The study aimed to explore the relationship between innovation capacity and student satisfaction at universities in Lambayeque, Peru, considering the mediating role of Information and Communication Technologies (ICT). A non-experimental, cross-sectional quantitative methodology was employed, gathering data from 315 students using a Likert-type questionnaire. Reliability and validity analyses showed good internal consistency and convergent validity of the measured constructs. The results indicated that innovation capacity positively affects student satisfaction, both directly and through ICT. The model explained 68.5% of the variability in student satisfaction and 42.3% in the use of ICT, with discriminant validity between innovation capacity and ICT that might require review. The research confirmed a significant relationship between innovation and student satisfaction, mediated by ICT, h...

Type of the article: Research Article AbstractIntangible assets represent a crucial source of competitive advantage, particularly for small and medium-sized enterprises in emerging markets. This study examines the moderating role of managerial ambidexterity in the relationship between intellectual capital and financial performance. A quantitative, non-experimental, cross-sectional design was employed, and data were collected from 530 manufacturing firm workers between March and August 2024. The measurement models were validated through assessments of convergent and discriminant validity, while the hypothesized relationships were tested using structural equation modeling with SPSS 27 and AMOS 28. The empirical results demonstrate that intellectual capital exerts a significant positive effect on financial performance (β = 0.257, p < .001). Moreover, managerial ambidexterity significantly ...

In a highly competitive market, word-of-mouth (WOM) has become one of the most effective ways to attract new customers, as consumer opinions are seen as reliable and have a direct impact on their consumption habits. Based on this premise, the present study aimed to analyze the factors that influence fast-food restaurant consumers in Chile in their intention to share word-of-mouth information. A quantitative approach was adopted for this analysis, using a cross-sectional and correlational design, which included 739 Chilean fast-food consumers, who were given a 25-item questionnaire. This questionnaire was developed from previous research in the field and validated by a panel of experts in marketing and research. The data analysis was conducted using the statistical software Smart PLS 4, allowing for the evaluation of the model’s convergent and discriminant validity, as well as facilitat...

In today’s society, the consumption of organic products presents both significant benefits and potential barriers, as evidenced by the intrinsic and extrinsic factors shaping consumer behavior among university-aged millennials. This study explores the motivators influencing consumer behavior toward organic product purchases and identifies barriers that may inhibit university-aged millennials from engaging in such consumption practices. Utilizing a qualitative research approach, data were gathered through semi-structured interviews with thirty-eight university students in Ecuador and Peru. The analysis employed Grounded Theory methods. The findings of this research indicate that intrinsic factors, including environmental awareness, eco-consciousness, habitual tendencies, health considerations, and personal values, in conjunction with extrinsic factors, such as familial and social influe...

This study examined the impact of green advertising and eco-labels on the attitudes and environmental awareness of millennials purchasing eco-friendly products in shopping centers across Ecuador. The research utilized a quantitative, correlational, cross-sectional methodology with 430 millennials participating. A 20-item survey was administered face-to-face at shopping centers in Quito and Guayaquil, Ecuador. The validity of the research model was established through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), employing SPSS 20 and AMOS 24 for statistical evaluations. Findings reveal that green advertising significantly shapes environmental attitudes (β: 0.245) and awareness (β: 0.110), as well as directly influences the purchasing behavior (β: 0.154) towards green products. While eco-labels do not exert a direct effect on purchasing behavior (β: 0.128)...

The main objective of this study was to assess whether social media directly influences purchase intention and how it indirectly influences key psychological determinants, such as environmental attitude, subjective norms, and perceived behavioral control, based on the Theory of Planned Behavior. A quantitative, cross-sectional, and correlational approach was adopted, with data collected through surveys of 430 people in Guayaquil, Ecuador, using a 5-point Likert scale. Reliability was tested using Cronbach’s alpha, while data analysis employed confirmatory factor analysis and structural equation modeling using SPSS 24 and AMOS 24. The results indicate that social media does not directly affect purchase intention but significantly influences environmental attitudes, subjective norms, and perceived behavioral control; consequently, these factors positively affect purchase intention. This ...

Social media has become a tool that exerts a significant influence on consumer behavior. In this sense, this study aims to identify whether digital social influence derived from the informational nature of social media content and online member group support influences the subjective norms and environmental attitudes of organic product consumers. This study was developed using a quantitative, correlational, and cross-sectional design. A total of 371 organic product consumers participated in the study, who were administered a questionnaire consisting of 17 questions measured on a 5-point Likert scale. Statistical analysis was performed using SPSS 24 and Smart PLS, and convergent validity, discriminant validity, and structural equation modeling were applied. The results of the study identified that environmental attitudes continue to be a highly influential factor in organic product purcha...