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Análisis de los factores determinantes del uso de mensajes SMS para participar en programas de televisión

Author

Listed:
  • Ruiz Mafé, Carla
  • Sanz Blas, Silvia
  • Tavera, Juan Fernando

Abstract

[ES] 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 individuo-medio 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.

Suggested Citation

  • Ruiz Mafé, Carla & Sanz Blas, Silvia & Tavera, Juan Fernando, 2010. "Análisis de los factores determinantes del uso de mensajes SMS para participar en programas de televisión," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
  • Handle: RePEc:ehu:cuader:7723
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    More about this item

    Keywords

    móvil; televisión; compatibilidad; entretenimiento; actitud; mobile; television; compatibility; enjoyment; attitude;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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