ACEPTACIÓN TECNOLÓGICA DE LA PUBLICIDAD EN DISPOSITIVOS MÓVILES EN COLOMBIA

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 mo...

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Veröffentlicht in:	Semestre económico 2014-12, Vol.17 (36), p.133-153
Hauptverfasser:	Díaz, Bernardo Ballesteros, Mesías, Juan Fernando Tavera, Serna, Daniela Castaño
Format:	Artikel
Sprache:	por ; spa
Schlagworte:	Advertisers ECONOMICS Marketing Mobile advertising Studies Technology Acceptance Model Technology adoption
Online-Zugang:	Volltext
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