| Journal: | Revista organizacoes em contexto |
| Database: | CLASE |
| System number: | 000419714 |
| ISSN: | 1982-8756 |
| Authors: | Santos, Deborah Oliveira Veiga, Ricardo Teixeira Moura, Luiz Rodrigo Cunha |
| Year: | 2010 |
| Season: | Jul-Dic |
| Number: | 12 |
| Pages: | 78-106 |
| Country: | Brasil |
| Language: | Portugués |
| Document type: | Ensayo |
| Approach: | Teórico |
| English abstract | This work has brought about the understanding of background that explains the intention of the bank clients accepting mobile banking – the self-service banking that is done by using a mobile channel – as a new way of interaction with the banks. In achieving this objective, it has developed a conceptual mark in respect of the advances in the information technology’s field in the banking sector. Furthermore, it has been showed some patterns that explain the behavior of the consumers in the using of innovation. Beyond the showed patterns, it has been chosen to be tested the Decomposed Theory of Planned Behavior (TAYLOR and TODD,1995). The procedure of this conclusive and descriptive study happened in two stages. In the exploratory stage there have been interviews and group sessions with a particular focal point. In the descriptive stage, the quantitative analysis, it explored the validation of a sample of 515 banking clients. Multivariate techniques, like Modeling of Structural Equation have been used in the statistic analysis of the data. The results validate the pattern, however with some alterations. The factors Subjective Rules and Perception Control did not have a significant impact in the behaviorist intention, which contradicts the original pattern test. Another difference of this study was the inclusion of a new variable in the original pattern – security, inserted in the analysis from the exploratory stage of the data collection. This factor showed the influence of the interaction and adoption of new technologies. The relationships between the factors found support in the analysis of the data. It has been proved that the variation in the attitude and security, explain 74% of the variation of the intention in using mobile banking by the participants. Furthermore, through this work it has been found that the interaction is an antecedent of the real behavior, corroborating with what is said in the bibliography. Perception control and intention |
| Portuguese abstract | cam a intenção dos clientes bancários em adotar o mobile banking e optou-se por testar a Teoria do Comportamento Planejado Decomposto (TAYLOR e TODD, 1995). A operacionalização deste estudo ocorreu em duas fases. Na fase exploratória, realizaram-se entrevistas e sessões de grupo de foco. Na fase descritiva, de natureza quantitativa, buscouse a validação do modelo a partir de uma amostra de 515 clientes bancários. Nesta etapa, a técnica estatística multivariada de modelagem de equações estruturais foi usada no tratamento dos dados. As relações entre os construtos do modelo encontraram apoio na análise de dados. Os resultados apontaram para a validade do modelo, entretanto, sinalizaram a necessidade de algumas alterações. Verificouse que variações na atitude e segurança explicam 74% da variação de intenção em utilizar o mobile banking por parte dos respondentes. Percebeu-se que alguns construtos da teoria original não tiveram significante impacto na intenção comportamental e uma nova variável foi incluída no teste do modelo. Por fim, este trabalho também buscou testar a intenção como antecedente do comportamento real, e os construtos controle percebido e intenção atingiram um R2 de 0,28 na explicação da variação no comportamento real |
| Disciplines: | Economía |
| Keyword: | Empresas, Bancos, Clientes, Servicios |
| Full text: | Texto completo (Ver PDF) |
