Browsing Publicaciones e Investigación by Author "Rodríguez Orejuela, Hector Augusto"

Now showing items 1-5 of 5

    • Co-creation of value and customer experience : an application in online banking 

      Peña García, Nathalie; Losada Otálora, Mauricio; Juliao Rossi, Jorge; Rodríguez Orejuela, Hector Augusto (MDPI AG, 2021-09-21)
      The need for the banking sector to digitize its services to improve the efficiency of its processes has motivated a wave of research among academics and professionals. One of the most important themes emerging in e-service ...

    • E-loyalty formation : a cross-cultural comparison of Spain and Colombia 

      Peña García, Nathalie; Gil Saura, Irene; Rodríguez Orejuela, Hector Augusto (California State University, Long Beach. College of Business, 2018-11)
      This article’s objective is to explore the differences between online shopping behavior in two different markets by explaining the attitudinal and behavioral loyalty of consumers. The proposed model identifies the antecedents ...

    • Emotion and reason : the moderating effect of gender in online shopping behavior 

      Peña García, Nathalie; Gil Saura, Irene; Rodríguez Orejuela, Hector Augusto (Universidad Nacional de Colombia. Facultad de Ciencias Económicas. Escuela de Administración y Contaduría Pública, 2018)
      A pesar de la evidencia existente en torno a las diferencias entre mujeres y hombres en los procesos de toma de decisiones, así como en la adopción de la tecnología, la investigación llevada a cabo hasta la fecha no ha ...

    • Purchase intention and purchase behavior online : a cross-cultural approach 

      Peña García, Nathalie; Gil Saura, Irene; Rodríguez Orejuela, Hector Augusto; Siqueira Junior, José Ribamar (Elsevier Ltd, 2020-06-24)
      This article aims to explore the key factors on e-commerce adoption from elements of social psychology, such as attitude, subjective norms, perceived behavioral control, ease of use and perceived usefulness, introducing ...

    • Recommend or not : is generation the key? A perspective from the SOR paradigm for online stores in Colombia 

      Peña García, Nathalie; van der Woude, David; Rodríguez Orejuela, Hector Augusto (MDPI AG, 2020)
      Word-of-mouth behavior is one of the most effective marketing communications. Despite not being able to be controlled by the company, it can be influenced. Its importance lies in its effectiveness in repeat sales and ...