BUSCADOR RECOLECTA

Video game companies are increasingly diversifying their profit models. Rather than relying
exclusively on the sale of video game titles or the subscription model, video game companies
are maximising the revenues and extending the lifecycle of their games by means of a
strategy based on the sale of in-game goods. This study contributes to the theory on ingame
goods purchases by explaining why and how video game players purchase different
types of in-game goods. We used an inductive approach involving qualitative data analysis
based on grounded theory. Six types of in-game goods are grouped into three categories:
functional-based goods, probability-based goods, and ornamental-based goods. After
acknowledging the heterogeneity of the categories, a conceptual framework is developed
by conducting 21 in-depth interviews, from which it emerges that players purchase functional-
based goods, probability-based goods, and ornamental-based goods for different
motives and through the different behavioural processes. First, the purchase of functionalbased
goods is a strategy for entering the flow experience. Second, the purchase of probability-
based goods is a compromise for purchase restrictions. Third, the purchase of ornamental
goods is driven by the synergism of intrinsic motivations and exposure in the virtual
world. Therefore, video game researchers should not treat in-game goods as a homogeneous
concept. The findings also suggest that it is critically important for video game developers
to strike a balance between the challenges of the gameplay and the skills of players
because excessively raising (or lowering) the level of difficulty could pose a threat to the
company¿s sustainable profit., Spanish Ministry of Education and Science [Project number: ECO2015-65393-R and PID2019-108554RB-I00] and the Public University of Navarre.

Propósito — Los consumidores combinan canales de distribución en el denominado comportamiento omni-canal cada vez en mayor medida, tanto para completar una misma compra como entre distintas compras. Distinguimos entre dientes omni-canal, que hacen uso de los servicios de distribución de ambos canales, y usuarios omni-canal, que hacen solo un uso parcial de los servidos de distribución de un canal para apoyar las compras en el otro canal. En este trabajo identificamos este comportamiento omni-canal entre los clientes de una empresa global del sector de la moda que vende un amplio rango de productos de ropa y complementos. Diseño/metodología/enfoque — Mediante un modelo logit multinomial, realizamos una segmentación de los clientes en base a su comportamiento omnicanal. En esta segmentación, consideramos el papel explicativo, no solo de las características de los individuos, sino también el de los servicios de distribución y las políticas en cada canal. Resultados — Obtenemos cómo el acceso al producto, tanto en el establecimiento como a la página web, la garantía de que el producto comprado online tendrá las características esperadas y las facilidades para devolver el producto adquirido online si no cumple las expectativas, son rasgos clave de los canales que explican el comportamiento omnicanal de los clientes. Implicaciones prácticas — Nuestros resultados muestran claramente que diferentes aspectos de la oferta de servicios y de políticas de la empresa determinan las compras y las visitas y estos aspectos pueden ser utilizados para guiar la estrategia de segmentación del detallista. Originalidad/valor — En este trabajo contribuimos a la literatura sobre el marketing omnicanal presentando un modelo de segmentación, basado en los servicios de distribución ofertados por los minoristas, para las empresas que comercializan productos a través de distintos canales. Aportamos una distinción conceptual entre usuarios de un canal y compradores que tiene un amplio rango de aplicación. Líneas futuras — Es necesario proseguir con las líneas futuras de investigación para investigar las implicaciones financieras de esta segmentación. La percepción de los precios que se detecta en nuestros resultados puede sugerir una sensibilidad mayor a los precios en el segmento mono-canal lo que puede ser una línea interesante a contrastar en investigaciones futuras., Purpose: Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors make a distinction between omni-channel customers, who make use of distribution services in both channels and omni-channel users, who make partial use of the distribution services of one channel to support purchases in another. This paper aims to identify the omni-channel behavior among the customers of a global fast fashion retailer dealing in a wide range of apparel and clothing accessories. Design/methodology/approach: Using a multinomial logit model, the authors perform a customer segmentation based on observed omni-channel behavior, considering the explanatory roles of demographics, distribution service features and customer service policies across the different retail channels. Findings: The authors observe that the key retail channel features for explaining omni-channel customer behavior are product accessibility, both in store and online; the assurance that goods purchased online will satisfy the customer’s needs and expectations; and the option to return goods found unsatisfactory. Practical implications: The results clearly show that the nature of the visits and purchases made by customers is determined by various components of the companýs customer service policy, which can, therefore, be used to guide the retailer’s segmentation strategy. Originality/value: Future lines of research should explore the economic implications of this customer segmentation. The price perception data emerging from our findings suggest a greater sensitivity to prices in the mono-channel segment, which might be worth exploring in future research. Future research: Future lines of research should explore the economic implications of this customer segmentation. The price perception data emerging from our findings suggest a greater sensitivity to prices in the mono-channel segment which might be worth exploring in future research., The authors acknowledge the financial support for this research from the Spanish Ministry of Education and Science: Project ECO2015-65393-R.

When studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays a role in consumer decision-making. We incorporate the notion of review visibility to study the relationship between online reviews and product sales, which is proxied by sales rank information, studying three different cases: (1) when every online review isassumed to have the same probability of being viewed; (2) when we assume that consumers sort online reviews by the most helpful mechanism; and (3) when we assume that consumers sort online reviews by the most recent mechanism. Review non-textual and textual variables are analyzed. The empirical analysis is conducted using a panel of 119 cosmetic products over a period of nine weeks. Using the system generalized method of moments (system GMM) method for dynamic models of panel data, our findings reveal that review variables influence product sales, but the magnitude, and even the direction of the effect, vary amongst visibility cases. Overall, the characteristics of the most helpful reviews have a higher impact on sales., This work was supported by the Spanish Ministry of Science and Innovation grant number ECO2015-65393-R

As the importance of online grocery shopping increases, both pure-play online grocers and multichannel grocers are likely to be interested in setting optimal prices for their online stores. We use a unique household scanner panel dataset to investigate how a grocery retailer with both online and offline stores can set prices for its online store. We observe the same households shopping interchangeably at the online and offline stores of the same grocery chain and investigate their purchase behavior in specific product categories. We find that across three product categories, these households exhibit lower price sensitivities when shopping online than offline. In addition, a household's price sensitivity is inversely related to distance to the closest physical store. We compute the retailer's category profit-maximizing prices for the online store and explore several alternative pricing schemes that are consistent with the retailer's current price image. We find that the retailer can substantially increase its profits from online operations by fine tuning its current pricing policy. Given the estimated inverse relationship between price sensitivity and store distance, we investigate online zone pricing as a price discrimination tool based on residential location and find that the retailer can further improve store profits. We examine the potential mechanism to assign zones and determine the optimal number of pricing zones., This project is partially supported by the Spanish Ministry of Science and Innovation Research Project ECO2015-65393-R and the National Natural Science Foundation of China Research Project 71802187.

Currently, consumers display what is known as omnichannel behavior: the combined use of digital and physical
channels providing them with multiple points of contact with firms. We combine the stimulus-organism-response
(S-O-R) model and visual attention theory to study how customers’ attention to digital channels varies across
different purchasing tasks. We use eye-tracking techniques to observe attention in an experimental setting. The
experimental design is composed of four purchasing tasks in four different product categories and measures the
attention to the website and time spent on each task in addition to several control variables. The results show
that shoppers attend to more areas of the website for purposes of website exploration than for performing
purchase tasks. The most complex and time-consuming task for shoppers is the assessment of purchase options.
The actual purchase and post-purchase tasks require less time and the inspection of fewer areas of interest.
Personal involvement also plays a role in determining these patterns by increasing attention to the product area., The authors acknowledge financial support for this research from the Spanish Ministry of Education and Science: Project ECO2015-65393-R.

This paper intends to uncover whether mobile gaming is complemental or substitutable to traditional gaming. A human migration framework, the Push-Pull-Mooring, is adopted to the context of video game switching. A total of 340 valid samples were collected from Chinese video game forums. We applied K-mean clustering to find different video game player segments. We also applied Ordinary Least Squares (OLS) to estimate linear regression models for the whole sample and the identified segments. Results demonstrate that 7 of the 13 variables included in the conceptual model have a significant impact on the switching intention, which are Perceived expensiveness of traditional gaming(PE), Perceived flexibility of mobile gaming(PF), Perceived cost of lost benefits(PCLB), Perceived high performance of traditional gaming(PGP), Past traditional gaming experience(EXPT), Past mobile gaming experience(EXPM), and Ownership of hybrid consoles(OHC). Moreover, results from the clustering analysis show that there are two segments in our sample, labelled Unshakable stayer and Moderate intentional emigrant. Switching intention from traditional to mobile gaming is low across the whole sample, although there are differences between the segments. We conclude that traditional gaming is not being substituted by mobile gaming. In turn, mobile gaming serves a complementary role for the players of traditional gaming., We acknowledge financial support for this research from the Spanish Ministry of Education and Science [Project number: ECO2015-65393-R and PID2019-108554RB-I00] and the Public University of Navarre.

The growth of the Internet has led to massive availability of online consumer reviews. So far, papers studying online reviews have mainly analysed how non-textual features, such as ratings and volume, influence different types of consumer behavior, such as information adoption decisions or product choices. However, little attention has been paid to examining the textual aspects of online reviews in order to study brand image and brand positioning. The text analysis of online reviews inevitably raises the concept of 'text mining'; that is, the process of extracting useful and meaningful information from unstructured text. This research proposes an unified, structured and easy-to-implement procedure for the text analysis of online reviews with the ultimate goal of studying brand image and brand positioning. The text mining analysis is based on a lexicon-based approach, the Linguistic Inquiry and Word Count (Pennebaker et al., 2007), which provides the researcher with insights into emotional and psychological brand associations., This work was supported by the Spanish Ministry of Economy, Industry and Competitivity [grant number: ECO2015-65393-R] and by the Government of Spain Ministry of Science, Innovation and Universities Grant numbers: PID2019-108554RB-I00.

The flow theory has been widely applied to explain video game players¿ gaming and purchasing behaviour.
However, due to the conceptual and empirical flaws of the current measurement instruments, researchers can
hardly apply them to measure dispositional flow experience of adult video game players. In this research, we
conceptualised flow experience and developed its measurement instrument in the video game context. To achieve
these objectives, we conducted five phases with different participants in each of them: conceptualisation of
the constructs and item generation (n = 13), expert judging (n = 5), pre-test (n = 96), initial development and
validation (n = 289), and advanced development and validation (n = 593). We applied both qualitative and
quantitative analysis to conceptualise and measure flow experience of video game players, including grounded
theory and several statistical tools of latent variable modelling. We obtained a scale of 28-items that performs
well in the first-order model. Moreover, we tested three hierarchical structure of flow experience: unidimensional
model, independent antecedent model, and hierarchical antecedent model. Results show that hierarchical
antecedent model is the best structure to represent flow experience. We named our scale Video Game Dispositional
Flow Scale (VGDFS)., Spanish Ministry of Education and Science [Project number: ECO2015-65393-R and PID2019-108554RB-I00] and the Public University of Navarre.

A first step in many decision-making processes is a search for information. This paper focuses on the means consumers use to access information prior to contracting services. It uses two different theoretical perspectives, namely, the economic approach (Stigler, 1961) and the psychological approach (Simon, 1947), and the specific aim is to compare consumers’ choice of source when seeking information prior to contracting services with different levels of search, experience or credence attributes. The modelling technique is mixed regression models, which allow the use of standard errors robust to within-group correlation. Our review of the data from a sample of 492 consumers and nine different services (three for each attribute category) shows that consumers use fewer information sources and show less search intensity when the purchase involves a service with search attributes than when it involves either of the other types. The highest levels of information search intensity and online media usage are found in relation to services with experience attributes. Fewer sources are consulted for purchases involving services with credence qualities than for those involving the other types, but the information obtained has a greater impact on decision making. The information sources most commonly-used are personal contacts and offline media., This work was supported by Spanish Ministerio de Economía y Competitividad: [Grant Number ECO2015-65393-R].

From a model or digital design, 3D printing is a set of “additive”
manufacturing technologies capable of creating a 3-dimensional object.
The maxim “If you can draw it, you can print it” defines the possibilities
this technology offers. Society was surprised that new digital technologies
allowed the transformation of tangible products into intangible
products. Currently, 3D printing provides the opposite possibility,
allowing for the creation of new and customized products at the time
and place the user needs. This implies a change of mind from a subtractive
to an additive process in the industrial field and a true innovation
from buying to home production in the domestic sphere., We acknowledge financial support for this research from the Spanish Ministry of Education and Science [Project number: ECO2015-65393-R and PID2019-108554RB-I00 ] and the Public University of Navarre. The typical disclaimer applies to. Open access funding provided by Universidad Pública de Navarra.

To manage their competitive goals, e-tourism service companies, in direct and in indirect channels respectively, need to know the antecedents of customer loyalty. Customer loyalty, generated by satisfaction in its various forms, is the cornerstone of the company's assets and financial sustainability. Current literature does not provide a comparative analysis on this issue. To fill this gap, this research presents a model that includes customer satisfaction and participation as the main drivers of customer loyalty. The empirical research relies on one survey conducted by a market research company addressed to Internet users in Spain with experience in online purchases of tourism products. The estimation method is 3SLS (Three-Stage Least Squares), a simultaneous equations model applied to the database obtained. The results reveal a different potential of the two types of e-channels in producing higher levels of loyalty through customer participation. Increasing the participation of customers in indirect e-tourism channels results in higher returns on loyalty while the impact is lower in the direct channels. These findings are especially interesting for tourism service providers., The empirical work for this paper was also greatly facilitated by the group CREVALOR, supported by the DGA and the ESF, and co-funded by the European Investment Bank and the European Social Fund. Also supported by the Spanish Government funds ECO2015-65393-R.

To manage their competitive goals, e-tourism service companies, in direct and in indirect channels respectively, need to know the antecedents of customer loyalty. Customer loyalty, generated by satisfaction in its various forms, is the cornerstone of the company''s assets and financial sustainability. Current literature does not provide a comparative analysis on this issue. To fill this gap, this research presents a model that includes customer satisfaction and participation as the main drivers of customer loyalty. The empirical research relies on one survey conducted by a market research company addressed to Internet users in Spain with experience in online purchases of tourism products. The estimation method is 3SLS (Three-Stage Least Squares), a simultaneous equations model applied to the database obtained. The results reveal a different potential of the two types of e-channels in producing higher levels of loyalty through customer participation. Increasing the participation of customers in indirect e-tourism channels results in higher returns on loyalty while the impact is lower in the direct channels. These findings are especially interesting for tourism service providers.

An increasing number of tourism service providers are involved in multichannel operations, combining online direct and indirect channels. Service providers and intermediaries need to know what drivers lead consumers to purchase on both channels in order to discover their own potential for differentiation and develop appropriate strategies. This research presents and tests a distribution channel choice model applied to data obtained by a survey aimed at online tourism purchasers. Not surprisingly, the results find that the Internet mitigates the differences between direct and indirect online channels from the demand perspective. Only one variable, information provided, has a positive effect on the choice of the direct channel, while two variables, assortment and basket size, have a positive effect on the choice of the indirect channel.