Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)

URI permanente para esta comunidadhttps://hdl.handle.net/11441/11100

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A business model adoption based on tourism innovation: Applying agratification theory to mobile applications
(2021) Palos Sánchez, Pedro Ramiro; Saura, José Ramón; Velicia Martín, Félix Antonio; Cepeda-Carrión, Gabriel; Universidad de Sevilla. Departamento de Economía Financiera y Dirección de Operaciones
The purpose of this paper is to improve understanding of Tourism Innovation by using a Uses and Gratifica-tion Theory model to investigate tourist intention to visit a city after reading other users'valuations of thedestination on Mobile Applications.The Uses and Gratification Theory (U&G) model was adapted to investigate the factors which influence tour-ist intention to visit a city. Satisfaction and Tourism Experience were added as external variables to the U&Gmodel. The original Convenience construct for mobile tourism applications was changed to Mobile Conve-nience for this study.A survey was carried out to investigate the factors which influence tourist intention to visit a City. 261 userswith different nationalities were asked about their experiences and feelings when using Runnin'City, whichwas the mobile tourism application used in this study. The results were analyzed with Partial Least SquaresStructural Equation Modeling (PLS-SEM). All the relationships of U&G were supported, except for Informationfor Tourism Experience.Self-Expression was found to be especially relevant and was moderated by Entertainment, Information andMobile Convenience which in turn influence Satisfaction, Tourism Experience and Intention to visit a City.The Gender and Running frequency variables were also investigated using multi-group analysis. The influ-ence of Mobile Convenience on Satisfaction was seen to be moderated by Gender, and the relationships ofInformation and Entertainment on satisfaction are moderated by Running Frequency.The results obtained with the proposed changes in the U&G model will be very useful for academics and alsofor designers and developers of mobile tourism apps as they show the special role played by Self-Expressionand Entertainment as relevant factors for the success of a mobile tourism app.
A comparative analysis of executive information systems in organisations in South Africa and Spain
(2004) Averweg, Udo Richard; Roldán Salgueiro, José Luis; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Executive Information Systems (EIS) grew out of the information needs of executives and are designed to serve the needs of users in strategic planning and decision-making. EIS are high risk information technology (IT) implementation projects. With the emergence of global information technologies, existing paradigms are being altered which are spawning new considerations for IT implementation. Web-based technologies are causing a revisit to existing IT implementation models, including those for EIS. The authors compare two recent survey studies of EIS implementation in well-established organisations in South Africa and Spain. From a comparative analysis, the authors report six identified similarities and three differences in EIS in these countries.
A comparison of the different versions of popular technology acceptance models: A non-linear perspective
(Emerald, 2015) Rondán Cataluña, Francisco Javier; Arenas Gaitán, Jorge; Ramírez Correa, Patricio; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Junta de Andalucía
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 structural equation models assuming linear relationships between variables. The originality of this study is that it incorporates non-linear relationships and compares the same models using both approaches.
A criação de empresas municipais como modelo de empreendorismo da administração local-um estudo empírico numa abordagem institucional
(Universidad de La Rioja, 2007) Ramos, Casimiro Francisco; Casillas Bueno, José Carlos; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
La Administración Local en Portugal conoció una nueva realidad desde 1997 con la posibilidad de creación de un sector empresarial local con empresas cuyo capital social es mayoritariamente público. En realidad propició una proliferación de empresas municipales con los más distintos objetivos, poniendo a prueba la capacidad emprendedora de los ayuntamientos para afrontar el reto de la competitividad entre regiones. En este trabajo, etes proceso de creación de empresa es abordado desde un pujnto de vista institucional y se presentan resultados de eficacia de una muestra significativa de las empresas existentes
A digital signal processing teaching methodology using concept-mapping techniques
(IEEE, 2005) Martínez Torres, María del Rocío; Barrero, Federico; Toral, S. L.; Gallardo Vázquez, Sergio; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Universidad de Sevilla. Departamento de Ingeniería Electrónica
The main goal of this study is to develop a scientific method for designing a teaching methodology used in a basic digital signal processing (DSP) course. The proposed method is based on concept-mapping techniques, which applies multivariate statistic analysis to summarize the experience and knowledge of teachers involved in basic DSP teaching. As a result, a set of teaching methodologies is obtained. This result, as well as other information obtained related to the relative importance of the concepts to be covered, has been used to program the course. Moreover, different teaching tools have been developed to implement the proposed teaching methodology. Finally, the reliability of the method has been compared with similar studies to validate the proposed methodology
A formación e o empresario emprendedor
(Universidade de Santiago de Compostela, 1998) Díez de Castro, Emilio Pablo; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
A genetic search of patterns of behaviour in OSS communities
(2012) Martínez Torres, María del Rocío; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
This paper proposes the identification of patterns of behaviour of open source software (OSS) communities using factor analysis and their social network analysis (SNA) features. OSS communities can be modelled as a social network in which nodes represent the community members and arcs represent the social interactions among them, and factor analysis is able to provide the factors that explain the latent patterns of behaviour. Due to the complexity of the problem and the high number of SNA features that can be extracted, this paper proposes a genetic search of an optimum subset of indicators leading to a group of latent patterns of behaviour maximizing the explained data variance and the interpretation of factors. Obtained results illustrate the feasibility of the proposed framework to extract relevant information from a large set of data
A imaxe de Arxentina
(Universidad de Santiago de Compostela, 1999) Ortigueira Sánchez, Manuel; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Na presente investigación mostrámo·los resultados dun macroestudio realizado en oito países diferentes. A utilídade da información obtida está relacionada coa enorme transcen· dencia que ten a imaxe dun país para o desenvolvemento das súas relacións de intercambio con outros países. Neste trabal/o recollémo·la imaxe dun país onda, xa hai anos, acudiu unha enorme cantidade de galegos para me/lora·las súas condicións de vida. éstámonos a referir á Arxentina. O lazo histórico manlído con este país é o que nos induciu a presentar aquí a súa imaxe.
A influência do etnocentrismo no efeito made in Brasil: validação de instrumento em três línguas
(Universidade Tecnológica Federal do Paraná, 2014) Melo Mariano, Ari; Souza Lima, Amanda; García Cruz, Rosario; Ramírez Correira, Patrício; Paiva, Caio Pinho; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
O objetivo deste estudo é oferecer um instrumento validado para as línguas portuguesa, espanhola e inglesa que mensure a influência do etnocentrismo sobre o efeito made in e a percepção da marca de produtos brasileiros. Para alcançar esse objetivo, foi realizada pesquisa descritiva baseada no modelo de equações estruturais com auxílio do programa estatístico Smart Partial Least Square (SPLS). O estudo foi realizado junto ao público estrangeiro em uma amostra do tipo não probabilística e por conveniência, sobre a influência do efeito made in Brasil na percepção da marca com base no modelo de Cerviño e Rivera (2007) e Strehlau, Ponchio e Riegel (2010). Por meio deste estudo foi possível validar o instrumento (α = 0,86) e oferecer sugestões sobre a influência do etnocentrismo no efeito made in, e a relação de autoimpacto entre esse efeito e a percepção da marca. Com base na revisão da literatura foi possível apresentar indicadores que compõem as dimensões do modelo e contribuir para a análise e reflexão sobre novas estratégias de marketing internacional para um país.
A knowledge structures exploration on social network sites
(Emerald, 2017) Sánchez Franco, Manuel Jesús; Muñoz Expósito, Miriam; Villarejo Ramos, Ángel Francisco; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Junta de Andalucía
Purpose – This paper aims to describe a method for combining perceived community support, relationship quality and the extended technology acceptance model in the same empirically derived associative network. The research also examines the moderating role of accumulation of knowledge (based on beliefs and opinions) derived from social interactions. Design/methodology/approach – The Path fi nder algorithm is a valid approach for determining network structures from relatedness data. Such a graphical representation provides managers with a comprehensible picture of how social behaviours relate to loyalty-based dimensions. Findings – As the bene fi ts of community participation and integration might be differently evaluated by new and long-term users, the research examines the associative network by levels of user familiarity. This study indeed contributes to the analysis of enduring social bonds with respect to individuals ’ decision-making processes, as it provides details representing speci fi c relationships between diverse concepts based on true- loyalty. Practical implications – The application of Path fi nder to the study of online social services and user behaviour appears to have potential for unveiling the structures of social network sites members and designing successful strategies for prospective community managers. Originality/value – This is the fi rst study to the author ’ s knowledge that empirically tests a theory- grounded framework for integrating individual characteristics and relational driver and focuses on associative structures evidenced as a representation of the most salient loyalty-based concepts by also studying the moderating effects of familiarity.
A learning methodology using Matlab/Simulink for undergraduate electrical engineering courses attending to learner satisfaction outcomes
(Kluwer Academic Publishers, 2007) Durán, M. J.; Gallardo Vázquez, Sergio; Toral, S. L.; Martínez Torres, María del Rocío; Barrero, Federico; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Universidad de Sevilla. Departamento de Ingeniería Electrónica
Learner-centred approaches follow the prevailing tendency in modern University reforms which are primarily concerned about ‘‘how people learn’’. The methodologies can be learner-centred in the sense of placing the student as the main actor of the teaching–learning process by increasing his interactivity and participation, but also considering what is relevant for the student by measuring the learner satisfaction. In order to promote both aspects, this paper proposes a synchronous software-based active methodology that makes use of the simulations to show a virtual scenario to the students and challenge them to predict and discuss the evolution of the scenario. The proposed methodology improves the visual interface, promotes discussion both among students and with the teacher in a brainstorming stage and shows real-world examples. This software-based methodology has been implemented into an Electric Machinery course at the University of Seville (Spain), and the evaluation has been carried out considering both the affective and cognitive domains. Principal components analysis proves to be useful to highlight the dimensions with a higher influence on learner satisfaction and the affective and cognitive results confirm the successful implementation of the proposal
A machine learning approach for the identification of the deceptive reviews in the hospitality sector using unique attributes and sentiment orientation
(Elsevier, 2019-12) Martínez Torres, María del Rocío; Toral, S. L.; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Universidad de Sevilla. Departamento de Ingeniería Electrónica
The popularity of online reviews is causing a huge impact on consumers’ purchase intentions for goods and services. However, and hidden by the anonymity of the Internet, fraudsters can try to manipulate other consumers by posting fake reviews. Maintaining trust in online reviews require the development of automatic tools using machine learning approaches because of the huge volume of online opinions generated every day. This paper is focused on the hospitality sector and follows a content analysis approach based on a set of unique attributes and the sentiment orientation of reviews. The main contributions of the paper are i) a set of polarity-oriented unique attributes able to distinguish positive and negative deceptive and non-deceptive reviews and ii) the main topics associated to positive and negative deceptive and non-deceptive reviews. Findings reveal that positive and negative unique attributes lead to non-biased classifiers and that experience based reviews tend to be non-deceptive.
A model proposal to determine a crowd-credit-scoring
(Centre of Sociological Research and University of Szczecin (Poland), 2018) Moreno Moreno, Antonio Manuel; Berenguer, Emma; Sanchís Pedregosa, Carlos; Universidad de Sevilla. Departamento de Economía Financiera y Dirección de Operaciones; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Crowdlending is gaining importance as a financial option and is democratizing access to capital markets. However, the key factors that drive investors to choose a given project requires further research. Some authors have identified certain isolated factors, but a holistic approach is needed. To fill this gap, we identified 10 success factors allowing us to build a crowdlending success model. The model leads to establishing the concept of crowd-credit-scoring, in others words, understanding which criteria “crowds” follow when lending money and how different these criteria are from those applied by banking executives. Results will be very useful to establish the crowd-credit-scoring concept. In others words, which are the criteria follow by the “crowd” to lend money and how different are this criteria to the banking executives’ ones.
A naive Bayes strategy for classifying customer satisfaction: A study based on online reviews of hospitality services
(Elsevier, 2019) Sánchez Franco, Manuel Jesús; Navarro García, Antonio; Rondán Cataluña, Francisco Javier; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Junta de Andalucía
This research assesses whether terms related to guest experience can be used to identify ways to enhance hospitality services. A study was conducted to empirically identify relevant features to classify customer satisfaction based on 47,172 reviews of 33 Las Vegas hotels registered with Yelp, a social networking site. The resulting model can help hotel managers understand guests' satisfaction. In particular, it can help managers process vast amounts of review data by using a supervised machine learning approach. The naive algorithm classifies reviews of hotels with high precision and recall and with a low computational cost. These results are more reliable and accurate than prior statistical results based on limited sample data and provide insights into how hotels can improve their services based on, for example, staff experience, professionalism, tangible and experiential factors, and gambling-based attractions.
A posteriori segmentation of elderly internet users: applying PLS-POS
(Emerald, 2020) Arenas Gaitán, Jorge; Villarejo Ramos, Ángel Francisco; Peral Peral, Begoña; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Purpose–The purpose of this paper is to propose the study of the adoption and use of e-banking byadults over the age of 50, from the theoretical framework based on the unified theory of acceptance and useof technology.Design/methodology/approach–After proving the validity of the model, the authors analyse theheterogeneity of these persons by using a structural model-based latent class segmentation called partial leastsquares prediction-oriented segmentation.Findings–The results enable the identifying of four segments with different behaviours with respect to thiselectronic service. As implications of the results obtained, it is observed how sociodemographic characteristicsdo not explain their differences. However, the psychographic as well as the cognitive age, self-confidence andaudacity are discriminating and explanatory criteria for the behaviour of the four segments.Originality/value–From the academic point of view, this paper offers important contributions to the priorliterature. First, although there is an extensive literature on the use of internet banking, the authors havenevertheless found a clear lack of research studies related to the specific group of older adults. There are notmany works that exclusively deal with the elderly’s acceptation and use of technologies, and even less so inthe case of internet banking services. Also, if the elderly are focussed, then it is discovered that there is asocially shared stereotype that sees them as inexpert and cut off from technology. This is, however, an unfairview that conceals a broad diversity of behaviours as has been proved for the different segments found.
A primer on the conditional mediation analysis in PLS-SEM
(Association for Computing Machinery, 2021) Cheah, Jun-Hwa; Nitzl, Christian; Roldán Salgueiro, José Luis; Cepeda-Carrión, Gabriel; Gudergan, Siegfried P.; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Conditional mediation (CoMe) analysis integrates mediation and moderation analyses to examine and test hypotheses about how mediated relationships vary as a function of context, boundaries, or individual differences. Although CoMe analysis can be a crucial element of empirical studies that seek to advance theory in information systems, applications of such analysis are scarce, in general, and in partial least squares structural equation modeling (PLS-SEM), in particular. This paper clarifies conceptual fundamentals of and develops guidelines for CoMe analysis within the PLS-SEM context. Furthermore, the paper outlines the illustrative use of CoMe analysis in PLS-SEM and presents detailed step-by-step procedures to do so in the PLS-SEM setting. Overall, this paper provides researchers and practitioners with the required knowledge to properly carry out, report, and interpret CoMe analysis in PLS-SEM
A procedure to design a structural and measurement model of intellectual capital: an exploratory study
(2006) Martínez Torres, María del Rocío; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
An experiment was performed to understand the use of Intellectual Capital in a knowledge-based organization. A theoretical model was created; it interconnects the Intellectual Capital components as a way of understanding the intellectual wealth of a learning organization. Hypotheses were formulated from this. Data were then collected at two different time periods. These were then analysed using two scientific tools: concept mapping and structural equations modeling. Both were found to provide valuable information in studying Intellectual Capital in a knowledge-based firm
A proposed model for measuring the brand equity in sports organizations
(Escuela Superior de Gestión Comercial y Marketing, ESIC, 2007) Villarejo Ramos, Ángel Francisco; Velicia Martín, Félix Antonio; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Today, the companies, usually, consider the presence of the intangible assets, specially the brand, in the strategic plans of the organizations. So much the scientific community of marketing, as the managerial world they deal that managing the brand and to know its value is a prior matter in altars to managing to differentiate the products and to reach a competitive advantage. In the world of the sport, in which increasingly the economic interests prevail over other interests of emotional type, it seems to be unavoidable to confront the study of the management of the brand equity of sports entities and clubs. They are organizations that try to compete on a market increasingly competitively and lucratively, and that for it must try to manage and to administer its resources efficiently. And one of these resources it constitutes the brand, the name of the sports entity. In this paper, after approaching the knowledge of the concept brand equity and its components, giving a particular vision of the importance that has the brand equity in sports organizations and proposing a model who helps the sports agent to understand and up to valuing the brand of the entity that it manages.
A quantitative study of the evolution of open source software communities
(World Academy of Science, Engineering and Technology, 2015) Martínez Torres, María del Rocío; Toral, S. L.; Olmedilla Fernández, María; Universidad de Sevilla. Departamento de Electrónica; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Typically, virtual communities exhibit the well-known phenomenon of participation inequality, which means that only a small percentage of users is responsible of the majority of contributions. However, the sustainability of the community requires that the group of active users must be continuously nurtured with new users that gain expertise through a participation process. This paper analyzes the time evolution of Open Source Software (OSS) communities, considering users that join/abandon the community over time and several topological properties of the network when modeled as a social network. More specifically, the paper analyzes the role of those users rejoining the community and their influence in the global characteristics of the network.
A research and technology valuation model for decision analysis in the environmental and renewable energy sectors
(Pergamon-Elsevier Science, 2020) Valdivia, Miguel; Galán González, José Luis; Laffarga Briones, Joaquina; Ramos, Juan Luis; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Universidad de Sevilla. Departamento de Contabilidad y Economía Financiera
Annually, companies invest vast amounts of resources into research and development (R&D) in order to remain competitive in today’s markets. This investment intensive effort needs to be carefully managed and monitored in order to make the most of these investments. Making informed decisions regarding resource allocation is vital for maximizing return on investment (ROI). One important way to achieve this is use of a valuation model that is capable of estimating the potential return of R&D investment by assessing among other parameters, the level of uncertainty and risk associated with this kind of project. This paper presents a valuation decision model that has been applied to the renewable and environmental sector. Here we present a flexible, user-friendly and understandable model that reflects the intrinsic risks associated with R&D projects. The model can be customized for use across a variety of capital intensive and medium-long term R&D projects in the private and public realms. A real-life case study is used to illustrate the utility of the model within the biofuel sector; specifically, for a project focused on the production of biofuel from municipal solid waste. Use of valuation models, such as the one described here, when used from the very initial phases of the project till project completion can serve a vital role in R&D management—one that enables decision-makers to define realistic and productive targets throughout the full R&D project period.

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