The use of mobile advertising allows marketers to directly communicate with their consumers anytime and anyplace. However, it is unknown which is the best way to build these advertisements in order to positively affect attitudes' formation and consumers' behavior. Thus we suggest utilitarian (informativeness) and hedonic aspects (entertainment) of mobile messages in order to investigate how these aspects affect consumers´ attitudes, to value the effect of general opinion about advertising on mobile attitudes, and to study the relationship between attitudes and behavioral intentions in mobile environments. The empirical analysis is based on data collected from 429 users of different countries and the use of structural modeling techniques. Firstly the results suggest that the entertainment and informational aspects perceived by consumers in mobile advertising affect their attitudes. Secondly there is an impact of general opinion about advertising on mobile attitudes. Finally there is also a positive and direct influence of attitudes on behavioral intentions. The research also includes several managerial implications, limitations and future research lines.
In order to increase their markets, many companies are starting e-commerce internationalization processes that involve dealing with cultural differences among countries. Although most firms start internationalization strategies to similar countries, previous research has mainly focused on understanding expansion to countries with a great cultural distance. This study analyzes the relevance of culture in the formation of e-loyalty intentions in Argentina and Spain, two countries with slight cultural differences. Specifically, culture is proposed as a moderator of e-service quality and satisfaction effects on e-loyalty intentions. Results confirm that the influence of e-service quality on e-loyalty intentions is greater for Argentinian consumers (a little more individualistic, masculine, and less pragmatic culture compared to Spain). Besides, a greater influence of satisfaction on e-loyalty is found for Spanish consumers (a more pragmatic, collectivistic, and feminine culture compared to Argentina). The introduction of socio-demographic control variables, i.e. gender, age and education level, support the moderation effect of culture. According to these results, marketers should note that e-loyalty formation process differs across cultures, even between similar cultures. Further implications for international marketing strategies are widely discussed.
Aspectos como la creciente importancia del trabajo en equipo y la aparición de nuevos esquemas organizativos basados en las tecnologías de la información y de la comunicación ponen de manifiesto la necesidad de comprender los mecanismos que favorecen un liderazgo eficaz. En este sentido, el presente artículo analiza los determinantes del riesgo percibido y de la confianza hacía el líder de un equipo de trabajo. La investigación consta de dos experimentos. En el primero, se analiza la influencia del entorno de trabajo —virtual o tradicional— sobre las dos variables dependientes consideradas. El segundo experimento centra la atención en el entorno virtual, y analiza la importancia de incluir una imagen del líder en su perfil electrónico de cara a generar confianza. Asimismo, se analiza la incidencia de los rasgos percibidos en el líder (atractivo o experto) sobre la capacidad para generar confianza entre sus subordinados y su percepciónde riesgo. Cabe precisar que estos análisis quedan contextualizados en la etapa inicial de desarrollo del equipo, escasamente estudiada en la literatura previa. Entre otros, los resultados constatan la mayor dificultad de generar confianza en entornos virtuales, así como la importancia de presentar información gráfica en el perfil y que es el líder con rasgos de experto el que mayor capacidad de generar confianza posee. Estos resultados tienen interesantes implicaciones para la gestión, que son discutidas junto con las principales líneas de investigación futuras y limitaciones.
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