Jorge Pelegrín Borondo

Universidad de La Rioja (Spain) | UNIRIOJA · Economy and Business

This study explains attitude towards vaccination against COVID-19. It evaluates four cognitive, affective and normative (CAN) factors: fear of COVID-19 (FCOVID), fear of the vaccine (FVACC), efficacy (EFFICACY), and social influence (SOCINF) and three sociodemographic variables: gender, age, and income level. Ordered logistic regression showed a si...

Intensive in-store use of smartphones has driven ethically questionable behaviors with significant economic repercussions for the survival of brick-and-mortar retailers. The mobile-assisted showroomer’s dilemma refers to the dilemma such shoppers experience at the moment of decision in a brick-and-mortar store, when they are holding an item in thei...

The literature on surgical robots (SRs) usually adopts the perspective of healthcare workers. However, research on potential patients’ perceptions and the publics’ points of view on SRs is scarce. This fact motivates our study, which assesses the factors inducing the SRs acceptance in the opinion of potential patients. We consider three variables,...

This paper assesses the influence on people’s perception of the utility of the immunity passport (IP) program by sociodemographic factors, infectivity status, and the objective of its use. The material of this paper is a cross-sectional survey of 400 residents in Spain. The relation between utility perception and input variables is fitted with ordi...

Purpose Wine culture is an increasingly important reality for the development of wine regions that can foster a sense of cultural identity (CI). With the aim of guiding marketing in the wine market and segmenting demand, this study aims to introduce the moderating role of wine-related cultural identity (WCI) in a Cognitive-Affective-Normative (CAN)...

Este trabajo ha obtenido un accésit del Premio Estudios Financieros 2021 en la modalidad de Marketing y Publicidad. Desde la perspectiva tecnológica, la crisis covid-19 ha supuesto para el retail: (a) la aceleración de la transformación digital del comercio físico con la incorporación de tecnologías interactivas, como la realidad aumentada móvil (...

A so-called COVID-19 passport or Immunity passport (IP) has been proposed to facilitate the mobility of individuals while the SARS-CoV-2 pandemic persists. A COVID-19 passport can play a key role in the control of the pandemic, specifically in areas with a high density of population, and the help of smart city technology could be very useful to suc...

Determining the peculiarities of the technological acceptance of disruptive vs. conventional products is a need for both academics and practitioners. Forecasting how consumers will behave with emerging disruptive technology products is key to successfully launching them on the market. The UTAUT2 model has been widely used for new technologies, but...

Training is a key resource for fostering knowledge as a competitive asset. As in other fields, in learning, innovation emerges with disruptive methods such as gamification. Serious games are a proven efficient training method based on the incorporation of traditional elements of games, such as entertainment, into learning. But as with any other inn...

The rise of intelligent technological devices (ITDs)—wearables and insideables—provides the possibility of enhancing human capabilities and skills. This study contributes to the literature on the impact of ethical judgements on the acceptance of ITDs by using a multidimensional ethical scale (MES) proposed by Shwayer and Sennetti. The novelty of th...

Acceptance of social robots (SRs) in retail is a new field of research in marketing arising from the dilemma between the potential benefits of SRs and the possibility that shoppers will reject them. The main aim of this paper is to advance in the modeling of new technology (NT) acceptance by proposing an extension of the integrative Cognitive-Affec...

The emergence of Covid-19 has affected all aspects of human life across the globe. Lockdowns everywhere are having dramatic social and economic consequences. No therapy has yet been approved, and vaccines are a priority potential tool to control the pandemic and its impacts. Multiple vaccines are in the last stage of the development process, but pa...

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Objective: The success of policies to eradicate COVID-19 depends on the acceptance of vaccines among the population. This paper measures the influence on the intention to get vaccinated of three usual variables in studies on consumer behavior: the perception of the efficiency and risk of the vaccine and the social influence. Methods: It was used...

Purpose In a context where retail stores are closing down and high streets are declining, the purpose of this paper is to analyse on-site shopping by tourists. This work identifies the drivers that lead tourists to use digital information sources at the beginning of the shopping process. Understanding these drivers can help destination managers and...

The present research is based on the work of Pelegrín-Borondo et al. (2020) which analyzed the results of a gamification developed in order to reduce the degree of students’ amotivation in the subjects and to increase the service quality perception in teaching. Not satisfied with the results obtained, a new gamification is developed in the followin...

While the importance of smartphones in tourists’ purchases has been demonstrated, almost no research has modelled tourists’ use of smartphones to make on-site purchases. The present study, with a sample of 986 tourists, explains tourist intention to use smartphones to make purchases in stores at their destinations through a new application of the C...

This paper assesses the variables influencing the expansion of cryptocurrency (crypto for short) use in households. To carry on the study we apply a consumer-behavior focus and so-called fuzzy set Qualitative Comparative Analysis (fsQCA). In a previous research, that was grounded on Unified Theory of Acceptance and Use of Technology (UTAUT) and Par...

Well-being tourism is a $639 billion market. Spa tourism is considered the most important segment within this market. The present study uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) model to analyse tourists’ purchase intentions regarding a thermal suite. The model was originally designed to analyse users’ acceptance of new t...

Spa tourism is considered one of the most important segments of the $639 billion wellness market. The literature refers to two types of spa tourists: wellness tourists and healthcare/medical tourists. However, virtually no studies have compared spa choice models between these two segments. The present study uses the Cognitive-Affective-Normative (C...

The advent of intelligent wearable (external devices, such as watches and clothing) and insideable (implanted devices, such as identification chips or chips that control technological devices) human-capacity enhancing technologies has opened an ethical debate about their development and use in society. Based on data from an international sample of...

This paper aims to contribute to the knowledge on how the Smart Tourism Destination (STD) might enhance the Tourist Shopping Journey (TSJ) through offering information sources that meet visitors' needs and preferences. The CAN (Cognitive-Affective-Normative) model was employed to explore the antecedents of using information sources for purchases ma...

This paper adopts a technology acceptance model used for studying Robot’s acceptance and focuses on the acceptance of robotic technologies. Despite a wide range of studies on the acceptance and usage of robotics technologies in different fields, there is lacuna of empirical evidence on the acceptance of robotics technologies in the educational cont...

Tasting sessions for tourists at Spanish wineries are a direct way to promote wines and encourage purchases. Previous academic work has demonstrated the influence of emotions on buying behaviour and of tasting-room experiences on wine purchasing. However, it has not yet been determined which key factor – the winery visit or the novelty of the wine...

Cyborg products are already available on today's market. They are a potentially large market offering extraordinary opportunities and challenges for businesses. Becoming a cyborg involves many ethical aspects that can be explored from a consumer behavior perspective. However, while these ethical variables have been used in several market analyses,...

The loss of students’ motivation (amotivation) is among the most important problems in academic centers. Nowadays, it is still unknown if gamification diminish the loss of students’ motivation and if it affects the perception of the teaching quality in the classroom. This paper develops an exploratory investigation based on a sample of 57 students,...

Today, technological implants to increase innate human capabilities are already available on the market. Cyborgs, understood as healthy people who decide to integrate their bodies with insideable technology, are no longer science fiction, but fact. The cyborg market will be a huge new business with important consequences for both industry and socie...

In recent years new technologies have increased access to information and, as a result, many channels can be used in an integrated and combined way. Omnichannel strategies have emerged in shopping which allow consumers to have integrative and holistic experiences. This trend, in addition to its influence on the general consumer, has implications fo...

Purpose This study aims to compare the influence of emotions produced by the wine and the winery visit on wine purchase intent at two destinations with different cultural views (old and new wine worlds). Design/methodology/approach A quantitative approach was adopted using a total sample of 600 tourists from two different wineries, one in La Rioja...

The aim of this study is to proceed with a systematic literature review trying about an emerging topic: how much robotization matters for the Industry 4.0 and their relationship with corporate reputation. Considering the scarcity of literature linking industry 4.0 and corporate reputation, this paper review relevant concepts in order to facilitate...

This paper focuses on studying the acceptance of robotic technology in Jordan, in the educational sector in particular, and in a Jordanian University context, utilizing technology acceptance models, which has been used in studying robot’s acceptance. There are a wide range of studies on the acceptance and usage of robotic technology in different fi...

Cyborg technologies have left science fiction to become an emerging market. Cyborgs are defined as people who integrate technical elements in their bodies to improve their capacities over innate ones. Taking into consideration the human revolution that this technology can provoke, a cultural approach should be considered in any cyborg market strate...

Conscientes que la innovación proviene mayormente de la cuarta revolución industrial y que la innovación debe ir unida al concepto de sostenibilidad, en el presente trabajo se pretenden abordar estos dos grandes ámbitos, explorando en primer lugar los términos de Automatización, Digitalización y Robotización como conceptos próximos e interrelaciona...

The aim of this work is to identify the reasons behind the choice of brick-and-mortar stores to make purchases and provide new evidence of the role that such establishments play in the omnichannel environment. An empirical study carried out in the city of Logroño (Spain) shows that utilitarian and hedonic motives are intertwined and differ accordin...

The first commercial transaction with the first cryptocurrency in 2010 marked the start of a revolution in transactions. Blockchain and cryptocurrencies will dramatically transform how we do transactions, just as the Internet revolutionized how we communicate. Currently, more than 2,000 cryptocurrencies are quoted on the market, and many more are b...

Wineries are using wine tourism to sell directly to consumers and develop brand equity. Studies show that emotions directly affect the purchase of products. However, they do not know the degree to which the emotions produced by the winery visit, the wine offer, or news about wine influence wine sales. The aim of this study was to compare the influe...

The European Higher Education Area (EHEA) promotes the use of student-centered participatory methodologiesand the design of curricula focused on the acquisition of competences. The objective of this paper is to identifythe categories of competence that contribute the most to achieving learning outcomes through the practice ofService Learning (SL) i...

The in-store use of smartphones is revolutionizing the customer journey and has the potential to become an important driver in the omnichannel context. This paper aims at identifying the key factors that influence customers’ intentions to use smartphones in-store and their actual behavior and to test the moderating effect of age, differentiating be...

Purpose The purpose of this paper is to understand consumers’ behaviour in fast-food restaurants in Spain. To this end, the authors conducted a survey that combined a classification of food values, as proposed in the relevant literature, with a related model that links personal values to behaviour. Design/methodology/approach A sample of 400 con...

This study deals with the social acceptance of the usage of wearable and/or implantable/insideable electronic devices for various purposes, especially for enjoying sports, in Japan as part of the cross-cultural study on cyborg ethics. Following the authors' previous work (Murata et al, 2017), qualitative study centred on semi-structured interviews...

Although both the concept and the product tests are considered important in predicting the acceptance of new food products into the market, there is scant research in the relevant literature comparing the predictive power of both tests, simultaneously, for the same product. To shed light on this line of research, this study compares the explanatory...

The development of neural implants to increase people's memory is enabling the creation of cyborgs (human-machine hybrids) with superior capacities. This paper aims to advance new technology acceptance models by analyzing the moderating effect of ethics on an integrative Cognitive-Affective-Normative (CAN) model to understand the acceptance of brai...

This study deals with young people’s attitudes towards and social acceptance of “cyborg technology” including wearables and insideables (or implantable devices) to enhance human ability in Japan as part of the international research project on cyborg ethics, taking Japanese socio-cultural characteristics surrounding cyborg technology into considera...

This study deals with young people's attitudes towards and social acceptance of "cyborg technology" including wearables and insideables (or implantable devices) to enhance human ability in Japan as part of the international research project on cyborg ethics, taking Japanese socio-cultural characteristics surrounding cyborg technology into considera...

This study deals with young people’s attitudes towards and social acceptance of “cyborg technology” including wearables and insideables (or implantable devices) to enhance human ability in Japan as part of the international research project on cyborg ethics, taking Japanese socio-cultural characteristics surrounding cyborg technology into considera...

En este trabajo se presenta una aplicación del método del aprendizaje servicio a estudiantes de Marketing. De acuerdo con el marco Europeo de Educación Superior el objetivo era promover un proceso de enseñanza aprendizaje más activo y en contacto con la realidad empresarial local. Para evaluar la metodología aplicada se ha analizado la relación ent...

Society has already accepted the use of physical implants that increase an individual's seductive power as well as technological implants that correct physical disabilities. Various companies are currently developing technological implants to increase the innate capacity of the human body (insideables) (e.g., memory implants). Public acceptance of...

Venta de vino. Principios prácticos para la atención al cliente Yolanda Sierra, Cristina Olarte, Emma Juaneda y Jorge Pelegrín ¿Qué hace el buen vendedor de vino? Para responder a esta pregunta se han analizado las ventas de vino realizadas en vinotecas, enotecas y otros establecimientos. El objetivo del libro Venta de vino. Principios prácticos p...

Wine is a traditional beverage with a saturated market, in which consumers are open to innovation. In this context, an innovative experience was launched to create a new natural sparkling red wine with a view to diversifying production and studying its acceptance. This paper uses an original acceptance model for new foods called the Cognitive-Affec...

There are high expectations for mobile phone marketing and mobile advertising. In various European markets, such as the United Kingdom, Spain and Italy, mobile marketing campaigns have registered response rates of up to 47% among their target audience. The main aim of this paper is to validate a cognitive-affective model of acceptance of mobile pho...

Nanotechnology enables the miniaturization of complex devices designed to enhance individuals’ physical and cognitive capabilities and, in the form of nanoimplants, their integration in the human body. It is unknown, however, whether people are willing or not to accept such devices. To shed light on this issue, this research used an extended versio...

Price, service-quality expectations and emotions have all been found to play a key role in customers’ assessments of offers, but little attention has been given to how these variables interrelate. This article presents an original model to study these interrelations. The model was tested on a sample of 841 hotel customers using structural equation...

Today, technological implants are being developed to increase innate human capacities, such as memory or calculation speed, and to endow us with new ones, such as the remote control of machines. This study's aim was two-fold: first, to introduce a Cognitive-Affective-Normative (CAN) model of technology acceptance to explain the intention to use thi...

Since the early 2010s, the emergence of a new consumer has begun. In this context, consumer behavior represents one of the greatest interests of marketing scholars and business managers due to their need to adapt their companies’ strategies to the new frontier. In order to advance understanding of this new consumer, this article focuses on analyzin...

Resumen Durante décadas el concepto de expectativas ha sido ampliamente estudiado, lo cual ha provocado una proliferación terminológica y, con ella, una confusión semántica. Este artículo tiene por objetivo ofrecer un marco integrador que facilite el estudio de las expectativas. Se han detectado numerosas formas de interpretar las expectativas y, t...

Durante décadas el concepto de expectativas ha sido ampliamente estudiado, lo cual ha provocado una proliferación terminológica y, con ella, una confusión semántica. Este artículo tiene por objetivo ofrecer un marco integrador que facilite el estudio de las expectativas. Se han detectado numerosas formas de interpretar las expectativas y, tras el a...

Emotions are crucial to explaining consumer behavior. Following an in-depth review of the literature, we identified three types of emotional stimuli affecting consumers: emotions produced by the item being purchased, emotions related to various aspects of the evaluation process, and emotions stemming from factors unrelated to the purchase itself. P...

This research analyzes the perception that customers have regarding hotel prices at the time of making their final purchase decision. Price perception depends on the analysis of psychological thresholds. When a hotel decreases their prices, will really customers perceive a gain and change their purchasing decision? If a hotel increases their prices...

Today, technological implants to increase innate human capacities (T3IC) are being developed in areas such as memory or computational speed. A hierarchical cluster analysis was used to test T3IC acceptance in a sample of 600 individuals. Four groups were identified: integrated, semi-integrated, non-integrated and apocalyptic. T3ICs were considered...

En las últimas décadas han sido numerosas las aportaciones sobre los umbrales psicológicos de precios. La enorme cantidad de estudios provoca en ocasiones una confusión terminológica: el mismo término de umbral definido de formas diferentes o empleado para conceptos diferentes. A pesar de la importancia de los umbrales para comprender cómo los clie...

http://www.paraninfo.es/catalogo/9788428329712/la-calidad-en-las-organizaciones-turisticas

RESUMEN DEL ARTÍCULO El teléfono móvil es el canal de comunicación con mayor penetración sobre la población española. Las previsiones sitúan el crecimiento del marketing móvil en un 67% para el año 2013. Actualmente no existe ningún estudio que identifique segmentos de usuarios de publicidad en el móvil en función de sus emociones y utilidad percib...