The scope of this study was to evaluate whether the adoption of e-learning in two universities, and in particular, the relationship between the perception of external control and perceived ease of ...use, is different because of gender differences. The study was carried out with participating students in two different universities, one in Chile and one in Spain. The Technology Acceptance Model was used as a theoretical framework for the study. A multi-group analysis method in partial least squares was employed to relate differences between groups. The four main conclusions of the study are: (1) a version of the Technology Acceptance Model has been successfully used to explain the process of adoption of e-learning at an undergraduate level of study; (2) the finding of a strong and significant relationship between perception of external control and perception of ease of use of the e-learning platform; (3) a significant relationship between perceived enjoyment and perceived ease of use and between results demonstrability and perceived usefulness is found; (4) the study indicates a few statistically significant differences between males and females when adopting an e-learning platform, according to the tested model.
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DOBA, IZUM, KILJ, NUK, PILJ, PNG, SAZU, SIK, UILJ, UKNU, UL, UM, UPUK
Older adults can take advantage of social networking sites (SNS). However, SNS are not without the access gap among elders. Assuming that the data are homogenous within the same population may not be ...precise in social science research. What is known about the heterogeneous nature of older people? Considering this issue and the lack of research to help reflect the heterogeneity of elderly users of technologies, this study aims to identify segments in the use of SNS by the elderly. Data were collected from older Chilean adults. Cluster analysis suggested different profiles of adult users regarding the Technology Readiness Index. We used a hybrid multigroup partial least squares-structural equation model, including the Pathmox algorithm, to identify segments in the structural model. Based on the technology readiness profiles and the generation, we identified three segments with different determinant effects to explain the intention to use SNS: independent elder, technological-apathetic elder, and technological-eager elder. The contributions from this study are triple. First, this study helps to better understand how the elderly adopt information technology. Second, this study complements the existing corpus of research on using the technology readiness index in the elderly population. Third, we used an innovative method to segment users in the acceptance technology model.
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This study analyzes the most important predictors of acceptance of social network sites in a sample of Chilean elder people (over 60). We employ a novelty procedure to explore this phenomenon. This ...procedure performs apriori segmentation based on gender and generation. It then applies the deep learning technique to identify the predictors (performance expectancy, effort expectancy, altruism, telepresence, social identity, facilitating conditions, hedonic motivation, perceived physical condition, social norms, habit, and trust) by segments. The predictor variables were taken from the literature on the use of social network sites, and an empirical study was carried out by quota sampling with a sample size of 395 older people. The results show different predictors of social network sites considering all the samples, baby boomer (born between 1947 and 1966) males and females, silent (born between 1927 and 1946) males and females. The high heterogeneity among older people is confirmed; this means that dealing with older adults as a uniform set of users of social network sites is a mistake. This study demonstrates that the four segments behave differently, and many diverse variables influence the acceptance of social network sites.
Consumer technology has been enormously boosted by the COVID-19 pandemic, with one of the primary consumers being the elderly. In this scenario, it is necessary to consider the impact of technologies ...on different older generational cohorts to understand the future of a data-driven digital society fully. This research aims to explain the acceptance of social networking sites, a particular consumer technology, in the post-pandemic elderly population. Data were obtained from 1555 older adults in Chile based on a consumer technology acceptance model. The respondents were grouped according to their technological predisposition and their generation into three groups. Applying a multigroup analysis based on structural equation modelling reveals significant differences in the explanatory variables of the intention and use of this technology between the groups. And more remarkably, the effort expectancy is not statistically significant as a variable to explain this acceptance globally in either of the three groups. There are two principal contributions of this study. First, it shows why adults adopt consumer technology after the pandemic. Second, it validates a classification of elderly adults who use consumption technologies that are useful in understanding the heterogeneity of this phenomenon.
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...researchers should make an effort to study how organizations can take advantage of these opportunities and face these challenges. ...the papers address the recent advances of marketing in meeting ...the new consumer trends and present effective marketing strategies to face the upcoming technological challenges. ...they identify the key elements to delight customers. 6. Beyond globalization, and of the billions of potential customers that companies can find on the Internet, today organizations have the opportunity to address smaller market segments and even to customize their offers. ...companies face increasingly heterogeneous markets, where success is difficult.
Social Network Communications in Chilean Older Adults Rondán-Cataluña, Francisco Javier; Ramírez-Correa, Patricio E; Arenas-Gaitán, Jorge ...
International journal of environmental research and public health,
08/2020, Volume:
17, Issue:
17
Journal Article
Peer reviewed
Open access
The growth of older adults in new regions poses challenges for public health. We know that these seniors live increasingly alone, and this impairs their health and general wellbeing. Studies suggest ...that social networking sites (SNS) can reduce isolation, improve social participation, and increase autonomy. However, there is a lack of knowledge about the characteristics of older adult users of SNS in these new territories. Without this information, it is not possible to improve the adoption of SNS in this population. Based on decision trees, this study analyzes how the elderly users of various SNS in Chile are like. For this purpose, a segmentation of the different groups of elderly users of social networks was constructed, and the most discriminating variables concerning the use of these applications were classified. The results highlight the existence of considerable differences between the various social networks analyzed in their use and characterization. Educational level is the most discriminating variable, and gender influences the types of SNS use. In general, it is observed that the higher the educational level, the more the different social networking sites are used.
The COVID-19 pandemic has consolidated some trends that already existed in our society. Perhaps one of the most visible is the transformation of society towards greater digitisation. Digitalisation ...has gained weight in all aspects of our lives, and from the point of view of the health system we find an example in the slow historical adoption of telemedicine, which contrasts sharply with the massive conversion to this technology as a tool for social distancing. In this sense, the homebound population is the one most affected by the pandemic and the one that could benefit the most from the use of telemedicine. Using a netnography approach and based on the stimulus-organism-response paradigm, this study proposes to analyse the evolution of perception about telemedicine using the opinions expressed on Twitter. The primary technical tasks of the study incorporate the analysis of topics and the review of emotions and positive image perception using natural language processing. Specifically, tweets about telemedicine generated by the Spanish community are analysed in this work. The findings show that the COVID-19 pandemic has affected emotions and topics of interest related to telemedicine. This has changed the image that it had and the behaviour of the Twitter community in Spain. In conclusion, the study results suggest that changes in health systems affect people's emotions and behaviours.
•Our research uses the SOR model as a theoretical framework and netnography as a method.•The findings show that the COVID-19 pandemic has affected emotions and topics related to telemedicine.•The study results suggest that changes in health systems affect people's emotions and behaviours.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The aim of this paper is to determine the degree of influence and mediation of dynamic marketing, innovation and learning capabilities on the international performance of companies during economic ...crises. The analysis is developed through structured surveys of a multisectoral sample of 145 Spanish companies, using a consistent PLS approach (PLSc) for its development. The dynamic approach is developed through a methodology based on a dual time perspective in the firms' response, capturing the variation produced in the data. Dynamic marketing capabilities emerge as the most important variable, both for its direct influence on firm performance, as well as for its mediating power concerning the rest of the dynamic capabilities, which are not directly significant regarding performance. Therefore, we observe a joint effect, both direct and indirect, on dynamic marketing capabilities. The research contributes to the research field by introducing the management of dynamic capabilities and their relationships in an environment scarcely analyzed in this sense, such as that of a deep economic recession, thus helping the development of future theoretical frameworks within the Theory of Dynamic Capabilities and improving business decision-making regarding the reorganization of factors, raising awareness of the need to be oriented toward a culture of dynamic capabilities, as well as toward a correct balance in the management of resources determined by the model's capabilities.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
9.
Ways of shopping & retail mix at the Greengrocer's Arenas-Gaitán, Dr Jorge; Peral-Peral, Dra Begoña; Dr Jesús Reina-Arroyo
Journal of retailing and consumer services,
20/May , Volume:
60
Journal Article
Peer reviewed
The aim of this research is to relate the way in which consumers perceive value creation when shopping, reflected through the Ways of shopping concept, with the perception that they have of the ...characteristics of the retail mix in the greengrocery context. Different types of consumers are considered. To understand these relationships is the basis for the greengrocery's development of successful retail-mix strategies. To do so, we have developed an investigation with a sample of 1200 consumers of fresh food products. Our results include indicating the importance of managing the product portfolio and the shopping list of consumers, who see this purchase as a task. This is one of the factors which most affect their perception of the retail mix. These aspects must be the greengrocery's basis for the creating successful strategies.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Purpose
This paper aims to explore the shopping intention of local products. Using the theory of planned behavior model, the authors study the effect of egoistic and altruistic benefits and the ...influence of contextual limitations and people’s own limitations on the intention to buy local fresh fruits and vegetables.
Methodology
This paper uses a sample of 1,200 consumers of a south European city to test the model using a structural equation modeling technique with partial least squares.
Findings
Although egoistic benefits have a direct effect on the shopping intention, altruistic benefits have a much higher total effect. Surprisingly, attitude does not influence shopping intention. This paper provides elements that favor the consumption of local products from a more global, social and sustainable perspective.
Value
This paper provides new empirical evidence on the influence of perceived benefits and personal limitations on local food consumption.
Propósito
Este trabajo explora la intención de compra de los productos locales. Partiendo del modelo de la Teoría del Comportamiento Planificado, estudiamos el efecto que los beneficios egoístas y altruistas y la influencia de las limitaciones contextuales y las propias limitaciones de las personas tienen en la intención de compra de frutas y verduras frescas locales.
Metodología
Utilizamos una muestra de 1.200 consumidores de una ciudad del sur de Europa para probar el modelo, utilizando modelos de ecuaciones estructurales con mínimos cuadrados parciales.
Hallazgos
Aunque los beneficios egoístas tienen un efecto directo en la intención de compra, los beneficios altruistas tienen un efecto total mucho mayor. Sorprendentemente, la actitud no influye en la intención de compra.
Originalidad
Este artículo proporciona nueva evidencia empírica de la influencia de los beneficios percibidos y las limitaciones personales en el consumo de alimentos locales.
目的
这项工作意味着探索本地产品的购物意向。利用计划行为理论模型, 我们研究利己主义和利他主义利益的影响, 以及环境限制和人们自身限制对购买本地新鲜水果和蔬菜的意向的影响。
方法
我们使用一个南欧城市的1,200名消费者的样本, 用部分最小二乘法的结构方程模型技术来检验该模型。
研究结果
尽管利己主义利益对购物意向有直接影响, 但利他主义利益的总影响要大得多。令人惊讶的是, 态度并不影响购物意向。这篇文章提供了有利于从更加全球化、社会化和可持续的角度消费当地产品的因素。
原创性
这篇文章提供了新的经验证据, 说明感知到的利益和个人限制对当地食品消费的影响。
纸张类型 – 研究论文
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