Patricio Ramírez-Correa

Social identity, electronic word-of-mouth and referrals in social network services

Purpose – The main aim of this work is to explore the mechanisms that promote the transmission and reception of online opinions (electronic word-of-mouth (eWOM) and referrals) by travel services buyers in the context of social networks services (SNS). Design/methodology/approach – The research examines two areas of study: social identification theory and word-of-mouth communication in the virtual environment (eWOM). Based on these theories an explicative model has been proposed applying structural equation modeling (SEM) analysis to a sample of SNS users buying travel services. Partial least squares was chosen as a method to conduct an SEM analysis. Findings – First, the results support the central role of social identification in SNS communication. Second, the results show that SNS users give greater importance to the transmission of communication than to its reception. This fact supports the idea that SNS is used more as a tool for highlighting and maintaining social status than as a channel for informa...

Moderating effect of learning styles on a learning management system's success

Examine the moderating impact of learning styles on the success of a learning management system.DM active-reflective; sequential-global) modify the strength of the relationships between the variables of the success model.

Predicting behavioral intention of mobile Internet usage

Analyze an innovative model to explain behavioral intention to use mobile Internet.To include operating system of devices as antecedent of behavioral intention.This study deals with the relationship between image and price/value on intention to use mobile Internet.The Latin American context (Chile).Gender has a great effect upon the relationship between OS and behavioral intention. The main purpose of this research is to analyze an innovative model to explain behavioral intention to use mobile Internet, using as antecedents the operating system of smart phones, self-image of respondents and price value, taking into account gender as a moderator variable. The partial least squares approach was applied to test the research model. All the research hypotheses have been contrasted, and the obtained results support the proposed model. Males using iPhone have the greatest behavioral intention of using mobile Internet.

A comparison of the different versions of popular technology acceptance models: A non-linear perspective

Purpose – The purpose of this paper is to provide a complete and chronological view of the evolution of the main acceptance and use of technology models, from the 1970s to the present day. Design/methodology/approach – A comparison of partial least squares (linear model) and WarpPLS (non-linear model) has been run for each acceptation of technology model: TRA, TAM0, TAM1, TAM2, TAM3, UTAUT, UTAUT2. The data set collects the information of mobile internet users. Findings – The authors have concluded that UTAUT2 model obtains a better explanation power than the rest of technology acceptance models (TAMs) in the sample of mobile internet users. Furthermore, all models have a better explanation power using non-linear relationships than the traditional linear approach. Originality/value – The vast majority of research published to date with regard to the Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM), and the Unified Theory of Acceptance and Use of Technology (UTAUT) are based on struct...

Travel buying behavior in social network site users: to buy online vs. offline

The purpose of this research is to examine the variables that influence buying behavior for a sample of social network sites users who are offline buyers of hospitality services. Subsequently, we do the same of social network sites users who are online buyers in the same sector. Finally, we compare both types of clients and discuss their different purchasing behavior. Logistic regression is used to model the dichotomous outcome variables. The dependent variable was to buy or not to buy a tourist service and the independent variables were: the social network sites use, social identity, altruism, telepresence, and Word-of-Mouth. The data set was collected in Chile and Spain from a sample of on-line questionnaires. The main result of this study is the clear difference in consumer behavior between people who buy online tourist services and those who buy these services in travel agents or other traditional channels. The main contribution of this paper deals with the influence of social network sites on offline and online shopping in the hospitality sector.

Gender and Acceptance of E-Learning: A Multi-Group Analysis Based on a Structural Equation Model among College Students in Chile and Spain

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.

Antecedents of WOM: SNS-user segmentation

Purpose The aim of this study is to analyze the antecedents of word-of-mouth (WOM) in a social networking sites (SNS) context, based on social identification theory and uses and gratification theory. This general objective can be divided into two sub-objectives. First, to measure the relationship between social identity, altruism and perceived encouragement as antecedents of WOM in SNS. Second, to study the existence of SNS-user segments which have differentiated behaviors according to the proposed model. Design/methodology/approach Partial least squares (PLS) has been used to analyze both validity and reliability of the measurement scales and the estimation of the structural model. Next, the heterogeneity of SNS-users has been analyzed using the finite mixture segmentation FIMIX-PLS. Furthermore, a multi-group analysis (MGA-PLS) has been used to analyze the differences between the behaviors of the resulting segments. Findings The main conclusion of this study is that social identity and perceived encouragement are worthy predictors of WOM. Additionally, there is a strong relationship between social identity and perceived encouragement. Another significant consequence is the existence of a large quantity of unobserved heterogeneity. Unsociable users, habitual users and obligated users show different behaviors regarding the relationships between the variables of the proposed model. Originality value The results indicate that in general WOM communications transmitted by SNS-users are not motivated by altruism or by their willingness to help others. In addition, social identity and perceived encouragement are good predictors of WOM. Another originality of this research is that considering only one general model hides a large amount of unobserved heterogeneity: different segments of users showed diverse behaviors regarding the model’s variables.

Uso de los servicios de redes sociales por la generación Y

Resumen es: El proposito de este articulo es estudiar la adopcion de los Servicios de Redes Sociales (SRS) por parte de integrantes de la generacion Y. Se presenta l...

El Nivel de la Inversión en Tecnología de Información No Afecta el Rendimiento Empresarial: Evidencia Empírica de las Industrias Manufactureras Chilenas

Con el proposito general de evaluar el impacto de la tecnologias de informacion (TI) en el rendimiento industrial dentro del contexto de un pais en desarrollo, y basado en una muestra de 212 grandes empresas manufactureras chilenas, este estudio tiene por objetivo medir la influencia de la inversion en TI sobre la eficiencia relativa de las organizaciones. Para lograr este objetivo, se ha construido una medida multidimensional de eficiencia relativa basada en el analisis envolvente de datos (AED). Luego se han aplicado test ANOVA para evaluar, por una parte, si la inversion en computadores, y por otra, si la existencia de software empresarial, diferencian significativamente la eficiencia relativa de estas organizaciones. Los resultados del estudio indican que no existen diferencias estadisticamente significativas entre la eficiencia relativa de estas empresas manufactureras de la muestra y su nivel de inversion en TI.

Modelling the Success of Learning Management Systems: Application of Latent Class Segmentation Using FIMIX-PLS.

ABSTRACT There is not a unique attitude towards the implementation of digital technology in educational sceneries. This paper aims to validate an adaptation of the DeLone and McLean information systems success model in the context of a learning management system. Furthermore, this study means to prove (1) the necessity of segmenting students in order to fit the model more accurately and (2) the impact of other new Internet tools on students’ perceptions with regard to learning management systems. Partial least squares has been used to analyse the measurement and the structural model. Subsequently, the Finite Mixture Partial Least Squarestechnique has been employed to examine unobserved heterogeneity and to find users’ segments. The results of this research indicate that to segment between two groups of students is especially useful in order to improve the understanding of the success of a learning management system. This segmentation is made according to the importance which the students attribute to the new Internet tools to support their learning.