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 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 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 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.