Manuel J. Sánchez-Franco

Web acceptance and usage model: A comparison between goal‐directed and experiential web users

Purpose – To analyse the web acceptance and usage between goal‐directed users and experiential users, incorporating intrinsic motives to improve the particular and explanatory TAM (technology acceptance model) value – traditionally related to extrinsic motives.Design/methodology/approach – A survey instrument was used to gather data to test the relationships shown in the research model. Data were collected from a sample of online questionnaires filled out by subscribers located in three discussion‐mailing lists – administered by RedIris – about different topics (e.g. experimental sciences, social sciences and humanities). A structural equation modeling (SEM), specifically partial least squares (PLS), is proposed to assess the relationships between the constructs together with the predictive power of the research model.Findings – The empirical development suggests that there is scope for further extension of TAM to adapt to the web‐based usage and its profitable consequences. The article may help to furthe...

Exploring the influence of gender on the web usage via partial least squares

A growing body of research related to the role of gender in human interactions with information technology has emerged in recent years. In this paper we analyse the web acceptance and usage between males and females, incorporating intrinsic human factors. Partial least-squares (PLS), a second-generation multivariate analysis technique, was used to estimate the parameters of the proposed models. First, the scale psychometric characteristics were tested (validity and reliability). Second, the structural model was tested. The empirical results provided strong support for the hypotheses, demonstrating how males and females differ in their ‘web acceptance and usage’ processes; and highlighting the roles of flow, ease of use and usefulness in determining the actual use of the web between males and females.

The moderating effect of gender on relationship quality and loyalty toward Internet service providers

Relationship quality - based on Commitment-Trust theory - can explain and predict the success of a relationship between an ISP and its customers, measured in terms of loyalty. We proposed a model to express the relationship and included gender as a moderator in the relationship. We then developed a questionnaire to test the model empirically and used a sample in Spain to check its validity and reliability. Analysis provided strong support for our hypotheses that gender exerted a significant moderating role on our model relationships. The influence of trust on commitment and of commitment on loyalty was significantly stronger for females than males, while the effects of satisfaction on commitment and of trust on loyalty were significantly stronger for males. Implications were drawn for practitioners.

Exploring the impact of individualism and uncertainty avoidance in Web-based electronic learning: An empirical analysis in European higher education

Our research specifically focuses on the effects of the national cultural background of educators on the acceptance and usage of ICT, particularly the Web as an extensive and expanding information base that provides the ultimate in resource-rich learning. Most research has been used North Americans as subjects. For this reason, we interviewed European educators from diverse cultures; in particularly, we analysed the cultural differences and their moderating effects on acceptance-based relationships between European universities: European Nordic culture in contrast to European-Mediterranean culture. The empirical results provided strong support for the hypotheses. Cultural differences have a significant impact on attitudes and behaviours towards using Web-based applications. The Nordic culture is driven more by instrumental factors and intrinsic enjoyment-based factors. On the other hand, the PSG-Mediterranean culture (Portugal, Spain and Greece) seems to regard the Web more as a means to a social end.

Virtual travel communities and customer loyalty: Customer purchase involvement and web site design

Our research examines the influence of purchase involvement and design variables in the affective acceptance of online services, in particular, virtual travel communities. Few studies have focused directly on design variables, visual aesthetics and usability, and the consequences on satisfaction of adopting a user-centered perspective. We propose an integrative model of relationship quality to provide an explanation of overall satisfaction through the influence of usability and visual aesthetics. We also suggest that purchase involvement moderates the strength of the relationships between design variables and satisfaction. Partial least squares (PLS) is used to estimate the parameters of the structural model and develop a multi-group analysis. The results provide strong support for the proposals. Design variables, satisfaction and trust lead the users to develop high customer loyalty; and, purchase involvement is an important moderator to engage in online service relationships. Our investigation contributes to the growing literature by examining the influence of purchase involvement in developing virtual relationships.

Expressive aesthetics to ease perceived community support: Exploring personal innovativeness and routinised behaviour as moderators in Tuenti

The aim of this study is to investigate moderating effects of personal innovativeness and routinised behaviour on relationships between expressive aesthetics and perceived community support (PCS) in the domain of the social network site Tuenti. Our research, therefore, contributes to the existing literature by examining the heterogeneous influence of affective cues on the sense of belongingness to a community, and emotional benefits from intense bonds to close members. A structural equation modeling, specifically partial least square (PLS), is proposed to assess the relationships between the constructs together with the predictive power of the model analysed. In particular, the research model is validated empirically using data from a field survey of the most popular computer-mediated SNS among the Spanish college student population, Tuenti. The results demonstrate that expressive aesthetics significantly predicts PCS. Likewise, the results provide strong support for the proposals that these effects (i.e., expressive aesthetics on PCS) will be moderated by personal innovativeness and routinised behaviour. The model and results can, consequently, be used to assess affective design aspects during the electronic interaction process.

Personal factors affecting users' Web session lengths

The objective in this study is to evaluate the mediating role of personal factors affecting the Web behaviour and in turn the length of Web sessions as a highly‐subjective variable among individuals. This could be used to explain and improve the users’ experience of being and acting in the Web. The present study uses a flow‐ versus goal‐directed theoretical and practical approach to determine the influence of personal factors on Web behaviours and session lengths. A field study of 209 Web users was conducted to validate measures used to operationalise model variables and to test the hypothesised network of relationships using partial least squares (PLS) as a second‐generation multivariate analysis technique. The study findings indicate that experiential behaviour, followed by goal‐directed behaviour, has the largest influence on the lengths of Web sessions.

Connection between customer emotions and relationship quality in online music services

Previous research focuses primarily on studying the influence of emotions on satisfaction in online music services, whereas few studies analyse their effects on trust and commitment. This study specifically examines the interaction role of emotions in relationship quality (i.e. a higher-order construct composed of commitment, satisfaction and trust). We hypothesise that emotions will exert a direct effect on relationship quality, but will also moderate the relationship between its components. An empirical survey is used to test the hypotheses. Data are collected from a total of 408 users of online music services from the UK, Germany and Denmark. The results provide strong support for the proposals that, on the one hand, satisfaction and trust lead customers towards developing high commitment to online music services; and, on the other hand, emotions are important quasi-moderators to engage in online service relationships. The results of this study could help online music service providers (a) to create a successful business model; and (b) to determine the main drivers of online loyalty.

How to intensify the individual's feelings of belonging to a social networking site?

Purpose – This paper aims to test an interaction effects model that includes perceived community support, community satisfaction, and post‐adoption behaviours by analysing a social networking site called Tuenti. Inclusion of routinisation as a moderator allows, in particular, the overcoming of inconsistencies of relationships among key drivers found in previous studies.Design/methodology/approach – The research uses partial least squares to estimate the parameters of the interaction effects model.Findings – Overall, community satisfaction leads Tuenti members to develop community participation and feelings of belonging, and identification with other members. In particular, routinised behaviours predispose members to a higher influence of community satisfaction on community integration – reducing the main effect of perceived support. The higher community satisfaction also results in a lower influence of perceived support on active participation.Originality/value – Although previous research provides eviden...

Searching for latent class segments in technological services

The focus in this article is on uncovering segments that describe mobile phone users and on investigating the nature of these segments to get some relevant information. We use a phased approach to reach this objective. First, two segmentation bases have been compared in order to select the best variables for the identification of groups. This is done using a latent class modelling approach. Second, two different segmentation techniques are examined looking for the best model fit. Finally, the model that achieves the best results is applied to the most significant segmentation variables with the purpose of uncovering segments that describe mobile phone users.