Complexity Complexity to Understanding Consumer Behavior from the Marketing Perspective Lead Guest Editor: Jorge Arenas-Gaitán Guest Editors: Borja Sanz-Altamira and Patricio E. Ramírez-Correa Complexity of Understanding Consumer Behavior from the Marketing Perspective Complexity Complexity of Understanding Consumer Behavior from the Marketing Perspective LeadGuestEditor:JorgeArenas-Gaitán Guest Editors: Borja Sanz-Altamira andPatricioE.Ramírez-Correa Copyright © 2019 Hindawi. All rights reserved. This is a special issue published in “Complexity.” All articles are open access articles distributed under the Creative Commons Attribu- tion License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Editorial Board José A. Acosta, Spain Carlos Gershenson, Mexico Irene Otero-Muras, Spain Carlos F. Aguilar-Ibáñez, Mexico Peter Giesl, UK Yongping Pan, Singapore Mojtaba Ahmadieh Khanesar, UK Sergio Gómez, Spain Daniela Paolotti, Italy Tarek Ahmed-Ali, France Lingzhong Guo, UK Cornelio Posadas-Castillo, Mexico Alex Alexandridis, Greece Xianggui Guo, China Mahardhika Pratama, Singapore Basil M. Al-Hadithi, Spain Sigurdur F. Hafstein, Iceland Luis M. Rocha, USA Juan A. Almendral, Spain Chittaranjan Hens, Israel Miguel Romance, Spain Diego R. Amancio, Brazil Giacomo Innocenti, Italy Avimanyu Sahoo, USA David Arroyo, Spain Sarangapani Jagannathan, USA Matilde Santos, Spain Mohamed Boutayeb, France Mahdi Jalili, Australia Josep Sardanyés Cayuela, Spain Átila Bueno, Brazil Jeffrey H. Johnson, UK Ramaswamy Savitha, Singapore Arturo Buscarino, Italy M. Hassan Khooban, Denmark Hiroki Sayama, USA Guido Caldarelli, Italy Abbas Khosravi, Australia Michele Scarpiniti, Italy Eric Campos-Canton, Mexico Toshikazu Kuniya, Japan Enzo Pasquale Scilingo, Italy Mohammed Chadli, France Vincent Labatut, France Dan Selişteanu, Romania Émile J. L. Chappin, Netherlands Lucas Lacasa, UK Dehua Shen, China Diyi Chen, China Guang Li, UK Dimitrios Stamovlasis, Greece Yu-Wang Chen, UK Qingdu Li, Germany Samuel Stanton, USA Giulio Cimini, Italy Chongyang Liu, China Roberto Tonelli, Italy Danilo Comminiello, Italy Xiaoping Liu, Canada Shahadat Uddin, Australia Sara Dadras, USA Xinzhi Liu, Canada Gaetano Valenza, Italy Sergey Dashkovskiy, Germany Rosa M. Lopez Gutierrez, Mexico Dimitri Volchenkov, USA Manlio De Domenico, Italy Vittorio Loreto, Italy Christos Volos, Greece Pietro De Lellis, Italy Noureddine Manamanni, France Zidong Wang, UK Albert Diaz-Guilera, Spain Didier Maquin, France Yan-Ling Wei, Singapore Thach Ngoc Dinh, France Eulalia Martínez, Spain Honglei Xu, Australia Jordi Duch, Spain Marcelo Messias, Brazil Yong Xu, China Marcio Eisencraft, Brazil Ana Meštrović, Croatia Xinggang Yan, UK Joshua Epstein, USA Ludovico Minati, Japan Baris Yuce, UK Mondher Farza, France Ch. P. Monterola, Philippines Massimiliano Zanin, Spain Thierry Floquet, France Marcin Mrugalski, Poland Hassan Zargarzadeh, USA Mattia Frasca, Italy Roberto Natella, Italy Rongqing Zhang, USA José Manuel Galán, Spain Sing Kiong Nguang, New Zealand Xianming Zhang, Australia Lucia Valentina Gambuzza, Italy Nam-Phong Nguyen, USA Xiaopeng Zhao, USA Bernhard C. Geiger, Austria B. M. Ombuki-Berman, Canada Quanmin Zhu, UK Contents Complexity of Understanding Consumer Behavior from the Marketing Perspective Jorge Arenas-Gaitán ,BorjaSanz-Altamira , and Patricio E. Ramírez-Correa Editorial (3 pages), Article ID 2837938, Volume 2019 (2019) Does Use of Different Platforms Influence the Relationship between Cocreation Value-in-Use and Participants’ Cocreation Behaviors? An Application in Third-Party Managed Virtual Communities Natalia Rubio , Nieves Villaseñor ,andMariaJesúsYague Research Article (15 pages), Article ID 7562903, Volume 2019 (2019) Relation of Country-of-Origin Effect, Culture, and Type of Product with the Consumer’s Shopping Intention: An Analysis for Small- and Medium-Sized Enterprises Juan Manuel Berbel-Pineda, Beatriz Palacios-Florencio, Luna Santos-Roldán , and José M. Ramírez Hurtado Research Article (12 pages), Article ID 8571530, Volume 2018 (2019) Key Factors for In-Store Smartphone Use in an Omnichannel Experience: Millennials vs. Nonmillennials Ana Mosquera , Emma Juaneda-Ayensa , Cristina Olarte-Pascual , and Jorge Pelegrín-Borondo Research Article (14 pages), Article ID 1057356, Volume 2018 (2019) Predicting Thalasso Tourist Delight: A Hybrid SEM—Artificial Intelligence Analysis Agustín J. Sánchez-Medina , Ylenia I. Naranjo-Barrera ,JesúsB.Alonso , and Julio Francisco Rufo Torres Research Article (14 pages), Article ID 4329396, Volume 2018 (2019) Complexity in the Acceptance of Sustainable Search Engines on the Internet: An Analysis of Unobserved Heterogeneity with FIMIX-PLS Pedro Palos-Sanchez, Felix Martin-Velicia ,andJoseRamonSaura Research Article (19 pages), Article ID 6561417, Volume 2018 (2019) Research on Supply Chain Stability Driven by Consumer’s Channel Preference Based on Complexity Theory Yi Tian, Junhai Ma , and Wandong Lou Research Article (13 pages), Article ID 7812784, Volume 2018 (2019) Hindawi Complexity Volume 2019, Article ID 2837938, 3 pages https://doi.org/10.1155/2019/2837938 Editorial Complexity of Understanding Consumer Behavior from the Marketing Perspective Jorge Arenas-Gaitán ,1 Borja Sanz-Altamira ,1 and Patricio E. Ram-rez-Correa2 1 Departamento de Administracion´ de Empresas y Marketing, Universidad de Sevilla, 41018, Spain 2School of Engineering, Universidad Catolica´ del Norte, Larrondo 1281, Postal Code 1781421, Coquimbo, Chile Correspondence should be addressed to Jorge Arenas-Gait´an; [email protected] Received 18 November 2018; Accepted 19 November 2018; Published 8 January 2019 Copyright © 2019 Jorge Arenas-Gait´an et al. Tis is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 1. Introduction strategies and even niche marketing strategies and to adopt a mass customization process interacting one-to-one with Technology has signifcantly changed consumers’ lives and their customers. Today, new technologies and new sources is likely to shape the future of business and marketing in of information about consumer behavior are emerging and particular. As an illustration, changes in technology have can help managers to understand this in great detail: big data, aforded marketers access to consumers and massive amounts neuromarketing, interactive communication media, and so of data on patterns of their behaviors that someone has to forth. transform before they can be useful for decision-making. Tis Tis special issue gathers original and constructive con- rapid evolution in technology and its efect on the growth tributions dealing with these questions in order to improve of the complexity of business environments are giving rise our knowledge of the complexity of marketing in under- to both opportunities and challenges from a marketing per- standing the new consumer. Terefore, the papers address spective, deserving research attention. Terefore, researchers the recent advances of marketing in meeting the new con- should make an efort to study how organizations can take sumer trends and present efective marketing strategies to advantage of these opportunities and face these challenges. face the upcoming technological challenges. Tis special In this context, advancing the analysis of nondeterministic issue analyzes four major topics that show the complexity marketing problems is imperative. of consumer behavior from the marketing perspective: the Te distinction between simple, complicated, complex, adoption of new technologies, the value cocreation in virtual and chaotic systems provides an excellent context for solving environments, the factors that infuence purchasing behavior, strategic marketing problems. Too ofen marketing strategies and diferent elements of postpurchase behavior, such as are based on simple and at best complicated systems in which satisfaction and word-of-mouth. the relationship between causes and efects requires analysis. When in actual fact marketing operates in complex systems 2. Adoption of New Technologies such as markets, where cause and efect can only be perceived in retrospect, marketers need to embrace this complexity In today’s world, new products and new technologies are and evolve strategies for dealing better with these challenges. emerging every day. It is important to know the reasons In order to develop efective marketing strategies, we need why one technology is more successful than another [1]. to better understand the new trends in consumer behavior Technology acceptance models, such as TAM [2] or UTAUT which could enable companies to adapt and to make better [3], make it possible to understand these reasons. Tis special decisions. Te main complexity is dealing with the increasing issue includes two papers on this subject. product variety and changing consumer demands, which Te frst one, “Key Factors for In-Store Smartphone is forcing marketers to abandon undiferentiated marketing Use in an Omnichannel Experience: Millennials vs. 2 Complexity Nonmillennials” by A. Mosquera et al., aims to identify special issue includes this problem for two diferent products: the key factors that infuence customers’ intentions to use cars and gastronomic products. Cars are characterized as smartphones in-store along with their actual behavior, utilitarian and durable products, while gastronomic products