Abstract Purpose First, to test our comparative model of online and offline purchase behavior; and second, to investigate whether recency moderates the model's relationships in different time periods. Theoretical framework This study is framed by Garbarino and Johnson's (1999) theory of the roles of satisfaction, trust, and commitment. Design/methodology/approach The sample consists of 768 purchases of products/services by Peruvian consumers. To test the hypotheses, we apply structural equation modeling based on covariance (SEM). Findings The relationship between privacy/security of purchase and quality is stronger in an offline purchase than an online purchase, while the opposite is true for the relationship between quality and trust. Also, purchase recency moderates all relationships in our loyalty model. Practical & social implications of research We focus this study on a Latin American country where recency of purchase is central to customer loyalty relationships. Originality/value We provide a relevant perspective on point-of-sale loyalty in both offline and online environments, looking at the moderating role of recency of purchase (a variable that has been scarcely researched) in the context of a developing country such as Peru.

One of the fundamental and most commonly used communication tools by the generation Y or Millennials are online social networks. The first objective of this study is to model the effects that exercise social participation, community integration and trust in community satisfaction, as an antecedent of routinization. Besides, we propose as a second objective checking if gender roles proposed to underlie the different behaviors that develop social network users. An empirical study was carried out on a sample of 1,448 undergraduate students that are SNS users from Generation Y. First, we applied a structural equation modeling approach to test the proposed model. Second, we followed a methodology using a scale of masculinity and femininity to categorize the sample obtaining three groups: feminine, masculine, and androgynous.

The purpose of this research is to examine the variables that influence buying behavior for a sample of social network sites users who are offline buyers of hospitality services. Subsequently, we do the same of social network sites users who are online buyers in the same sector. Finally, we compare both types of clients and discuss their different purchasing behavior. Logistic regression is used to model the dichotomous outcome variables. The dependent variable was to buy or not to buy a tourist service and the independent variables were: the social network sites use, social identity, altruism, telepresence, and Word-of-Mouth. The data set was collected in Chile and Spain from a sample of on-line questionnaires. The main result of this study is the clear difference in consumer behavior between people who buy online tourist services and those who buy these services in travel agents or other traditional channels. The main contribution of this paper deals with the influence of social network sites on offline and online shopping in the hospitality sector.

Este artigo analisa os antecedentes comerciais e sóciodemográficos da importância do preço nas decisões dos compradores. O estudo utiliza a regressão ordinal a fim de analisar os dados obtidos a partir de uma amostra aleatória de consumidores de produtos comprados com freqüência; as pesquisas com estes consumidores foram realizadas em lojas diferentes. Os resultados demonstram que o prazer de compra e a fidelidade à marca influenciam a importância do preço. No entanto, a responsabilidade pela compra (freqüência de compra) não demonstra relação significativa. Ademais, foram encontradas algumas características sóciodemográficas interessantes no contexto do estudo, as quais podem ser analisado em pesquisas futuras.

This paper analyses the commercial and socio-demographic antecedents of the importance of price in buyers' decisions. The study uses ordinal regression in order to analyze the data obtained from a random sample of consumers of frequently purchased products; these consumers were surveyed in different stores. The results demonstrate that shopping enjoyment and brand loyalty have an influence over the importance of price. However, responsibility for shopping (purchase frequency) does not show a significant relationship. Furthermore, some interesting socio-demographic characteristics were found in the context of the study that can be analyzed in future research.

Este artículo analiza los antecedentes comerciales y sociodemográficos de la importancia del precio en las decisiones de los compradores. El estudio utiliza la regresión ordinal para analizar los datos obtenidos a partir de una muestra aleatoria de consumidores de productos comprados con frecuencia; las investigaciones con estos consumidores fueron realizadas en negocios diferentes. Los resultados demuestran que el placer de la compra y la fidelidad a la marca influencian la importancia del precio. Sin embargo, la responsabilidad por la compra (frecuencia de compra) no demuestra relación significativa. Además, fueron encontradas algunas características sociodemográficas interesantes en el contexto del estudio, las cuales pueden ser analizadas en investigaciones futuras.

Based on the Technology Acceptance Model (TAM), the objective of this study is to explore gender differences in adopting e-learning technology for university students in Chile. A multigroup analysis, based on Partial Least Squares (PLS), was used to compare the differences between women and men. The results indicate that in a sample of students of a Chilean University, the conduct of technology acceptance of e-learning, firstly, coincides with the TAM model, and secondly, it isn't statistically significant difference between women and men.

Basado en el Modelo de Aceptación Tecnológica (TAM), el objetivo del presente estudio es explorar las diferencias de género en la adopción de la tecnología e-learning para los estudiantes universitarios in Chile. Un análisis multigrupo, basado en Partial Least Squares (PLS), se utilizó para comparar las diferencias entre mujeres y hombres. Los resultados indican que en una muestra de estudiantes de una universidad chilena, la conducta de aceptación de la tecnología de e-learning, primero, coincide con el modelo TAM, y en segundo lugar, no se observaron diferencias estadísticamente significativas entre mujeres y hombres.