Rubén Huertas-García

Modelling students' flow experiences in an online learning environment

This paper aims to clarify and characterize the role of flow in students behavioural processes in virtual learning environments. To this end, an integral model of flow in e-learning environments is proposed and tested. The empirical part of the research was based on both qualitative and quantitative techniques. The former consisted of seven in-depth interviews carried out with experts in e-learning environments and two different groups. The latter consisted of an online survey resulting in a sample of 2574 valid questionnaires. The theoretical model was tested and validated using the standard methodological procedure based on exploratory and confirmatory analyses. The results indicate that time distortions and focused attention are the most important direct antecedents of flow. The challenges posed by the environment were revealed as the main indirect conditioner of the experience, but other factors, such as personalization (a new variable not considered in previous flow studies in the e-learning context), were also found to be significant. In short, this papers sheds light on the processes of online browsing and, thus, on a more suitable design for an e-learning environment. Furthermore, two direct positive consequences of the flow experience are proved: positive affect (such as feeling happy, satisfied and cheerful) and student learning. In sum, it can be concluded that institutions are better off providing students with e-learning environments conducive to getting them into a flow state.

Consumer Preferences for Olive-Oil Attributes: A Review of the Empirical Literature Using a Conjoint Approach

During the last decade, olive oil consumption has experienced a major breakthrough in the world, not only in producing countries but also among those who are not. Undoubtedly, this growth in consumption is a consequence of the consolidation of a cultural phenomenon established between the main producing countries (Spain, Italy and Greece), owing to the so-called Mediterranean diet1; a food concept that provides important health benefits and of which olive oil is one of the main components. The recent recognition of United Nations Educational, Scientific and Cultural Organization (UNESCO) — it has declared to the Mediterranean diet ‘the intangible cultural heritage of humanity’— offers promising perspectives for the Mediterranean diet in the coming years.

Drivers of Sustainability Strategies in Spain’s Wine Tourism Industry

Confusion about what constitutes sustainability and the lack of incentives are two major factors interfering with the expansion of sustainability efforts in Spain’s wine tourism industry, according to a survey of forty-nine wine practitioners at forty-six small- and medium-size Spanish wineries. The study identified the following four overall strategies: (1) reducing waste and toxicity, (2) highlighting sustainability in products and regulations, (3) sustainability in energy consumption, and (4) developing new sustainability-related business opportunities. The fact that these strategies are heavily weighted toward production may be a function of the nascent state of Spain’s wine tourism but also because the structured interviews were more heavily weighted toward production issues. On balance, the study indicates that more education about sustainability, both for producers and tourists, should be paired with economic incentives to encourage greater sustainability in Spain’s wine tourism industry.

Cross‐cultural differences in the content and presentation of web sites

Purpose – Internet is set to be one of the main channels of distribution in the future and already greatly facilitates product evaluation thanks to the information available on the net. The main advantages of electronic shopping over other channels include the reduced costs of searching for products and for product‐related information. Research has stressed the importance of quality information in web site design. The perceived utility of a web site depends on the perceived utility of its content (i.e. quality of information on product characteristics) and its presentation of that content. This paper compares the ways in which a web sites content and content presentation affect the product choice of two consumer groups from different cultures. The paper aims to discuss these issues.Design/methodology/approach – The authors conduct an exploratory study to determine the key factors which may be used in a later conclusive research. The authors propose a tool based on the statistical design of experiments to...

A Proposal for Improving the Performance of Adaptive Conjoint Analysis

The identification of relevant attributes is the first objective of conjoint analysis. Today, as a result of technological development, it is common for researchers to use adaptive conjoint analysis (ACA) which combines different types of research (e.g. self-assessment questionnaires with an orthogonal design for experiments). ACA, based on partial profiles, is a flexible sequential model that tailors the experimental design to each respondent depending on their previously stated preferences ordered in the self-assessment questionnaire. However, many authors hold that the full profile offers more advantages than the partial one, because it develops a more realistic description of stimuli. Based on full profiles, this study proposes a new strategy to improve the performance of the second step of the ACA process. This strategy allows for estimations of main factors and two-factor interactions with the lowest number of profiles. Our proposal is based on the use of a full profile approach in which the profiles are arranged in two-level factorial designs in blocks of two, and the levels of each factor are codified in a vector manner.

Plackett-Burman design in choice-based conjoint analysis: A case of estimating warning message distribution on tobacco packages

The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options. Although in choice-based conjoint analysis profiles are usually randomly organised in blocks, we propose a manually statistical arrangement because its design takes into account all the factors in the same number and equally distributed, and because it allows us to determine the degree of resolution in advance. Plackett-Burman can be an efficient design if we consider a trade-off between the number of stimuli in each choice set and the number of choice sets used in the assessment process. To illustrate its uses we describe an empirical application measuring preferences for shocking warning messages on cigarette packages described in 11 pictures and we estimate the distribution of these on tobacco products to optimise impact on teenagers.

Co-branding Strategy in Cause-related Advertising: The Fit between Brand and Cause

Purpose Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims to analyse this relationship from a strategic perspective to assess whether the degree of fit of any of the five strategic dimensions that Zdravkovic et al. (2010) propose influence purchase intentions synergistically. Design/methodology/approach This study includes two stages: a qualitative stage to build brand–cause relationships and a quantitative study of one of these relationships to examine which fit dimensions are involved and whether they generate synergy in purchase intentions. Findings Results demonstrate that adjustment to two of the five dimensions is sufficient to influence emotional responses positively. Research limitations/implications This study presents limitations, as it has been developed using a particular sample of university students. Practical implications These analyses provide tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals. Originality/value The analysis provides tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals.

Propuesta metodológica mediante diseños Box-Behnken para mejorar el rendimiento del análisis conjunto en estudios experimentales de mercado

Resumen El analisis conjunto es una tecnica utilizada para estudiar las preferencias de los consumidores en estudios de mercado. Uno de los aspectos mas importantes relacionados con el desarrollo de dicha tecnica, se centra en fijar el conjunto de eleccion que deben evaluar los entrevistados. De forma tradicional, se utilizan disenos factoriales para estimar los valores parciales de los factores. Sin embargo, si el investigador, ademas, esta interesado en estimar las interacciones entre dos o mas factores, estos disenos requieren un numero tan elevado de alternativas que se hace dificil su evaluacion, provocando que los entrevistados no utilicen criterios compensatorios. La utilizacion de disenos Box-Behnken agrupados en bloques permite reducir el esfuerzo cognitivo de los entrevistados y, a la vez, ajustar un modelo de segundo grado. Este trabajo ilustra, mediante un experimento, el uso y las ventajas de utilizar disenos Box-Behnken en estudios de mercado. Los resultados obtenidos muestran el mayor rendimiento de estos modelos en comparacion con los disenos factoriales habituales.