RESUMENEste artículo analiza el comportamiento de aceptación tecnológica de la publicidad móvil en Colombia, utilizando el modelo TAM (Technology Acceptance Model) y adicionando el concepto de confianza como variable que influye en la relación entre anunciantes y receptores de la publicidad móvil. El modelo planteado fue contrastado mediante una muestra empírica de 530 individuos, se comprobó la fiabilidad y validez del mismo y se validaron las hipótesis mediante ecuaciones estructurales. Para el caso de los consumidores colombianos, los resultados demuestran el ajuste del modelo y confirman que la confianza influye directamente en la intención de uso; sin embargo, la utilidad percibida se constituye como el principal determinante del uso de la publicidad móvil. PALABRAS CLAVEPublicidad, Dispositivos móviles, Aceptación tecnológica, TAM, Marketing. CLASIFICACIÓN JEL M31, M37CONTENIDO Introducción, 1. Modelo de Aceptación Tecnológica, 2. La confianza en la publicidad móvil, 3. Modelo propuesto, 4. Metodología, 5. Resultados, 6. Conclusiones, Bibliografía. Bernardo Ballesteros Díaz -Juan Fernando Tavera Mesías -Daniela Castaño Serna 134 Universidad de Medellín TECHNOLOGICAL ACCEPTANCE OF ADVERTISING IN MOBILE DEVICES IN COLOMBIA ABSTRACTThis article looks for analyzing the behavior of technological acceptance of advertising in mobile devices in Colombia, using TAM model (Technology Acceptance Model) and adding the confidence as a variable which influences in the relation between advertisers and sectors or mobile advertising. The model was contrasted through an empirical sample of 530 individuals; reliability and validity of the model was verified and hypothesis were validated by means of structural equations. In the case of Colombian consumers, results show the adjustment of the model and confirm that the confidence directly influences in the use intention; however, the usefulness perceived, constitutes as the main dewterminant of use of mobile advertising.

Artificial heart valves are used to replace diseased heart valves [1]. Accurate performance of the valve includes a right opening and closing process of the valves during each heartbeat. Recent studies focus on 3D computational models for commercial valvular prosthesis in non-stationary conditions for non-Newtonian Fluids [2]. However, lifespan of mechanical valves needs to be improved. The main goal of this study was to evaluate three novel geometries for mitral valve replacement using computational fluid dynamics (CFD). Our findings show that cylindrical trileaflet valve has the best performance and could be suitable for mitral valve replacement.