Eva Reinares Lara

Professor (Marketing)

Universidad Rey Juan Carlos

Spain

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Eva Reinares Lara is a Professor of Marketing at Universidad Rey Juan Carlos in Spain. Her research primarily focuses on consumer behavior in the context of mobile-assisted shopping, cultural identity in wine innovations, and the implications of augmented reality in retail environments. Recent publications include studies on mobile showrooming behavior, the acceptance of intelligent technologies, and the dynamics of omnichannel customer behavior.

Articles (12)

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2025

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2023

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2023

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2023

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2022

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2022

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2021

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2021

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2021

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2021

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2020

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2020

Collaborators (2)

Laura Romero-Domínguez

Assistant lecturer

Universidad de Las Palmas de Gran Canaria

SPAIN

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Cristina Olarte-Pascual

Profesora

Universidad Internacional de La Rioja

SPAIN

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Eva Reinares Lara

Research Interests

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Articles (12)

Assessing the key variables of mobile-assisted showroomers’ behavior to enhance their shopping experience

The mobile-assisted showroomer’s dilemma: where to buy? Actions to prevent sales leakage

The role of cultural identity in acceptance of wine innovations in wine regions

Mobile-assisted showrooming behavior and the (r)evolution of retail: The moderating effect of gender on the adoption of mobile augmented reality

La realidad aumentada como llave para abrir la tienda física al "mobile-assisted showroomer": ¿presente o futuro del "retail"?

Proposal for modeling social robot acceptance by retail customers: CAN model + technophobia

Omnichannel Customer Behavior: New Questions in the Age of Agility

From wearable to insideable: Is ethical judgment key to the acceptance of human capacity-enhancing intelligent technologies?

From wearable to insideable: Is ethical judgment key to the acceptance of human capacity-enhancing intelligent technologies?

Donor orientation and service quality: Key factors in active blood donors’ satisfaction and loyalty

Modelling the role of anticipated emotions in blood donor behaviour: A cross-sectional study

Modelling the role of anticipated emotions in blood donor behaviour: A cross-sectional study

Collaborators (2)

Laura Romero-Domínguez

Cristina Olarte-Pascual

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