Examinando por Materia "TAM"

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    Ítem
    Promoción del primer uso de la herramienta tecnológica de autorreporte "Tú cuentas" mediante una intervención comportamental con el modelo EAST
    (Universidad EAFIT, 2023) Forero Jaramillo, Camilo Andrés; Montoya Echeverri, Claudia Marcela; Cardona Franco, Paola Andrea; Echeverri Álvarez, Jonathan
    The adoption of technological tools in corporate environments is a challenge for organizations. This study focused on achieving the first use, as a fundamental step for the adoption of a self-report tool. An intervention based on the principles of the EAST model was used, with the objective of minimizing the intention-action gap and evaluating the impact of two messages: utility/ease and safety/group benefit. The intervention was carried out in 187 entrepreneurs, using two treatments and a control group. The results showed that the intervention had a significant impact on access to the tool. In the control group, only 29.8% of participants performed measurable actions, while in the treatment groups, 63.1% and 64.6% of participants performed such actions, respectively. The differences between the treatments and the control group were statistically significant. However, no significant differences were found between the two implemented treatments, nor in the number of self-reports between the treatments and the control group. With the above, it is concluded that the messages designed with behavioral science tools had a positive impact on access to the technological tool in the analyzed corporate environment. However, more research is required to determine whether the messages alone or modifications to the tool design have a significant effect on continued use of the tool.
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    Ítem
    Social media use by young Latin American consumers: An exploration
    (Elsevier Ltd, 2018-07-01) Bailey A.A.; Bonifield C.M.; Arias A.; Universidad EAFIT. Departamento de Ingeniería de Diseño; Ingeniería de Diseño (GRID)
    This paper reports on a study that was undertaken to explore the factors that drive social media use among young consumers in Latin America, a region of the world in which such studies have been sparse. The research involves the application of an extended TAM, with the addition of three new model variables whose impact on social media use have not been explored previously: social facilitation experience, fear of missing out (FoMO), and general online social interaction propensity (GOSIP). In addition, the outcome variable relates to active social media behaviors, a novel dependent variable in this stream of research. The model is tested using SEM. The results show that social influence, social facilitation experience, perceived ease of use (PEOU), and perceived enjoyment (PE) are all significantly linked to perceived usefulness (PU) of social media; however, FoMO is not. GOSIP, PU, and PE are positively related to attitude toward social media use, which is positively related to active social media behaviors. We discuss the results and provide limitations and avenues for future research. © 2018 Elsevier Ltd