PROF. RAFAEL CURRÁS PÉREZ
Profesor Titular de Universidad (acreditado a Catedrático de Universidad) en el Departamento de Comercialización e Investigación de Mercados, Facultat d'Economia, Universitat de València
Av. Tarongers s/n 46022 Valencia
Despacho 1E12
Tel: +34 961 62 51 76
email: rafael.curras-perez@uv.es
Grupo de Investigación EMARKETING
Marketing electrónico
Grupo de Investigación DIGIMK.COM
Marketing digital y comunicación
Associate Editor
Journal of Sustainable Marketing
INVESTIGACIÓN RECIENTE
The customer experience is a key factor at every stage of the transaction: Before, during, and after
Journal of Sustainable Marketing, 2024, 5: 2, 102-120. https://doi.org/10.51300/JSM-2024-128
Juan Camilo Mejía, Rafael Curras-Perez
This study analyses the influence of three dimensions of customer experience -sensory, cognitive, and emotional- on purchase commitment to Fair Trade products. In addition, the influence of commitment on word of mouth, repurchase intentions and willingness to pay more for Fair Trade products was measured. A theoretical model estimated data obtained from 345 Spanish Fair Trade buyers, using CB-SEM. The seven hypotheses proposed were accepted, which reaffirms the importance of the sensory, emotional, and cognitive dimensions for forming commitment and positive behavioral responses. The study raises theoretical and managerial implications for Fair Trade marketers, which can strengthen it to meet consumers´needs. Finally, limitations and future research directions are discussed.
Technological Forecasting and Social Change, 2024, 199:123067, https://doi.org/10.1016/j.techfore.2023.123067
Enrique Bigne, Carla Ruiz, Rafael Curras-Perez
The purpose of this research is to assess how digitalized information posted on social media about tourism destinations (TDs) impacts on consumers, with a particular focus on the role of brand familiarity and the source type and content style of online reviews. Two studies were conducted. First, using an online survey-based 2 × 2 × 2 experimental design with a sample of 548 consumers, we examined the interaction effects of review content style, brand familiarity and source of the post on the perceived informativeness and persuasiveness of online reviews about TDs. The findings showed that, when reviews referred to specific features of TDs (brand), firm-generated content (FGC) was more persuasive and informative than user-generated content (UGC) but, in general reviews, UGC was more persuasive and informative than FGC. A second study, using a sample of 136 consumers, assessed: (i) the impact of review content style and destination familiarity on the perceived diagnosticity (credibility and helpfulness) of online reviews; and (ii) the effects of review content style on visual attention paid, and customer engagement, using eye-tracking and electroencephalography. The findings showed that specific reviews are more diagnostic than general reviews, the positive effect of specific reviews on credibility being stronger for familiar destinations.
Computers in Human Behavior, 2024, 153: 108104 https://doi.org/10.1016/j.chb.2023.108104
Enrique Bigne, Carla Ruiz, Rafael Curras-Perez
This study provides insights into the informational cues consumers use in virtual reality (VR)-based retail shopping experiences. The aim of the study is to identify the number and type (extrinsic versus intrinsic) of informational cues that most attract consumers' visual attention, and that are most important in their purchase decision-making in a VR store, with special emphasis on the role of voice assistant (VA) avatars. A sample of 152 Spanish consumers participated in a laboratory-based 2 × 2 between-subjects experiment. The study's main stimulus was a recreation, in both 2D and VR, of a living room in a home. The participants were asked to view the recreation using either a computer screen (2D) or a head-mounted display (HMD). Clickstream data, neurophysiological measures (eye-tracking and GSR) and self-reported measures were used to test the hypotheses. We found that consumers used more informational cues in the product choice process in the 2D online store than in the VR store, but that the VR store generated higher flow state; that the type of cue used depended on the type of platform and that the presence of VA avatars did not influence the number of informational cues consumers used but made them pay more visual attention to the products, and evoked higher arousal.