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Dr. Iviane Ramos de Luna
Universitat Oberta de Catalunya (UOC)

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0 Digital Marketing
0 Market Research
0 Marketing
0 Technology Adoption
0 Consumer Behaviour

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Conference paper
Published: 27 May 2021 in Sustainable Transport Development, Innovation and Technology
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Businesses are increasingly marketing their products on social media platforms in order to better communicate with their customers. Considering stimulus-organism- response (SOR) theory, this study uncovers the impacts of social media (SM) greenwashing on SM green advertising skepticism and on its consequences including green purchase intention. The findings reveal that SM greenwashing affects SM green advertising skepticism. Further, SM green advertising negatively affect SM information utility and positively affect SM negative word-of-mouth. The study also highlights that SM information utility positively affects green purchase intention and negative word-of-mouth negatively affect green purchase intention. The study also reveals that SM green confusion moderates the relation between SM greenwashing and SM green advertising skepticism. The study offers several theoretical and practical contributions.

ACS Style

Kashif Farhat; Wajeeha Aslam; Iviane Ramos de Luna. Yes, You Make Me Confused and Skeptic: Exploring Green Confusion and Green Advertisements Skepticism on Social Media. Sustainable Transport Development, Innovation and Technology 2021, 313 -329.

AMA Style

Kashif Farhat, Wajeeha Aslam, Iviane Ramos de Luna. Yes, You Make Me Confused and Skeptic: Exploring Green Confusion and Green Advertisements Skepticism on Social Media. Sustainable Transport Development, Innovation and Technology. 2021; ():313-329.

Chicago/Turabian Style

Kashif Farhat; Wajeeha Aslam; Iviane Ramos de Luna. 2021. "Yes, You Make Me Confused and Skeptic: Exploring Green Confusion and Green Advertisements Skepticism on Social Media." Sustainable Transport Development, Innovation and Technology , no. : 313-329.

Chapter
Published: 01 January 2021 in Research Anthology on Concepts, Applications, and Challenges of FinTech
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The objective of this chapter is to evaluate the scenario in which mobile payments are currently inserted to offer those interested in developing research in this area a broader understanding of the mobile payment ecosystem and its evolution. A study by Dahlberg, Guo, and Ondrus revealed that researchers are focusing on the same topics (especially consumer adoption and technological aspects) with a limited accumulation of foreground. Therefore, it is believed that the limited scientific literature regarding the history of mobile payment and its development in recent years surely makes it difficult to generate research on other perspectives. In this way, this chapter presents the general scenario of financial technologies, explaining how these changes completely changed the global economic scenario and gave rise to innovations in financial solutions for companies and consumers. The authors conclude the article by giving some recommendations for the diffusion of this payment system and for future investigations of mobile payment systems.

ACS Style

Iviane Ramos de Luna; Francisco Montoro-Ríos; Myriam Martínez-Fiestas; Luis-Alberto Casado-Aranda. Analysis of a Mobile Payment Scenario. Research Anthology on Concepts, Applications, and Challenges of FinTech 2021, 452 -477.

AMA Style

Iviane Ramos de Luna, Francisco Montoro-Ríos, Myriam Martínez-Fiestas, Luis-Alberto Casado-Aranda. Analysis of a Mobile Payment Scenario. Research Anthology on Concepts, Applications, and Challenges of FinTech. 2021; ():452-477.

Chicago/Turabian Style

Iviane Ramos de Luna; Francisco Montoro-Ríos; Myriam Martínez-Fiestas; Luis-Alberto Casado-Aranda. 2021. "Analysis of a Mobile Payment Scenario." Research Anthology on Concepts, Applications, and Challenges of FinTech , no. : 452-477.

Journal article
Published: 26 October 2020 in Sustainability
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The increasing use of artificial intelligence (AI) to understand purchasing behavior has led to the development of recommendation systems in e-commerce platforms used as an influential element in the purchase decision process. This paper intends to ascertain what factors affect consumers’ adoption and use of online purchases recommendation systems. In order to achieve this objective, the Unified Theory of Adoption and Use of Technology (UTAUT 2) is extended with two variables that act as an inhibiting or positive influence on intention to use: technology fear and trust. The structural model was assessed using partial least squares (PLS) with an adequate global adjustment on a sample of 448 users of online recommendation systems. Among the results, it’s highlighted the importance of the inhibiting role of technology fear and the importance that users attach to the level of perceived trust in the recommendation system are highlighted. The performance expectancy and hedonic motivations have the greatest influence on intention to use these systems. Based on the results, this work provides a relevant recommendation to companies for the design of their e-commerce platforms and the implementation of online purchase recommendation systems.

ACS Style

Juan-Pedro Cabrera-Sánchez; Iviane Ramos-De-Luna; Elena Carvajal-Trujillo; Ángel Villarejo-Ramos. Online Recommendation Systems: Factors Influencing Use in E-Commerce. Sustainability 2020, 12, 8888 .

AMA Style

Juan-Pedro Cabrera-Sánchez, Iviane Ramos-De-Luna, Elena Carvajal-Trujillo, Ángel Villarejo-Ramos. Online Recommendation Systems: Factors Influencing Use in E-Commerce. Sustainability. 2020; 12 (21):8888.

Chicago/Turabian Style

Juan-Pedro Cabrera-Sánchez; Iviane Ramos-De-Luna; Elena Carvajal-Trujillo; Ángel Villarejo-Ramos. 2020. "Online Recommendation Systems: Factors Influencing Use in E-Commerce." Sustainability 12, no. 21: 8888.

Journal article
Published: 06 July 2020 in Sustainability
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Current developments in information technology and communications, as well as the significant transformations the business world is being forced to make, are generating an opportunity for widespread acceptance of mobile payments. The present research analyzes the intention to use the Apple Pay mobile payment system, as well as contextualizing and evaluating the different antecedents of its use. To carry out the research, 539 users were invited to respond to an online questionnaire, and an analysis of structural equation modeling was used. The results indicate that perceived value is the variable that most influences the intention to use the proposed payment system, followed by perception of utility and risk. This work has important implications for companies in the sector.

ACS Style

Francisco Liébana-Cabanillas; Inmaculada García-Maroto; Francisco Muñoz-Leiva; Iviane Ramos-De-Luna. Mobile Payment Adoption in the Age of Digital Transformation: The Case of Apple Pay. Sustainability 2020, 12, 5443 .

AMA Style

Francisco Liébana-Cabanillas, Inmaculada García-Maroto, Francisco Muñoz-Leiva, Iviane Ramos-De-Luna. Mobile Payment Adoption in the Age of Digital Transformation: The Case of Apple Pay. Sustainability. 2020; 12 (13):5443.

Chicago/Turabian Style

Francisco Liébana-Cabanillas; Inmaculada García-Maroto; Francisco Muñoz-Leiva; Iviane Ramos-De-Luna. 2020. "Mobile Payment Adoption in the Age of Digital Transformation: The Case of Apple Pay." Sustainability 12, no. 13: 5443.

Journal article
Published: 25 October 2018 in Technological Forecasting and Social Change
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This study compares the factors that determine consumer acceptance SMS (Short Message Service), NFC (Near Field Communication) and QR (Quick Response) mobile payment systems, in addition to determining the principal factors which influence the adoption of these mobile payment systems as means payment. A comprehensive review of the scientific literature has justified the development of a behavioral model that explains intention to use of mobile payments. The results and novelty of this research lies in the formulation of a different behavior according to the use given by users to each of the proposed payment tools. The conclusions and implications for management provide alternatives for companies.

ACS Style

Iviane Ramos de Luna; Francisco Liébana-Cabanillas; Juan Sánchez-Fernández; Francisco Muñoz-Leiva. Mobile payment is not all the same: The adoption of mobile payment systems depending on the technology applied. Technological Forecasting and Social Change 2018, 146, 931 -944.

AMA Style

Iviane Ramos de Luna, Francisco Liébana-Cabanillas, Juan Sánchez-Fernández, Francisco Muñoz-Leiva. Mobile payment is not all the same: The adoption of mobile payment systems depending on the technology applied. Technological Forecasting and Social Change. 2018; 146 ():931-944.

Chicago/Turabian Style

Iviane Ramos de Luna; Francisco Liébana-Cabanillas; Juan Sánchez-Fernández; Francisco Muñoz-Leiva. 2018. "Mobile payment is not all the same: The adoption of mobile payment systems depending on the technology applied." Technological Forecasting and Social Change 146, no. : 931-944.

Journal article
Published: 01 April 2018 in Technological Forecasting and Social Change
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As a modern alternative to cash, check or credit cards, the interest in mobile payments is growing in our society, from consumers to merchants. The present study develops a new research model used for the prediction of the most significant factors influencing the decision to use m-payment. To this end, the authors have carried out a study through an online survey of a national panel of Spanish users of smartphones. Two techniques were used: first, structural equation modeling (SEM) was used to determine which variables had significant influence on mobile payment adoption; in a second phase, the neural network model was used to rank the relative influence of significant predictors obtained by SEM. This research found that the most significant variables impacting the intention to use were perceived usefulness and perceived security variables. On the other side, the results of neural network analysis confirmed many SEM findings, but also gave slightly different order of influence of significant predictors. The conclusions and implications for management provide companies with alternatives to consolidate this new business opportunity under the new technological developments.

ACS Style

Francisco Liébana-Cabanillas; Veljko Marinkovic; Iviane Ramos de Luna; Zoran Kalinic. Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach. Technological Forecasting and Social Change 2018, 129, 117 -130.

AMA Style

Francisco Liébana-Cabanillas, Veljko Marinkovic, Iviane Ramos de Luna, Zoran Kalinic. Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach. Technological Forecasting and Social Change. 2018; 129 ():117-130.

Chicago/Turabian Style

Francisco Liébana-Cabanillas; Veljko Marinkovic; Iviane Ramos de Luna; Zoran Kalinic. 2018. "Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach." Technological Forecasting and Social Change 129, no. : 117-130.

Chapter
Published: 01 January 2018 in Mobile Commerce
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The technological developments in the mobile industry during the last few years have led companies to increase the functionalities of mobile phones. According to many authors in the field, the NFC mobile payment has become one of the payment systems of the future thanks to its numerous advantages. This chapter revises the importance of this payment system within the mobile commerce strategy that many companies are adopting. The model used in the research is based on the classic variables of the technological acceptance model, together with other variables from recent studies. The results obtained in this research show the decisive impact of perceived compatibility, attitude, and subjective norms on the future intention to use this system. Finally, the authors underline the main implications for management, as well as some strategies that strengthen this new business in the context of the new technical developments.

ACS Style

Iviane Ramos de Luna; Francisco J Montoro-Rios; Francisco Liebana-Cabanillas. New Perspectives on Payment Systems. Mobile Commerce 2018, 1487 -1507.

AMA Style

Iviane Ramos de Luna, Francisco J Montoro-Rios, Francisco Liebana-Cabanillas. New Perspectives on Payment Systems. Mobile Commerce. 2018; ():1487-1507.

Chicago/Turabian Style

Iviane Ramos de Luna; Francisco J Montoro-Rios; Francisco Liebana-Cabanillas. 2018. "New Perspectives on Payment Systems." Mobile Commerce , no. : 1487-1507.

Journal article
Published: 06 February 2017 in Review of Business Management
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Purpose – This study investigates the acceptance of NFC technology forpayment through mobile in a Brazilian context, which allow knowingthe factors that influence directly or indirectly in that acceptance.Design/methodology/approach – Through an online and selfadministeredquestionnaire and using the snowball sampling procedureon social networks, the final sample consisted of 423 mobile phoneusers in Brazil and the technique used to prove the hypotheses was theStructural Equation Model.Findings – The results show that attitude, personal innovation in ITand perceived usefulness are determinants of future intention to usethe NFC technology for payments in Brazil.Originality/value – The proposed model has a predictive power ofintention to use NFC payment of 71%, demonstrating that it includesbackground with a large predictive power of acceptance of NFCtechnology which led us to highlight the main implications for themanagement and development of new studies in this field.

ACS Style

Iviane Ramos De Luna; Francisco Montoro-Ríos; Francisco Liébana-Cabanillas; João Gil De Luna. NFC technology acceptance for mobile payments: A Brazilian Perspective. Review of Business Management 2017, 19, 82 -103.

AMA Style

Iviane Ramos De Luna, Francisco Montoro-Ríos, Francisco Liébana-Cabanillas, João Gil De Luna. NFC technology acceptance for mobile payments: A Brazilian Perspective. Review of Business Management. 2017; 19 (63):82-103.

Chicago/Turabian Style

Iviane Ramos De Luna; Francisco Montoro-Ríos; Francisco Liébana-Cabanillas; João Gil De Luna. 2017. "NFC technology acceptance for mobile payments: A Brazilian Perspective." Review of Business Management 19, no. 63: 82-103.

Articles
Published: 01 January 2017 in Economic Research-Ekonomska Istraživanja
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The rapid growth of mobile technology among the world’s population has led many companies to attempt to exploit mobile devices as an additional tool in the business of sales. In this sense, the main objective of our study resides in comparing the factors that determine the acceptance by consumers of the SMS (Short Message Service) and NFC (Near Field Communication) mobile payment systems as examples of means of future payment. The model used in our research applies the classic variables of the Technology Acceptance Model, as well as that of Perceived Security, a model deriving from the review of the major relevant recent literature. The results achieved in this study demonstrate that there are differences in the factors that determine the acceptance in each of the systems, as well as the level of the Intention to Use. Finally, we highlight the main implications for management and cite some strategies to reinforce this new business in the context of new technical developments.

ACS Style

Francisco Liébana-Cabanillas; Iviane Ramos de Luna; Francisco Montoro-Ríos. Intention to use new mobile payment systems: a comparative analysis of SMS and NFC payments. Economic Research-Ekonomska Istraživanja 2017, 30, 892 -910.

AMA Style

Francisco Liébana-Cabanillas, Iviane Ramos de Luna, Francisco Montoro-Ríos. Intention to use new mobile payment systems: a comparative analysis of SMS and NFC payments. Economic Research-Ekonomska Istraživanja. 2017; 30 (1):892-910.

Chicago/Turabian Style

Francisco Liébana-Cabanillas; Iviane Ramos de Luna; Francisco Montoro-Ríos. 2017. "Intention to use new mobile payment systems: a comparative analysis of SMS and NFC payments." Economic Research-Ekonomska Istraživanja 30, no. 1: 892-910.

Journal article
Published: 17 June 2015 in Technology Analysis & Strategic Management
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ACS Style

Francisco Liébana-Cabanillas; Iviane Ramos de Luna; Francisco J Montoro-Rios. User behaviour in QR mobile payment system: the QR Payment Acceptance Model. Technology Analysis & Strategic Management 2015, 27, 1031 -1049.

AMA Style

Francisco Liébana-Cabanillas, Iviane Ramos de Luna, Francisco J Montoro-Rios. User behaviour in QR mobile payment system: the QR Payment Acceptance Model. Technology Analysis & Strategic Management. 2015; 27 (9):1031-1049.

Chicago/Turabian Style

Francisco Liébana-Cabanillas; Iviane Ramos de Luna; Francisco J Montoro-Rios. 2015. "User behaviour in QR mobile payment system: the QR Payment Acceptance Model." Technology Analysis & Strategic Management 27, no. 9: 1031-1049.

Journal article
Published: 29 May 2015 in Information Systems and e-Business Management
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The worldwide growth of mobile technology has enabled many companies to take advantage of its application as complementary sales tools. The main objective of this research is user acceptance analysis of near field communication mobile payment systems. Classic variables from the technology acceptance model, as well as variables from other recent studies, were used as models for this research (compatibility, security, personal innovation and individual mobility). To meet these objectives a questionnaire, filled out by 191 respondents, formed the basis of a structural equation modeling designed by PLS 3.0 software. The results show that attitude, subjective norms and innovation and are determinants of the future intention to use this technology. Finally, the main implications for corporate management and business development strategies which reinforce this type of business in light of new technical developments are discussed.

ACS Style

Iviane Ramos-De-Luna; Francisco Montoro-Ríos; Francisco Liébana-Cabanillas. Determinants of the intention to use NFC technology as a payment system: an acceptance model approach. Information Systems and e-Business Management 2015, 14, 293 -314.

AMA Style

Iviane Ramos-De-Luna, Francisco Montoro-Ríos, Francisco Liébana-Cabanillas. Determinants of the intention to use NFC technology as a payment system: an acceptance model approach. Information Systems and e-Business Management. 2015; 14 (2):293-314.

Chicago/Turabian Style

Iviane Ramos-De-Luna; Francisco Montoro-Ríos; Francisco Liébana-Cabanillas. 2015. "Determinants of the intention to use NFC technology as a payment system: an acceptance model approach." Information Systems and e-Business Management 14, no. 2: 293-314.

Chapter
Published: 01 January 2014 in Advances in E-Business Research
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The technological developments in the mobile industry during the last few years have led companies to increase the functionalities of mobile phones. According to many authors in the field, the NFC mobile payment has become one of the payment systems of the future thanks to its numerous advantages. This chapter revises the importance of this payment system within the mobile commerce strategy that many companies are adopting. The model used in the research is based on the classic variables of the technological acceptance model, together with other variables from recent studies. The results obtained in this research show the decisive impact of perceived compatibility, attitude, and subjective norms on the future intention to use this system. Finally, the authors underline the main implications for management, as well as some strategies that strengthen this new business in the context of the new technical developments.

ACS Style

Iviane Ramos De Luna; Francisco J Montoro-Rios; Francisco J. Liébana-Cabanillas. New Perspectives on Payment Systems. Advances in E-Business Research 2014, 260 -278.

AMA Style

Iviane Ramos De Luna, Francisco J Montoro-Rios, Francisco J. Liébana-Cabanillas. New Perspectives on Payment Systems. Advances in E-Business Research. 2014; ():260-278.

Chicago/Turabian Style

Iviane Ramos De Luna; Francisco J Montoro-Rios; Francisco J. Liébana-Cabanillas. 2014. "New Perspectives on Payment Systems." Advances in E-Business Research , no. : 260-278.