Centro de Investigación en Empresa, Sociedad y Tecnología
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El Centro de Investigación en Empresa, Sociedad y Tecnología -ESTec tiene como misión la investigación del comportamiento de organizaciones, empresas e individuos en relación con la selección y uso de tecnologías y el desarrollo de innovaciones. Adicionalmente, el ESTec se interesa por investigar el comportamiento humano y organizacional en el marco de los esfuerzos de sostenibilidad que llevan adelante nuestras sociedades. El ESTec mediante sus esfuerzos de investigación busca generar conocimiento útil para la sociedad y para sus integrantes a fin de que puedan aprovechar los avances de la tecnología y contribuir a un desarrollo sostenible.

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Consumer Behavior in the Disposal of Products: Forty Years of Research

2018 , Cruz Cárdenas, Jorge , Arévalo-Chávez P.

Consumer behavior in the disposal of products has consequences for the consumer's well-being and also for businesses, society, and the environment. In recent years, this field of research has experienced remarkable growth; however, efforts to systematize existing knowledge and to propose future areas of research have been scarce. This study presents a review of 62 selected articles using a consumer behavior model to present the results of their findings. Finally, the results provide practical insights on marketing and promotion and communication. © 2017, © 2017 Taylor & Francis.

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Temporal Focus as a Mediator between Cultural Values and Subjective Happiness: Evidence from Ecuador and Russia [Временной фокус как медиатор взаимосвязи между культурными ценностями и субъективным счастьем: на материале Эквадора и России]

2022 , Zabelina E.V. , Cruz Cárdenas, Jorge , Guadalupe-Lanas J. , Deyneka O.S.

Though numerous scholars have studied subjective time, its predictors and effects, the general model considering demographic variables, cultural values and level of wellbeing is not presented. This study seeks to bridge this gap by contributing a comparative study of two very different countries: Ecuador (N=745, aged 19—76, 48.7% male), a Latin American developing country, and Russia (N=428, aged 18— 72, 40.2% male), an emerging Eurasian nation. We assumed that temporal focus plays the role of a mediator in the relationship between cultural values and subjective happiness in both countries. To predict the temporal focus (Temporal Focus Scale by Shipp, Edwards, and Lambert, 2009) in both countries, based on the previous literature the study tests the importance of three groups of variables: demographic factors (gender, age, education, income), subjective happiness (Subjective Happiness Scale by Lyubomirsky and Lepper, 1999), and cultural values (Cultural Values Scale by Yoo, Donthu and Lenartowics, 2011). The first stage of analysis involved confirmatory factor analyses and invariance tests for the scales used. Subsequently, multiple regression models made it possible to establish that sociodemographic variables, introduced as covariates, had little influence on the prediction of people's temporal orientation. However, the cultural and psychological variables (long-term orientation, uncertainty avoidance and subjec - tive happiness) introduced as predictors played an important role in the prediction of temporal (current, past and future) focus. Additionally, there are some cultural and psychological predictors of temporal focus specific for each country. Ultimately, structural equation models demonstrated that temporal focus plays the role of the mediator in the relationship between cultural values and subjective happiness in both Ecuador and Russia. © 2022. Cultural-Historical Psychology. All Rights Reserved.

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Clothing disposition by gifting: Benefits for consumers and new consumption

2016 , Cruz Cárdenas, Jorge , del Val Núñez M.T.

In recent years, consumer behavior in the disposition of clothing has attracted increasing academic interest due to various economic, theoretical and environmental implications. This research seeks to contribute to the existing knowledge on this topic, from a scarcely-studied environment. Ecuador is a developing country in Latin America with high cultural collectivism, where gifting represents the primary clothing disposition method outside the household. This study focuses on the relationship between the values or benefits that consumers obtain from this disposition method and the new clothing purchases they make. This research uses a qualitative methodology in two stages with 35 in-depth interviews, which allows first to state and then support the hypothesis: When consumers gift clothing with core values associated with selfish motivations, such as the functional value in closets and various psychological values, the connection between disposition and new purchases becomes more likely. Although not linked to new purchases, the relational value appears as a transversal value in the disposition events under study. © 2016 Elsevier Inc.

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University Students’ Rejection to Learning Statistics: Research from a Latin American Standpoint

2023 , Ramos Galarza, Carlos , Ramos V. , Cruz Cárdenas, Jorge , Bolaños-Pasquel, Mónica

Introduction: Negative beliefs, fear, avoidance behaviors, and superficial attitudes surrounding the learning of statistics create significant problems for university students in Latin America. Objective: To analyze the impact of fearful behavior, superficial work, and avoidance displayed by university students when it comes to statistics. Method: In this article, we give details about a quantitative research project carried out by two independent studies. The first (N = 310) focused on the development of a scale to assess negative beliefs, fears, and avoidance behaviors towards statistics, in which goodness of fit was determined in a 3-factor model. In the second study (N = 250), it was hypothesized that undergraduates perform superficially due to negative beliefs and avoidance behaviors when learning statistics. Findings: The proposed model explained 42% of the variance. In addition, in the analysis of the proposed mediation model, an adequate adjustment was found. In the discussion of this research project, the need to intervene in the negative beliefs, fears, and avoidance behaviors displayed by university students towards statistics is highlighted. Novelty: This research project explains why college students dislike or avoid learning statistics in depth. The findings will allow for a modification in the way statistics is taught so that Latin American professionals achieve better performance in this field. © 2023 by the authors. Licensee ESJ, Italy.

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Consumer value creation through WhatsApp use: A qualitative multimethod approach in a Latin American scenario

2019 , Cruz Cárdenas, Jorge , Guadalupe, J , Zabelina E. , Palacio Fierro, Andrés , Velín-Fárez M. , Staniewski M.W.

Purpose: The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach: The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings: Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications: Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value: The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist. © 2019, Emerald Publishing Limited.

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Drivers of technology readiness and motivations for consumption in explaining the tendency of consumers to use technology-based services

2021 , Cruz Cárdenas, Jorge , Guadalupe-Lanas, Jorge , Ramos Galarza, Carlos , Palacio-Fierro A.

This study aimed to identify the way in which the optimism and innovativeness of consumers (drivers of technology readiness) affect their tendency to use technology-based services, an area that merits additional research. The study was conducted in two phases in Quito, Ecuador. In the first phase, three services were selected to be studied: online shopping, online banking, and online music streaming. In the second phase, the hypotheses were tested with a random sample of 754 adults. The results were consistent in the three structural equation models (one for each service). Optimism acts indirectly, through the mediation of hedonic and utilitarian motivations. Innovativeness acts through a similar indirect channel, but it also acts directly. One of the marketing implications of this study is that simply concentrating on consumer attitudes towards technology is not enough, since it is necessary to consider their indirect effects on the tendency to use a service. © 2020 Elsevier Inc.

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Consumer expenditures on clothing and footwear: a mixed methods study

2018 , Cruz Cárdenas, Jorge , Arévalo-Chávez P. , Guadalupe J.

Purpose: The purpose of this paper is to establish the predictors of consumers’ annual monetary expenditures on clothing and footwear in Quito, the capital of Ecuador, a developing Latin American country. Design/methodology/approach: The research followed an exploratory, sequential, mixed methods design. The first phase consisted of in-depth interviews with adult individuals. The second phase involved surveying a similar segment of the population. Findings: The present study supports the importance of demographic and psychological factors as predictors. The study also identifies two new groups of predictors: consumers’ reception of used clothing and physical space at home and its management. Practical implications: In addition to demographic variables, consumer panels that measure expenditures on clothing and footwear should include psychological measures of participants, particularly clothing involvement. Clothing manufacturers and retailers in developing countries should consider the impact of receiving used clothes by consumers. Because clothing buying and disposal behaviors are positively associated, companies should become more involved in their customers’ disposal behavior. Originality/value: The contribution of the present study is twofold. First, it contributes to the understanding of clothing and footwear expenditures by considering the individual consumer as a unit of analysis. Furthermore, it provides insights into this behavior from a little-studied context. © 2018, Emerald Publishing Limited.

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Bibliometric Analysis of Existing Knowledge on Digital Transformation in Higher Education

2022 , Cruz Cárdenas, Jorge , Ramos Galarza, Carlos , Guadalupe-Lanas J. , Palacio-Fierro A. , Galarraga Carvajal, Mercedes

Higher Education Institutions (HEIs) have been feeling great pressure to advance in digital transformation. This pressure has been intensified with the outbreak of the COVID-19 pandemic at the end of 2019. Because the digital transformation of HEIs has been attracting a growing number of publications, the present study sought to carry out a bibliometric analysis of such titles. For this purpose, 643 relevant documents were identified from the Scopus database in January 2022. The descriptive results show an accelerated growth of the relevant literature, with conference papers being the main form of publication, followed by articles, conference reviews, and book chapters. The areas with which the majority of documents were associated were computer science, followed by social science, engineering, and business and management. An analysis of the co-occurrence of terms based on the titles and abstracts enabled the identification of three thematic areas of interest: 1) digital transformation in teaching, particularly under the pressure exerted by COVID-19; 2) environmental influences on the digital transformation of HEIs; and 3) enabling technologies for digital transformation. A longitudinal analysis also based on titles and abstracts allows us to see how the primary focus shifted from the economic issue (in 2019) to the COVID issue (in 2021). This study concludes by discussing the theoretical and practical implications of the findings, demonstrating as a particularly interesting area for future research the study of the digital transformation of HEIs in a future post-COVID scenario. © 2022, The Author(s).

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From Face-to-Face Learning to Virtual Learning: Students’ Perspective

2023 , Cóndor-Herrera, Omar , Bolaños-Pasquel, Mónica , Ramos Galarza, Carlos , Cruz Cárdenas, Jorge

This article reports the results found in an investigation which analyzed the perception that students have regarding the virtual learning process developed during the COVID-19 pandemic. The study involved 38 students from a Latin American institution whose age ranged from 13 to 15 years of age, who carried out their academic activities virtually for a school year, once the school period ended, a survey was applied to collect information on the experience in virtual classes, once the results have been analyzed, it is evident that the vast majority of students issued responses in favor of virtual teaching and that virtual classes served to develop their skills in managing technological resources, on the other hand a number of participants They did not indicate the learning experience as positive or negative. This may be related to the fact that a group of participants did not have good quality internet. In the same way, the results reflect that the students consider that not having adequate equipment and good quality internet quality are a limitation in the learning process virtual lift. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

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Temporal Focus and Innovativeness of Consumers in the Use of Technologies: A Cross-Cultural Study

2021 , Cruz Cárdenas, Jorge , Zabelina E. , Deyneka O. , Guadalupe-Lanas, Jorge

Innovative consumers are very important to today’s businesses as they are the first adopters of new products. This article seeks to contribute to the existing knowledge on the characteristics and traits that innovative consumers possess by focusing on the temporal orientation of said consumers. The current study is a cross-cultural study based on a survey that was carried out in Ecuador (a South American developing country) and Russia (a Eurasian emerging country). The results obtained for the two countries consistently establish that the temporal focus in the future is a characteristic associated with innovative consumers. The current study also presents the theoretical and practical implications of these findings. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.

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