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PROF. RAFAEL CURRÁS PÉREZ

Profesor Titular 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

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Grupo de Investigación EMARKETING 

Marketing electrónico

Grupo de Investigación DIGIMK.COM 

Marketing digital y comunicación 

Associate Editor

Journal of Sustainable Marketing

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INVESTIGACIÓN RECIENTE

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How consumers process online review types in familiar versus unfamiliar destinations. A self-reported and neuroscientific study

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.

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Furnishing your home? The impact of voice assistant avatars in virtual reality shopping: A neurophysiological study

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.

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I want to travel to the past! The role of creative style and historical reconstructions as antecedents of informativeness in a virtual visit to a heritage tourist destination

Current Issues in Tourism, 2023, https://doi.org/10.1080/13683500.2023.2263615

Enrique Bigne, Rafael Curras-PerezCarla Ruiz, Luisa Andreu

 

Virtual visits are a particularly useful way to learn about heritage tourism destinations. This article examines three design variables (i.e., technology interface: web browser vs. virtual reality device; creative style of information: textual vs. pictorial; and presence of historical reconstructions: yes vs. no) of a virtual visit to identify their influence on perceived informativeness and intention to recommend a destination. We performed a 2 x 2 x 2 between-subjects experimental factorial design with 116 Spanish tourists. We found that the presence of historical reconstructions especially improves informativeness when combined with extra textual information; and that if the visit is mediated by an immersive VR device, textual information cues influence intention to recommend more than do pictorial cues, but when the virtual visit is carried out using a less immersive technological interface, pictorial content has more influence on intention to recommend. Theoretical and managerial contributions are discussed.

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