FACTORS INFLUENCING CONSUMER BEHAVIOR OF MOBILE BANKING: A Study of the Theory of Decomposed Planned Behavior

• Autor(a) principal: de Abreu, Audenice Soares
• Data de Publicação: 2020
• Outros Autores: Fonseca e Fonseca, Paulo Roberto Campelo
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/5196
• topic: Behavior. Consumers. Mobile Banking.; Comportamento. Consumidores. Mobile Banking.

The objective of this article is to analyze which factor guides the behavior of consumers of mobile banking services. Thus, the research question is which guiding element of consumer behavior is the most visible in mobile banking service users. For this, it was necessary to evaluate the factors influencing the behavior of the mobile banking consumers, which are attitude toward behavior, subjective norm and perceived control, all of them being part of the decomposed TPB. In developing this research, questionnaires were applied through Microsoft Forms to 167 mobile users. The research method used was deductive, with a qualitative and quantitative approach, and applied using the Likert scale. From the research, it was possible to analyze information from the respondents regarding the constructs studied here. With this, it was possible to observe that the attitude factor was the one that stood out the behavioral intention most in comparison to the other elements. It is concluded that people are conducted by assumptions that contribute to their advantage. In other words, favoring performance and reducing the amount of effort needed.