Keywords

Educación universitaria; Innovación tecnológica; Actitud; Imagen de marca; Comportamiento; Comunicación digital

Abstract

En un contexto de digitalización creciente, la educación superior enfrenta el desafío de integrar herramientas tecnológicas avanzadas que faciliten el aprendizaje y potencien la empleabilidad de los estudiantes. La presente investigación analiza la aceptación de una herramienta tecnológica innovadora de medición de audiencias publicitarias en el ámbito educativo. El modelo de aceptación de tecnología propuesto se ve ampliado con la inclusión de la reputación, con el fin de evaluar cómo se influye en las futuras intenciones de comportamiento de los estudiantes. De este modo, si los estudiantes perciben que la herramienta es fácil de usar y útil en su desarrollo académico y profesional (ventajas relativas), está asociada a una experiencia formativa de calidad (más participativa, contextualizada y orientada a la práctica) (actitud positiva), y mejora la percepción de imagen de la asignatura y de la institución universitaria (reputación), es más probable que desarrollen intenciones favorables de uso futuro y recomendación (boca a boca positivo). A través de una metodología mixta, la investigación combina un estudio cualitativo con docentes universitarios y un análisis cuantitativo con estudiantes, utilizando modelos de ecuaciones estructurales. Los resultados evidencian que la ventaja relativa de la herramienta influye positivamente tanto en las intenciones de comportamiento como en la actitud de los estudiantes, actitud que, a su vez, impacta en la reputación de la asignatura y la universidad. Se confirma, asimismo, que una reputación favorable mejora las intenciones futuras de uso y la recomendación de la herramienta. Estos hallazgos resaltan la importancia de la percepción institucional en la adopción de tecnologías educativas y subrayan la necesidad de fortalecer la colaboración entre universidades y empresas. Se concluye que la integración de herramientas tecnológicas no solo optimiza la enseñanza, sino que también refuerza el prestigio institucional, mejorando la experiencia educativa y la preparación profesional de los estudiantes.

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Received: 2025-03-01 | Reviewed: 2025-04-10 | Accepted: 2025-04-15 | Online First: 2025-05-18 | Published: 2025-05-20

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Dra. Silvia Sanz-Blas., Dra. Victor Ballester-Riera., Dra. Daniela Buzova., Paula Fierro-Rubio. (2025). Adopción e implementación de herramientas tecnológicas de comunicación en educación superior . Comunicar, 33(81). 10.5281/zenodo.15571170

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