Adopción de redes sociales virtuales: ampliación del modelo de aceptación tecnológica integrando confianza y riesgo percibido

摘要: Social networking sites have gone from being a specialized online activity to becoming mass phenomenon. This new interactive tool among people, organizations, communities, etc., has increased exponentially in recent years. Based on the emergence and growth of this technological innovation, main objective paper is analyze adoption use social by users, taking account some personal characteristics (i.e. trust perceived risk these sites). The sample based national survey focused panel users which interacts within sites. results support positive relationships influences variables, analyzed using an adaptation Technology Acceptance Model. conclusions marketing implications for companies improve their managerial decisions further investigation academics research field.