods is a compromise for purchase restrictions. Third, the purchase of ornamental goods is driven by the synergism of intrinsic motivations and exposure in the virtual world. Therefore, video game researchers should not treat in-game goods as a homogeneous concept. The findings also suggest that it is critically important for video game developers to strike a balance between the challenges of the gameplay and the skills of players because excessively raising (or lowering) the level of difficulty could pose a threat to the company¿s sustainable profit.Publication Open Access From traditional gaming to mobile gaming: video game players' switching behaviour(Elsevier, 2021) Cai, Xiaowei; Cebollada Calvo, Javier; Cortiñas Ugalde, Mónica; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaThis paper intends to uncover whether mobile gaming is complemental or substitutable to traditional gaming. A human migration framework, the Push-Pull-Mooring, is adopted to the context of video game switching. A total of 340 valid samples were collected from Chinese video game forums. We applied K-mean clustering to find different video game player segments. We also applied Ordinary Least Squares (OLS) to estimate linear regression models for the whole sample and the identified segments. Results demonstrate that 7 of the 13 variables included in the conceptual model have a significant impact on the switching intention, which are Perceived expensiveness of traditional gaming(PE), Perceived flexibility of mobile gaming(PF), Perceived cost of lost benefits(PCLB), Perceived high performance of traditional gaming(PGP), Past traditional gaming experience(EXPT), Past mobile gaming experience(EXPM), and Ownership of hybrid consoles(OHC). Moreover, results from the clustering analysis show that there are two segments in our sample, labelled Unshakable stayer and Moderate intentional emigrant. Switching intention from traditional to mobile gaming is low across the whole sample, although there are differences between the segments. We conclude that traditional gaming is not being substituted by mobile gaming. In turn, mobile gaming serves a complementary role for the players of traditional gaming.Publication 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 PublikoaThe 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).Publication Open Access Mining the text of online consumer reviews to analyze brand image and brand positioning(Elsevier, 2022) Alzate Barricarte, Miriam; Arce Urriza, Marta; Cebollada Calvo, Javier; Gestión de Empresas; Enpresen KudeaketaThe growth of the Internet has led to massive availability of online consumer reviews. So far, papers studying online reviews have mainly analysed how non-textual features, such as ratings and volume, influence different types of consumer behavior, such as information adoption decisions or product choices. However, little attention has been paid to examining the textual aspects of online reviews in order to study brand image and brand positioning. The text analysis of online reviews inevitably raises the concept of 'text mining'; that is, the process of extracting useful and meaningful information from unstructured text. This research proposes an unified, structured and easy-to-implement procedure for the text analysis of online reviews with the ultimate goal of studying brand image and brand positioning. The text mining analysis is based on a lexicon-based approach, the Linguistic Inquiry and Word Count (Pennebaker et al., 2007), which provides the researcher with insights into emotional and psychological brand associations.Publication Open Access La docencia de Vicente Salas y su impacto en la carrera profesional de tres alumnos(FUNCAS, 2021) Cebollada Calvo, Javier; Díez Grijalvo, Jesús; Jaúregui Fonellosa, Santiago; Gestión de Empresas; Enpresen KudeaketaEn este capítulo del libro homenaje a Vicente Salas se recuerda su docencia en la Facultad de Ciencias Económicas y Empresariales de la Universidad de Zaragoza en la década de 1980-1990 por tres antiguos alumnos suyos.Publication Open Access An empirical analysis of shopping behavior across online and offline channels for grocery products: the moderating effects of household and product characteristics(Elsevier, 2010) Chu, Junhong; Arce Urriza, Marta; Cebollada Calvo, Javier; Chintagunta, Pradeep; Gestión de Empresas; Enpresen Kudeaketa; Gobierno de Navarra / Nafarroako GobernuaWe study the moderating effects of household (e.g., shopping frequency) and product (e.g., sensory nature) characteristics on household brand loyalty, size loyalty and price sensitivity across online and offline channels for grocery products. We analyze the shopping behavior of the same households that shop interchangeably in the online and offline stores of the same grocery chain in 93 categories of food, nonfood, sensory and nonsensory products. We find that households are more brand loyal, more size loyal but less price sensitive in the online channel than in the offline channel. Brand loyalty, size loyalty and price sensitivity are closely related to household and product characteristics. Light online shoppers exhibit the highest brand and size loyalties, but the lowest price sensitivity in the online channel. Heavy online shoppers display the lowest brand and size loyalties, but the highest price sensitivity in the online channel. Moderate online shoppers exhibit the highest price sensitivity in the offline channel. The online-offline differences in brand loyalty and price sensitivity are largest for light online shoppers and smallest for heavy online shoppers. The online-offline differences in brand loyalty, size loyalty and price sensitivity are larger for food products and for sensory products.