Purpose -The purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes. Design/methodology/approach -The technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the determinants of the acceptance of mobile data services incorporating variables regarding consumer-media interaction (perceived value and affinity). The model has been tested using structural equation modelling. Findings -Perceived value, attitude and affinity towards television (TV) programmes determine SMS acceptance to participate in TV programmes in Spain. In contrast, subjective norm, perceived value and attitude are the key drivers of SMS acceptance in Colombia. Practical implications -This paper enables mobile companies and TV channels to know what aspects to improve in order to promote SMS-based TV programmes. Marketers should highlight in their communication strategies user friendliness, usefulness and perceived value of mobile data services. In Colombia, programme stars and presenters should encourage the use of mobile services to interact with TV. Spanish companies should offer reliable and entertaining programme contents to improve consumers' affinity. Originality/value -Although TAM and TPB have successfully explained behavioural intentions, previous research posits that they should be extended to properly explain mobile services acceptance. This paper combines the influence of perceived value, affinity and the TAM and TPB models to develop an improved model for SMS acceptance. The study also integrates variables for two communication media (TV and mobile) and compares SMS acceptance to participate in TV programmes in two markets with different culture and mobile services penetration rates.

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<span>El e-Commerce es un fenómeno creciente en Latinoamérica y Colombia por lo que el estudio de su aceptación tecnológica es de alta importancia académica y empresarial. El objetivo de este artículo es identificar los antecedentes de la intención de uso de e-Commerce en Colombia. El Modelo de Aceptación Tecnológica (TAM), es complementado en este estudio con los constructos de Confianza y Seguridad Percibida para proponer un modelo ajustado al caso colombiano. Dicho modelo es contrastado empíricamente con una muestra de consumidores de la ciudad de Medellín. Se evidencia la importancia de la confianza y la utilidad percibida como antecedentes directos de la intención de uso del e-Commerce. Los resultados llenan vacíos existentes en la literatura sobre el e-Commerce en Colombia y permiten identificar implicaciones empresariales relevantes para el desarrollo de actividades comerciales a través de la Internet</span>

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.