ACEPTACIÓN TECNOLÓGICA DE LA PUBLICIDAD EN DISPOSITIVOS MÓVILES EN COLOMBIA

This article looks for analyzing the behavior of technological acceptance of advertising in mobile devices in Colombia, using TAM model (Technology Acceptance Model) and adding the confidence as a variable which influences in the relation between advertisers and sectors or mobile advertising. The mo...

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Bibliographic Details
Published inSemestre económico Vol. 17; no. 36; pp. 133 - 153
Main Authors Díaz, Bernardo Ballesteros, Mesías, Juan Fernando Tavera, Serna, Daniela Castaño
Format Journal Article
LanguagePortuguese
Spanish
Published Medellin Semestre Economico 01.12.2014
Universidad de Medellín
Subjects
Advertisers
ECONOMICS
Marketing
Mobile advertising
Studies
Technology Acceptance Model
Technology adoption
Colombia
Dispositivos móviles
Publicidade
TAM
Mobile devices
dispositivos móveis
Technological acceptance
Publicidad
tecnologia aceitação
Aceptación tecnológica
Advertising
Marketing
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Summary:This article looks for analyzing the behavior of technological acceptance of advertising in mobile devices in Colombia, using TAM model (Technology Acceptance Model) and adding the confidence as a variable which influences in the relation between advertisers and sectors or mobile advertising. The model was contrasted through an empirical sample of 530 individuals; reliability and validity of the model was verified and hypothesis were validated by means of structural equations. In the case of Colombian consumers, results show the adjustment of the model and confirm that the confidence directly influences in the use intention; however, the usefulness perceived, constitutes as the main dewterminant of use of mobile advertising.
ISSN:0120-6346
2248-4345