Adoption of social media by social sciences scientific journals

Resumen

La expansión de las redes sociales obliga a la comunicación de la ciencia y a las revistas científicas a adaptarse al nuevo entorno. Estudios anteriores y modelos teóricos como Utaut y Utaut2, han probado que existe una relación entre la percepción de desempeño futuro de la tecnología (Expectativa de rendimiento), la dificultad de uso (Expectativa de esfuerzo) y la Influencia social a la que el individuo está sometido, sobre el uso real de dicha tecnología, pero aún existe poca investigación acerca de los mecanismos que causan dicho efecto. Partiendo de Utaut, la hipótesis planteada es que existe un efecto condicional indirecto de la Expectativa de rendimiento, la Expectativa de esfuerzo y la Influencia social, sobre el uso real de redes sociales en las revistas científicas, donde dicho efecto es mediado por la intención de uso y moderado por el género y la edad. Se realizó una encuesta a 300 editores de ciencias sociales del ranking Google Scholar. Confirmando parcialmente el modelo Utaut, los resultados de la mediación moderada evidencian que la Expectativa de rendimiento y la Influencia social en los editores inciden en el uso real de Facebook y Twitter, a través de la intención de uso, pero no sucede así en el caso de ResearchGate, Academia y LinkedIn. No hay evidencia clara de que la edad y el género moderen los predictores estudiados.

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Referencias

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