Resumen

BALLESTEROS DIAZ, Bernardo; TAVERA MESIAS, Juan Fernando  y  CASTANO SERNA, Daniela. TECHNOLOGICAL ACCEPTANCE OF ADVERTISING IN MOBILE DEVICES IN COLOMBIA. Semest. Econ. [online]. 2014, vol.17, n.36, pp.133-153. ISSN 0120-6346.

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.

Palabras clave : Advertising; Mobile devices; Technological acceptance; TAM; Marketing.

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