Análisis de los factores determinantes del uso de mensajes SMS para participar en programas de televisión

• Carla Ruiz Mafé ^[1] ; Silvia Sanz Blas ^[1] ; Juan Fernando Tavera ^{[1] [2]}
  1. [1] Universitat de València

     Universitat de València

     Valencia, España

     
  2. [2] Universidad de Antioquia

     Universidad de Antioquia

     Colombia

     
• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 10, Nº 2, 2010, págs. 117-132
• Idioma: español
• DOI: 10.5295/cdg.100157cr
• Enlaces
  • Texto completo
• Dialnet Métricas: 3 Citas
• Resumen

  • El envío de mensajes cortos a programas, anuncios o concursos de televisión se ha convertido hoy en día en una fuente importante de ingresos tanto para los operadores de telefonía móvil como para las cadenas y productoras televisivas. El objetivo del presente trabajo es analizar cómo contribuye la actitud y la relación individuomedio en que el telespectador utilice este servicio de mensajería para participar en los programas televisivos. Los resultados ponen de relieve que tanto la compatibilidad del individuo con el servicio como el entretenimiento percibido al participar en este tipo de programas y la actitud hacia el uso son factores determinantes de la utilización del servicio.

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