Análisis de los factores determinantes del uso de mensajes SMS para participar en programas de televisión
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Publicado
18-09-2018
Carla Ruiz Mafé
Silvia Sanz Blas
Juan Fernando Tavera Mesías
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.
Cómo citar
Ruiz Mafé, C., Sanz Blas, S., & Tavera Mesías, J. F. (2018). Análisis de los factores determinantes del uso de mensajes SMS para participar en programas de televisión. Cuadernos De Gestión, 10(2), 117–132. https://doi.org/10.5295/cdg.100157cr
##plugins.themes.bootstrap3.article.details##
Keywords
Móvil, Televisión, compatibilidad, entretenimiento, actitud
References
AJZEN, I. (1991): “The Theory of Planned Behavior”, Organizational Behavior and Human Decision Processes, Vol. 50, No.2, pp. 179-211.
ANDERSON, J. Y GERBING, D. (1988): “Structural equation modeling in practice: A review and recommended two-step approach”, Psychological Bulletin, Vol. 103, Nº 3, pp. 411-423.
ANDERSON, J.A. Y MEYER, T.P. (1975): “Functionalism and the mass media”, Journal of Broadcasting, Vol. 19, Nº 1, pp. 11-22.
ANDRADES, L. (2005): “Medición de las actitudes de los internautas respecto a la compra on-line. Segmentación en base a actitudes y caracterización de los segmentos identificados”, Economic Analysis Working Paper,Vol. 4, Nº 4, pp. 1-85.
BABIN, B.; DARDEN, W. Y GRIFFIN, M. (1994). “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, Vol. 20, Nº 4, pp. 644-656.
BAGOZZI, R. Y YI, Y. (1988): “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16, Nº 1, pp. 74-94.
BAGOZZI, R.P. Y BURNKRANT, R.E. (1979): “Attitude organization and the attitude–behavior relationship”, Journal of Personality and Social Psychology, Nº 37, p.6.
BAGOZZI, R.P. Y BURNKRANT, R.E. (1985): “Attitude organization and the attitude–behavior relationship: a reply to Dillon and Kumar”, Journal of Personality and Social Psychology, Nº 49, pp.1-16.
BARON, S.; PATTERSON, A. Y HARRIS, K. (2006): “Beyond technology acceptance: understanding consumer practice”, International Journal of Service Industry Management, Vol.17, No.2, pp. 111-135.
BEYER, Y.; ENLI, G.S.; MAASO, A.J. Y YTREBERG, E. (2007): “Small talk makes a big difference: Recent Developments in interactive, SMS-based television”, Television & New Media, Vol. 8, pp. 213-234.
BIGNÉ, E.; ALDÁS, J.; RUIZ, C. Y SANZ, S. (2008): “Influencia de la compatibilidad, la propensión a innovar y el entretenimiento percibido en la decisión de compra a través del móvil”. Revista Portuguesa de Marketing, Vol.23, pp. 34-46.
CHAIKEN, S. Y STANGOR, C. (1987): “Attitudes and attitude change”, Annual Review of Psychology, Nº 38, pp. 575–630.
CHEN, X. Y GONGMIN, B. (2007): “The Influence of Innovativeness Compatibility on Consumers’ Online Purchase Intention on the Creative Product: A Case Study of Fashion”, IEEE, pp.6706-6709.
CHEONG, J.H. Y PARK, M. (2005): “Mobile internet acceptance in Korea”, Internet Research, Vol. 15, No. 2, pp. 125-140.
CHURCHILL, G.A. (1979): “Paradigm for Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16, Nº 1, pp. 64-73.
COMISIÓN DEL MERCADO DE LAS TELECOMUNICACIONES (2008). Informe trimestral Octubre-Diciembre 2008. Documento electrónico disponible en http://www.cmt.es (17 de Marzo de 2009).
DAVIS, F. (1989): “Perceived usefulness, perceived ease of use and user acceptance of information technology”, MIS Quaterly, Vol. 13, No.3, pp. 319-340.
DAVIS, F.; BAGOZZI, R. Y WARSHAW, P. (1992): “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1”, Journal of Applied Social Psychology, Vol. 22, Nº 14, p. 1132.
DAVIS, F.D.; BAGOZZI, R.P. Y WARSHAW, P.R. (1989): “User acceptance of computer technology: a comparison of two theoretical models”, Management Science, Vol. 35, No.8, pp. 33-47.
FISHBEIN, M.Y AJZEN, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Nueva York, Addison-Wesley.
FORNELL, C. Y LARCKER, D. (1981): “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, Nº 1, pp. 39-50.
GEORGE, J.F. (2004): “The theory of planned behavior and Internet purchasing”, Internet Research, Vol. 14, No. 3, pp. 198-212.
HA, I.; YOON, Y. Y CHOI, M. (2007): “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management, Vol. 44, pp. 276-286.
HATCHER, L. (1994). A Step-by-Step approach to using the SAS system for factor analysis and structural equation modelling. Cary, NC, SAS Institute Inc.
HERRING, S. C. Y ZELENKAUSKAITE, A. (2009): “Symbolic capital in a virtual heterosexual market: Abbreviation and insertion in Italian iTV SMS”, Written Communication, Vol. 26, No. 1. Documento electrónico disponible en de Febrero http://ella.slis.indiana.edu/~herring/wc.2009.pdf (5 de Febrero de 2009).
HSU, C.L.; LU, H.P. Y HSU, H.H. (2007): “Adoption of the mobile Internet: An empirical study of multimedia message service (MMS)”, Omega, Vol. 35, No. 6, pp.715-726.
JÖRESKOG, K. Y SORBOM, D. (1990). LISREL 7. A Guide to Program and Application. Michigan, SPSS.
KATZ, E.; BLUMLER, J. Y GUREVITCH, M. (1974): “Utilization of mass communication by the individual”, en Blumler, J. y Katz, E. (Eds.), The uses of mass communications: Current perspectives on gratifications research, (pp. 19-32). Beverly Hills, CA, Sage.
KUO, Y. Y YEN, S. (2009): “Towards an understanding of the behavioural intention to use 3G mobile value-added services”, Computers in Human Behaviour, Vol. 25, pp. 103-110.
LAFORET, S. Y LI, X. (2005): “Consumers’attitudes towards online and mobile banking in China”, International Journal of Bank Marketing, Vol. 23, Nº5, pp. 362-380.
LEUNG, L. Y WEI, R. (2000): “More than just talk on the move: Uses and gratifications of the celular phone”, Journalism and Mass Communication Quarterly, Vol. 77, Nº 2, p. 308.
LIAO, C; TSOU, C. Y HUANG, M. (2007): “Factors influencing the usage of 3G mobile services in Taiwan”, Online Information Review, Vol. 31, No. 6, pp.759-774.
LU, Y.; TAO, Z. Y WANG, B. (2009): “Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model and the flow theory”, Computers in Human Behaviour, Vol. 25, pp. 29-39.
MALLAT, N.; ROSSI, M.; TUUNAINEN, V.Y ÖÖRNI, A. (2009): The impact of use context on mobile services acceptance: The case of mobile ticketing, Information & Management, Vol. 46, pp. 190-195.
MCGUIRE, W.J. (1985): “Attitudes and attitude change”, en Lindzey G. y Aronson, E. (Eds.), Handbook of Social Psychology, 19 (pp. 233–346). New York, Random House.
MCQUAIL, D. (1995). Mass communication theory (tercera edición). California: Sage. Moore, G. y Benbasat, I. (1991): “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, Vol. 2, Nº 3, pp. 192-222.
MUNNUKKA, J. (2007): “Characteristics of early adopters in mobile communications markets”, Marketing Intelligence & Planning, Vol. 25, No. 7, pp. 719-731.
NETSIZE (2010). The Netsize guide 2010. Documento electrónico disponible en http://www.netsize.com/Download/Guide/TheNetsizeGuide2010.pdf (8 de Mayo de 2010).
NYSVEEN, H.; PEDERSEN, P.E. Y THORBJORNSEN, H. (2005a): “Explaining intention to use mobile chat services: moderating effects of gender”, Journal of Consumer Marketing, Vol. 22, No.5, pp. 247-256.
NYSVEEN, H.; PEDERSEN, P.E. Y THORBJORNSEN, H. (2005b): “Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons”, Academy of Marketing Science Journal, Vol. 33, No.3, pp. 330-346.
ROGERS, E. (1995). Diffusion of Innovations (cuarta edición). New York, The Free Press.
TAYLOR, S. Y TODD, P.A. (1995): “Understanding information technology usage: A test of competing models”, Information Systems Research, Vol. 6 No. 2, pp.144-176.
VIJAYASARATHY, L.R. (2004): “Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model”, Information & Management, Vol. 41, Nº 6, pp. 747-762.
WEISS, H.M. Y CROPANZANO, R. (1996): “Affective events theory: a theoretical discussion of the structure, causes and consequences of affective experiences at work”, en Staw B.M. y Cummings, L.L. (Eds.), Research in Organizational Behavior, (pp. 1-74). Greenwich, CT, JAI Press.
WU, J.H. Y WANG, S.C. (2005): “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model”, Information & Management, Vol. 42, No.5, pp. 719-729.
YANG, K.C. (2005): “Exploring factors affecting the adoption of mobile commerce in Singapore”, Telematics and Informatics, Vol. 22, No. 3, pp. 257-77.
ANDERSON, J. Y GERBING, D. (1988): “Structural equation modeling in practice: A review and recommended two-step approach”, Psychological Bulletin, Vol. 103, Nº 3, pp. 411-423.
ANDERSON, J.A. Y MEYER, T.P. (1975): “Functionalism and the mass media”, Journal of Broadcasting, Vol. 19, Nº 1, pp. 11-22.
ANDRADES, L. (2005): “Medición de las actitudes de los internautas respecto a la compra on-line. Segmentación en base a actitudes y caracterización de los segmentos identificados”, Economic Analysis Working Paper,Vol. 4, Nº 4, pp. 1-85.
BABIN, B.; DARDEN, W. Y GRIFFIN, M. (1994). “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, Vol. 20, Nº 4, pp. 644-656.
BAGOZZI, R. Y YI, Y. (1988): “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16, Nº 1, pp. 74-94.
BAGOZZI, R.P. Y BURNKRANT, R.E. (1979): “Attitude organization and the attitude–behavior relationship”, Journal of Personality and Social Psychology, Nº 37, p.6.
BAGOZZI, R.P. Y BURNKRANT, R.E. (1985): “Attitude organization and the attitude–behavior relationship: a reply to Dillon and Kumar”, Journal of Personality and Social Psychology, Nº 49, pp.1-16.
BARON, S.; PATTERSON, A. Y HARRIS, K. (2006): “Beyond technology acceptance: understanding consumer practice”, International Journal of Service Industry Management, Vol.17, No.2, pp. 111-135.
BEYER, Y.; ENLI, G.S.; MAASO, A.J. Y YTREBERG, E. (2007): “Small talk makes a big difference: Recent Developments in interactive, SMS-based television”, Television & New Media, Vol. 8, pp. 213-234.
BIGNÉ, E.; ALDÁS, J.; RUIZ, C. Y SANZ, S. (2008): “Influencia de la compatibilidad, la propensión a innovar y el entretenimiento percibido en la decisión de compra a través del móvil”. Revista Portuguesa de Marketing, Vol.23, pp. 34-46.
CHAIKEN, S. Y STANGOR, C. (1987): “Attitudes and attitude change”, Annual Review of Psychology, Nº 38, pp. 575–630.
CHEN, X. Y GONGMIN, B. (2007): “The Influence of Innovativeness Compatibility on Consumers’ Online Purchase Intention on the Creative Product: A Case Study of Fashion”, IEEE, pp.6706-6709.
CHEONG, J.H. Y PARK, M. (2005): “Mobile internet acceptance in Korea”, Internet Research, Vol. 15, No. 2, pp. 125-140.
CHURCHILL, G.A. (1979): “Paradigm for Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16, Nº 1, pp. 64-73.
COMISIÓN DEL MERCADO DE LAS TELECOMUNICACIONES (2008). Informe trimestral Octubre-Diciembre 2008. Documento electrónico disponible en http://www.cmt.es (17 de Marzo de 2009).
DAVIS, F. (1989): “Perceived usefulness, perceived ease of use and user acceptance of information technology”, MIS Quaterly, Vol. 13, No.3, pp. 319-340.
DAVIS, F.; BAGOZZI, R. Y WARSHAW, P. (1992): “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1”, Journal of Applied Social Psychology, Vol. 22, Nº 14, p. 1132.
DAVIS, F.D.; BAGOZZI, R.P. Y WARSHAW, P.R. (1989): “User acceptance of computer technology: a comparison of two theoretical models”, Management Science, Vol. 35, No.8, pp. 33-47.
FISHBEIN, M.Y AJZEN, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Nueva York, Addison-Wesley.
FORNELL, C. Y LARCKER, D. (1981): “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, Nº 1, pp. 39-50.
GEORGE, J.F. (2004): “The theory of planned behavior and Internet purchasing”, Internet Research, Vol. 14, No. 3, pp. 198-212.
HA, I.; YOON, Y. Y CHOI, M. (2007): “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management, Vol. 44, pp. 276-286.
HATCHER, L. (1994). A Step-by-Step approach to using the SAS system for factor analysis and structural equation modelling. Cary, NC, SAS Institute Inc.
HERRING, S. C. Y ZELENKAUSKAITE, A. (2009): “Symbolic capital in a virtual heterosexual market: Abbreviation and insertion in Italian iTV SMS”, Written Communication, Vol. 26, No. 1. Documento electrónico disponible en de Febrero http://ella.slis.indiana.edu/~herring/wc.2009.pdf (5 de Febrero de 2009).
HSU, C.L.; LU, H.P. Y HSU, H.H. (2007): “Adoption of the mobile Internet: An empirical study of multimedia message service (MMS)”, Omega, Vol. 35, No. 6, pp.715-726.
JÖRESKOG, K. Y SORBOM, D. (1990). LISREL 7. A Guide to Program and Application. Michigan, SPSS.
KATZ, E.; BLUMLER, J. Y GUREVITCH, M. (1974): “Utilization of mass communication by the individual”, en Blumler, J. y Katz, E. (Eds.), The uses of mass communications: Current perspectives on gratifications research, (pp. 19-32). Beverly Hills, CA, Sage.
KUO, Y. Y YEN, S. (2009): “Towards an understanding of the behavioural intention to use 3G mobile value-added services”, Computers in Human Behaviour, Vol. 25, pp. 103-110.
LAFORET, S. Y LI, X. (2005): “Consumers’attitudes towards online and mobile banking in China”, International Journal of Bank Marketing, Vol. 23, Nº5, pp. 362-380.
LEUNG, L. Y WEI, R. (2000): “More than just talk on the move: Uses and gratifications of the celular phone”, Journalism and Mass Communication Quarterly, Vol. 77, Nº 2, p. 308.
LIAO, C; TSOU, C. Y HUANG, M. (2007): “Factors influencing the usage of 3G mobile services in Taiwan”, Online Information Review, Vol. 31, No. 6, pp.759-774.
LU, Y.; TAO, Z. Y WANG, B. (2009): “Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model and the flow theory”, Computers in Human Behaviour, Vol. 25, pp. 29-39.
MALLAT, N.; ROSSI, M.; TUUNAINEN, V.Y ÖÖRNI, A. (2009): The impact of use context on mobile services acceptance: The case of mobile ticketing, Information & Management, Vol. 46, pp. 190-195.
MCGUIRE, W.J. (1985): “Attitudes and attitude change”, en Lindzey G. y Aronson, E. (Eds.), Handbook of Social Psychology, 19 (pp. 233–346). New York, Random House.
MCQUAIL, D. (1995). Mass communication theory (tercera edición). California: Sage. Moore, G. y Benbasat, I. (1991): “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, Vol. 2, Nº 3, pp. 192-222.
MUNNUKKA, J. (2007): “Characteristics of early adopters in mobile communications markets”, Marketing Intelligence & Planning, Vol. 25, No. 7, pp. 719-731.
NETSIZE (2010). The Netsize guide 2010. Documento electrónico disponible en http://www.netsize.com/Download/Guide/TheNetsizeGuide2010.pdf (8 de Mayo de 2010).
NYSVEEN, H.; PEDERSEN, P.E. Y THORBJORNSEN, H. (2005a): “Explaining intention to use mobile chat services: moderating effects of gender”, Journal of Consumer Marketing, Vol. 22, No.5, pp. 247-256.
NYSVEEN, H.; PEDERSEN, P.E. Y THORBJORNSEN, H. (2005b): “Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons”, Academy of Marketing Science Journal, Vol. 33, No.3, pp. 330-346.
ROGERS, E. (1995). Diffusion of Innovations (cuarta edición). New York, The Free Press.
TAYLOR, S. Y TODD, P.A. (1995): “Understanding information technology usage: A test of competing models”, Information Systems Research, Vol. 6 No. 2, pp.144-176.
VIJAYASARATHY, L.R. (2004): “Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model”, Information & Management, Vol. 41, Nº 6, pp. 747-762.
WEISS, H.M. Y CROPANZANO, R. (1996): “Affective events theory: a theoretical discussion of the structure, causes and consequences of affective experiences at work”, en Staw B.M. y Cummings, L.L. (Eds.), Research in Organizational Behavior, (pp. 1-74). Greenwich, CT, JAI Press.
WU, J.H. Y WANG, S.C. (2005): “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model”, Information & Management, Vol. 42, No.5, pp. 719-729.
YANG, K.C. (2005): “Exploring factors affecting the adoption of mobile commerce in Singapore”, Telematics and Informatics, Vol. 22, No. 3, pp. 257-77.
Número
Sección
Artículos
Los autores mantienen el copyright de la publicación. Las publicaciones en Cuadernos de Gestión se distribuyen bajo la licencia de Creative Commons -CC-BY-NC-ND, garantizando el acceso abierto a toda la sociedad.
En concreto la licencia CC-BY-NC-ND permite utilización, copia, distribución y comunicación pública de la obra, siempre que los autores y la fuente sean correctamente citados y no se utilice para propósitos comerciales.
El/la autor/a puede hacer libre uso de su artículo indicando siempre que el texto ha sido publicado en Management Letters/Cuadernos de Gestión y cualquier re-edición del mismo deberá contar con la autorización de la revista.