Adopción de redes sociales virtuales: ampliación del modelo de aceptación tecnológica integrando confianza y riesgo percibido

• Autores: Carlota Lorenzo Romero, María del Carmen Alarcón del Amo, Miguel Angel Gómez Borja
• Localización: Cuadernos de economía y dirección de la empresa, ISSN 1138-5758, Vol. 14, Nº 3, 2011, págs. 194-205
• Idioma: español
• DOI: 10.1016/j.cede.2010.12.003
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 19 Citas
• Resumen
  • español

    Las redes sociales virtuales han pasado de ser una actividad online especializada a un fenómeno de masas. Esta nueva herramienta interactiva entre personas, organizaciones, comunidades, etc. ha aumentado en los últimos años. Basándonos en la aparición y crecimiento de esta innovación tecnológica interactiva, el principal objetivo de este estudio consiste en analizar la adopción y uso de las redes sociales virtuales por parte de los usuarios, teniendo en cuenta sus características personales, en concreto, la confianza y el riesgo percibido hacia las mismas. La muestra analizada consiste en una encuesta online dirigida a un panel nacional de usuarios que interactúa dentro de las redes sociales virtuales. Los resultados apoyan una relación e influencia positivas entre las variables, analizadas a partir de un modelo adaptado basado en el Modelo de Aceptación de la Tecnología. Las conclusiones proporcionadas en este estudio ofrecen tanto implicaciones de marketing para las empresas que pueden permitir mejorar sus decisiones de gestión, como una profundización en esta línea de investigación útil para los académicos especializados en este ámbito de estudio.

  • English

    Social networking sites have gone from being a specialized online activity to becoming a mass phenomenon. This new interactive tool among people, organizations, communities, etc., has increased exponentially in recent years. Based on the emergence and growth of this interactive technological innovation, the main objective of this paper is to analyze the adoption and use of social networking sites by users, taking account of some personal characteristics (i.e. trust and the perceived risk of these sites). The sample is based on a national online survey focused on a national panel of users which interacts within the social networking sites. The results support the positive relationships and influences among variables, analyzed using an adaptation of the Technology Acceptance Model. The conclusions have marketing implications for companies to improve their managerial decisions and for further investigation by academics specialized in this research field.

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