YAÑEZ MARTINEZ, DIEGO IGNACIO

The Technology Acceptance Model (TAM) has shown in the USA that the Perceived Usefulness (PU) and the Perceived ease-of-use (PEU) determine the intention to use (IU) a specific technology or information system. In this research, the TAM model is validated in Chile, considering the cultural factors of this country, through an application of the model to university students. The results show that the TAM model works in Chile, regardless of the studied technology or the cultural aspects of the country. Finally, new questions arise related to this topic such as the influence of the intensity of use, familiarity with the technology and the individual’s reference group for the technologies aimed to encourage communication among people.

The objective of this study is to determine the social and emotional factors that influence the Intention to Use Instagram Stories. The proposed model takes as different studies on the acceptance of information technologies a reference to assess a survey applied to 369 people by structural equation modeling. The results of the analysis show that the Cognitive, Affective and Evaluative Social Identity variables did not have a significant relationship with Intention to Use. Conversely, Social Presence and Perceived Enjoyment exhibit significant relationships in the proposed model.