Open Access
The impact of expert opinion in consumer perception of wines
(Emerald Group Publishing Limited, 2013) Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Gestión de Empresas; Enpresen Kudeaketa
Purpose – This paper aims to examine the way in which consumers integrate experts' opinions into their own evaluations of a selection of red wines. Design/methodology/approach – The authors conduct an experiment to measure the influence of experts' opinions in relation to the complexity of the information, the level of consensus between different experts, and the consumer's level of category knowledge. Findings – Confirmation is found for the effect of received information on consumers' product evaluations. Variation is found in relation to the consumer's level of category knowledge. Expert ratings have a stronger influence on individuals with low knowledge of the wine category than on those with high knowledge. The level of consensus between experts and the complexity of the information in this case have no effect on the impact of their opinions. Originality/value – This paper takes a deeper look into the effect of “weak‐tie” personal information sources, particularly the opinions of experts regarding wine. Scientific research into the effect of expert judgments on consumer perceptions is still scant and businesses also need to assess the factors underlying its impact, given that the influence of expert judgment can be as crucial as quality to a product's success. The main feature that distinguishes this paper from the previous literature is that it integrates all three moderating effects in a single experiment: level of expert consensus, the complexity of the information provided and the prior knowledge of the consumer.
Open Access
Private sales clubs: a 21st century distribution channel
(Elsevier, 2017) Betancourt, Roger R.; Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Elorz Domezain, Margarita; Múgica Grijalba, José Miguel; Gestión de Empresas; Enpresen Kudeaketa
Private sales clubs are a novel service institution arising out of the Internet’s ability to allow an exclusively online channel to distribute out of season or out of fashion inventories to a large set of customers. They have become a thriving industry in the 21st century. In this paper we enhance understanding of this technology mediated institution as a distribution channel. Furthermore, we show how to measure the impact of the distribution services it provides through the Internet on customer satisfaction and of the latter on economic performance. We rely on the technique of quantile regressions in this endeavor. The latter allows for asymmetries in the response function that have been noted as a major issue to be addressed in the analysis of both customer satisfaction and economic performance variables. Our most important empirical finding is that the distortions introduced by ignoring asymmetries in the response function with respect to customer satisfaction are extremely misleading for managers of private sales clubs.
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
Image, brand and price info: do they always matter the same?
(Association for Computing Machinery, 2019) Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Villanueva Larre, Arantxa; Gestión de Empresas; Ingeniería Eléctrica, Electrónica y de Comunicación; Enpresen Kudeaketa; Ingeniaritza Elektrikoa, Elektronikoaren eta Telekomunikazio Ingeniaritzaren
We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures. Image information about the product is the more important stimulus, regardless of the task at hand or the store involved. The roles of brand and price information are dependent on the product category and the purchase task involved. Declarative measures of relative brand importance are found to be positively related with its observed importance.
Open Access
La importancia del atributo origen en la elección de productos agroalimentarios: el caso del espárrago de Navarra
(Asociación Española de Economía Agraria, 2007) Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Elorz Domezain, Margarita; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa
En este trabajo se analiza la importancia de los atributos extrínsecos en la elección del consumidor para la categoría del espárrago blanco, prestando especial atención a la influencia del origen y a la de la denominación de origen espárrago de Navarra. Para ello, se diseña un experimento que incluye 18 pantallas de elección con alternativas formadas por combinaciones de dichos atributos. Los resultados se analizan mediante un modelo logit multinomial que permite valorar la importancia de los atributos. Mediante una segmentación latente se controla la heterogeneidad y detectamos segmentos diferenciados en el conjunto de los consumidores.
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
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.
Open Access
Attention to online channels across the path to purchase: an eye-tracking study
(Elsevier, 2019) Cortiñas Ugalde, Mónica; Cabeza Laguna, Rafael; Chocarro Eguaras, Raquel; Villanueva Larre, Arantxa; Ingeniaritza Elektrikoa, Elektronikoaren eta Telekomunikazio Ingeniaritzaren; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Ingeniería Eléctrica, Electrónica y de Comunicación; Gestión de Empresas
Currently, consumers display what is known as omnichannel behavior: the combined use of digital and physical channels providing them with multiple points of contact with firms. We combine the stimulus-organism-response (S-O-R) model and visual attention theory to study how customers’ attention to digital channels varies across different purchasing tasks. We use eye-tracking techniques to observe attention in an experimental setting. The experimental design is composed of four purchasing tasks in four different product categories and measures the attention to the website and time spent on each task in addition to several control variables. The results show that shoppers attend to more areas of the website for purposes of website exploration than for performing purchase tasks. The most complex and time-consuming task for shoppers is the assessment of purchase options. The actual purchase and post-purchase tasks require less time and the inspection of fewer areas of interest. Personal involvement also plays a role in determining these patterns by increasing attention to the product area.
Open Access
Impact of process and outcome quality on intention for continued use of voice assistants
(Emerald, 2023) Saavedra Montejo, Álvaro; Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Rubio, Natalia; Gestión de Empresas; Enpresen Kudeaketa
Objetivo: Este artículo tiene como objetivo entender cómo la utilidad percibida de los Asistentes de Voz (AV) se ve afectada por la calidad percibida del proceso (interacción) y el resultado (información). Asimismo, busca determinar hasta qué punto la utilidad percibida de los AVs mejora la privacidad percibida asociada con su uso y, consecuentemente, la intención de los usuarios de seguir utilizándolos. La innovación tecnológica se incluye como moderador personal para comparar los resultados entre innovadores tecnológicos y no tecnológicos. Para este propósito, utilizamos la Teoría de Usos y Gratificaciones (U>). Diseño Se realizó una encuesta a 467 usuarios de AVs, y se utilizó la modelización de ecuaciones estructurales (SEM) para analizar los datos. Resultados La calidad del proceso y la calidad del resultado son antecedentes claros de la utilidad percibida de los AVs, que afecta a la intención de los usuarios de seguir usándolos. La influencia de ambos factores difiere entre usuarios según su nivel de innovación tecnológica. Los resultados muestran que los innovadores tecnológicos valoran más la experiencia interactiva y la calidad del proceso, mientras que los no innovadores tecnológicos se enfocan en obtener respuestas satisfactorias de los AVs. Además, la influencia positiva de la utilidad percibida en la privacidad percibida es más pronunciada en los innovadores tecnológicos. Originalidad Este estudio enriquece la literatura sobre la utilidad percibida de los AVs dentro del marco de la U>. Identifica dos factores previos (calidad del proceso y calidad del resultado) de la utilidad percibida y observa diferencias significativas basadas en la innovación tecnológica.
Open Access
La heterogeneidad de los consumidores en la valoración de la gestión minorista: un análisis de segmentación post-hoc en modelos de ecuaciones estructurales
(ESIC, 2010) Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa
Dado el gran aumento de la competencia a nivel de precios, la poca diferenciación de los productos y la gran dificultad para captar nuevos clientes, el análisis del resultado percibido por el cliente sobre el encuentro de servicio con el minorista, es un tema clave para la rentabilidad y supervivencia de las empresas. Sin embargo, para que el análisis resulte efectivo, no hay que ignorar la posible heterogeneidad en las opiniones de los consumidores sobre este encuentro. El presente trabajo centra la atención en la satisfacción y lealtad como resultados perseguidos por la empresa minorista, teniendo en cuenta los distintos segmentos que presentan diferencias en su comportamiento en la interacción satisfacción-lealtad. Para ello, se propone un modelo de ecuaciones estructurales que permite incorporar y controlar esta heterogeneidad mediante una segmentación post-hoc.