Gustavo Marcos‐Matás

Teachers’ attitudes towards chatbots in education: a technology acceptance model approach considering the effect of social language, bot proactiveness, and users’ characteristics

Raquel Chocarro, Mónica Cortiñas, Gustavo Marcos‐Matás · Educational Studies · 2021 · 305 citations · Full text

Farmers' satisfaction and intention to continue membership in agricultural marketing co-operatives: neoclassical versus transaction cost considerations

Miguel Hernández Espallardo, Narciso Arcas Lario, Gustavo Marcos‐Matás · European Review of Agricultural Economics · 2012 · 111 citations

Customer Satisfaction, Applied Economics, Agricultural Economics +18

From familiarity to acceptance: The impact of Generative Artificial Intelligence on consumer adoption of retail chatbots

Marta Arce‐Urriza, Raquel Chocarro, Mónica Cortiñas et al. · Journal of Retailing and Consumer Services · 2025 · 44 citations · Full text

Curbing members' opportunism in first‐tier and federated agricultural marketing cooperatives

Miguel Hernández Espallardo, Narciso Arcas Lario, Jorge Luis Sánchez‐Navarro et al. · Agribusiness · 2021 · 19 citations · Full text

Cooperation Theory, Economics, Governance Mechanisms +15

Transaction Costs in Agricultural Marketing Cooperatives: Effects on Market Performance

Gustavo Marcos‐Matás, Miguel Hernández Espallardo, Narciso Arcas Lario · Outlook on Agriculture · 2013 · 15 citations

Transaction Costs, Cooperative System, Supplier Relationship +14