Os bancos virtuais e avaliação do risco percebido e das expectativas de desempenho e de esforço na intenção comportamental

Eduardo Roque Mangini, Natali Gutierrez Silva, Joana Rosa Cardoso de Carvalho

Resumo


Objetivo: O objetivo do artigo consiste em entender como é o processo de adoção de bancos virtuais por parte dos consumidores e analisar o impacto do risco percebido na intenção comportamental de adoção.

Método: O método de pesquisa adotado é dividido em duas fases, sendo primeira de natureza qualitativa e caráter exploratório, e a segunda com direcionamento quantitativo e caráter descritivo, substanciada no desenvolvimento de hipóteses e na análise estatística realizada com modelagem de equações estruturais (MEE).

Originalidade/Relevância: O comportamento do consumidor de serviços bancários influencia as instituições financeiras e implica em adoção de inovações nos serviços prestados. O artigo apresenta os aspectos que influenciam na intenção de adoção de inovação representada pela Fintech.

Resultados: A fase exploratória revelou que a falta de interesse em migrar para conta virtual é relacionada com insegurança por falta de uma comunicação adequada. Na fase descritiva foi possível afirmar que a Expectativa de Desempenho e a Expectativa de Esforço têm influência positiva na Intenção Comportamental, mas o maior receio dos consumidores é o risco de perda financeira ou roubo de dados.

Contribuições teórico/metodológicas: o uso de variação do modelo UTUAT, propiciou o entendimento do processo de adoção de tecnologia em um novo tipo de serviço bancário bem como a utilização de MEE para avaliar a relação entre as variáveis independente e dependente do modelo UTUAT.

Contribuições sociais/gerenciais: a pesquisa mostra a importância da comunicação mercadológica para as Start-ups, pois somente uma comunicação focada no público alvo irá gerar expectativa, de desempenho e de esforço, bem como reduzir o risco percebido. 

 


Palavras-chave


Fintech; Avaliação de Risco; Intenção Comportamental

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DOI: https://doi.org/10.5585/remark.v19i4.16283

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