Cruz Cárdenas, Jorge
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Preferred name
Cruz Cárdenas, Jorge
Main Affiliation
Quito
Email
jorgecruz@uti.edu.ec
ORCID
Scopus Author ID
56000985700

Research Output
Now showing 1 - 4 of 4
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Publication

Drivers for the Intention to Buy Wearables in a Latin American Country

2025 , Cruz Cárdenas, Jorge , Andrés Palacio-Fierro , Ramos Galarza, Carlos , Guacyra Nascimento-Queiroz

The daily conduct of millions of people worldwide demonstrates the profound impact of technology on contemporary civilization. Wearables are a prominent example of this transformation. Due to their significance, companies in this sector are considering nearly tripling their sales of these devices by 2028. However, understanding the factors that influence user adoption has become crucial. Most studies have been conducted in developed countries, so this research aims to explore these factors in a developing country to determine if there are differences compared to developed nations. The study uses a personal survey with a sample of 360 individuals and employs a multiple approach for the prediction model. Results show that an innovative attitude and hedonic motivation are key drivers in predicting the intention to buy wearable technology devices. The main conclusion of this study is that certain factors do not contribute to explaining the intention to purchase wearables in developing countries, as they do in higher-income nations. This finding suggests a need to adjust marketing strategies to better target Latin American markets

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Technological Innovations Applied to Neuromarketing: Systematic Review

2024 , Ramos Galarza, Carlos , Patricia García-Cruz , Cruz Cárdenas, Jorge

Neuromarketing allows us to understand the relationship between brain function and consumer buying behavior. Various technological innovations have been developed to influence the individual’s brain functioning and increase the likelihood of purchase. In this context, this article presents a systematic review of research that has developed technological innovations to be used in neuromarketing. After applying the inclusion and exclusion criteria, 10 studies were identified that allowed us to analyze the most relevant technological developments in the area. The main devices found are encompassed in technology for visual tracking, neuroimaging, and new neuromarketing developments. We conclude this research by highlighting the benefit of these devices in neuromarketing and the need for future studies to analyze their effectiveness

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Psychological Factors that Influence Decision Making at the Time of Purchase

2024 , Ramos Galarza, Carlos , Micaela Silva , Cruz Cárdenas, Jorge , Bolaños-Pasquel, Mónica

In the buying process there are several factors that determine consumer behavior, which is a central topic of interest in the Neuromarketing research line. In this article we reflect on psychological factors that influence this context: Following fashion stereotypes, the role of the frontal lobe, product purchase anxiety, the psychology behind colors, and personality traits that influence the buying process. The methodology followed was the review of classic research and theories that allowed us to analyze the psychological factors involved in the buying process. The article ends by discussing the need to understand the factors discussed in this research in order to better understand consumer behavior.

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A review of consumer-to-consumer digital information and knowledge sharing

2025 , Cruz Cárdenas, Jorge , Ramos Galarza, Carlos , Mónica Giménez-Baldazo , Palacio Fierro, Andrés

This study undertook a systematic literature review of consumers’ information and knowledge sharing (I&KS) in digital scenarios, as it is an expanding thematic area that differs from other consumer behavior and has been underexplored.Design/methodology/approachFollowing the PRISMA philosophy, we identified I&KS-related studies in the Scopus database based on a search term chain determined through an exploratory study. Additional inclusion and exclusion criteria were applied, and studies were manually filtered. An input–process–output type model was used to manually review and systematize the literature. Then, a second content analysis was conducted using artificial intelligence (AI) tools.FindingsBased on 51 relevant articles, this study characterized the I&KS research field as multidisciplinary through quantitative methods. Based on an input–process–output consumer behavior model and content analysis, this study systematized existing knowledge and revealed that most knowledge encompassed the influence of personal and psychological consumer characteristics. Additionally, based on AI tools applied to the full texts of the relevant articles, five thematic clusters emerged, largely coinciding with the input–process–output model used. Finally, future research avenues and recommendations for business and organizational practices were identified. This study fills the gap in consumer studies by systematically reviewing I&KS, a developing field, as no prior research has addressed this topic systematically.

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