Purpose – First, to theoretically justify and empirically test the sequence of effects based on the standard learning hierarchy to explain consumers' online buying-related responses. Second, to analyse the moderating role that consumers' internet expertise can play on the formation of both their affective and buying-related responses towards this medium. Design/methodology/approach – This study poses a conceptual model which is tested by means of LISREL. The data used come from a questionnaire applied to American and Spanish internet users. These two countries have been selected taking into account their differences regarding their degree of internet expertise. Findings – The modelling approach appears to be adequate to explain online consumer behaviour. Moreover, different levels of consumers' internet expertise determines, in general, the predominance of the central or the peripheral route within the formation of their affective and behavioural responses to this medium. Research limitations/implications – This study provides a relevant contribution to the field of consumer behaviour on the internet. It presents an extensive literature review; it introduces new concepts and new relations among them; it successfully adapts classic consumer theories, i.e. the CAB paradigm and the Elaboration Likelihood Model – to the electronic market context; and it has a cross-national vision. Practical implications – It shows how any virtual firm which endeavours to understand consumers' shopping behaviour in its web site should consider these general issues in conjunction with the rest of the specific factors and variables related to it. Originality/value – This is one of the first studies which, on the one hand, theoretically integrates in a model the following concepts: beliefs and attitude towards the internet, trust in internet shopping and online shopping, and on the other, demonstrates that the degree of internet expertise plays an essential role in determining how consumers process and form their affective and buying-related responses on the internet.

Between two possible practices when supervising a remote synchronous evaluation, during the COVID-19 pandemic, the majority of Spanish universities opted for the use of videoconferences with audio and active video, instead of implementing e-proctoring. Thus, in order to analyze the reasons for this non-implementation and take measures so that its use can be extended in the Spanish university system, this study focused on identifying the critical factors in the decision of Spanish universities to accept and implement e-proctoring as a method of remote supervision. For this, a causal study was carried out using the methodology of fuzzy cognitive maps, and the data obtained were processed through the FCMappers tool. This allowed a glimpse of the key role played by students in this non-implementation (who alleged the non-possibility of having the resources necessary for the use of e-proctoring and the violation of privacy that the use of this tool entailed) and highlighted the role of the “pressure or incentives from government” factor if these allegations are to be eliminated and if e-proctoring is to be implemented in Spanish universities.

The level of implementation of IoT technology in Spanish companies is not low for a novel technology, but there are concerns that hinder its level of implementation from being higher: initial costs, security, and privacy. These concerns could be solved with the choice of the appropriate IoT platform, but it must be taken into account that there are numerous criteria that participate in this decision that influence each other. This could give rise to criteria not being considered at first, even though they should be taken into account in this choice. Existing studies do not consider this. Thus, the objective of this study was to find out what are the key criteria to be taken into account by Spanish companies when choosing an IoT platform. The criteria were located through a literary review, and classified according to their level of importance in this decision through a causal study carried out with the methodology of fuzzy cognitive maps. The results achieved showed that there were key criteria beyond the criteria directly implied by the concerns, such as stability, scalability, flexibility, and interoperability, and these new criteria acquired the same or greater importance.