Aceptación y uso de la tecnología: la influencia en el consumo en el sector bancario colombiano
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Este trabajo de investigación pretende identificar la relación entre los elementos de la Teoría Unificada de Aceptación y Uso de la Tecnología (UTAUT), la intención conductual de uso de la tecnología y el consumo real de la misma entre usuarios del sector bancario colombiano. Se utilizó un análisis factorial y un modelo de ecuaciones estructurales para analizar el impacto de la expectativa de desempeño, la expectativa de esfuerzo, la influencia social y las condiciones facilitadoras sobre la intención conductual y el consumo real de tecnología en una muestra de 556 consumidores del sector bancario colombiano. Los resultados sugieren que la expectativa de esfuerzo y las condiciones facilitadoras predicen la intención de comportamiento y el consumo real de tecnología en la población estudiada, mientras que la influencia social y la expectativa de desempeño no lo hacen. En conclusión, se recomienda a las entidades financieras entender el comportamiento del consumidor para mantener relaciones relevantes, competitivas y rentables con sus clientes en un entorno financiero dinámico.
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