Journal fo Internet commerce

Journal paper
Rejón-Guardia, F., & Luna-Nevares C.
In press 2017
Publication year: 2017

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.


Influence of the virtual brand community in sports sponsorship.

Journal paper
Alonso Dos Santos, M., Calabuig Moreno, F., Rejón-Guardia, F. & Pérez Campos, Carlos
Psychology & Marketing (in press 2016)
Publication year: 2016

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.


Understanding the Green Buying Behavior of Younger Millennials from India and the United States: A Structural Equation Modeling Approach

Journal paper
Muralidharan, S., Rejón-Guardia, F., & Xue, F.
Journal of International Consumer Marketing Volume 28, 2016 - Issue 1
Publication year: 2015

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.

KEYWORDS: Consumer socializationcultureenvironmental concerngreen buying behaviorIndiaUnited Statesyounger Millennials


Consumers’ psychological outcomes linked to the use of an online store’s recommendation system

Journal paper
Francisco J. Martínez-López, Irene Esteban-Millat, Ana Argila, & Francisco Rejón-Guardia.
Internet Research, 25 (4), 562-588
Publication year: 2015

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.


The determinants of satisfaction with e-banking

Journal paper
Francisco Liébana‐Cabanillas, Francisco Muñoz‐Leiva, Francisco Rejón‐Guardia,
Industrial Management & Data Systems, Vol. 113 Iss: 5, pp.750 - 767
Publication year: 2013

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.

Keyword: Electronic banking, Satisfaction, Determinants, Expectation disconfirmation, Banking, Customer satisfaction


The acceptance of microblogging in the learning process – The μbam Model

Journal paper
Rejón-Guardia, F., Sánchez-Fernández, J., & Muñoz-Leiva, F.
Journal of Technology and Science Education, Vol 3, Nº1
Publication year: 2013

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.

Keywords: self e-learning; TAM; µBAM; microblogging; social networks


Gender as a moderating element of customer satisfaction with electronic banking? An empirical study

Journal paper
Liebana-Cabanillas, F., Martínez-Fiestas, M., Rejón-Guardia, F., & Muñoz-Leiva, F.
The International Journal of Management Science and Information Technology (IJMSIT), 5(5), 1–33
Publication year: 2012

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.