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Prof. Dr. Inma Rodríguez-Ardura
Open University of Catalonia (Universitat Oberta de Catalunya)

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0 Digital Marketing
0 Flow
0 Imagery
0 Presence
0 online consumer behaviour

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Imagery
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online consumer behaviour
immersive experiences

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Short Biography

Dr Inma Rodríguez-Ardura is a full professor of Marketing at the Open University of Catalonia (UOC, Universitat Oberta de Catalunya) and the director of DigiBiz, a UOC’s research group. She has been Visiting Fellow of the University of Oxford and Visiting Professor at Babson College, Boston. She has also served as a faculty member at the University of Barcelona and as a part-time lecturer at the Miami Herbert Business School. Dr Rodríguez-Ardura’s research interests lie in the areas of entrepreneurial digital marketing, online consumer experiences, and marketing for e-learning. She has carried out 25 research projects funded by Spanish, European, and international institutions; and has presented her research at over sixty scientific meetings and conferences. She has served as a co-editor for special issues on social e-commerce (International Journal of Electronic Marketing and Retailing), qualitative methods for digital marketing (Journal of Theoretical and Applied Electronic Commerce Research), and consumer behaviour on digital markets (Sustainability); and has organised some international scientific meetings. She is currently Co-Editor of the Journal of Theoretical and Applied Electronic Commerce Research and Associate Editor of Behaviour & Information Technology.

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Journal article
Published: 15 November 2020 in Oikonomics
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Les plataformes digitals que faciliten el contacte directe entre proveïdors i consumidors de serveis d’allotjament han transformat profundament el mercat turístic. En aquests mercats bilaterals, les estratègies de fixació de preus esdevenen crucials per a la creació de valor malgrat que, a diferència dels mercats digitals convencionals, els preus es determinen per proveïdors de serveis que no són professionals i que, alhora, també actuen com a consumidors. Airbnb en representa el cas de més èxit, pel que fa al volum i diversitat d’ofertes residencials d’ús turístic. A les extenses llistes d’habitatges publicades a Airbnb, conviuen els allotjaments oferts per consumidors finals amb l’oferta comercial d’habitatges procedent d’intermediaris i operadors professionals, els quals aprofiten aquest mercat digital entre iguals (peer-to-peer digital marketplace) per ampliar les seves oportunitats de negoci. La major part d’estudis previs envers la formació de preus en aquesta plataforma no até a diferenciar ambdós col·lectius. El nostre estudi vol contribuir a reduir aquesta escletxa tot focalitzant l’anàlisi exclusivament en les transaccions entre iguals en el mercat bilateral digital d’Airbnb a la ciutat de Barcelona. Els resultats obtinguts ressalten el rol determinant de les preferències dels consumidors per les qualitats funcionals dels allotjaments. També mostren com el sistema d’avaluacions online i el comportament d’altres consumidors influeixen en la determinació dels preus.

ACS Style

Josep Lladós-Masllorens; Antoni Meseguer-Artola; Inma Rodríguez-Ardura. Fixació de preus en mercats digitals bilaterals entre iguals: el cas d’Airbnb a Barcelona. Oikonomics 2020, 1 -12.

AMA Style

Josep Lladós-Masllorens, Antoni Meseguer-Artola, Inma Rodríguez-Ardura. Fixació de preus en mercats digitals bilaterals entre iguals: el cas d’Airbnb a Barcelona. Oikonomics. 2020; (14):1-12.

Chicago/Turabian Style

Josep Lladós-Masllorens; Antoni Meseguer-Artola; Inma Rodríguez-Ardura. 2020. "Fixació de preus en mercats digitals bilaterals entre iguals: el cas d’Airbnb a Barcelona." Oikonomics , no. 14: 1-12.

Original research article
Published: 07 August 2020 in Frontiers in Psychology
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Despite engagement being a criterion for the success of initiatives on Facebook, there is a lack of conclusive evidence about its connections with the psychological and motivational orientations that lead one to use Facebook. Built upon the uses and gratifications theory, we develop an integrative and context-specific model that links engagement with enjoyment, self-presentation, and community belonging−identified as motivational orientations underlying Facebookers’ behaviors. We also draw on current flow accounts and socioemotional selectivity theory to examine the potential moderating roles of both flow experiences and age differences. We validate the survey instrument and test the model on a sample of active Facebook users. Model testing and sensitive analysis is performed with a two-stage method that combines partial least squares (PLS) and artificial neural network analysis. The results provide strong support for the validity of the hypothesized causal, mediating and moderating relationships embodied in the model. The research also provides insights into practitioners seeking to enhance Facebookers’ engagements and promote continued use of Facebook.

ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. A PLS-Neural Network Analysis of Motivational Orientations Leading to Facebook Engagement and the Moderating Roles of Flow and Age. Frontiers in Psychology 2020, 11, 1869 .

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. A PLS-Neural Network Analysis of Motivational Orientations Leading to Facebook Engagement and the Moderating Roles of Flow and Age. Frontiers in Psychology. 2020; 11 ():1869.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2020. "A PLS-Neural Network Analysis of Motivational Orientations Leading to Facebook Engagement and the Moderating Roles of Flow and Age." Frontiers in Psychology 11, no. : 1869.

Journal article
Published: 27 June 2020 in Sustainability
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Peer-to-peer, two-sided digital marketplaces are reshaping the way in which consumers exchange products and interact with brand value propositions, particularly in the travel and tourism industry. Within the dynamics of these marketplaces, pricing approaches are of the utmost importance; yet, in contrast to conventional digital marketplaces, prices are set by non-professional vendors who are also consumers. We contribute to research on the topic by examining pricing within a single peer-to-peer, two-sided marketing platform: Airbnb. We use a large dataset covering accommodation listed by non-professional hosts in Barcelona, Spain. We identify a range of intrinsic and extrinsic attributes of the value propositions of Airbnb peer-to-peer accommodation, which enables us to explain differences in price levels. The paper offers evidence that higher accommodation prices are best explained by guests’ preference for the intrinsic functional qualities of the value proposition; and that the systematic interaction of valence and volume of online reviews can produce a crucial impact on pricing.

ACS Style

Josep Lladós-Masllorens; Antoni Meseguer-Artola; Inma Rodríguez-Ardura. Understanding Peer-to-Peer, Two-Sided Digital Marketplaces: Pricing Lessons from Airbnb in Barcelona. Sustainability 2020, 12, 5229 .

AMA Style

Josep Lladós-Masllorens, Antoni Meseguer-Artola, Inma Rodríguez-Ardura. Understanding Peer-to-Peer, Two-Sided Digital Marketplaces: Pricing Lessons from Airbnb in Barcelona. Sustainability. 2020; 12 (13):5229.

Chicago/Turabian Style

Josep Lladós-Masllorens; Antoni Meseguer-Artola; Inma Rodríguez-Ardura. 2020. "Understanding Peer-to-Peer, Two-Sided Digital Marketplaces: Pricing Lessons from Airbnb in Barcelona." Sustainability 12, no. 13: 5229.

Journal article
Published: 21 June 2020 in El Profesional de la información
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Wikipedia is an open educational resource whose frequency of use and importance in higher education are growing. However, empirical evidence about Wikipedia’s contribution to students’ academic performance is scant and many higher education actors express concern regarding its value. By applying a combined theoretical and empirical approach, we examine the impact of Wikipedia as a primary learning resource on both students’ academic performance and the perceived value of Wikipedia. Based on an experimental research design conducted with 2,330 university students, we show that the primary use of Wikipedia in combination with conventional learning resources has a positive effect on students’ academic performance, and that this effect is moderated by course discipline. Furthermore, the students’ perceived value of Wikipedia is positive and, generally, not influenced by individual academic performance.

ACS Style

Antoni Meseguer-Artola; Inma Rodríguez-Ardura; Gisela Ammetller; Eva Rimbau-Gilabert. Academic impact and perceived value of Wikipedia as a primary learning resource in higher education. El Profesional de la información 2020, 29, 1 .

AMA Style

Antoni Meseguer-Artola, Inma Rodríguez-Ardura, Gisela Ammetller, Eva Rimbau-Gilabert. Academic impact and perceived value of Wikipedia as a primary learning resource in higher education. El Profesional de la información. 2020; 29 (3):1.

Chicago/Turabian Style

Antoni Meseguer-Artola; Inma Rodríguez-Ardura; Gisela Ammetller; Eva Rimbau-Gilabert. 2020. "Academic impact and perceived value of Wikipedia as a primary learning resource in higher education." El Profesional de la información 29, no. 3: 1.

Journal article
Published: 29 January 2020 in IEEE Transactions on Professional Communication
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About the case: Female entrepreneurs play a significant role in new business creation, yet women's entrepreneurship stories remain largely absent in professional communication research. Therefore, a need exists to “give voice” to female entrepreneurship stories, and this exploratory case examines the unique identities that three female entrepreneurs express in their narratives. This case asks how three female entrepreneurs reconciled the discourses of entrepreneurship, gender, and culture to construct a unique entrepreneurial identity in their reflective narratives. Situating the case: Professional communication has only recently begun to explore entrepreneurship communication, and little of that literature explicitly investigates women's experiences. This case, by comparison, uses three conceptual categories—entrepreneurial identity, gender identity, and cultural identity—to explore how three women negotiated their workplace identities. Methods: We recruited three women who self-identified as technology company entrepreneurs, each from a different culture, and recorded their oral narratives about their entrepreneurial journeys. Three raters independently coded data drawing on dimensions extracted from prior literature to build “identity curves” for each narrative. Results: Analysis suggests that each participant negotiated discourses of entrepreneurship, gender, and culture differently, with the greatest divergence appearing on cultural codes, and the least divergence appearing on gender codes. Conclusions: Based on these results, we suggest that future research should begin with the assumption that no single “entrepreneurial identity” exists for female entrepreneurs, and more broadly that professional communication research should foreground differences among individuals rather than attempt to aggregate individual experiences into homogenous characterizations.

ACS Style

Sean D. Williams; Gisela Ammetller; Inma Rodriguez-Ardura; Xiaoli Li. Narratives of International Women Entrepreneurs: An Exploratory Case Study of Identity Negotiation in Technology Startups. IEEE Transactions on Professional Communication 2020, 63, 39 -51.

AMA Style

Sean D. Williams, Gisela Ammetller, Inma Rodriguez-Ardura, Xiaoli Li. Narratives of International Women Entrepreneurs: An Exploratory Case Study of Identity Negotiation in Technology Startups. IEEE Transactions on Professional Communication. 2020; 63 (1):39-51.

Chicago/Turabian Style

Sean D. Williams; Gisela Ammetller; Inma Rodriguez-Ardura; Xiaoli Li. 2020. "Narratives of International Women Entrepreneurs: An Exploratory Case Study of Identity Negotiation in Technology Startups." IEEE Transactions on Professional Communication 63, no. 1: 39-51.

Editorial
Published: 01 January 2020 in Journal of Theoretical and Applied Electronic Commerce Research
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ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. Editorial: How to Prevent, Detect and Control Common Method Variance in Electronic Commerce Research. Journal of Theoretical and Applied Electronic Commerce Research 2020, 15, 1 .

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. Editorial: How to Prevent, Detect and Control Common Method Variance in Electronic Commerce Research. Journal of Theoretical and Applied Electronic Commerce Research. 2020; 15 (2):1.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2020. "Editorial: How to Prevent, Detect and Control Common Method Variance in Electronic Commerce Research." Journal of Theoretical and Applied Electronic Commerce Research 15, no. 2: 1.

Conference paper
Published: 29 October 2019 in First Complex Systems Digital Campus World E-Conference 2015
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The rise of Facebook creates opportunities for consumers to entertain, present themselves and interact socially as well as for organizations and brands, who can utilize this social networking site (SNS) as a strategic tool in their integrated marketing communication. Despite engagement being considered a key success factor for content and services on Facebook, an issue still to address is how to trigger a Facebook user’s engagement. This paper is one of the few to theoretically and empirically investigate Facebook engagement and its psychological, motivational drivers. Drawing theoretical insights from uses and gratifications theory, theoretical accounts of flow and the socioemotional selectivity theory, we build and validate a model that connects the motivations that underlie Facebook behavior to involvement-related, emotional and conative facets of Facebook engagement. We test the model with the partially least squares approach on a sample of active Facebook users. The results strongly support the causal, mediating and moderating relationships included in the model. They show that three distinct types of motivational orientation (toward enjoyment, self-disclosure and community identification) contribute to a Facebooker’s engagement behavior. Importantly, the findings reveal that flow episodes strengthen the causal path from enjoyment-related motivation towards engagement, and that the impact of engagement on continued use of Facebook is greater for older Facebookers than among younger users. Based on these findings, the paper provides practical knowledge for organizations making use of Facebook and bears implications for the managers of brands that have active Facebook pages.

ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. Facebook Engagement—Motivational Drivers and the Moderating Effect of Flow Episodes and Age Differences. First Complex Systems Digital Campus World E-Conference 2015 2019, 181 -187.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. Facebook Engagement—Motivational Drivers and the Moderating Effect of Flow Episodes and Age Differences. First Complex Systems Digital Campus World E-Conference 2015. 2019; ():181-187.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2019. "Facebook Engagement—Motivational Drivers and the Moderating Effect of Flow Episodes and Age Differences." First Complex Systems Digital Campus World E-Conference 2015 , no. : 181-187.

Conference paper
Published: 29 October 2019 in First Complex Systems Digital Campus World E-Conference 2015
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Despite some quality concerns, the success of Wikipedia as a resource of information is influencing education. New technology-enhanced learning strategies are recently developed to include this open educational resource in courses’ design. Although research about the use of Wikipedia in higher education and its quality perception is scarce, there are some empirical evidences showing its positive effect on the students’ academic performance and its positive quality perception. In line with this, the main aim of this paper is to prove statistically that Wikipedia’s usage improves the final marks of the students enrolled in topics from different knowledge areas. Additionally, we study the Wikipedia’s quality perception among students. Based on an experimental research design with 2330 students, and using data from a questionnaire and from their course marks, we prove through different statistical tests that (1) the academic active use of Wikipedia has a positive influence on the student’s academic performance, which is moderated by knowledge areas, and that (2) Wikipedia’s quality perception is positive and it does not depend on the student’s performance.

ACS Style

Antoni Meseguer-Artola; Inma Rodríguez-Ardura; Gisela Ammetller; Eva Rimbau-Gilabert. Learning with Wikipedia in Higher Education: Academic Performance and Students’ Quality Perception. First Complex Systems Digital Campus World E-Conference 2015 2019, 117 -124.

AMA Style

Antoni Meseguer-Artola, Inma Rodríguez-Ardura, Gisela Ammetller, Eva Rimbau-Gilabert. Learning with Wikipedia in Higher Education: Academic Performance and Students’ Quality Perception. First Complex Systems Digital Campus World E-Conference 2015. 2019; ():117-124.

Chicago/Turabian Style

Antoni Meseguer-Artola; Inma Rodríguez-Ardura; Gisela Ammetller; Eva Rimbau-Gilabert. 2019. "Learning with Wikipedia in Higher Education: Academic Performance and Students’ Quality Perception." First Complex Systems Digital Campus World E-Conference 2015 , no. : 117-124.

Journal article
Published: 05 August 2019 in Information Technology & People
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Purpose Mobile Facebook (m-Facebook) creates many business opportunities for brands and firms while increasingly drawing interest in scientific literature. However, research is scarce on the immersive experiences prompted by m-Facebook, and how these experiences facilitate users’ engagement, their positive attitude towards Facebook and their continued use of it. The paper aims to discuss these issues. Design/methodology/approach This paper theoretically and empirically analyses m-Facebook users’ immersive experiences, along with their affective and behavioural effects. Findings The results reveal the important role of imagery, presence and flow in the context of m-Facebook; the interplay between these three immersive phenomena; and the influence the user’s optimum stimulation level has on them. Originality/value The investigation offers a foundation for understanding users’ immersive experiences on m-Facebook, and informs practitioners who aim to enhance users’ engagement with, attitude towards, and continued use of m-Facebook content.

ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. Imagine, feel “there”, and flow! Immersive experiences on m-Facebook, and their affective and behavioural effects. Information Technology & People 2019, 32, 921 -947.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. Imagine, feel “there”, and flow! Immersive experiences on m-Facebook, and their affective and behavioural effects. Information Technology & People. 2019; 32 (4):921-947.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2019. "Imagine, feel “there”, and flow! Immersive experiences on m-Facebook, and their affective and behavioural effects." Information Technology & People 32, no. 4: 921-947.

Journal article
Published: 05 February 2019 in Interactive Learning Environments
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ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. Flow experiences in personalised e-learning environments and the role of gender and academic performance. Interactive Learning Environments 2019, 29, 59 -82.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. Flow experiences in personalised e-learning environments and the role of gender and academic performance. Interactive Learning Environments. 2019; 29 (1):59-82.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2019. "Flow experiences in personalised e-learning environments and the role of gender and academic performance." Interactive Learning Environments 29, no. 1: 59-82.

Book chapter
Published: 12 November 2018 in The Future of Innovation and Technology in Education: Policies and Practices for Teaching and Learning Excellence
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Recent research on immersive experiences in online environments for higher education has attributed a fundamental role to two distinct yet connected psychological phenomena: the feelings of being virtually present in the education environment, often simply called presence, and peak episodes of flow. The authors conceptually delimitate these two psychological facets of e-learners’ experiences and examine their interplay. The authors show how flow episodes are elicited by students’ sense of control over the online education environment, their attention being focussed on the learning tasks, and their feelings of being physically placed in the online education setting. Also, the interactivity created by the online education environment evokes an e-learner’s imagery, which in turn triggers presence feelings and episodes of flow. The authors further show that, although presence and flow are triggered by some common antecedents, they differ in the object of the individual’s immersion, and that presence feelings facilitate flow. Moreover, the authors provide practical recommendations for higher education institutions, policy makers and the academic and information and communication technology community involved in e-learning, to make sure e-learner experiences reach their fullest potential.

ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. Chapter 12 Immersive Experiences in Online Higher Education: Virtual Presence and Flow. The Future of Innovation and Technology in Education: Policies and Practices for Teaching and Learning Excellence 2018, 187 -202.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. Chapter 12 Immersive Experiences in Online Higher Education: Virtual Presence and Flow. The Future of Innovation and Technology in Education: Policies and Practices for Teaching and Learning Excellence. 2018; ():187-202.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2018. "Chapter 12 Immersive Experiences in Online Higher Education: Virtual Presence and Flow." The Future of Innovation and Technology in Education: Policies and Practices for Teaching and Learning Excellence , no. : 187-202.

Journal article
Published: 25 September 2018 in Telematics and Informatics
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Despite perceived playfulness being at the core of Facebookers’ experiences, research has yet to address this psychological phenomenon and its underlying drivers. Drawing theoretical insights from transportation theory, imagery literature, the arousal-as-information approach, and accounts of information processing and gender, this paper aims to fill the gap and examine the impact of imagery and arousal on perceived playfulness, and the moderating effect of gender. We develop a psychological model of playfulness formation and we test it empirically with a sample of 416 active users of Facebook. We validate the survey instrument and use a partial least squares (PLS) approach to examine the direct, mediating and moderating effects on perceived playfulness. The results provide support for the proposed model, which relates imagery to perceived playfulness, directly and through the path of transportation; considers the distinct roles of imagery elaboration and imagery representations; and includes the moderating influence of arousal. In addition, the results report that gender has a moderating effect on playfulness formation. The findings offer implications for marketing practitioners and information systems (IS) specialists alike.

ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. The playfulness of Facebook – Shaped by underlying psychological drivers and gender differences. Telematics and Informatics 2018, 35, 2254 -2269.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. The playfulness of Facebook – Shaped by underlying psychological drivers and gender differences. Telematics and Informatics. 2018; 35 (8):2254-2269.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2018. "The playfulness of Facebook – Shaped by underlying psychological drivers and gender differences." Telematics and Informatics 35, no. 8: 2254-2269.

Review
Published: 01 January 2017 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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We offer a structured vision of the main research contributions made on a wide set of issues compounding the online consumer behaviour area. We present a wide view of research topics, analyzed from the marketing perspective, from the early nineties till now. This approach may be useful, not only to better structure or reinforce the knowledge academics have accumulated in the field, but also to serve as a guide and source of ideas for future investigation. We base on three broad purposes underlying the online consumer’s studies to group and present the literature review: profiling of Internet users and shoppers; issues related with the online consumer behaviour -including the determinants of the decision to buy online, the online satisfaction and loyalty, and the adoption of classic theories and models to explain Internet-based consumer behaviour; and, more recently, issues related with the consumers’ empowerment and the co-creation of value. Within this last wave of research, mostly connected with the emergence of social networking applications, we situate a collection of studies examining the forms in which the new digital tools empower the consumer; the consumer participation in collective initiatives of innovation and generation of content; the consumer behaviour in personalization processes; and the determinants and consequences of consumer participation in (brand) virtual communities. The discussions we present allow seeing how the emerging area of the online consumer behaviour is enriching the marketing disciplines as well as facilitating the advance of customer-centric paradigms. In addition, we provide strategic insights about marketing programmes on the Internet. Finally, several insights and research opportunities are highlighted and discussed, for instance: 1) exploring sources of online empowerment, which may increase the consumers’ capabilities to participate in setting and developing the firms’ value propositions; 2) assesing the effectiveness of the strategies used to benefit consumers from a collective intelligence and to give them greater control over their shopping experiences; 3) analyzing the critical aspects of current practices to provide website personalization to consumers, as well as the possibilities offered when ‘personalising the personalisation’; and 4) exploring the effects of participating in brand communities (and, also, anti-brand communities) on brand-related variables (e.g. trust and loyalty).

ACS Style

Inma Rodriguez-Ardura; Francisco J. Martínez-López; Juan C. Gázquez-Abad; Gisela Ammetller. A Review of Online Consumer Behaviour Research: Main Themes and Insights. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2017, 599 -599.

AMA Style

Inma Rodriguez-Ardura, Francisco J. Martínez-López, Juan C. Gázquez-Abad, Gisela Ammetller. A Review of Online Consumer Behaviour Research: Main Themes and Insights. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2017; ():599-599.

Chicago/Turabian Style

Inma Rodriguez-Ardura; Francisco J. Martínez-López; Juan C. Gázquez-Abad; Gisela Ammetller. 2017. "A Review of Online Consumer Behaviour Research: Main Themes and Insights." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 599-599.

Journal article
Published: 04 November 2016 in IEEE Transactions on Professional Communication
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Research problem: This study investigates entrepreneurship as a rhetorical practice and seeks to illustrate how narratives of individuals from different cultures create a discourse of entrepreneurship. We offer theoretical and methodological considerations for comparative international analyses in entrepreneurship research. Research questions: (1) How do the stories that are told by entrepreneurs from different cultures reveal their values? (2) What can those stories tell us about entrepreneurship in different cultures? Literature review: An emerging stream of authors proposes to study entrepreneurship from individual narratives, but studies on entrepreneurship rhetorics are scarce, seldom use an international approach, and rarely cover the cultural aspects. Methodology: We collected entrepreneurial narratives in the US, Spain, and China, and deployed a novel two-fold method to retain cultural nuances and validate translation accuracy. Narrative data were studied based upon the coding, constant comparison, and memo writing used in grounded theory. Results and conclusions: We identify three core metaphorical devices used by participants to structure their entrepreneurial journeys (action and learning, autonomy and money, and exceptionalism and networks), and we suggest that the use of these metaphorical pairs varies both within and across cultures. These findings offer preliminary evidence, for the first time in the literature, that building a rhetorical understanding of entrepreneurship requires that we consider two axes: the individual and the cultural.

ACS Style

Sean D. Williams; Gisela Ammetller; Inma Rodriguez-Ardura; Xiaoli Li. A Narrative Perspective on International Entrepreneurship: Comparing Stories From the United States, Spain, and China. IEEE Transactions on Professional Communication 2016, 59, 379 -397.

AMA Style

Sean D. Williams, Gisela Ammetller, Inma Rodriguez-Ardura, Xiaoli Li. A Narrative Perspective on International Entrepreneurship: Comparing Stories From the United States, Spain, and China. IEEE Transactions on Professional Communication. 2016; 59 (4):379-397.

Chicago/Turabian Style

Sean D. Williams; Gisela Ammetller; Inma Rodriguez-Ardura; Xiaoli Li. 2016. "A Narrative Perspective on International Entrepreneurship: Comparing Stories From the United States, Spain, and China." IEEE Transactions on Professional Communication 59, no. 4: 379-397.

Journal article
Published: 26 July 2016 in Behaviour & Information Technology
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ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. Presence in personalised e-learning – the impact of cognitive and emotional factors and the moderating role of gender. Behaviour & Information Technology 2016, 35, 1008 -1018.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. Presence in personalised e-learning – the impact of cognitive and emotional factors and the moderating role of gender. Behaviour & Information Technology. 2016; 35 (11):1008-1018.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2016. "Presence in personalised e-learning – the impact of cognitive and emotional factors and the moderating role of gender." Behaviour & Information Technology 35, no. 11: 1008-1018.

Book chapter
Published: 28 June 2016 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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The perceived quality of online didactic resources and the instructor’s attitude are conceived as pillars of e-learning environments (Edwards et al. 2011; Udo et al. 2011). However, research has not delivered evidence about the connections of these two important elements with the e-learners’ post-adoption decision, throughout which they reconsider the e-learning environment and determine whether they will continue using e-learning or not. To analyse the potential effects of the perceived quality of online didactic resources and the instructor’s attitude on e-learner’s post-adoption decisions, TAM (Davis 1985, 1989) can be a valid model (King and He 2006). First because, in e-learning, didactic resources—which include content and tools of all kind of origins and formats—become one of the main sources of information and knowledge (Rodríguez-Ardura et al. 2009), so they can activate e-learner’s favourable perceptions about the ease of use and the usefulness of the learning environment (Cheng 2012). And second, because the positive instructor’s approach in conducting teaching activities and providing guidance helps e-learners to construct knowledge, and leads them to perceive the e-learning environment as easy to use (Lin 2011) and useful (Lee et al. 2009). Yet, on the basis of literature in consumer behaviour that suggests that individuals interpret incoming information online through both affective and cognitive mechanisms (Rose et al. 2012), we further propose to capture a range of psychological phenomena that go beyond TAM’s utilitarian beliefs of ease of use and usefulness. Consistent with this, we build an integrative model that considers the mediating role of flow episodes and presence feelings in the perceived quality of online didactic resources and the instructor’s attitude. To test the integrative model, we used data from a web-based survey and merged them with registrar’s office data on e-learners’ academic records. A database of 2530 records was built. The substantial predicting power of the structural equation modelling robustly supports the hypothesized causal paths. The findings confirm the crucial link of perceived didactic resource quality, and instructor attitude, with TAM’s beliefs; and also that these two pillars of e-learning environments elicit both flow episodes and presence feelings. Indeed, it shows a causal connection between perceived ease of use and flow, in line with Self-Efficacy Theory (Bandura 1982) and Tao et al. findings (2009), and that flow episodes and presence feelings trigger e-learning continuance.

ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola; Gisela Ammetller. The Impact of Didactic Resources’ Quality and the Instructor’s Attitude: E-Learning Continuance Explained by Flow and Presence Experiences. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 815 -816.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Gisela Ammetller. The Impact of Didactic Resources’ Quality and the Instructor’s Attitude: E-Learning Continuance Explained by Flow and Presence Experiences. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():815-816.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola; Gisela Ammetller. 2016. "The Impact of Didactic Resources’ Quality and the Instructor’s Attitude: E-Learning Continuance Explained by Flow and Presence Experiences." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 815-816.

Journal article
Published: 27 June 2016 in British Journal of Educational Technology
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This paper seeks to explain why some individuals sink further into states of flow than others, and what effects flow has in the context of a virtual education environment. Our findings—gathered from both questionnaire and behavioural data—reveal that flow states are elicited by the e-learners' senses of controlling the virtual education environment, their attention centred on the learning activity, and their feelings of physically being in such an environment. We bring evidence about three benefits from flow states: they facilitate e-learner's positive emotions, they enhance e-learners' academic performance, and they contribute to students' effective continuance in e-learning.

ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. Flow in e-learning: What drives it and why it matters. British Journal of Educational Technology 2016, 48, 899 -915.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. Flow in e-learning: What drives it and why it matters. British Journal of Educational Technology. 2016; 48 (4):899-915.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2016. "Flow in e-learning: What drives it and why it matters." British Journal of Educational Technology 48, no. 4: 899-915.

Journal article
Published: 01 June 2016 in Information & Management
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This paper empirically examines the impact of the interactivity elicited by e-learning environments for higher education. By considering the underlying processes of imagery, spatial presence, copresence, and flow, we analyse how interactivity affects users’ responses towards the learning environment–including their actual continuance behaviour. We find support for our conceptual model, which we test by using survey and registrar data on 2,530 students of an open, distance university in the European Higher Education Area. The results suggest that the interactivity elicited by an e-learning environment unleashes imagery and that, in turn, that imagery facilitates spatial presence and copresence as well as flow. Significant paths are also found from interactivity to flow, and from flow to e-learner response variables (attitude, intention to continue, and actual continuance behaviour). The paper provides a new account of the presence and flow-enabling mechanisms in e-learning and offers novel knowledge on how higher education institutions can facilitate e-learners’ continuance behaviour.

ACS Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. E-learning continuance: The impact of interactivity and the mediating role of imagery, presence and flow. Information & Management 2016, 53, 504 -516.

AMA Style

Inma Rodríguez-Ardura, Antoni Meseguer-Artola. E-learning continuance: The impact of interactivity and the mediating role of imagery, presence and flow. Information & Management. 2016; 53 (4):504-516.

Chicago/Turabian Style

Inma Rodríguez-Ardura; Antoni Meseguer-Artola. 2016. "E-learning continuance: The impact of interactivity and the mediating role of imagery, presence and flow." Information & Management 53, no. 4: 504-516.

Book chapter
Published: 01 January 2016 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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There is a lack of specific research with a clear consumer orientation regarding the flow state in an online learning environment. Despite the efforts made in recent years to analyze these experiences according to various aspects of a student’s conduct in a virtual learning environment (e.g. Shernoff et al. 2003; Pearce 2005; Choi et al. 2007; Shin 2006; Pace 2007; Liu et al. 2009; Joo et al. 2012), the specific perspective of the consumption behaviour of a student as a consumer of online learning products has not been taken into consideration. Moreover, few studies have been conducted into flow in such environments and most of the findings are inconclusive. This is surprising given that the study of the online flow experience of students (as a consumers) could reveal certain advantages and benefits for students and education centres alike (Pearce et al. 2005; Choi et al. 2007; Ryoo et al. 2008). Our model extends the previous literature in the understanding of online experiences and specifically the states of flow that emerge in the consumption of higher education learning products. We model the flow phenomenon by identifying the factors that determine its appearance in an online learning environment and the main consequences, and to characterize the consumption process within this context. The theoretical structure presented includes the variables, identified from the literature review, that are likely to be related to flow in these environments. And it includes new relationships that are included between the variables related to flow. Concretely, as a direct antecedents of flow we consider: distortion in the perception of time, focused attention or concentration to the environment from which stimuli originate, perception of control over the medium and interactivity as a particular attribute of the virtual environment. The indirect antecedents we take into account are: attitude of the lecturer to students, learning content available, challenges presented in the online environment, skills of the user and personalization of the environment (a new variable which has not been hitherto considered in any other research into online flow). As consequences of flow we consider: positive affects perceived and student learning. The set of relations put forward in the proposed model are empirically tested.

ACS Style

Irene Esteban-Millat; Francisco J. Martínez-López; Juan Carlos Gázquez-Abad; Francisco Rejón-Guardia; Antoni Messeger-Artola; Inma Rodríguez-Ardura. Students’ Flow Experiences in Virtual Learning Environments: A Consumer Behaviour Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 81 -82.

AMA Style

Irene Esteban-Millat, Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Francisco Rejón-Guardia, Antoni Messeger-Artola, Inma Rodríguez-Ardura. Students’ Flow Experiences in Virtual Learning Environments: A Consumer Behaviour Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():81-82.

Chicago/Turabian Style

Irene Esteban-Millat; Francisco J. Martínez-López; Juan Carlos Gázquez-Abad; Francisco Rejón-Guardia; Antoni Messeger-Artola; Inma Rodríguez-Ardura. 2016. "Students’ Flow Experiences in Virtual Learning Environments: A Consumer Behaviour Perspective." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 81-82.

Journal article
Published: 01 January 2016 in International Journal of Business Environment
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The potential of the web and of e-commerce systems to provide hedonic, non-functional value to online consumption experiences is known, as is the importance that consumers give to hedonic benefits. However, in the absence of a thorough approach and complete proposal, the hedonic aspects of online consumption (including its particular facet of shopping) remain only partially investigated. This study aims to analyse and exhaustively delimit the dimensional structure related to the hedonic motivations for online consumption. An in-depth literature review was carried out, permitting the proposal of an aprioristic base structure. Next, qualitative (focus groups and personal interviews) and quantitative methods (survey, exploratory and detailed confirmatory factor analyses) were sequentially applied in order to purify and ultimately validate a full structure (i.e., enduring involvement, visual appeal, sensation seeking, escape, intrinsic enjoyment, hang out, socialise, self-expression and role shopping) and their respective measurement scales. These are original contributions to the extant knowledge relating to web-based consumer behaviour.

ACS Style

Francisco J. Martínez López; Cintia Pla García; Juan Carlos Gázquez Abad; Inma Rodríguez Ardura. Hedonic motivations in online consumption behaviour. International Journal of Business Environment 2016, 8, 121 .

AMA Style

Francisco J. Martínez López, Cintia Pla García, Juan Carlos Gázquez Abad, Inma Rodríguez Ardura. Hedonic motivations in online consumption behaviour. International Journal of Business Environment. 2016; 8 (2):121.

Chicago/Turabian Style

Francisco J. Martínez López; Cintia Pla García; Juan Carlos Gázquez Abad; Inma Rodríguez Ardura. 2016. "Hedonic motivations in online consumption behaviour." International Journal of Business Environment 8, no. 2: 121.