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Keywords: Teoría de resistencia a la innovación
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–22.
Published: 23 December 2025
... licence. Augmented reality Self-determination theory Innovation resistance theory Occupation Use intention Word-of-mouth intention Realidad aumentada Teoría de la autodeterminación Teoría de resistencia a la innovación Ocupación Intención de uso Intención de boca a boca 增强现实...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (3): 329–349.
Published: 27 May 2025
.../valor/valor Este estudio amplía la Teoría de Resistencia a la Innovación (IRT) al ámbito de la adopción de AICA, explorando los efectos diferenciados de las barreras de la IRT sobre la resistencia del consumidor y el NWOM. Destaca el papel mediador de la resistencia del consumidor en la relación entre...
