Uno de los objetivos principales de un investigador es dar a conocer su trabajo mediante la publicación en revistas indexadas relevantes en el sector en el que investiga. En esta página encontrará en orden cronológico y en detalle mis principales publicaciones en revistas académicas.

Mi perfil y producción en:

Artículos Publicados – Published


  • Rejón-Guardia, F., García-Sastre, M.A & Alemany-Hormaeche, M. (in press 2017). Motivation-Based behaviour and Latent Class segmentation of Cycling tourists: a study of the Balearic Islands. Tourism Economics.

Abstract – This paper focuses on the identification of the prime motivations of participation in sporting events and segmentation by latent class analysis in order to identify the profile of cycling tourists with the aim of exploiting new market niches. To this end, data from a sample of 1281 participants in a one-day road race in the Balearic Islands (Spain) are analysed. The findings confirm that familiarity and prestige-related motivations are key to differentiating individuals in terms of spending, sensory, physiological and security-related motivations, on the other hand, distinguish very well the length of stay. Segmentation by latent class analysis reveals differences in the gender and age variable, as cycling tourism is predominantly an activity undertaken by middle-aged and older males.

Abstract – This article outlines an innovative teaching project based on methodology, evaluation and skills acquisition through the educational use of the historical novel in higher education. A Computer-Assisted Web Interviewing (CAWI) was administered to 119 students. The data obtained allowed the development of a structural equation model using PLS (Partial Least Squares) to evaluate the major relationships between variables. This study expands the framework of analysis by using measurement scales from the perspective of the Advanced Research Model of Innovation Adoption (AMIA). The analysis results in a behavioural model using robust and parsimonious hypotheses supporting the research questions raised, highlighting the appropriate use of extended AMIA models. The use of this genre is an opportunity to learn interesting facts, past situations autonomously and has a great potential of novelty that involves the active participation and learning process of students, breaking down time and space barriers and creating informal learning.

  • Rejón-Guardia, F., & Luna-Nevarez, C (in press 2017). “Showrooming” in consumer electronics retailing: An empirical study. Journal of Internet Commerce. [09]

Abstract – The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Founded on the theory of planned behavior (TPB), we examine the antecedents of competitive showrooming using data collected from a sample of 176 retail consumers. Based on our results, we define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. Additionally, we state that previous experience and reasons against purchasing online are directly associated with consumers’ intention to purchase on the retailer’s website. Finally, some theoretical conclusions and practical implications for retailers are discussed.


  • Alonso Dos Santos, M., Calabuig Moreno, Ferran, Rejón-Guardia, F. & Pérez Campos, Carlos (2016)Influence of the virtual brand community in sports.  sponsorship. Psychology & Marketing[08]

Abstract – This study explores how the virtual brand community (VBC) of soccer-team supporters influence the brand’s attitude toward sponsorship according to the theory of image transfer. The study provides a comparative analysis using both structural equation modeling (SEM) and qualitative comparative analysis (QCA). 609 supporters of a professional, 1st division Spanish soccer team provide the data. The results from SEM support the importance of control, attitude toward the team, and identification variables. However, SEM cannot assure the usefulness of variables such as trust and opportunism when evaluating the resulting attitude toward the sponsor. The results from the fuzzy-set qualitative comparative analysis (fsQCA) on the same data set show that not all variables are necessary conditions in order to influence sponsorship. The most relevant variables to obtain valid and useful results are control, attitude toward the team, and trust. The combination of attitude toward the team, identification, and trust is also valid. Attitude toward the team and trust variables are present in the two combinations of variables leading to a positive, favorable attitude toward the sponsor, thus reflecting their importance in marketing experts’ assessment of image transmission in professional teams.

  • Muralidharan, S., Rejón-Guardia, F., & Xue, F. (2016). Understanding the Green Buying Behavior of Younger Millennials from India and the United States: A Structural Equation Modeling Approach. Journal of International Consumer Marketing, 28(1), pg. 54-72. http:10.1080/08961530.2015.1056328 [07]

Abstract – The consumer socialization framework cites the importance of family, peers, and mass media in the consumption learning process, but their impact on Millennials in the realm of green consumerism has yet to be explored. The purpose of this study was (a) to propose an integrative theoretical model for determining the relative importance of socialization factors on Millennials’ green buying behavior and (b) to study the impact of culture in selecting socialization agents as sources of green product information. Using Amazon M-Turk, an online survey was administered to a sample of younger Millennials from India (n = 253) and the United States (n = 253) aged 18 – 24 years. Structural equation modeling provided general support for the model. The results showed that interpersonal sources were more important in elevating environmental concerns and promoting green buying behavior than mass media. In India, family impacted environmental concern while peers influenced green buying behavior. For the US, both interpersonal sources impacted green attitudes and behavior. Environmental concern was found to play a mediating role in the socialization process and differences between and within genders in each country were found. Theoretical and marketing implications are discussed.


  • Francisco J. Martínez-López, Irene Esteban-Millat, Ana Argila, & Francisco Rejón-Guardia. (2015). Consumers’ psychological outcomes linked to the use of an online store’s recommendation system. Internet Research, 25(4), 562-588. [06]

Abstract – Purpose – Psychological perspective has been omitted or considered a secondary issue by past studies focused on e-commerce recommendation systems (RS). However, this perspective is key to gaining a better understanding of consumer behaviours when these systems are used to support purchasing processes at online stores. The paper aims to discuss these issues. Design/methodology/approach – The field study consisted of a simulated online shopping process undertaken by a sample of internet users with a recommender system at a real online store (Pixmania). The authors applied rigorous and detailed exploratory and confirmatory factor analyses to assess the empirical validity of the model. Findings – The proposed sequence of psychological outcomes is valid, with the exception of one hypothesized relationship. In particular, satisfaction with an online store’s recommender has a strong influence on a consumer’s willingness to purchase one of the items related to his/her shopping goal. However, this satisfaction has no direct effect on a consumer’s intention to make add-on purchases based on the recommender’s suggestions. On the contrary, the results support the idea that add-on purchases are conditioned by a previous purchase related to the consumer’s initial shopping goal. On the other hand, a consumer’s flow state while shopping improves all his/her psychological outcomes linked to an online store’s recommender. The influence of flow state is particularly interesting when seeking to gain a better understanding of consumers’ unplanned purchases based on the recommender’s suggestions. These findings have important implications for practitioners. Originality/value – This paper discusses in detail and empirically test a set of psychological outcomes that emerge when an e-vendor’s recommender is used to assist a consumer’s shopping process. To the best of the knowledge, this is the first attempt that empirically tests most of the hypothesized relationships within an online store’s RS context.


Abstract – Microblogging social networks (μBSNs) provide the opportunity to communicate worldwide while using a small number of characters; this is an apparent limitation that forces users to share only essential information when linking to the world with which they interact. These platforms can serve to motivate students by narrowing the physical and psychological distances separating teachers and students, thus increasing their confidence and engagement in the learning process. The main thrust of this paper is the notion that μBSNs open a window to informal knowledge, self-directed learning and the creation of knowledge-based networks for use in aclassroom setting. To examine this issue in greater depth, an experiment was carried out using a μBSN before, during and after face-to-face class sessions. In this study we used the Technology Acceptance Model (TAM), incorporating some of the constructs commonly found in the scientific literature. These constructs refer to the effect of subjective norms and social images on the use of web-based social networks. The analysis gave rise to a robust and parsimonious model of social network usage behavior that confirmed the proposed research hypotheses. The findings demonstrated that the extended TAM model is suitable for explaining the acceptance of web-based teaching tools as well as the validity of microblogging networks in combination with traditional classes.

Abstract The aim of this paper is to contribute to the field of satisfaction research from the perspective of electronic banking users; a topic of great interest to the business strategies of financial institutions. In this context, the authors analyse the main determinants of user experience with a specific institution’s products. A comprehensive review of the scientific literature has justified the development of a behavioural model that explains satisfaction using a set of constructs or endogenous variables. Data was collected from a self-administered web survey in the authenticated section of the electronic banking service of a prestigious financial institution.The analysis tests the relationship between the proposed variables (accessibility, trust, ease of use and usefulness) and satisfaction with electronic banking. The study was limited to the data of a single financial institution. Caution should therefore be exercised in generalising the results. The research results provide a number of valuable conclusions for financial institutions. This paper is a pioneer study of satisfaction with electronic banking, especially of the relationships between satisfaction and its main determinants.


Abstract – The importance of Electronic Banking as an alternative channel for marketing products and services, along with the associated cost savings, has brought about significant changes in the financial sector in recent years. Electronic Banking has become a differentiator among financial institutions, which has led to an attempt to increase customer satisfaction level by fulfilling their expectations. Accordingly, the goal of this paper is to identify the factors that influence the satisfaction level of Electronic Banking users in Spain, following a proposed behavioural model, in addition to determining the influence of the gender variable on our analysis, as a moderator in such relationships. The usefulness of this type of research for financial institutions lies in the support they provide in defining customer profiles. When compared to other similar online satisfaction survey studies, this paper is a pioneer in using empirical analysis to study the effects of gender on customer satisfaction in online banking.

Resumen –  El presente documento no intenta adoctrinar en ninguna materia, sólo pretende una pequeña reflexión a todos los lectores sobre algo que en nuestros días cuenta con mucha importancia, el Marketing y la Orientación al Mercado de los negocios.

Otras publicaciones

En revisión – Under review 

A continuación muestro algunos de los artículos que se encuentran en proceso de revisión y que han sido enviados a revistas académicas.

  • Rejón-Guardia, F. (2016). The use of ICT in e-learning: An empirical application in Higher Education based on the use of Web 2.0 collaborative tools for self-directed learning.
  • Rejón-Guardia, F. (2016). Motivation-Based behaviour and Latent Class segmentation of Cycling tourists: a study of the Balearic Islands.
  • Rejón-Guardia, F. (2016). Hiker tourist potential benefits and differences in Balearic Islands.
  • Alonso Dos-Santos, M., Rejón-Guardia, F. & Calabuig-Moreno, F. (2016). The influence of virtual brand communities in sports sponsorship: an approach from the theory of image transfer.
  • Rejón-Guardia, F.; Muralidharan, S., and Edwards, S (2015). Effectiveness of New Advertising Formats on Social Networks: An Analysis of Facebook.
  • Rejón- Guardia, F. and Yoon, H.J. (2015). Why use mobile coupons – barriers, motivation and intention to use – empirical approach.
  • Rejón-Guardia, F. (working paper). Influence of Facebook advertising on Brand Recall, recognition and attention.

Job paper 

Ejemplo de paper empleado para la búsqueda de oportunidades laborales en universidades orientadas la investigación académica:

  • Rejón- Guardia, F. (2015). A generalization of advertising avoidance model on social network. [link]