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

  • Jorge Serrano-Malebrán Universidad Católica del Norte
  • Jorge Arenas-Gaitán Universidad de Sevilla

Resumen

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.

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Publicado
2019-05-03
Cómo citar
Serrano-Malebrán, J., & Arenas-Gaitán, J. (2019). Anuncios comprables en redes sociales móviles: alta personalización y preocupación por la privacidad. GECONTEC: Revista Internacional De Gestión Del Conocimiento Y La Tecnología, 7(2), 66-79. Recuperado a partir de https://www.upo.es/revistas/index.php/gecontec/article/view/4080
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