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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!10 Playfulness: Se traduce este término al castellano como alegría, jocosidad, cualidad de ser travieso o deseo de jugar. Debido a la inexactitud de estos términos en castellano, para el concepto psicológico aplicado a las IT se empleará directamente el término inglés. No obstante, algunos autores emplean los términos en castellano cuando hablan de temas relacionados con psicología infantil.

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K-(=-+!."+(+!%06-(%,!,"3"0".-4+,!&'(!0%!%2,'/&"B(7!+,!"31'/.%(.+!4+,.%&%/!=-+!,+!./%.%! 4+! +0+3+(.',! &'(&+1.-%03+(.+! 4")+/+(.+,:! S"+(./%,! =-+! 0%! "4+%! 4+!%2,'/&"B(! /+,1'(4+! %! -(%! &%1%&"4%4! 4+0! "(4"#"4-'! '! %! -(! +,.%4'! +(! +0! =-+! +0!"(4"#"4-'!,+!%2,./%+!4+!0%!/+%0"4%47!+0!+,.%4'!4+!%"13!/+1/+,+(.%!-(%!+M1+/"+(&"%!B1."3%:!;"!2"+(!1%/%!+0!4+,%//'00'!4+0!%"13++,!)%#'/%20+!O5!1-+4+!=-+!(+&+,%/"%P!0%!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!21 Se denomina experiencia óptima porque el sujeto mantiene un control absoluto sobre la acción que lleva acabo y es capaz de desarrollar su rendimiento al máximo. Un ejemplo de este tipo de experiencia se produce al practicar deportes de élite. Un ejemplo es el de los trucos o acrobacias de snowboard, en los que el deportista en estado de flow no se preocupa por los detalles puesto que su cerebro procesa tan rápidamente los detalles de la coreografía que simplemente necesita simplemente desear moverse de una determinada manera para conseguirlo. 22 Comunicación percibida: Es la sensación que tiene el individuo receptor de una información sobre cómo de satisfactoria es la comunicación con el extremo emisor. Para que la comunicación sea adecuada en calidad no debe haber problemas en ninguno de los dos primeros niveles de Weaver (1949): código y semántica. Mientras que para que sea efectiva (tercer nivel de Weaver (1949) ), el mensaje debe ser transmitido de forma correcta al receptor. La efectividad de la comunicación tendrá influencia en el receptor y en las acciones que este realice a consecuencia del mensaje recibido. Los problemas en este tercer nivel suelen generar discrepancia entre la respuesta esperada por el emisor y la acción llevada a cabo por el receptor. Lee, C. S. (2010). Managing perceived communication failures with affordances of ICTs. Computers in Human Behavior , 26 (4), 572-580.

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!24 Congruencia entre dificultad de la tarea y habilidades del individuo: Para que pueda producirse un estado de flow debe darse una relación entre la dificultad percibida de la tarea y las habilidades del usuario, en la que ambas sean iguales. Si la dificultad es superior a las habilidades, se producirá una situación de estrés y si ocurre al contrario la situación resultante será de aburrimiento. Cuando uno de estos dos casos ocurre de forma prolongada esto conduce a la desmotivación del individuo. 25 Telepresencia: Situación en la que el usuario controla desde un punto una actividad que se desarrolla en otro, haciéndole sentir y dando la apariencia de que se encuentra en el otro lugar.

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!26 Playfulness: Se traduce este término al castellano como alegría, jocosidad, cualidad de ser travieso o deseo de jugar. Debido a la inexactitud de estos términos en castellano, para el concepto psicológico aplicado a las IT se empleará directamente el término inglés. No obstante, algunos autores emplean los términos en castellano cuando hablan de temas relacionados con psicología infantil.

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!27 Riqueza percibida del medio: Se refiere, en este caso, a la abundancia de contenidos multimedia, contenidos interactivos o hipervínculos que resulten suficientemente interesantes para atraer al usuario y mantener su atención en el sitio web en cuestión.

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!34 De aquí en adelante se evitará el uso del término “piratería“, más comúnmente conocido, por el de “uso no autorizado” o “copia no autorizada” según las siguientes recomendaciones de la Free Software Foundation:

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1/'9"2"4%Ñ!O1%/%!-(%!,".-%&"B(!=-+!,+%!"0+6%0P]@!Free Software Foundation. (2010). Palabras y frases confusas que vale la pena evitar. Retrieved 16 de Mayo de 2011.

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!37 Identidad propia: Parte saliente de las creencias de uno mismo relacionadas con un comportamiento particular que refleja el grado en que un actor se ve a sí mismo cumpliendo los criterios necesarios para alcanzar un determinado rol social. Conner, M., & Armitage, C. J. (1998). Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. Journal of Applied Social Psychology , 28 (15), 1429-1464

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La norma subjetiva influye principalmente en la utilidad percibida a través de la

internalización y de la identificación, mientras que mediante la conformidad parece

influir más sobre la intención conductual (Venkatesh & Davis, 2000). Estas dos

relaciones han sido encontradas por Schepers y Wetzels(2007) en su recopilaión de

estudios como las más influyentes de la norma subjetiva sobre otros constructos, tras

constrastar numerosos estudios existentes. Los mismos autores, también analizaron la

relación entre la norma subjetiva y la facilidad de uso percibida, la actitud y el uso,

descartando la relación directa de la norma subjetiva sobre el primero y el tercero, y

corroborando la influencia –aunque débil– sobre el segundo. La tabla 57 resume estas

relaciones:

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!40 Sorprendentemente, parece que las percepciones positivas (confianza o garantía estructural) parecen no conllevar un aumento directo de la intención, probablemente porque el riesgo refleje un miedo con una base emocional no presente en las percepciones optimistas sobre la web. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems , 11 (3-4), 297-323.

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d'3'!,+!#+!+(!0%!.%20%!gh7!0%!1/'1"%!(%.-/%0+*%!4+0!&'3+/&"'!+0+&./B("&'!&'(4-&+!%!-(%!4",3"(-&"B(!4+!&',.+,7!=-+!4+2+/<%!,-1'(+/!-(%!/+4-&&"B(!4+0!1/+&"'!)"(%0!4+!0',!2"+(+,!%4=-"/"4',:!!

U-+4+!=-+!1'/!0'!%(.+/"'/7!+0!3'."#'!3>,!&'38(!1%/%!&'31/%/!+(![(.+/(+.7!,+68(!+M1/+,%(!0',!-,-%/"',7!,+%!a('41'-.#.+/(^1.()+!.(4*1)W!O$'/+(*'7!d'(,.%(."("4+,7!bB3+*7! p! b+-/.,7! NkkgP! 5! =-+7! 1'/! .%(.'7! +0! )%&.'/! 4+! /#.2(-*'D+ 3>,!4+.+/3"(%(.+!+(!0%!&'31/%!+(!0<(+%!,+%!+0!A&3'(%0!;"(!+32%/6'7!+,.+!)%&.'/!('!+,!,"6(")"&%."#'! ,'2/+! 0%! )'/3%! +(! =-+! 0',! )%&.'/+,! 4+! 39A3&(3*'(/!Q3#! "()0-5+(!,'2/+!0%!&'31/%!+(!0<(+%7!("!,'2/+!0%!+0+&&"B(!4+!-(!#+(4+4'/!#"/.-%0!,'2/+!'./'!./%4"&"'(%0!Od'(,.%(."("4+,!p!b+-/.,7!NkkhP:!_+!9+&9'7!%-(=-+!0',!&',.+,!1%/%!+0!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!50 Interesante artículo acerca de las posibilidades y efectos de promción en Internet: Smith, M. D., & Telang, R. (2010). Piracy or promotion? The impact of broadband Internet penetration on DVD sales. Information Economics and Policy, 22 (4), 289-298.

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!momento de uso y el de la compra coincidirán, por lo que se hará difícil distinguir entre estos tipos de expectativas. 55 Considerado como expectativas sobre la calidad de la información y la calidad del sistema, aunque ambas influyen tanto sobre la satisfacción como sobre la confirmación. 56 Ídem 54.

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N\*+#!@&BG$'!H($)*+(,-%%!(A@#ID?!K$%(G(H&E?AG?!%$W'?!#&!87=9=EBE*G;H?=Z=EB)! !

O\$G$%fDs!9889U!

!

N]*+#!@&BG$'!H($)*+(,-%%!(A@#ID?!K$%(G(H&E?AG?!%$W'?!#&!<B?=9=EBE*E;*8D:*G;H?=Z=EB! !

Propio

!

N/#B/![[]!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23B!5/'-%&!AB/C51B*3$$0!

!7=9=EBE*+;H?=Z=EB*

#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

N^*1&!87=9=EBE*G;H?=Z=EB!(A@#ID?!K$%(G(H&E?AG?!%$W'?!#&!B?7=78E!I%I&'($)! !

O\&H#$I!\)!s!988T}!g?''?'$!4'?%K$s!2$F'MNI?[!F?#!;$%`I?!2$F'MNI?[s!D!"&'BM&!F?!#$%!,&#E$A?%!,_ABc?[s!988>}!b(X&D&%&'&GcDs!988>}!iI!D!4c?As!988J}!,c(cs!988>}!4c?As!V&As!D!V&'As!988Q}!.GBc&'(D&Bc&AH&A(Bcs!0f&F&s!D!,$A?c&'&s!988Q}!4c?ANs!,c??As!D!1$Is!988]}!g?'A_AF?[S"&'BM&s!6N#?%(&%S

! !

! Ngg!

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N_*1&*87=9=EBE*G;H?=Z=EB!(A@#ID?!K$%(G(H&E?AG?!%$W'?!#&!=>7;>?=@>!E;!?:FGHB!F?#!I%I&'($)! !


N`*1&!87=9=EBE*G;H?=Z=EB!(A@#ID?!K$%(G(H&E?AG?!%$W'?!#&!D;L8H=EBE*G;H?=Z=EB)! !


Na*1&!87=9=EBE!G;H?=Z=EB!(A@#ID?!A?N&G(H&E?AG?!%$W'?!?#!'(?%N$!F?!GH=[B?=EBE)! !


!

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NYX*1&!?:FGB7=Z=9=EBE!(A@#ID?!K$%(G(H&E?AG?!%$W'?!#&!B?7=78E!F?#!I%I&'($)! !

Og?''?'$!4'?%K$s!2$F'MNI?[!F?#!;$%`I?!

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2$F'MNI?[s!D!"&'BM&!F?!#$%!,&#E$A?%!,_ABc?[s!988>U!

N/#B/![[^!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!'%@A/-(#(B(2/20!

":HFB*'8Zf;7=[B*

#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

NYY*1&!>:HFB*D8Zf;7=[B!?%!IA!@&BG$'!F?!(A@#I?AB(&!%$W'?!#&!87=9=EBE*G;H?=Z=EB)! !

Ob?Af&G?%c!D!/&H(%s!9888}!kIs!g&s!4c$(s!D!2c$s!988J}!/&H(%s!;&N$[[(s!D!i&'%c&ts!*PRP}!b?Af&G?%c!D!;&#&s!988R}!,Bc?K?'%!D!i?G[?#%s!988QU!

NYW*1&*>:HFB*D8Zf;7=[B!?%!IA!@&BG$'!F?!(A@#I?AB(&!%$W'?!?#!H($)*+(,-%%)! ! ! \'$K($!!

NY\*1&*>:HFB*D8Zf;7=[B!?%!IA!@&BG$'!F?!(A@#I?AB(&!%$W'?!#&!=>7;>?=@>*E;*?:FGHBI! !

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NY]*

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!! \'$K($!!

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! ! \'$K($!!

N/#B/![[_!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!*%&@/!$1#P3-(./0!

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! Nfk!

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#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

NY_*

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!


NY`*

1&!H;G87B?=@>!F?!IA&!G(?AF&!?A!6AG?'A?G!G(?A?!IA&!(A@#I?AB(&!K$%(G(H&!%$W'?!#&!?:><=B>KB!F?#!I%I&'($!;>*9B*7;?>:9:L6B!`I?!%I%G?AG&!#&!B$EK'&!?A!#MA?&)!!

!


NYa*

1&!H;G87B?=@>!F?!IA&!G(?AF&!?A!6AG?'A?G!G(?A?!IA&!(A@#I?AB(&!A?N&G(H&!%$W'?!?#!H=;DL:*E;*GH=[B?=EBE!G;H?=Z=E:!?A!#&%!G'&A%&BB($A?%!B$A!l%G&)!

!

Propio

!

NYb*

1&!H;G87B?=@>!F?!IA&!G(?AF&!?A!6AG?'A?G!G(?A?!IA&!(A@#I?AB(&!K$%(G(H&!%$W'?!#&!D;L8H=EBE!G;H?=Z=EB!?A!#&%!G'&A%&BB($A?%)! !

Propio

!

N/#B/![[`!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!&3A1-/'()*0!

!

&=;DL:*E;*GH=[B?=EBE*G;H?=Z=E:*

#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

NWX*

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!Og?'A_?[S2$F'(N$s!98**}!O1(I!D!i?(s!988T}!6Es!p(Es!D!g&As!988R}!\&H#$I!\)!s!988TU!

NWY*

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!Og?'A_?[S2$F'(N$s!98**}!\&H#$I!\)!s!988T}!4c&ANs!4c?IANs!D!1&(s!988J}!,c?A!D!4c($Is!98*8}!

!

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NWW*

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!

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N/#B/![[d!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23B!&(3$,%!23!A&(./'(2/20!

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#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

NW\*

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!!Og?'A_?[S2$F'(N$s!98**}!O1(I!D!i?(s!988T}!6Es!p(Es!D!g&As!988R}!\&H#$I!\)!s!988TU!

NW]*

1&!D;L8H=EBE*G;H?=Z=EB!?A!#&!G(?AF&!?A!#MA?&!G(?A?!IA&!(A@#I?AB(&!K$%(G(H&!%$W'?!#&!?:><=B>KB!F?#!I%I&'($!?A!#&!E(%E&)!

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NW^*

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! Propio.

!

N/#B/![[e!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!$3,1&(2/2!A3&'(#(2/0!

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0:><=B>KB*

#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

NW_*

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"?@?As!9888v!?A!g?'A_?[S2$F'(N$s!98**}!<&'H?AK&&!D!

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N/#B/![?b!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!'%*5(/*;/0!

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0:><=B>KB*;>*9B*.;?>:9:L6B*

#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

NW`*

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Propio.

N/#B/![?[!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!'%*5(/*;/!3*!B/!-3'*%B%,</0!

!

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#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

NWa*1&!B>D=;EBE!(A@#ID?!F?!@$'E&!A?N&G(H&!%$W'?!#&!<B?=9=EBE*E;*8D:*G;H?=Z=EB)! !

Og&BfW&'Gcs!"'$H?'s!D!k)!k(s!988T}!b?Af&G?%c!b)!s!9888}!4$AG(S2&E%F?As!/I'f(As!D!i&#f?'s!98*8U!

NWb*1&!B>D=;EBE!(A@#ID?!F?!@$'E&!A?N&G(H&!%$W'?!#&!B?7=78E!F?!#$%!I%I&'($%)! ! !

\'$K($)!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!jf!d'3'!"(.+(&"B(!4+!/+L&'31/%:!

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N/#B/![??!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!5/'(B(2/2!23!1$%!A3&'(#(2/0!

!

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#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

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N/#B/![?\!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!/*$(32/20!

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N/#B/![?]!U3$1@3*!23!H(A)-3$($!$%#&3!(*5B13*'(/$!23!B/!1$/#(B(2/20!

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#(* N=G@7;D=D* ':G:H7BE:* ,H=L;>*

N\^*

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!70 A fin de obtener más datos para futuros estudios, se ha mantenido la encuesta abierta de forma posterior a la realización de los estudios estadísticos que se manejan en este trabajo, habiendo a día 26 de Agosto de 2011 352 encuestas respondidas, de las cuales se encuentran totalmente completas 268 encuestas.

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!73 A día 29 de Agosto de 2011 la encuesta sigue abierta a fin de obtener más datos para futuros estudios, habiéndose obtenido un total de 268 respuestas completas y 85 no completas.

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Constructo Ítem Carga

Factorial Fiablidad Compuesta AVE

Playfulness Percibido

PP 3 0.9592

0.960 0.888 PP 4 0.9630

PP 5 0.9034

Utilidad Percibida

UP 1 0.7403

0.829 0.619 UP 4 0.7579

UP 3 0.8569

Confianza

C 1 0.8699

0.914 0.681

C 2 0.8680

C 3 0.8686

C 5 0.7467

C 6 0.7622

Norma Subjetiva

SN 1 0.9689 0.970 0.941

SN 2 0.9712

Reputación RE 3 0.8991

0.921 0.853 RE 4 0.9479

Facilidad de Uso Percibida

PEOU 1 0.8235

0.931 0.771 PEOU 2 0.9032

PEOU 3 0.9079

PEOU 4 0.8749

Actitud

ACT 1 0.9225

0.949 0.861 ACT 2 0.9522

ACT 3 0.9087

Intención conductual

BI 1 0.9400

0.954 0.875 BI 2 0.9342

BI 3 0.9318

Marketing-Mix MKM 1 0.7476 0.889 0.730

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MKM 2 0.9202

MKM 3 0.8851

Auto-eficacia SE 2 0.9777

0.977 0.955 SE 3 0.9764

Compatibilidad

COMP 1 0.9487

0.971 0.919 COMP 2 0.9667

COMP 3 0.9598

Ansiedad

ANX 1 0.8308

0.896 0.742 ANX 2 0.8940

ANX 3 0.8580

Condiciones Facilitantes

FC 1 0.9490 0.954 0.913

FC 2 0.9616

Usabilidad

US 1 0.8287

0.885 0.659 US 2 0.8562

US 3 0.8105

US 5 0.7481

Confianza en la tecnología

CT 1 0.9526

0.957 0.882 CT 2 0.9314

CT 3 0.9331

Riesgo Percibido

PR 1 0.8884

0.919 0.739 PR 2 0.8857

PR 3 0.8569

PR 4 0.8062

Seguridad Percibida

PS 1 0.8812 0.898 0.816

PS 2 0.9247

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Constructo Ítem Carga

Factorial Fiablidad

Compuesta AVE

Playfulness Percibido

PP 3 0.9592

0.960 0.888 PP 4 0.9630

PP 5 0.9034

Utilidad Percibida

PU 1 0.7403 0.829 0.619

PU 4 0.7579

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PU 3 0.8569

Satisfacción

SAT 1 0.9780

0.981 0.944 SAT 2 0.9728

SAT 3 0.9647

Confirmación de Expectativas

EXP 1 0.9488

0.948 0.860 EXP 2 0.9508

EXP 3 0.8806

Calidad Percibida

PQ 1 0.9027

0.962 0.809

PQ 2 0.8848

PQ 3 0.9280

PQ 4 0.9296

PQ 5 0.8906

PQ 6 0.8578

Valor Percibido

PV 1 0.7991

0.929 0.724

PV 2 0.8979

PV 3 0.8908

PV 4 0.8501

PV 5 0.8120

Recomen-dación

REC 1 0.9097

0.935 0.783 REC 2 0.9061

REC 3 0.8916

REC 4 0.8297

Intención de Re-compra

RPI 1 0.9596

0.976 0.932 RPI 2 0.9810

RPI 3 0.9559

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!74Nota del autor: Hablando con los directores gerentes y responsables de algunas de las mayores compañías dedicadas al comercio electrónico en España, la compatibilidad es uno de los tres factores fundamentales, junto con la facilidad de uso y la oferta de productos (incluida en el marketing mix) que consideran a la hora de lanzar un nuevo servicio o consideraron a la hora de lanzar su tienda en línea. Lo que contrasta realmente con los análisis teóricos que se centran en la utilidad y la facilidad de uso generalmente.

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