Internet Móvil: Aceptación tecnológica para el cierre de la brecha digital en Colombia

  • Juan Fernando Tavera M Universidad de Antioquia
  • Jose Enrique Arias P Universida de Antioquia
Palabras clave: Internet móvil, TAM, aceptación tecnológica, competitividad, brecha digital

Resumen

El acceso a las Tecnologías de Información y Comunicación es uno de los pilares de la competitividad y un determinante del desarrollo de los negocios. El Internet es una de las tecnologías de mayor relevancia y su acceso presenta diferencias contrastadas entre países y personas con mayores niveles de ingreso, frente a aquellos que poseen menores ingresos. El cierre de dicha brecha digital es relevante para el desarrollo de los países y las regiones, y los medios móviles representan una solución viable dada su superior penetración frente al acceso a Internet tradicional de línea fija, implicando una posibilidad de mayor rapidez y menores costos de penetración.

El estudio de la aceptación del Internet Móvil posibilita identificar los  determinantes del comportamiento de adopción de los consumidores, permitiendo proponer estrategias empresariales y gubernamentales para incrementar la penetración y acelerar el cierre de la brecha digital existente. El presente artículo explora la utilización del Modelo de Aceptación Tecnológica (TAM) como herramienta para describir el comportamiento de aceptación del Internet Móvil por parte de los consumidores colombianos, propone un modelo de hipotético de ecuaciones estructurales, ratifica la fiabilidad y validez del modelo de medida mediante
un Análisis Factorial Confirmatorio (AFC) y contrasta empíricamente las hipótesis propuestas con una muestra de 130 individuos de la ciudad de Medellín.


El TAM aplicado obtuvo excelentes indicadores de bondad de ajuste y el no rechazo de la totalidad de hipótesis planteadas, permitiendo identificar la facilidad de uso, la utilidad percibida y la actitud hacia el uso de Internet Móvil como antecedentes
significativos de la intención de uso.

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Biografía del autor/a

Juan Fernando Tavera M, Universidad de Antioquia

Director del Grupo de Investigación en Marketing (iMARK). Docente e Investigador del Departamento de Ciencias Administrativas de la Facultad de Ciencias Económicas, Universidad de Antioquia.

Jose Enrique Arias P, Universida de Antioquia

Docente e Investigador del Departamento de Ciencias Administrativas de la Facultad de Ciencias

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Publicado
2013-06-21
Cómo citar
Tavera M J. F., & Arias P J. E. (2013). Internet Móvil: Aceptación tecnológica para el cierre de la brecha digital en Colombia. Perfil De Coyuntura Económica, (19), 139-156. Recuperado a partir de https://revistas.udea.edu.co/index.php/coyuntura/article/view/15556
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