Julio Jiménez Martínez

The online purchase as a context for co-creating experiences. Drivers of and consequences for customer behavior

Purpose – The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, the paper proposes that including online cues related to Customer to customer (C2C) interactions and coproduction in the engagement platform determines customer co-creation experiences. Moreover, the paper tests for the relationship between the co-creation experience and customers purchase intentions. Design/methodology/approach – An online platform was designed and a purchase situation was simulated, in which the participants were asked to buy a pair of sneakers. To make the experience more realistic, participants could navigate and undertake activities related to the available cues, thus obtaining a direct experience of the possibilities of the platform. Structural equation modeling analyses were used to test the hypothesized relationships. Findings – The results confirm th...

The Role of Information Technology Knowledge in B2B Development

The objective of this work is to analyse the importance of firms’ previous experience with different information technologies (Internet, electronic data interchange (EDI)) in their implementation of e-Customer Relationship Management (e-CRM) and B2B. Moreover, we also study the role of e-CRM in B2B development. The results show that experience with systems such as EDI or Internet has a direct influence on the use of e-CRM. There is also a direct and positive transmission of knowledge from e-CRM to B2B, though the former has not been adopted intensively by firms yet. Companies should be aware of the interrelations that exist between the different information technologies. The knowledge accumulated from using a technological innovation can be considered an important aspect of organisational knowledge, which allows firms to obtain a number of benefits as a result of applying systems that are complementary.

Influence of the business technological compatibility on the acceptance of innovations

Purpose – The objective of this study is to analyse the influence exerted by technological compatibility upon the intensity of use of the new online management programs made by information technology (IT) sector (new technology companies).Design/methodology/approach – The concept of perceived compatibility, first defined by Rogers, has been adapted to the specific characteristics of the company as the user of technology, subsequently testing its dimensionality through confirmatory analyses. Additionally, a causal study was made in order to determine the importance of technological compatibility in the intensity of use of online business management. The statistical techniques employed are based on structural equation methodology.Findings – The results demonstrate that the concept of technological compatibility is composed of several dimensions, which these differentiate the technologies previously applied by the company on the basis of their level of complexity; the overall concept achieves an explanatory ...

Indicadores y dimensiones que definen la actitud del consumidor hacia el uso del comercio electrónico

Resumen El objetivo de este trabajo es identificar los indicadores y dimensiones que definen la actitud del consumidor hacia Internet como canal o medio para realizar las compras. Para ello y, despues de recoger en una escala los indicadores publicados en la literatura, y mediante ecuaciones estructurales, los resultados indican que, por un lado, existen factores caracteristicos del comercio electronico que lo diferencian del comercio tradicional porque aportan un mayor valor anadido al consumidor y que denominamos factores motivadores a la compra. Por otro lado, teniendo en cuenta que el consumidor percibe mayor riesgo en sus compras en Internet que por los canales tradicionales, existen factores inhibidores que frenan el uso del comercio electronico, ya que no solo no aportan valor anadido al canal sino que podrian anular el efecto positivo de los factores motivadores y que denominamos factores desmotivadores a la compra.