Investigación Administrativa

Mobile MMORPG Games in the Latin American Context

Karla Flores — 2026-01-01

The objective of this research was to determine which variables from the Theory of Planned Behavior (TPB) and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) influence the purchase intention of mobile users of massively multiplayer online role-playing games (MMORPGs) in Mexico and Latin America. To this end, a PLS-SEM modeling method was applied. The findings revealed that the variables of attitude, hedonic motivation, facilitating conditions, and habit have a positive and significant impact on purchase intention in mobile MMORPG games. This research is original, as it contributes to the literature on consumer behavior in virtual economies and offers relevant information for developers and marketing strategists interested in understanding purchase motivations. Furthermore, one of the limitations was that the study focused exclusively on analyzing MMORPGs.

Corporate Social Responsibility, Job Satisfaction, Organizational Engagement in a Multinational

Bernardo uat Román — 2026-01-20

The objective of this research is to determine the impact of internal corporate social responsibility (CSR) on job satisfaction and organizational engagement. The method was quantitative, using a structural equation model with analysis of variance. The results confirmed the hypotheses, demonstrating that CSR has a positive and significant effect on job satisfaction and organizational engagement. The findings suggest that CSR can increase job satisfaction and organizational engagement. The originality of this study lies in addressing the topic within the world's largest multinational retailer. Among the limitations, it is worth noting that only branches in southern Tamaulipas were considered.

Servant Leadership and Innovation in the Mexican Manufacturing Industry

Aurora Irma Máynez-Guaderrama — 2026-02-10

The objective of this study was to examine service leadership to determine whether it promotes innovative behavior in employees, with team trust and citizen behavior toward the organization considered as mediating variables. The method was quantitative, explanatory, and cross-sectional. The sample consisted of 380 employees in the Mexican export manufacturing industry. The results reveal that servant leadership directly and indirectly influences innovative behavior, and organizational civic behaviors play a mediating role between this style and trust, reinforcing its influence on innovative behaviors. The findings advance knowledge about the importance of service leadership in innovative behavior, a topic that has been little explored. It also provides empirical evidence in Latin America, where few studies exist, thus highlighting its originality. Limitations are associated with research design.

Determinants of E-commerce Adoption in Wholesale SMEs

Magdalena Palomares Bañuelos — 2026-03-01

The objective of the article is to determine the operational and digital perception characteristics for E-commerce (EC) adoption in wholesale SMEs. The quantitative method analyzed 185 wholesale SMEs in Chihuahua, Mexico, using binary logistic regression. The results indicate a robust model (94.6% global accuracy). EC adoption is significantly associated with perceived benefits (Exp(B)=55.698), transactional web functions (Exp(B)=43.771), and the use of integrated technological systems (Exp(B)=22.019). The findings reveal that success is not fortuitous; it depends on organizational maturity and a strategic managerial vision that supports technological infrastructure. The originality lies in the quantitative analysis of specific technological implementation factors for wholesale trade SMEs within a Mexican regional context. The limitation is that the inference is restricted to wholesale trade SMEs in the city of Chihuahua.

The Emotional Side of Limited-Time Offers

Francisco Jesús Guzmán Martínez — 2026-03-24

The objective of this study was to analyze the impact of limited-time offers (LTOs) on consumer purchase intention, considering the mediating effect of psychological reactance and perceived scarcity. The method consisted of two quantitative experimental studies: a structural model (n = 368) and a neuromarketing analysis (n = 40). Results show that LTOs increase purchase intention, but reactance acts as a stronger negative mediator than scarcity. The originality of the study lies in combining emotional and visual analyses to explain this phenomenon. Among the main findings, the desire for possession intensifies psychological reactance. The principal limitation is the application to a single product category. It is concluded that the effectiveness of LTOs depends on specific psychological factors and the type of product under consideration.

Organizational Culture in the Hotel Sector (Torreón, Gómez Palacio and Lerdo)

Francisco Canibe Cruz — 2026-04-10

The objective of this study was to identify the dimensions and corresponding indicators that contribute to the development of a model enabling managers to promote an appropriate organizational culture that enhances the competitiveness of the hotel sector in Torreon, Coahuila, Gomez Palacio, and Lerdo, Durango. The research adopted the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, using a sample of 42 hotel managers. The results indicate that leadership, alignment, and teamwork are key dimensions that support the improvement of administrative management practices and have the strongest impact on sector competitiveness. The originality of this study lies in the provision of empirical evidence and in the proposal of a management model focused on the development of specific competencies and skills relevant to managers and policymakers, aimed at improving executive performance in the hotel industry and ensuring its competitiveness. A limitation of the study is the small number of hotels included in the cities analyzed.