Arturo Vasquez

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Ali Alshebami

King Faisal University

Constantinos Coursaris

HEC Montréal (Ecole des Hautes Etudes Commerciales)

Dr Raja Roy Choudhury

Rosanna Totino

University of Guelph

Silvia San

Constantinos Coursaris

Sarah Swierenga

Atieh Poushneh

University of Texas - Pan American

Fazal Ur Rehman

COMSATS Institute of Information Technology

Dr.Mudita Sinha Department of Management Studies

Christ University, Bangalore, India

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Papers by Arturo Vasquez

Fitting Consumer Needs to Perceived Product Value: The Example of Apple versus Samsung Products

Atlantic Marketing Journal, 2015

This study explores the fitting of consumer needs to product perceived value using the example of... more This study explores the fitting of consumer needs to product perceived value using the example of two lines of competitive products in the area of communication electronics, Apple products versus Samsung products. Five types of needs regarding digital communication and three types of related product value are evaluated for these two brands in order to know if product value differences have a distinctive effect on consumer needs. This study focuses on the impact of perceived product values on certain consumer needs. We use Apple products and Samsung products to accomplish this. The perceived product values are examined using the Theory of Consumption Values (TCV) which is linked to the five dimensions of m-commerce phenomenon, as exemplified in research of mobile phones by (Coursaris & Hassanein 2002). The TCV is founded on three axioms. First, consumer choice is a function of multiple consumption values. Second, the consumption values make differential contributions in any given cho...

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Customer Present Dissatisfaction and Future Satisfaction with Augmented Reality Used in Shopping and Entertainment

The Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 2017

Augmented reality technology is intended to enhance user’s experience in shopping or seeking ente... more Augmented reality technology is intended to enhance user’s experience in shopping or seeking entertainment. If enhancement is low or non-existent, it may not be because augmented reality (AR) is faulty; it may be because AR did not provide sufficient attributes to satisfy customers. Based on a study with adult consumers, this study examines the level of satisfaction or dissatisfaction achieved by some users of AR in shopping and entertainment. The results show a significant discrepancy between what consumers expected to be offered when engaging augmented reality in shopping or entertainment and what they actually experienced. Consumers expected high levels of interactivity, high quality of augmentation (realistic view and telepresence), high levels of information, and the availability of crucial utilities (search features, narration, quick response, and need for touch). Consumers experienced fun, pleasure, connectivity, but they also encountered low levels of interactivity, and low...

Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy

Journal of Retailing and Consumer Services, 2017

User technology has an agreeable impact on consumer decisions; yet the way such impact takes plac... more User technology has an agreeable impact on consumer decisions; yet the way such impact takes place may be little known. This study attempts to examine the impact of augmented reality (AR) on retail user experience (UX) and its subsequent influence on user satisfaction and user's willingness to buy. Five hypotheses are tested using a lab experiment. The results show that AR significantly shapes UX, by impinging on various characteristics of product quality, and that UX subsequently influences user satisfaction and user's willingness to buy. UX is captured as a third-order formative construct derived from four user experience characteristics: pragmatic quality, aesthetic quality, hedonic quality by stimulation and hedonic quality by identification. Except for the latter, these characteristics are second-order constructs. Important implications for researchers and managers follow.

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Explaining university student loyalty: theory, method, and empirical research in Chile

Academia Revista Latinoamericana de Administración, 2019

PurposeThe purpose of this paper is to explain student loyalty beyond its customary relationship ... more PurposeThe purpose of this paper is to explain student loyalty beyond its customary relationship with student satisfaction by including two relational variables, trust and commitment, two cognitive traits (service familiarity and communication) and one affective trait (opportunism) as moderators of the impact of trust and commitment on loyalty.Design/methodology/approachTwo relational constructs (trust and commitment) are employed to improve the loyalty model and key comparisons are performed to know if career, cohort and sourcing school generate differences in the explanation of student loyalty.FindingsResults show that the explanation chain that starts with student satisfaction but continues with the development of student trust and the reaching of student commitment culminates with student loyalty. The moderators (student opportunism, service familiarity, communication, age and available income for education) significantly contribute to the explanatory power of the model. Career ...

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Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy

by Arturo Vasquez and Atieh Poushneh

A B S T R A C T User technology has an agreeable impact on consumer decisions; yet the way such i... more A B S T R A C T User technology has an agreeable impact on consumer decisions; yet the way such impact takes place may be little known. This study attempts to examine the impact of augmented reality (AR) on retail user experience (UX) and its subsequent influence on user satisfaction and user's willingness to buy. Five hypotheses are tested using a lab experiment. The results show that AR significantly shapes UX, by impinging on various characteristics of product quality, and that UX subsequently influences user satisfaction and user's willingness to buy. UX is captured as a third-order formative construct derived from four user experience characteristics: pragmatic quality, aesthetic quality, hedonic quality by stimulation and hedonic quality by identification. Except for the latter, these characteristics are second-order constructs. Important implications for researchers and managers follow.

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The International Trade Journal Five-Stage Acculturation Process of Hispanic Consumers: Theory, Method, and Findings Five-Stage Acculturation Process of Hispanic Consumers: Theory, Method, and Findings

This study aims at reproducing the acculturation process for adult consumers, introducing continu... more This study aims at reproducing the acculturation process for adult consumers, introducing continuous measures to reveal the acculturation process' dynamic nature, and identifying a transitional state. Using U.S. Hispanic consumers as a cardinal example, and six coordinated consumer samples, this study introduces continuous measures of cultural awareness and ethnic loyalty. The revision taken herein overcomes limitations of existing theories and models by better measuring two key forces shaping the acculturation process of Hispanic consumers and by finding a transitional state of resiliency, thereby showing that the process of consumer acculturation can best be reflected in a typology of five states.

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Fitting Consumer Needs to Perceived Product Value: The Example of Apple versus Samsung Products

Atlantic Marketing Journal, 2015

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Customer Present Dissatisfaction and Future Satisfaction with Augmented Reality Used in Shopping and Entertainment

The Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 2017