Análise do impacto da influência social na aceitação de aplicativos bancários móveis por consumidores no Brasil
DOI:
https://doi.org/10.5585/remark.v22i4.23729Palavras-chave:
Marketing de serviços bancários, Comportamento do consumidor, Mobile BankingResumo
Objetivo: Analisar o impacto da influência social na aceitação de aplicativos bancários móveis.
Metodologia: Foi realizada uma pesquisa descritiva do tipo survey, com 371 usuários de aplicativos bancários, maiores de 18 anos. A análise foi realizada por meio de Equação Estrutural - Mínimo Quadrado Parcial (Smart-PLS 4.0).
Originalidade: Esta pesquisa é um esforço pioneiro de aplicação do TAM com a inclusão da influência social, no contexto da pandemia de COVID-19 no Brasil, para analisar a aceitação de mobile banking.
Resultados: O modelo conceitual apresenta bom poder explicativo. A pesquisa trouxe evidências empíricas de que a adoção do mobile banking é impactada pela influência social. Este trabalho reforça a premissa de que a intenção do sujeito de adotar serviços bancários móveis é influenciada pelas pessoas importantes para si. Dessa forma, os esforços de marketing devem levar em consideração esses grupos de referência em suas estratégias, a fim promover a tecnologia em questão.
Contribuições: O Modelo Conceitual, ajustado empiricamente e com as escalas correspondentes, serve de orientação aos desenvolvedores de aplicativos e à gestão de marketing bancário. Devido à escassez de trabalhos empíricos sobre o tema no contexto brasileiro e a crescente utilização de aplicativos de bancos, este estudo amplia o conhecimento existente e fornece suporte empírico para estudos posteriores.
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