{"id":2406,"date":"2019-06-18T11:09:47","date_gmt":"2019-06-18T09:09:47","guid":{"rendered":"http:\/\/generes.unizar.es\/?page_id=2406"},"modified":"2025-06-21T01:23:48","modified_gmt":"2025-06-20T23:23:48","slug":"hernandez-ortega","status":"publish","type":"page","link":"https:\/\/generes.unizar.es\/es\/members\/hernandez-ortega\/","title":{"rendered":"Blanca Isabel Hern\u00e1ndez Ortega"},"content":{"rendered":"<div class=\"pdfprnt-buttons pdfprnt-buttons-page pdfprnt-top-right\"><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2406?print=pdf\" class=\"pdfprnt-button pdfprnt-button-pdf\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/generes.unizar.es\/wp-content\/plugins\/pdf-print\/images\/pdf.png\" alt=\"image_pdf\" title=\"Descargar PDF\" \/><\/a><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2406?print=print\" class=\"pdfprnt-button pdfprnt-button-print\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/generes.unizar.es\/wp-content\/plugins\/pdf-print\/images\/print.png\" alt=\"image_print\" title=\"Imprimir contenido\" \/><\/a><\/div><p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_5_6 5_6 fusion-five-sixth fusion-column-first\" style=\"--awb-bg-size:cover;width:83.333333333333%;width:calc(83.333333333333% - ( ( 4% ) * 0.83333333333333 ) );margin-right: 4%;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-tabs fusion-tabs-2 classic nav-is-justified horizontal-tabs icon-position-left mobile-mode-accordion\" style=\"--awb-title-border-radius-top-left:0px;--awb-title-border-radius-top-right:0px;--awb-title-border-radius-bottom-right:0px;--awb-title-border-radius-bottom-left:0px;--awb-alignment:start;--awb-inactive-color:#faf9f8;--awb-background-color:#ffffff;--awb-border-color:#ede8e8;--awb-active-border-color:#f09a3e;\"><div class=\"nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li class=\"active\" role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-8529b1122fcdcfbb092\" aria-selected=\"true\" id=\"fusion-tab-contacto\" href=\"#tab-8529b1122fcdcfbb092\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-e697b46852fae352846\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-investigaci\u00d3n\" href=\"#tab-e697b46852fae352846\"><h4 class=\"fusion-tab-heading\">INVESTIGACI\u00d3N<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-adfe5fe72c6f07b97cf\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-docencia\" href=\"#tab-adfe5fe72c6f07b97cf\"><h4 class=\"fusion-tab-heading\">DOCENCIA<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-content\"><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li class=\"active\" role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-8529b1122fcdcfbb092\" aria-selected=\"true\" id=\"mobile-fusion-tab-contacto\" href=\"#tab-8529b1122fcdcfbb092\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix in active\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-contacto\" id=\"tab-8529b1122fcdcfbb092\">\n<p class=\"tabcv\">CONTACTO<\/p>\n<p><strong><img decoding=\"async\" class=\"size-full wp-image-3732 alignleft\" src=\"https:\/\/generes.unizar.es\/wp-content\/uploads\/2025\/06\/bihernandez.jpg\" alt=\"Blanca Isabel Hern\u00e1ndez Ortega\" width=\"170\" height=\"214\" \/>Blanca I. Hern\u00e1ndez es Doctora por la Universidad de Zaragoza y Profesora Titular de Universidad en el \u00e1rea de Comercializaci\u00f3n e Investigaci\u00f3n de Mercados de la Universidad de Zaragoza.<\/strong><\/p>\n<p>Su investigaci\u00f3n se centra en el \u00e1mbito nuevas tecnolog\u00edas de la informaci\u00f3n y el comercio electr\u00f3nico, tratando temas como la aceptaci\u00f3n y difusi\u00f3n de innovaciones, la facturaci\u00f3n electr\u00f3nica, la co-creaci\u00f3n de experiencias entre individuos y la generaci\u00f3n de compromiso (engagement).<\/p>\n<p>En la actualidad es Vicedecana de Estudiantes y Empleo de la Facultad de Econom\u00eda y Empresa y Directora de la C\u00e1tedra APL, de <a href=\"https:\/\/otri.unizar.es\/es\/catedra\/catedra-apl-de-planificacion-y-gestion-logistica\" target=\"_blank\" rel=\"noopener noreferrer\">Planificaci\u00f3n y Gesti\u00f3n Log\u00edstica<\/a>.<\/p>\n<p><strong>Direcci\u00f3n:<\/strong> Facultad de Econom\u00eda y Empresa (Campus R\u00edo Ebro), Edificio Lorenzo Normante, Mar\u00eda de Luna s\/n, CP:50018, Zaragoza<br \/>\n<strong>E-mail:<\/strong> bhernand@unizar.es<br \/>\n<strong>Curriculum Vitae:<\/strong> <a href=\"https:\/\/generes.unizar.es\/wp-content\/uploads\/2025\/06\/CVA_Blanca_Hernandez.pdf\">Descargar<\/a><\/p>\n<\/div><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-e697b46852fae352846\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-investigaci\u00d3n\" href=\"#tab-e697b46852fae352846\"><h4 class=\"fusion-tab-heading\">INVESTIGACI\u00d3N<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-investigaci\u00d3n\" id=\"tab-e697b46852fae352846\">\n<p class=\"tabcv\">INVESTIGACI\u00d3N<\/p>\n<p><strong>Publicaciones m\u00e1s relevantes:<\/strong><\/p>\n<p>Lapresta-Romero, S., Becker, L., Hern\u00e1ndez-Ortega, B., Terho, H., Franco, J. (2024). Getting the recipe right: How content combinations drive social media engagement behaviors. <strong><em>Journal of Interactive Marketing<\/em><\/strong>, in press. JCR: 6.8(Q1), Business.<\/p>\n<p>Hern\u00e1ndez-Ortega, B., Herrero, A., San Martin, H., Franco, J. (2025). How destination image projectedon social media influencers online sales of tourism services: exploring the mdoerating role of tourists\u2019 experience. <strong><em>Current Issues in Tourism<\/em><\/strong>, in press. JCR: 5.7(Q1), Hospitality, Leisure, Sport &amp; Tourism.<\/p>\n<p>Hern\u00e1ndez-Ortega, B.I., Stanko, M., Rishika, R., Molina-Castillo, F.J., Franco, J. (2022). Brand-generated social media content and its differential impact on loyalty program members. <strong><em>Journal of the Academy of Marketing Science<\/em><\/strong>, 50(5), 1071-1090. JCR: 18.2(Q1), first decil, Business.<\/p>\n<p>SanMart\u00edn, H., Hern\u00e1ndez, B., Herrero, A. (2020). Social Consciousness and perceived risk as drivers of crowdfunding as a socially responsible investment in tourism, <strong><em>Journal of Travel Research<\/em><\/strong>, 60(1), 16-30. JCR: 10.9(Q1), first decil, Hospitality, Leisure, Sport &amp; Tourism.<\/p>\n<p>B Hern\u00e1ndez-Ortega, H San Mart\u00edn, \u00c1 Herrero, JL Franco (2020), \u201cWhat, how and when? Exploring the influence of firm-generated content on popularity in a tourism destination context\u201d, <strong><em>Journal of Destination Marketing &amp; Management<\/em><\/strong>, Vol. 18, in press.<\/p>\n<p>B Hernandez-Ortega (2020), \u201cWhat about \u201cU\u201d? The influence of positive online consumer reviews on the individual&#8217;s perception of consumption benefits\u201d, <strong><em>Online Information Review<\/em><\/strong>, in press.<\/p>\n<p>\u00c1 Herrero, B Hern\u00e1ndez-Ortega, H San Mart\u00edn (2020), \u201cPotential funders\u2019 motivations in reward-based crowdfunding. The influence of project attachment and business viability\u201d, <strong><em>Computers in Human Behavior<\/em><\/strong>, Vol. 106, in press.<\/p>\n<p>B Hern\u00e1ndez-Ortega (2020), \u201cWhen the performance comes into play: The influence of positive online consumer reviews on individuals&#8217; post-consumption responses\u201d, <strong><em>Journal of Business Research<\/em><\/strong>, Vol. 113, in press.<\/p>\n<p>H San Mart\u00edn, B Hern\u00e1ndez, \u00c1 Herrero (2020), \u201cSocial Consciousness and Perceived Risk as Drivers of Crowdfunding as a Socially Responsible Investment in Tourism\u201d, <strong><em>Journal of Travel Research<\/em><\/strong>, in press.<\/p>\n<p>L Chavez, C Ruiz, R Curras, B Hernandez (2020), \u201cThe Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective\u201d, <strong><em>Sustainability<\/em><\/strong>, Vol. 12 No. 21, in press.<\/p>\n<p>J Borraz-Mora, B Hernandez-Ortega, M Melguizo-Garde (2020), \u201cThe influence of generic-academic competences on satisfaction and loyalty: the view of two key actors in higher education\u201d, <strong><em>Journal of Higher Education Policy and Management<\/em><\/strong>, Vol. 42 No. 5, 563-578.<\/p>\n<p>M Guinaliu-Blasco, B Hern\u00e1ndez-Ortega, JL Franco (2019), \u201cThe effect of cognitive absorption on marketing learning performance\u201d, <strong><em>Spanish Journal of Marketing-ESIC<\/em><\/strong>, Vol. 23 No. 2, 249-271.<\/p>\n<p>B Hernandez-Ortega (2019) \u201cNot so positive, please! Effects of online consumer reviews on evaluations during the decision-making process\u201d,\u00a0<strong><em>Internet Research<\/em><\/strong>, Vol. 29 No. 4, pp. 606-637.<\/p>\n<p>B Hern\u00e1ndez-Ortega, JL Franco (2019) \u201cDeveloping a new conceptual framework for experience and value creation\u201d, <strong><em>Service Business<\/em><\/strong>, Vol.13 No. 2, 225-248.<\/p>\n<p style=\"font-weight: 400;\">Bigne, E., Andreu, L., Hernandez, B. y Ruiz, C. (2018)\u00a0<a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/13683500.2015.1126236\">\u201cThe impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry\u201d,<\/a><em><strong>\u00a0Current Issues in Tourism<\/strong><\/em>, Vol. 21(9), 1014-1032.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B. (2018),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S037872061730263X\">\u201cDon\u2019t believe strangers: Online consumer reviews and the role of social psychological distance\u201c<\/a>,\u00a0<strong><em>Information &amp; Management,\u00a0<\/em><\/strong>Vol. 55(1), 31-50.<\/p>\n<p style=\"font-weight: 400;\">Hernandez-Ortega, B., Aldas-Manzano, J., Ruiz-Mafe, C., y Sanz-Blas, S. (2017),\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/ITP-01-2014-0017\">\u201cPerceived value of advanced mobile messaging services: A cross-cultural comparison of Greek and Spanish users\u201d,\u00a0<\/a><em><strong>Information Technology &amp; People<\/strong><\/em>, Vol. 30(2), 324-355.<\/p>\n<p style=\"font-weight: 400;\">Blasco-Arcas, L., Hernandez-Ortega, B. I., y Jimenez-Martinez, J. (2016),\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/JSTP-12-2014-0286\">\u201cEngagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media\u201d,<\/a><em><strong>Journal of Service Theory and Practice<\/strong><\/em>, Vol. 26(5), 559-589.<\/p>\n<p style=\"font-weight: 400;\">Bign\u00e9 Alca\u00f1iz, E., Ruiz Maf\u00e9, C., Andreu Sim\u00f3, L. y Hern\u00e1ndez Ortega, B. (2015),\u00a0<a href=\"https:\/\/link.springer.com\/article\/10.1007\/s11628-013-0224-8\">\u201cThe role of social motivations, ability and opportunity in online know-how exchanges: Evidence from the airlines services industry\u201d.<\/a>\u00a0<em><strong>Service Business<\/strong><\/em>, Vol. 9(2), 209-232.<\/p>\n<p style=\"font-weight: 400;\">Sanz Blas, S., Ruiz Maf\u00e9, C., P\u00e9rez P\u00e9rez, I., y Hern\u00e1ndez Ortega, B. (2014),\u00a0&lt;a \u00abhref=\u00bbhttp:\/\/www.scielo.org.co\/scielo.php?script=sci_arttext&amp;pid=S0121-50512014000400011&#8243;\u00bb target=\u00bb_blank\u00bb style=\u00bbcolor: rgb(41, 112, 166); text-decoration: none;\u00bb rel=\u00bbnoopener noreferrer\u00bb&gt;\u201cThe Influence of Culture on Behavior in the Purchase of Online Tourist Products: The Case of Spain and Mexico\u201d,\u00a0<em><strong>Innovar<\/strong><\/em>, Vol. 24(54), 153-165.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Serrano, C., G\u00f3mez, F. (2014),<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0378720614000809\">\u201c The firm\u2019s continuance intentions to use inter-organizational ICTs: The influence of contingency factors and perceptions\u201d<\/a>,\u00a0<strong><em>Information &amp; Management\u00a0<\/em><\/strong>, Vol. 51 (6), 747-761<\/p>\n<p style=\"font-weight: 400;\">Blasco, L., Hern\u00e1ndez, B. y Jim\u00e9nez, J. (2014),\u00a0<a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?issn=1066-2243&amp;volume=24&amp;issue=3&amp;articleid=17102499&amp;show=abstract\">\u201cThe online purchase as a context for co-creating experiences: drivers of and consequences for customer behavior\u201d<\/a>,\u00a0<em><strong>Internet Research<\/strong>,\u00a0<\/em>Vol. 24(3), 393-412.<\/p>\n<p style=\"font-weight: 400;\">Blasco-Arcas, L., Hern\u00e1ndez-Ortega, B. y Jim\u00e9nez-Mart\u00ednez, J. (2014),\u00a0<a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/02642069.2014.886190\">\u201cCollaborating online: the role of interactivity and personalization\u201d,<\/a>\u00a0<em><strong>The Service Industries Journal<\/strong>,\u00a0<\/em>Vol. 34(8), 677-698.<\/p>\n<p style=\"font-weight: 400;\">Blasco-Arcas, L., Hern\u00e1ndez-Ortega, B. y Jim\u00e9nez-Mart\u00ednez, J. (2013),\u201d<a href=\"http:\/\/link.springer.com\/article\/10.1007%2Fs10660-013-9132-1#page-1\">Adopting televisi\u00f3n as a new channel for e-commerce. The influence of interactive technologies on consumer behavior<\/a>\u201c,\u00a0\u00a0<em><strong>Electronic Commerce Research<\/strong>,<\/em>\u00a0Vol. 13, 457-475.<\/p>\n<p style=\"font-weight: 400;\">Blasco-Arcas, L.\u00a0, Buil, I.\u00a0, Hern\u00e1ndez-Ortega y Ses\u00e9, F.J. (2013)\u00a0<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0360131512002473\">\u201cUsing clickers in class. The role of interactivity, active collaborative learning and engagement in learning performance\u201d<\/a>,\u00a0<strong><em>Computers and Education<\/em><\/strong>, Vol.62, 102-110.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B. y Jim\u00e9nez, J. (2013)\u00a0<a href=\"https:\/\/link.springer.com\/article\/10.1007\/s10257-012-0203-y\">\u201cPerformance of e-Invoicing in Spanish Firms\u201d,\u00a0<\/a><strong><em>Information Systems and e-Business\u00a0Management<\/em><\/strong>, Vol.11(3), 457-480.<\/p>\n<p style=\"font-weight: 400;\">Ruiz-Mafe, C., Sanz-Blas, S., Hern\u00e1ndez-Ortega, B., Brethouwer, M. (2013)\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0969699712001366\">\u201cKey drivers of consumer purchase of airline tickets: A cross-cultural analysis\u201d.\u00a0<\/a><strong><em>Journal of Air Transport Management<\/em><\/strong>, Vol.27, 11-14.<\/p>\n<p style=\"font-weight: 400;\">Buil, I., Hern\u00e1ndez, B., Ses\u00e9, J., y Urquizu, P. (2012),\u00a0<a href=\"http:\/\/www.scielo.org.co\/scielo.php?pid=S0121-50512012000100011&amp;script=sci_abstract&amp;tlng=fr%22\">\u201cLos foros de discusi\u00f3n y sus beneficios en la docencia virtual: recomendaciones para un uso eficiente\u201d,<\/a><em><strong>\u00a0Innovar<\/strong><\/em>, Vol.22(43), 131-144.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B. (2012),\u00a0<a href=\"http:\/\/www.redalyc.org\/html\/716\/71624352003\/\">\u201cKey factors for the adoption and subsequent use of e-invoicing\u201d,\u00a0<\/a><strong><em>Academia Revista Latinoamericana de Administraci\u00f3n<\/em><\/strong>\u00a0(ARLA), Vol.50.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B. (2011),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0166497211000939\">\u201cThe role of post-use trust in the acceptance of a technology: Drivers and consequences\u201d,\u00a0<\/a><strong><em>Technovation<\/em><\/strong>, Vol. 31 (10-11), 523-538.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Montaner, T., Ses\u00e9, J. y Urquizu, P. (2011),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0747563211001397\">\u201cThe role of social motivations in e-learning: How do they affect usage and success of ICT interactive tools?\u201d,\u00a0<\/a><em><strong>Computers in Human Behavior<\/strong><\/em>, Vol. 7(6), 2224-2232.<\/p>\n<p style=\"font-weight: 400;\">Blasco, L., Aznar, J.I., Hern\u00e1ndez, B., y Ruiz, J. (2011),\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/02635571111182755\">\u201cIPTV as a services distribution channer: The importance of interactivity and personalization in the purchasing of news-on-demand packages\u201d,\u00a0<\/a><em><strong>Industrial Management and Data Systems<\/strong><\/em>,Vol. 11(9), 1381-1398.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Jim\u00e9nez, J. y Mart\u00edn, M.J. (2011),\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/14684521111113614\">\u201cAge, Gender and Income: Do they Really Moderate Online Shopping Behavior?\u201d,\u00a0<\/a><strong><em>Online Information Review,<\/em><\/strong>\u00a0Vol. 35 (1), 113-133.<\/p>\n<p style=\"font-weight: 400;\">Bign\u00e9, E., Hern\u00e1ndez, B., Ruiz, C., y Andreu, L. (2010),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0969699710000621\">\u201cHow motivation, opportunity and ability drive online airline ticket purchases\u201d,\u00a0<\/a><em><strong>Journal of Air Transport Management<\/strong><\/em>, Vol. 16 (6), 346-349.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Jim\u00e9nez, J. y Mart\u00edn, M.J. (2010),\u00a0\u201cThe Influence of Website Quality on its traffic rank. The Case of e-Banking in Spain\u201d,\u00a0<strong><em>Information Research<\/em><\/strong>, Vol.15 (2), paper 429.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Jim\u00e9nez, J., y Mart\u00edn, M.J. (2010),\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/08858621011017750\">\u201cBusiness management software in high-tech firms: The case of the IT services sector\u201d,\u00a0<\/a><strong><em>Journal of Business and Industrial Marketing<\/em><\/strong>, Vol. 25, (2), 132-146.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Jim\u00e9nez, J. y Mart\u00edn, M.J. (2010),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0148296309002161\">\u201cCustomer Behavior in Electronic Commerce: The Moderating Effect of e-Purchasing Experience\u201d,\u00a0<\/a><strong><em>Journal of Business Research<\/em><\/strong>\u00a0Vol. 63 (9-10), 964-971.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Jim\u00e9nez, J. y Mart\u00edn, M.J. (2009),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0268401209000024\">\u201cKey Website Factors in e-Business Strategy\u201d,\u00a0<\/a><em><strong>International Journal of Information Management<\/strong><\/em>, Vol. 29 (5), 362-371.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Jim\u00e9nez, J. y Mart\u00edn, M.J. (2009),\u00a0<a href=\"https:\/\/academic.oup.com\/iwc\/article-abstract\/21\/1-2\/146\/731506\">\u201cThe Impact of Self-Efficacy, Ease of Use and Usefulness on e-Purchasing: An Analysis of Experienced e-Shoppers\u201d,\u00a0<\/a><strong><em>Interacting with Computers<\/em><\/strong>, Vol. 21 (1-2), 146-156.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B. y Serrano, C. (2009),\u00a0<a href=\"https:\/\/ubr.universia.net\/index.php\/ubr\/article\/view\/719\/-que-induce-empresas-adoptar-facturacion-electronica-efecto-percepciones-entorno-competitivo\">\u201c\u00bfQu\u00e9 induce a las empresas a adoptar facturaci\u00f3n electr\u00f3nica? Efecto de las percepciones y del entorno competitivo\u201d,\u00a0<\/a><em><strong>Universia Business Review<\/strong><\/em>, Vol. 24, 96-121.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B.; Jim\u00e9nez, J. y Mart\u00edn, M.J. (2009),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0019850108000199\">\u201cFuture use intentions versus intensity of use: An analysis of corporate technology acceptance\u201d,\u00a0<\/a><em>\u201d\u00a0<\/em><strong><em>Industrial Marketing Management<\/em><\/strong>, Vol. 38, 338-354.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B.; Jim\u00e9nez, J. y Mart\u00edn, M.J. (2009),\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/03090560910976465\">\u201cAdoption vs Acceptance of e-Commerce: Two Different Decisions\u201d,\u00a0<\/a><strong><em>European Journal of Marketing<\/em><\/strong>, Vol. 43 (9), 1232-1245.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Jim\u00e9nez, J., y Mart\u00edn, M.J. (2008),\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/10662240810883308\">\u201cDifferences between potential, new and experienced e-customers: analysis of e-purchasing behavior\u201d,\u00a0<\/a><em><strong>Internet Research<\/strong><\/em>, Vol. 18 (3), 248-265.<\/p>\n<p style=\"font-weight: 400;\">Hern\u00e1ndez, B., Jim\u00e9nez, J. y Mart\u00edn, M.J. (2008),\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0166497207001484%22\">\u201cExtending the\u00a0 Technology Acceptance Model to Include the IT Decision-Maker: A\u00a0 Study of Business Management Software\u201d,\u00a0<\/a><strong><em>Technovation<\/em><\/strong>, Vol. 28 (3), 112-121.<\/p>\n<\/div><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-adfe5fe72c6f07b97cf\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-docencia\" href=\"#tab-adfe5fe72c6f07b97cf\"><h4 class=\"fusion-tab-heading\">DOCENCIA<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-docencia\" id=\"tab-adfe5fe72c6f07b97cf\">\n<p class=\"tabcv\">DOCENCIA<\/p>\n<p><strong>Asignaturas de Grado:<\/strong><\/p>\n<p><strong>Grado en Finanzas y Contabilidad:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/estudios.unizar.es\/estudio\/asignatura?anyo_academico=2018&amp;asignatura_id=27503&amp;estudio_id=134\u00a2ro_id=109&amp;plan_id_nk=449\" target=\"_blank\" rel=\"noopener noreferrer\">Introducci\u00f3n al Marketing<\/a><\/li>\n<\/ul>\n<p><strong>Grado en Marketing e Investigaci\u00f3n de Mercados:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/estudios.unizar.es\/estudio\/asignatura?anyo_academico=2018&amp;asignatura_id=27603&amp;estudio_id=137\u00a2ro_id=109&amp;plan_id_nk=450\" target=\"_blank\" rel=\"noopener noreferrer\">Introducci\u00f3n al Marketing<\/a><\/li>\n<\/ul>\n<p><strong>Asignaturas de Postgrado:<\/strong><\/p>\n<p><strong>M\u00e1ster Universitario en Direcci\u00f3n, Estrategia y Marketing<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/estudios.unizar.es\/estudio\/asignatura?anyo_academico=2018&amp;asignatura_id=61763&amp;estudio_id=697\u00a2ro_id=109&amp;plan_id_nk=555\" target=\"_blank\" rel=\"noopener noreferrer\">Las Nuevas Tecnolog\u00edas de la Informaci\u00f3n en las Relaciones Comerciales<\/a><\/li>\n<\/ul>\n<p><strong>M\u00e1ster Propio en Operaciones Productivas y Log\u00edsticas-ERP<\/strong><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_6 1_6 fusion-one-sixth fusion-column-last\" style=\"--awb-bg-size:cover;width:16.666666666667%;width:calc(16.666666666667% - 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