O consumo de mobile banking: o risco percebido pelo cliente

• Autor(a) principal: Rosimar, Kayan Lima
• Data de Publicação: 2018
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/37156
• topic: Mobile Banking; Risco percebido; Comportamento do consumidor

Over the years, the banking sector has evolved in several ways. Increased competition, the need to better relate to the client and the development of new technologies have led to major investments in the industry, even in a crisis environment in Brazil. Such technologies have enabled the emergence of platforms such as Mobile Banking, which allows access to bank accounts through smartphones and tablets. However, there is still resistance to its use by consumers, many use the service but avoid carrying out financial transactions. the main objectives of this research are to analyze the behavior of the consumer of this type of servisse and analyze how the types of perceived risk influence the decision of consumption of Mobile Banking in Fortaleza and metropolitan region. The research was characterized as exploratory, presenting a quantitative approach, and was carried out through a bibliographical survey and the application of a questionnaire addressed to Brazilian banking clients residing in the metropolitan region of Fortaleza, aged 18 years or over. With a sample containing 129 valid answers (107 responses from users of Mobile Banking and 22 from non-users), the results indicated different types of perceived risk, among them financial risk, the major influencer of the consumption decision. Therefore, it is up to banking institutions to look for ways to minimize such perceived risks and to take full advantage of Mobile Banking's potential.