Twitter, capital social y adopción de e-servicios

  • Cayetano Medina-Molina Centro Universitario San Isidoro
  • Manuel Rey-Moreno Universidad de Sevilla
Palabras clave: medios sociales, UTAUT, e-learning, Twitter, Capital social


Una vez establecida la relevancia que el uso de los social media puede presentar en los entornos virtuales de aprendizaje, el presente trabajo profundiza en el análisis del impacto que Twitter puede tener a través de la configuración que permiten de las interacciones sociales. Para ello, el presente trabajo analiza el papel moderador que presenta el uso de Twitter en la adopción de una plataforma de e-Learning, distinguiendo en si la configuración de este se puede vincular con el desarrollo de capital social bonding o bridging. Los resultados alcanzados nos permiten establecer que Twitter modera la relación entre el único antecedente significativo de la intención de uso y del uso efectivo, la expectativa de esfuerzo. Asimismo, no permiten establecer que exista una diferencia significativa en el funcionamiento del modelo en función de emplear un Twitter genérico o un Twitter específico vinculado con la temática del curso.


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