Análisis de los factores de adopción de comercio electrónico en segmentos de consumidores finales. Aplicación al caso español

El comercio electrónico ha experimentado un fuerte crecimiento en los últimos años, favorecido especialmente por el aumento de las tasas de penetración de Internet en todo el mundo. Sin embargo, no todos los países están evolucionando de la misma manera, con un espectro que va desde las naciones pioneras en desarrollo de tecnologías de la información y comunicaciones, que cuentan con una elevado porcentaje de internautas y de compradores online, hasta las rezagadas de rápida adopción en las que, pese a contar con una menor penetración de acceso, presentan una alta tasa de internautas compradores. Entre ambos extremos se encuentran países como España que, aunque alcanzó hace años una tasa considerable de penetración de usuarios de Internet, no ha conseguido una buena tasa de transformación de internautas en compradores. Pese a que el comercio electrónico ha experimentado importantes aumentos en los últimos años, sus tasas de crecimiento siguen estando por debajo de países con características socio-económicas similares. Para intentar conocer las razones que afectan a la adopción del comercio por parte de los compradores, la investigación científica del fenómeno ha empleado diferentes enfoques teóricos. De entre todos ellos ha destacado el uso de los modelos de adopción, proveniente de la literatura de adopción de sistemas de información en entornos organizativos. Estos modelos se basan en las percepciones de los compradores para determinar qué factores pueden predecir mejor la intención de compra y, en consecuencia, la conducta real de compra de los usuarios. Pese a que en los últimos años han proliferado los trabajos de investigación que aplican los modelos de adopción al comercio electrónico, casi todos tratan de validar sus hipótesis mediante el análisis de muestras de consumidores tratadas como un único conjunto, y del que se obtienen conclusiones generales. Sin embargo, desde el origen del marketing, y en especial a partir de la segunda mitad del siglo XIX, se considera que existen diferencias en el comportamiento de los consumidores, que pueden ser debidas a características demográficas, sociológicas o psicológicas. Estas diferencias se traducen en necesidades distintas, que sólo podrán ser satisfechas con una oferta adaptada por parte de los vendedores. Además, por contar el comercio electrónico con unas características particulares que lo diferencian del comercio tradicional –especialmente por la falta de contacto físico entre el comprador y el producto– a las diferencias en la adopción para cada consumidor se le añaden las diferencias derivadas del tipo de producto adquirido, que si bien habían sido consideradas en el canal físico, en el comercio electrónico cobran especial relevancia. A la vista de todo ello, el presente trabajo pretende abordar el estudio de los factores determinantes de la intención de compra y la conducta real de compra en comercio electrónico por parte del consumidor final español, teniendo en cuenta el tipo de segmento al que pertenezca dicho comprador y el tipo de producto considerado. Para ello, el trabajo contiene ocho apartados entre los que se encuentran cuatro bloques teóricos y tres bloques empíricos, además de las conclusiones. Estos bloques dan lugar a los siguientes ocho capítulos por orden de aparición en el trabajo: introducción, situación del comercio electrónico, modelos de adopción de tecnología, segmentación en comercio electrónico, diseño previo del trabajo empírico, diseño de la investigación, análisis de los resultados y conclusiones. El capítulo introductorio justifica la relevancia de la investigación, además de fijar los objetivos, la metodología y las fases seguidas para el desarrollo del trabajo. La justificación se complementa con el segundo capítulo, que cuenta con dos elementos principales: en primer lugar se define el concepto de comercio electrónico y se hace una breve retrospectiva desde sus orígenes hasta la situación actual en un contexto global; en segundo lugar, el análisis estudia la evolución del comercio electrónico en España, mostrando su desarrollo y situación presente a partir de sus principales indicadores. Este apartado no sólo permite conocer el contexto de la investigación, sino que además permite contrastar la relevancia de la muestra utilizada en el presente estudio con el perfil español respecto al comercio electrónico. Los capítulos tercero –modelos de adopción de tecnologías– y cuarto –segmentación en comercio electrónico– sientan las bases teóricas necesarias para abordar el estudio. En el capítulo tres se hace una revisión general de la literatura de modelos de adopción de tecnología y, en particular, de los modelos de adopción empleados en el ámbito del comercio electrónico. El resultado de dicha revisión deriva en la construcción de un modelo adaptado basado en los modelos UTAUT (Unified Theory of Acceptance and Use of Technology, Teoría unificada de la aceptación y el uso de la tecnología) y UTAUT2, combinado con dos factores específicos de adopción del comercio electrónico: el riesgo percibido y la confianza percibida. Por su parte, en el capítulo cuatro se revisan las metodologías de segmentación de clientes y productos empleadas en la literatura. De dicha revisión se obtienen un amplio conjunto de variables de las que finalmente se escogen nueve variables de clasificación que se consideran adecuadas tanto por su adaptación al contexto del comercio electrónico como por su adecuación a las características de la muestra empleada para validar el modelo. Las nueve variables se agrupan en tres conjuntos: variables de tipo socio-demográfico –género, edad, nivel de estudios, nivel de ingresos, tamaño de la unidad familiar y estado civil–, de comportamiento de compra – experiencia de compra por Internet y frecuencia de compra por Internet– y de tipo psicográfico –motivaciones de compra por Internet. La segunda parte del capítulo cuatro se dedica a la revisión de los criterios empleados en la literatura para la clasificación de los productos en el contexto del comercio electrónico. De dicha revisión se obtienen quince grupos de variables que pueden tomar un total de treinta y cuatro valores, lo que deriva en un elevado número de combinaciones posibles. Sin embargo, pese a haber sido utilizados en el contexto del comercio electrónico, no en todos los casos se ha comprobado la influencia de dichas variables respecto a la intención de compra o la conducta real de compra por Internet; por este motivo, y con el objetivo de definir una clasificación robusta y abordable de tipos de productos, en el capitulo cinco se lleva a cabo una validación de las variables de clasificación de productos mediante un experimento previo con 207 muestras. Seleccionando sólo aquellas variables objetivas que no dependan de la interpretación personal del consumidores y que determinen grupos significativamente distintos respecto a la intención y conducta de compra de los consumidores, se obtiene un modelo de dos variables que combinadas dan lugar a cuatro tipos de productos: bien digital, bien no digital, servicio digital y servicio no digital. Definidos el modelo de adopción y los criterios de segmentación de consumidores y productos, en el sexto capítulo se desarrolla el modelo completo de investigación formado por un conjunto de hipótesis obtenidas de la revisión de la literatura de los capítulos anteriores, en las que se definen las hipótesis de investigación con respecto a las influencias esperadas de las variables de segmentación sobre las relaciones del modelo de adopción. Este modelo confiere a la investigación un carácter social y de tipo fundamentalmente exploratorio, en el que en muchos casos ni siquiera se han encontrado evidencias empíricas previas que permitan el enunciado de hipótesis sobre la influencia de determinadas variables de segmentación. El capítulo seis contiene además la descripción del instrumento de medida empleado en la investigación, conformado por un total de 125 preguntas y sus correspondientes escalas de medida, así como la descripción de la muestra representativa empleada en la validación del modelo, compuesta por un grupo de 817 personas españolas o residentes en España. El capítulo siete constituye el núcleo del análisis empírico del trabajo de investigación, que se compone de dos elementos fundamentales. Primeramente se describen las técnicas estadísticas aplicadas para el estudio de los datos que, dada la complejidad del análisis, se dividen en tres grupos fundamentales: Método de mínimos cuadrados parciales (PLS, Partial Least Squares): herramienta estadística de análisis multivariante con capacidad de análisis predictivo que se emplea en la determinación de las relaciones estructurales de los modelos propuestos. Análisis multigrupo: conjunto de técnicas que permiten comparar los resultados obtenidos con el método PLS entre dos o más grupos derivados del uso de una o más variables de segmentación. En este caso se emplean cinco métodos de comparación, lo que permite asimismo comparar los rendimientos de cada uno de los métodos. Determinación de segmentos no identificados a priori: en el caso de algunas de las variables de segmentación no existe un criterio de clasificación definido a priori, sino que se obtiene a partir de la aplicación de técnicas estadísticas de clasificación. En este caso se emplean dos técnicas fundamentales: análisis de componentes principales –dado el elevado número de variables empleadas para la clasificación– y análisis clúster –del que se combina una técnica jerárquica que calcula el número óptimo de segmentos, con una técnica por etapas que es más eficiente en la clasificación, pero exige conocer el número de clústeres a priori. La aplicación de dichas técnicas estadísticas sobre los modelos resultantes de considerar los distintos criterios de segmentación, tanto de clientes como de productos, da lugar al análisis de un total de 128 modelos de adopción de comercio electrónico y 65 comparaciones multigrupo, cuyos resultados y principales consideraciones son elaboradas a lo largo del capítulo. Para concluir, el capítulo ocho recoge las conclusiones del trabajo divididas en cuatro partes diferenciadas. En primer lugar se examina el grado de alcance de los objetivos planteados al inicio de la investigación; después se desarrollan las principales contribuciones que este trabajo aporta tanto desde el punto de vista metodológico, como desde los punto de vista teórico y práctico; en tercer lugar, se profundiza en las conclusiones derivadas del estudio empírico, que se clasifican según los criterios de segmentación empleados, y que combinan resultados confirmatorios y exploratorios; por último, el trabajo recopila las principales limitaciones de la investigación, tanto de carácter teórico como empírico, así como aquellos aspectos que no habiendo podido plantearse dentro del contexto de este estudio, o como consecuencia de los resultados alcanzados, se presentan como líneas futuras de investigación. ABSTRACT Favoured by an increase of Internet penetration rates across the globe, electronic commerce has experienced a rapid growth over the last few years. Nevertheless, adoption of electronic commerce has differed from one country to another. On one hand, it has been observed that countries leading e-commerce adoption have a large percentage of Internet users as well as of online purchasers; on the other hand, other markets, despite having a low percentage of Internet users, show a high percentage of online buyers. Halfway between those two ends of the spectrum, we find countries such as Spain which, despite having moderately high Internet penetration rates and similar socio-economic characteristics as some of the leading countries, have failed to turn Internet users into active online buyers. Several theoretical approaches have been taken in an attempt to define the factors that influence the use of electronic commerce systems by customers. One of the betterknown frameworks to characterize adoption factors is the acceptance modelling theory, which is derived from the information systems adoption in organizational environments. These models are based on individual perceptions on which factors determine purchase intention, as a mean to explain users’ actual purchasing behaviour. Even though research on electronic commerce adoption models has increased in terms of volume and scope over the last years, the majority of studies validate their hypothesis by using a single sample of consumers from which they obtain general conclusions. Nevertheless, since the birth of marketing, and more specifically from the second half of the 19th century, differences in consumer behaviour owing to demographic, sociologic and psychological characteristics have also been taken into account. And such differences are generally translated into different needs that can only be satisfied when sellers adapt their offer to their target market. Electronic commerce has a number of features that makes it different when compared to traditional commerce; the best example of this is the lack of physical contact between customers and products, and between customers and vendors. Other than that, some differences that depend on the type of product may also play an important role in electronic commerce. From all the above, the present research aims to address the study of the main factors influencing purchase intention and actual purchase behaviour in electronic commerce by Spanish end-consumers, taking into consideration both the customer group to which they belong and the type of product being purchased. In order to achieve this goal, this Thesis is structured in eight chapters: four theoretical sections, three empirical blocks and a final section summarizing the conclusions derived from the research. The chapters are arranged in sequence as follows: introduction, current state of electronic commerce, technology adoption models, electronic commerce segmentation, preliminary design of the empirical work, research design, data analysis and results, and conclusions. The introductory chapter offers a detailed justification of the relevance of this study in the context of e-commerce adoption research; it also sets out the objectives, methodology and research stages. The second chapter further expands and complements the introductory chapter, focusing on two elements: the concept of electronic commerce and its evolution from a general point of view, and the evolution of electronic commerce in Spain and main indicators of adoption. This section is intended to allow the reader to understand the research context, and also to serve as a basis to justify the relevance and representativeness of the sample used in this study. Chapters three (technology acceptance models) and four (segmentation in electronic commerce) set the theoretical foundations for the study. Chapter 3 presents a thorough literature review of technology adoption modelling, focusing on previous studies on electronic commerce acceptance. As a result of the literature review, the research framework is built upon a model based on UTAUT (Unified Theory of Acceptance and Use of Technology) and its evolution, UTAUT2, including two specific electronic commerce adoption factors: perceived risk and perceived trust. Chapter 4 deals with client and product segmentation methodologies used by experts. From the literature review, a wide range of classification variables is studied, and a shortlist of nine classification variables has been selected for inclusion in the research. The criteria for variable selection were their adequacy to electronic commerce characteristics, as well as adequacy to the sample characteristics. The nine variables have been classified in three groups: socio-demographic (gender, age, education level, income, family size and relationship status), behavioural (experience in electronic commerce and frequency of purchase) and psychographic (online purchase motivations) variables. The second half of chapter 4 is devoted to a review of the product classification criteria in electronic commerce. The review has led to the identification of a final set of fifteen groups of variables, whose combination offered a total of thirty-four possible outputs. However, due to the lack of empirical evidence in the context of electronic commerce, further investigation on the validity of this set of product classifications was deemed necessary. For this reason, chapter 5 proposes an empirical study to test the different product classification variables with 207 samples. A selection of product classifications including only those variables that are objective, able to identify distinct groups and not dependent on consumers’ point of view, led to a final classification of products which consisted on two groups of variables for the final empirical study. The combination of these two groups gave rise to four types of products: digital and non-digital goods, and digital and non-digital services. Chapter six characterizes the research –social, exploratory research– and presents the final research model and research hypotheses. The exploratory nature of the research becomes patent in instances where no prior empirical evidence on the influence of certain segmentation variables was found. Chapter six also includes the description of the measurement instrument used in the research, consisting of a total of 125 questions –and the measurement scales associated to each of them– as well as the description of the sample used for model validation (consisting of 817 Spanish residents). Chapter 7 is the core of the empirical analysis performed to validate the research model, and it is divided into two separate parts: description of the statistical techniques used for data analysis, and actual data analysis and results. The first part is structured in three different blocks: Partial Least Squares Method (PLS): the multi-variable analysis is a statistical method used to determine structural relationships of models and their predictive validity; Multi-group analysis: a set of techniques that allow comparing the outcomes of PLS analysis between two or more groups, by using one or more segmentation variables. More specifically, five comparison methods were used, which additionally gives the opportunity to assess the efficiency of each method. Determination of a priori undefined segments: in some cases, classification criteria did not necessarily exist for some segmentation variables, such as customer motivations. In these cases, the application of statistical classification techniques is required. For this study, two main classification techniques were used sequentially: principal component factor analysis –in order to reduce the number of variables– and cluster analysis. The application of the statistical methods to the models derived from the inclusion of the various segmentation criteria –for both clients and products–, led to the analysis of 128 different electronic commerce adoption models and 65 multi group comparisons. Finally, chapter 8 summarizes the conclusions from the research, divided into four parts: first, an assessment of the degree of achievement of the different research objectives is offered; then, methodological, theoretical and practical implications of the research are drawn; this is followed by a discussion on the results from the empirical study –based on the segmentation criteria for the research–; fourth, and last, the main limitations of the research –both empirical and theoretical– as well as future avenues of research are detailed.

Urban built environment analysis: evidence from a mobility survey in Madrid

Applications involving travel behavior from the perspective of land use are dating from the 1990s. Usually, four important components are distinguished: density, diversity and design (3D?s of Cervero and Kockelman) and accessibility (introduced by Geurs and van Wee). But there is not a general agreement on how to measure each of those 4 components. Density is used to be measured as population and employment densities, but others authors separate population density between residential and building densities. A lot of measures have been developed to estimate diversity: among others, a dissimilarity index to indicate the degree to which different land uses lie within one another?s surrounding, an entropy index to quantify the degree of balance across various land use types or proximities to commercial-retail uses. Design has been characterized by site design, and dwelling and street characteristics. Lastly, accessibility has become a frequently used concept, but its meaning on travel behavior field always refers to the ability ?to reach activities or locations by means of a travel mode?, measured as accessibility to jobs, to leisure activities, and others. Furthermore, the previous evidence is mainly based on US data or on north European countries. Therefore, this paper adds some new evidence from a Spanish perspective to the research debate. Through a Madrid smartphone-based survey, factor analysis is used to linearly combine variables into the 3D?s and accessibility dimensions of the built environment. At a first step for future investigations, land use variables will be treated to define accurately the previous 4 components.

A dynamic factor model for mid-term forecasting of wind power generation

The main objective of this paper is the development and application of multivariate time series models for forecasting aggregated wind power production in a country or region. Nowadays, in Spain, Denmark or Germany there is an increasing penetration of this kind of renewable energy, somehow to reduce energy dependence on the exterior, but always linked with the increaseand uncertainty affecting the prices of fossil fuels. The disposal of accurate predictions of wind power generation is a crucial task both for the System Operator as well as for all the agents of the Market. However, the vast majority of works rarely onsider forecasting horizons longer than 48 hours, although they are of interest for the system planning and operation. In this paper we use Dynamic Factor Analysis, adapting and modifying it conveniently, to reach our aim: the computation of accurate forecasts for the aggregated wind power production in a country for a forecasting horizon as long as possible, particularly up to 60 days (2 months). We illustrate this methodology and the results obtained for real data in the leading country in wind power production: Denmark

Quantitative trait loci and metabolic pathways: genetic control of the concentration of maysin, a corn earworm resistance factor, in maize silks.

Interpretation of quantitative trait locus (QTL) studies of agronomic traits is limited by lack of knowledge of biochemical pathways leading to trait expression. To more fully elucidate the biological significance of detected QTL, we chose a trait that is the product of a well-characterized pathway, namely the concentration of maysin, a C-glycosyl flavone, in silks of maize, Zea mays L. Maysin is a host-plant resistance factor against the corn earworm, Helicoverpa zea (Boddie). We determined silk maysin concentrations and restriction fragment length polymorphism genotypes at flavonoid pathway loci or linked markers for 285 F2 plants derived from the cross of lines GT114 and GT119. Single-factor analysis of variance indicated that the p1 region on chromosome 1 accounted for 58.0% of the phenotypic variance and showed additive gene action. The p1 locus is a transcription activator for portions of the flavonoid pathway. A second QTL, represented by marker umc 105a near the brown pericarp1 locus on chromosome 9, accounted for 10.8% of the variance. Gene action of this region was dominant for low maysin, but was only expressed in the presence of a functional p1 allele. The model explaining the greatest proportion of phenotypic variance (75.9%) included p1, umc105a, umc166b (chromosome 1), r1 (chromosome 10), and two epistatic interaction terms, p1 x umc105a and p1 x r1. Our results provide evidence that regulatory loci have a central role and that there is a complex interplay among different branches of the flavonoid pathway in the expression of this trait.

Psychometric behaviour of the strengths and difficulties questionnaire (SDQ) in the Spanish national health survey 2006

Background: The Strengths and Difficulties Questionnaire (SDQ) is a tool to measure the risk for mental disorders in children. The aim of this study is to describe the diagnostic efficiency and internal structure of the SDQ in the sample of children studied in the Spanish National Health Survey 2006. Methods: A representative sample of 6,773 children aged 4 to 15 years was studied. The data were obtained using the Minors Questionnaire in the Spanish National Health Survey 2006. The ROC curve was constructed and calculations made of the area under the curve, sensitivity, specificity and the Youden J indices. The factorial structure was studied using models of exploratory factorial analysis (EFA) and confirmatory factorial analysis (CFA). Results: The prevalence of behavioural disorders varied between 0.47% and 1.18% according to the requisites of the diagnostic definition. The area under the ROC curve varied from 0.84 to 0.91 according to the diagnosis. Factor models were cross-validated by means of two different random subsamples for EFA and CFA. An EFA suggested a three correlated factor model. CFA confirmed this model. A five-factor model according to EFA and the theoretical five-factor model described in the bibliography were also confirmed. The reliabilities of the factors of the different models were acceptable (>0.70, except for one factor with reliability 0.62). Conclusions: The diagnostic behaviour of the SDQ in the Spanish population is within the working limits described in other countries. According to the results obtained in this study, the diagnostic efficiency of the questionnaire is adequate to identify probable cases of psychiatric disorders in low prevalence populations. Regarding the factorial structure we found that both the five and the three factor models fit the data with acceptable goodness of fit indexes, the latter including an externalization and internalization dimension and perhaps a meaningful positive social dimension. Accordingly, we recommend studying whether these differences depend on sociocultural factors or are, in fact, due to methodological questions.

Development and psychometric testing of the clinical learning environment, supervision and nurse teacher evaluation scale (CLES+T): The Spanish version

Background: The Clinical Learning Environment, Supervision and Nurse Teacher scale is a reliable and valid instrument to evaluate the quality of the clinical learning process in international nursing education contexts. Objectives: This paper reports the development and psychometric testing of the Spanish version of the Clinical Learning Environment, Supervision and Nurse Teacher scale. Design: Cross-sectional validation study of the scale. Setting: 10 public and private hospitals in the Alicante area, and the Faculty of Health Sciences (University of Alicante, Spain). Participants: 370 student nurses on clinical placement (January 2011–March 2012). Methods: The Clinical Learning Environment, Supervision and Nurse Teacher scale was translated using the modified direct translation method. Statistical analyses were performed using PASW Statistics 18 and AMOS 18.0.0 software. A multivariate analysis was conducted in order to assess construct validity. Cronbach’s alpha coefficient was used to evaluate instrument reliability. Results: An exploratory factorial analysis identified the five dimensions from the original version, and explained 66.4% of the variance. Confirmatory factor analysis supported the factor structure of the Spanish version of the instrument. Cronbach’s alpha coefficient for the scale was .95, ranging from .80 to .97 for the subscales. Conclusion: This version of the Clinical Learning Environment, Supervision and Nurse Teacher scale instrument showed acceptable psychometric properties for use as an assessment scale in Spanish-speaking countries.

Validation of the Spanish version of mackey childbirth satisfaction rating scale

Background: The “Mackey Childbirth Satisfaction Rating Scale” (MCSRS) is a complete non-validated scale which includes the most important factors associated with maternal satisfaction. Our primary purpose was to describe the internal structure of the scale and validate the reliability and validity of concept of its Spanish version MCSRS-E. Methods: The MCSRS was translated into Spanish, back-translated and adapted to the Spanish population. It was then administered following a pilot test with women who met the study participant requirements. The scale structure was obtained by performing an exploratory factorial analysis using a sample of 304 women. The structures obtained were tested by conducting a confirmatory factorial analysis using a sample of 159 women. To test the validity of concept, the structure factors were correlated with expectations prior to childbirth experiences. McDonald’s omegas were calculated for each model to establish the reliability of each factor. The study was carried out at four University Hospitals; Alicante, Elche, Torrevieja and Vinalopo Salud of Elche. The inclusion criteria were women aged 18–45 years old who had just delivered a singleton live baby at 38–42 weeks through vaginal delivery. Women who had difficulty speaking and understanding Spanish were excluded. Results: The process generated 5 different possible internal structures in a nested model more consistent with the theory than other internal structures of the MCSRS applied hitherto. All of them had good levels of validation and reliability. Conclusions: This nested model to explain internal structure of MCSRS-E can accommodate different clinical practice scenarios better than the other structures applied to date, and it is a flexible tool which can be used to identify the aspects that should be changed to improve maternal satisfaction and hence maternal health.

Equestrian tourism: an opportunity for portuguese

Portugal provides a large number of factors that boost the development of the national equestrian tourism. It represents an opportunity for the qualification and differentiation of the national tourism, to stimulate rural economies, to combat seasonality and asymmetries.This study want to understand the importance, for the equestrian tourist, of the critical success factors such as the Lusitano horse, the national equestrian culture, the landscape diversity, among others. Also, how they can contribute to the differentiation of the national equestrian tourism for international destinations that are already deployed in the market.For this study is crucial to know the perspective of those involved in the various equestrian tourism activities. In this sense, a group of companies were selected and exploratory interviews were conducted that contributed to important outputs in the construction of the questionnaire.The research was attended by 110 individuals, with different profiles, motivations and types of involvement. From the analysis, it is concluded that the critical success factors are significant in motivating equestrian tourists, namely the quality of equestrian infrastructures, the Lusitano horse, the hospitality, among others. It is also possible to analyze that the equestrian tourist demonstrates a strong commitment: they are knowledgeable, read a lot about riding and belong to equestrian clubs.Finally, the factor analysis highlight the agreement between participants and a significant number of statements made in the questionnaire related to motivation and involvement. It is possible to conclude that equestrian tourists look for relaxing moments and opportunities to expand their equestrian knowledge.

Benthic foraminifera analysis of two sediments cores from the northern Cape Basin in the eastern South Atlantic Ocean

Two late Quaternary sediment cores from the northern Cape Basin in the eastern South Atlantic Ocean were analyzed for their benthic foraminiferal content and benthic stable carbon isotope composition. The locations of the cores were selected such that both of them presently are bathed by North Atlantic Deep Water (NADW) and past changes in deep water circulation should be recorded simultaneously at both locations. However, the areas are different in terms of primary production. One core was recovered from the nutrient-depleted Walvis Ridge area, whereas the other one is from the continental slope just below the coastal upwelling mixing area where present day organic matter fluxes are shown to be moderately high. Recent data served as the basis for the interpretation of the late Quaternary faunal fluctuations and the paleoceanographic reconstruction. During the last 450,000 years, NADW flux into the eastern South Atlantic Ocean has been restricted to interglacial periods, with the strongest dominance of a NADW-driven deep water circulation during interglacial stages 1, 9 and 11. At the continental margin, high productivity faunas and very low epibenthic d13C values indicate enhanced fluxes of organic matter during glacial periods. This can be attributed to a glacial increase and lateral extension of coastal upwelling. The long term glacial-interglacial paleoproductivity cycles are superimposed by high-frequency variations with a period of about 23,000 yr. Enhanced productivity in surface waters above the Walvis Ridge, far from the coast, is indicated during glacial stages 8, 10 and 12. During these periods, cold, nutrient-rich filaments from the mixing area were probably driven as far as to the southeastern flank of the Walvis Ridge.