Analysis of the impact of social influence on the acceptance of mobile banking applications by consumers in Brazil
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
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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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 |
_version_ |
1799138639758753792 |