Tarrillo Paredes, José

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Tarrillo Paredes, José
Nombre oficial
Tarrillo Paredes, José
Afiliación principal
Universidad Peruana Unión
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  • Publicacion
    Algunas métricas están bloqueadas por su 
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    Item type:Publicación,
    Design and validation of the scale for the adoption of artificial intelligence in the online shopping experience of Peruvian consumers
    (Frontiers Media SA, 2026-01-20)
    Cruz Tarrillo, Jose Joel  
    ;
    Tarrillo Paredes, José  
    ;
    Haro-Zea, Karla Liliana
    ;
    Diaz Saavedra, Robin Alexander  
    Artificial intelligence has become a crucial tool for effective customer management; therefore, this research aims to design and validate a scale measuring the adoption of artificial intelligence in the customer experience. It is approached from a quantitative methodology perspective and an instrumental design. A survey was conducted among 528 customers who frequently make virtual purchases. Then, an exploratory analysis was conducted to determine the factor structure of the scale, followed by a confirmatory analysis to validate the construct. On the other hand, an invariance analysis was conducted to determine whether the construct varies across groups. The results show a multidimensional scale of 16 items grouped into 4 factors (trust in AI, perception of AI, knowledge of AI, shopping experience). Each factor consists of four items, using a Likert-type response scale where 1 indicates “totally disagree” and 5 indicates “totally agree”. In conclusion, the proposed scale is a valid measure. It can be used to continue exploring this concept in other latitudes, serving as a valuable tool for entrepreneurs to make an effective diagnosis of this new technology.
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  • Publicacion
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    Item type:Publicación,
    Expectativas del usuario de servicios de mototaxi para la promoción del turismo receptivo en la ciudad de Tarapoto
    (2020-07-10)
    Cruz Tarrillo, Jose Joel  
    ;
    Tarrillo Paredes, José  
    ;
    Almestar Villegas, Carmelino
    Objetivo: Conocer las expectativas del turista como usuario del servicio de mototaxi en la ciudadde Tarapoto, mediante la técnica de análisis de componentes principales. Método: Se desarrollóuna investigación de enfoque cuantitativo, de nivel descriptivo, con diseño de investigación noexperimental de corte transversal. La muestra estuvo conformada por 150 turistas usuarios delservicio de mototaxi. La variable “expectativas del servicio de mototaxi”, fue agrupada en cuatrocomponentes principales que recogen el 59,03% de la varianza total explicada. Resultados: Loscomponentes principales encontrados para el modelo se denominan: componente 1, cumplimientode normas del conductor; componente 2, comodidad del pasajero; componente 3, imagen personaldel conductor y la componente 4, respeto al medio ambiente. Conclusiones: El turista usuariodel servicio de mototaxi espera prioritariamente el cumplimiento de normas del conductor y lacomodidad del viaje, ya que estos dos componentes explican el 39% de la variable.
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  • Publicacion
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    Item type:Publicación,
    Design and validation of the brand personality scale in food industries
    (2025-08-01)
    Cruz Tarrillo, Jose Joel  
    ;
    Inaguazo, Jazmin
    ;
    Rodriguez-Rosales, Clara
    ;
    Tarrillo Paredes, José  
    ;
    Paz-Vilchez, Jose E.
    In the competitive context in which food industries operate, the brand plays a predominant role in differentiating and establishing an emotional connection with customers. However, despite being an important factor, only some studies analyze brand personality in this context. This research aimed to develop and validate a brand personality scale, a practical tool that brands in the food sector can use to analyze the position of their brands and make correct strategic marketing decisions. An exhaustive literature review was carried out to generate an initial set of items. Based on surveys in person with 510 consumers in three cities in Ecuador, confirmatory and exploratory factor analyses were carried out to extract the relevant factors. The results show a four-dimensional structure: innovative, creative, honest, and rugged. The results obtained support the reliability and validity of the construct, which implies that brands in the food sector can use this scale to analyze the position of their brands and make correct strategic marketing decisions.
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