Anuncios comprables en redes sociales móviles: alta personalización y preocupación por la privacidad

• Jorge Serrano-Malebrán ^[1] ; Jorge Arenas-Gaitán ^[2]
  1. [1] Universidad Católica del Norte

     Universidad Católica del Norte

     Antofagasta, Chile

     
  2. [2] Universidad de Sevilla

     Universidad de Sevilla

     Sevilla, España

     
• Localización: GECONTEC: revista Internacional de Gestión del Conocimiento y la Tecnología, ISSN-e 2255-5684, Vol. 7, Nº. 2, 2019, págs. 66-79
• Idioma: español
• Títulos paralelos:
  • Shoppable ads in mobile social networks: high personalization and privacy concerns
• Enlaces
  • Texto completo
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    El presente estudio explora la evaluación de los consumidores de los anuncios comprables de marcas de moda en la aplicación móvil de Facebook. Para esta cumplir con este objetivo, se prueba un modelo conceptual que propone relaciones que pueden influir en las intenciones de los consumidores a comprar a través anuncios comprables. Específicamente este estudio examina las relaciones entre la personalización de los anuncios comprables, la preocupación por la privacidad, la percepción de utilidad y la intención de comprar a través de este nuevo formato de anuncio en redes sociales móviles. Se aplicó un cuestionario a usuarios redes sociales móviles, logrando una muestra de 486 encuestados para su análisis mediante el enfoque de modelado de ecuaciones estructurales. Los resultados muestran que la personalización de los anuncios tiene un efecto sobre la preocupación por la privacidad, la percepción de utilidad y la intención de compra. No se encontró una relación estadísticamente significativa en la relación de la preocupación por la privacidad con la utilidad percibida y la intención de compra.

  • English

    The present study explores the evaluation of consumers of shoppable ads for fashion brands in the Facebook mobile application. To fulfil this objective, a conceptual model is proposed with the relationships that can influence the intentions of consumers to buy through shoppable ads. Specifically, this study examines the relationships between the personalization of shoppable ads, the privacy concern, the perceived usefulness and the purchase intention through this new ad format on mobile social media. A questionnaire was applied to users of mobile social media in Chile, obtaining a sample of 486 respondents for their analysis through the structural equation modeling approach. The results show that the personalization of the ads has an effect on the privacy concern, the perception of utility and the intention to purchase. No statistically significant relationship was found in the relationship of privacy concern with perceived usefulness and purchase intention.

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