The moderating influence ofinvolvement with ICTs inmobile services

  1. Cristina Calvo Porral 1
  2. Manuel Nieto Mengotti 1
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

Journal:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Year of publication: 2019

Volume: 23

Issue: 1

Pages: 25-43

Type: Article

DOI: 10.1108/SJME-08-2018-0036 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Spanish journal of marketing-ESIC

Sustainable development goals

Abstract

Proposito–La disponibilidad creciente de los servicios internet inalámbrico y la gran popularizacion y adopcionde los smartphones y de otros dispositivos moviles supone un gran desafío para las compañías de servicios movilesque necesitan identificar aquellos factores que influyen en el comportamiento de uso de los servicios moviles. Así,considerando que el nivel de implicacion del consumidor puede llevar a diferencias en las evaluaciones de losresultados de los servicios, este estudio analiza si la implicacion del consumidor con las tecnologías de lainformacion y la comunicacion (TICs) tiene una influencia moderadora en el comportamiento del consumidor en losservicios moviles.Metodología–Se propone un modelo integrador sobre el uso de los servicios moviles para examinar el rolmoderador de la implicacion del consumidor con las TICs. Sobre la base de una muestra de 493 usuarios, seanalizaron dos niveles de implicacion con las TICs; y los datos fueron analizados mediante un modelomultigrupo de ecuaciones estructurales.Resultados–Los resultados muestran que el nivel de implicacion del consumidor con las TIC influye en sucomportamiento hacia los servicios moviles. Además, nuestros resultados respaldan que la calidad percibidade los servicios moviles, seguida del valor percibido de estos servicios son los factores con mayor influencia enla satisfaccion con los servicios moviles, independientemente del nivel de implicacion del consumidor con lasTIC. Sin embargo, la imagen corporativa de la compañía de servicios moviles tiene una influencia menor.Adicionalmente, nuestros resultados muestran el rol moderador parcial de la implicacion con las TIC en lalealtad hacia los proveedores de servicios moviles, sugiriendo que los consumidores poco implicados con lasTIC experimentan un mayor impacto de la calidad del servicio en su lealtad.Valor–La principal contribucion de este estudio es el análisis de la influencia de la implicacion delconsumidor con las tecnologías, en su comportamiento hacia los servicios de comunicacion movil.Palabras clave–Servicios moviles, Implicacion, Tecnologías de la Informacion y la Comunicacion (TICs),Implicacion, Comportamiento del consumidor.

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