Objetivo: Explicar mediante un modelo ecuaciones estructurales la satisfacción de los pacientes, analizando la confianza en las medidas preventivas contra la COVID-19 como antecedente de esta satisfacción y el efecto que estas medidas puedan tener en la calidad del servicio y valor percibido. Diseño: Estudio observacional transversal. Emplazamiento: La encuesta online se envió a través de las redes sociales para reclutar a ciudadanos residentes en España. Participantes: La muestra final estuvo compuesta por 149 mujeres y 122 hombres. La edad media de los participantes fue de 36,73 años, todos usuarios de servicios sanitarios. Intervenciones: No se realizaron intervenciones en el estudio. Medidas principales: Las variables del estudio para el desarrollo del modelo de ecuaciones estructurales fueron: la confianza en el protocolo de seguridad COVID-19, el valor percibido, la calidad y la satisfacción del usuario. Resultados: Los resultados muestran un efecto directo y positivo de la confianza en el protocolo de seguridad COVID-19, el valor percibido y la satisfacción de los usuarios. Conclusiones: Se espera que el estudio sea de interés para el personal encargado de formular medidas de protección frente a la propagación de enfermedades, responsables de centros sanitarios y profesionales del marketing interesados en mejorar la satisfacción del usuario en el ámbito sanitario, mermada a consecuencia de la actual pandemia que vivimos.

The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.

The wine with the designation of origin “Jerez-Xerez-Sherry” is one of the most produced in Spain and with a greater volume of exports abroad. This study analyzes the preferences of Sherry Wine and its different varieties, based on gender and knowledge and interest in the world of wine. Similarly, the influence of the attributes of Sherry Wine on its choice and consumption is investigated. For this purpose, 1502 participants (1407 wine consumers) were recruited; among the consumers, 58.5% are women, and 74.3% have little knowledge of wine (Mean age 22.6; SD = 3.07; range 18–30). Data collection was done through an online survey. The results reveal that among the types of wines from Sherry, the Fino and the Manzanilla are the most chosen. The young people who have the highest consumption of wine are those who have the most prior knowledge of wine. Also, these young people attribute their choice of wine to intrinsic factors, and even women and connoisseurs are more important in this type of dimension. But the importance of the attributes differs according to the types of wines (Fino/Cream—flavor, Palo Cortado/Pedro Ximénez—color, Amontillado/Manzanilla—price and Oloroso—prizes). These findings will allow establishing measures for their promotion, as well as for the design and specific sales strategies for each type of wine.

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