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About

About

Ana Torres holds a Ph.D. in Management Science from the Faculty of Economics of University of Porto. She was assistant Professor of Marketing at the University of Aveiro, and presently she teaches Marketing and Business Management at the Higher Institute of Accountancy and Administration, of the University of Aveiro, as adjunct professor.

She is Member of the Editorial Advisory Board of the European Journal of Applied Business and Management (EJABM), Member of the Scientific Committee of the International Conference of the Applied Business and Management (ICABM) and Reviewer for the special issue Intellectual Capital Management as a Driver of Competiveness and Sustainability of the Journal of Intellectual Capital (Emerald Group Publishing).

She has published in the Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions, Hershey PA: IGI Global. USA (book chapter), International Journals and in several International conferences on Internet and leading technologies. (with peer review).
Her current research interests are in digital economy, networks, social marketing research, e-commerce, Web metrics, e-consumer behavior and quantitative marketing models. Her research is empirical in nature and makes extensive use of multivariate data analysis and econometric modeling.
Her previous work experience was in market research and marketing consultancy, having worked with several industries and services.

Interest
Topics
Details

Details

  • Name

    Ana Torres
  • Cluster

    Computer Science
  • Role

    External Research Collaborator
  • Since

    17th December 2015
001
Publications

2022

The Pay What You Want pricing strategy applied to digital products: an essay

Authors
Torres, AI; Barros, CL; da Silva, AF; Silva, RJ;

Publication
JOURNAL OF REVENUE AND PRICING MANAGEMENT

Abstract
This study aims to examine if the pricing strategy "Pay What You Want" can be the best option for the industry of digital products' distribution, when compared with other fixed prices policies. To verify the adequacy of Pay What You Want Pricing strategy, we conducted an online survey using a sample of online consumers, to evaluate their buying intention and the willingness to pay regarding a set of digital products. Results show that, in some instances, the Pay What You Want Pricing strategy yields a greater sales revenue through the reduction of the individual amounts paid, which is counter-balanced by the increasing number of transactions. We conclude that this pricing strategy is as much suitable for companies, as they may potentially increase their sales revenue.

2022

Assessing Customer Interactions With Chatbots in Online Shopping Experiences

Authors
Torres, AI; Delgado, CJM;

Publication
Advances in Marketing, Customer Relationship Management, and E-Services - Promoting Organizational Performance Through 5G and Agile Marketing

Abstract
Chatbots are website artificial intelligence-based and automated customer support tools to improve the customer experience, to reduce costs, and to improve service quality. This study aims to understand and analyze the user-technology interaction and technology-engagement success measures to assess online customer engagement with chatbots and the impact on repurchase intention, within e-commerce websites. The sample data consists of 227 online consumer responses collected through an electronic survey. Only 165 respondents, which have used a chatbot to assist the online purchase process, are included in the effective sample. This research contributes to the digital marketing literature by complementing existing research exploring human-technology interactions, assessing how consumers interact with chatbot technology and how it affects customer engagement and behavioral outcomes within e-retail contexts. The study findings provide several challenges for managers. Finally, it discusses emerging trends in the digital marketing field, offering insights for future research avenues.

2021

Electronic Shopping Experience for Luxury Brands: A Factorial Analysis

Authors
Martins, N; Teixeira, SF; Reis, JL; Torres, A;

Publication
Smart Innovation, Systems and Technologies

Abstract
This research provides an overview of the online consumer experience of luxury brands in Portugal. The purpose of this study was to identify the significant factors that represent customers’ perceptions of the online shopping experience for luxury products. Using a quantitative approach, the authors conducted an online survey. 327 usable responses were obtained. Descriptive and factorial statistical analyzes were used to provide the empirical findings. This study proposes and empirically tests a model of the factorial structure of the online shopping experience for luxury goods. We found an eight-factor dimension structure that proposes the main contributors to understand the factors that represent consumer perceptions about buying luxury products online. The findings suggest that the eight ranked significant factors that represent the customer’s perception of the online luxury shopping experience are in this order: e-buying experience, e-loyalty, e-risk, e-satisfaction, luxury value, luxury useless, luxury future buy, and e-buying influence. The work provides empirical evidence that the eight significant factors represent the customer’s perception of the luxury shopping experience online, that help to understand how luxury brands should be managed online in order to enhance customer e-buying experience, e-satisfaction, e-loyalty, and luxury value proposition. This study provides several contributions for online luxury brand managers and some directions for further research. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

2021

An exploratory study on the emergency remote education experience of higher education students and teachers during the COVID-19 pandemic

Authors
Oliveira, G; Teixeira, JG; Torres, A; Morais, C;

Publication
BRITISH JOURNAL OF EDUCATIONAL TECHNOLOGY

Abstract
The COVID-19 pandemic situation has pushed many higher education institutions into a fast-paced, and mostly unstructured, emergency remote education process. In such an unprecedented context, it is important to understand how technology is mediating the educational process and how teachers and students are experiencing the change brought by the pandemic. This research aims to understand how the learning was mediated by technology during the early stages of the pandemic and how students and teachers experienced this sudden change. Data were collected following a qualitative research design. Thirty in-depth and semi-structured interviews (20 students and 10 teachers) were obtained and analysed following a thematic analysis approach. Results provide evidence on the adoption of remote education technologies due to the pandemic with impacts on the education process, ICT platforms usage and personal adaptation. The emergency remote education context led to mixed outcomes regarding the education process. Simultaneously, ICT platforms usage was mostly a positive experience and personal adaptation was mostly a negative experience. These results bring new insights for higher education organizations on actions they could take, such as curating the learning experience with standard, institutional-wide platforms, appropriate training for students and teachers, and suitable remote evaluation practices.

2020

Understanding Service Design and Design Thinking Differences Between Research and Practice: An Empirical Study

Authors
Torres, A; Miranda, C;

Publication
EXPLORING SERVICE SCIENCE (IESS 2020)

Abstract

Supervised
thesis

2020

Smart Education? Understanding the impact of the COVID-19 pandemic in higher education institutions

Author
Gabriella Rodrigues de Oliveira

Institution
UP-FEUP

2020

Marketing de influência nas redes sociais: Determinantes dos influenciadores digitais na influência social e impacto na intenção de compra dos seguidores

Author
André Emanuel Sousa Ferreira

Institution
IPP-ISCAP

2020

Estudo exploratório do empowerment feminino em campanhas de marketing digital e da relação do consumidor com a marca

Author
Alexandra Couto

Institution
IPP-ISCAP

2019

O Impacto dos Chabots no Comportamento do Consumidor Online

Author
Carolina Pereira Mustur

Institution
UP-FEP

2019

TRANSIÇÃO PARA A ECONOMIA CIRCULAR NO SETOR DA ÁGUA: ESTUDO DO COMPORTAMENTO DO ECO-CONSUMIDOR

Author
Nelson Manuel Marinho da Rocha

Institution
UP-FEP