Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil

Detalhes bibliográficos
Autor(a) principal: Isac, Maria José
Data de Publicação: 2023
Outros Autores: Garcia, Sheila Farias Alves, da Silva, Dirceu
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/23729
Resumo: Objective: Analyze the impact of social influence on the acceptance of mobile banking applications. Methodology: A descriptive survey was conducted with 371 users of banking applications over 18 years old. The analysis was performed using the Structural Equation Modeling - Partial Least Square (Smart-PLS 4.0). Originality: This research is a pioneering effort to apply TAM with the inclusion of social influence, in  the COVID-19 pandemic context in Brazil, to analyze the acceptance of mobile banking. Results: The conceptual model has good explanatory power. The research provided empirical evidences that mobile banking adoption is impacted by social influence. This work reinforces the premise that the subject's intention to adopt mobile banking services is influenced by the people who matter to them. In this way, marketing actions/campaigns must consider these reference groups in their strategies in order to promote the technology in question. Contributions: The conceptual model, empirically adjusted and with the corresponding scales, can be used as guidance to application developers and banking marketing management. Due to the lack of empirical researches/studies on the subject in the Brazilian context and the growing use of banking applications, this study expands existing knowledge and provides empirical support for further studies.
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spelling Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in BrazilAnálise do impacto da influência social na aceitação de aplicativos bancários móveis por consumidores no BrasilBanking marketingConsumer behaviorMobile bankingMarketing de serviços bancáriosComportamento do consumidorMobile BankingObjective: Analyze the impact of social influence on the acceptance of mobile banking applications. Methodology: A descriptive survey was conducted with 371 users of banking applications over 18 years old. The analysis was performed using the Structural Equation Modeling - Partial Least Square (Smart-PLS 4.0). Originality: This research is a pioneering effort to apply TAM with the inclusion of social influence, in  the COVID-19 pandemic context in Brazil, to analyze the acceptance of mobile banking. Results: The conceptual model has good explanatory power. The research provided empirical evidences that mobile banking adoption is impacted by social influence. This work reinforces the premise that the subject's intention to adopt mobile banking services is influenced by the people who matter to them. In this way, marketing actions/campaigns must consider these reference groups in their strategies in order to promote the technology in question. Contributions: The conceptual model, empirically adjusted and with the corresponding scales, can be used as guidance to application developers and banking marketing management. Due to the lack of empirical researches/studies on the subject in the Brazilian context and the growing use of banking applications, this study expands existing knowledge and provides empirical support for further studies.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.Universidade Nove de Julho - Uninove2023-12-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2372910.5585/remark.v22i4.23729ReMark - Revista Brasileira de Marketing; v. 22 n. 4 (2023): Special Issue Marketing and Digital Transformation; 1709-17632177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/23729/10545Copyright (c) 2023 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessIsac, Maria JoséGarcia, Sheila Farias Alvesda Silva, Dirceu2023-12-29T19:42:22Zoai:ojs.periodicos.uninove.br:article/23729Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-12-29T19:42:22REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
Análise do impacto da influência social na aceitação de aplicativos bancários móveis por consumidores no Brasil
title Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
spellingShingle Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
Isac, Maria José
Banking marketing
Consumer behavior
Mobile banking
Marketing de serviços bancários
Comportamento do consumidor
Mobile Banking
title_short Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
title_full Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
title_fullStr Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
title_full_unstemmed Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
title_sort Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
author Isac, Maria José
author_facet Isac, Maria José
Garcia, Sheila Farias Alves
da Silva, Dirceu
author_role author
author2 Garcia, Sheila Farias Alves
da Silva, Dirceu
author2_role author
author
dc.contributor.author.fl_str_mv Isac, Maria José
Garcia, Sheila Farias Alves
da Silva, Dirceu
dc.subject.por.fl_str_mv Banking marketing
Consumer behavior
Mobile banking
Marketing de serviços bancários
Comportamento do consumidor
Mobile Banking
topic Banking marketing
Consumer behavior
Mobile banking
Marketing de serviços bancários
Comportamento do consumidor
Mobile Banking
description Objective: Analyze the impact of social influence on the acceptance of mobile banking applications. Methodology: A descriptive survey was conducted with 371 users of banking applications over 18 years old. The analysis was performed using the Structural Equation Modeling - Partial Least Square (Smart-PLS 4.0). Originality: This research is a pioneering effort to apply TAM with the inclusion of social influence, in  the COVID-19 pandemic context in Brazil, to analyze the acceptance of mobile banking. Results: The conceptual model has good explanatory power. The research provided empirical evidences that mobile banking adoption is impacted by social influence. This work reinforces the premise that the subject's intention to adopt mobile banking services is influenced by the people who matter to them. In this way, marketing actions/campaigns must consider these reference groups in their strategies in order to promote the technology in question. Contributions: The conceptual model, empirically adjusted and with the corresponding scales, can be used as guidance to application developers and banking marketing management. Due to the lack of empirical researches/studies on the subject in the Brazilian context and the growing use of banking applications, this study expands existing knowledge and provides empirical support for further studies.
publishDate 2023
dc.date.none.fl_str_mv 2023-12-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/23729
10.5585/remark.v22i4.23729
url https://periodicos.uninove.br/remark/article/view/23729
identifier_str_mv 10.5585/remark.v22i4.23729
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/23729/10545
dc.rights.driver.fl_str_mv Copyright (c) 2023 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 22 n. 4 (2023): Special Issue Marketing and Digital Transformation; 1709-1763
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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