Percepção de Valor em Contas Bancárias Digitas: Um Estudo Baseado no Modelo de Aceitação de Tecnologias

Pâmela de Souza Dias, Lucas Fernandes da Costa

Resumo


Diversos bancos oferecem aos usuários a possibilidade de acessar e realizar transações pela internet. Porém, as contas digitais não são apenas serviços de “internet/mobile banking”, são contas em que não há interação do consumidor com um funcionário em uma agência física. Na última década, a inovação digital tem-se destacado, observado pelo surgimento de novas tecnologias, plataformas e infraestruturas, com amplas implicações organizacionais e políticas. O objetivo deste artigo foi avaliar como os benefícios das contas bancárias digitais se enquadram no modelo de aceitação de tecnologias, proposto por Venkatesh e Davis (1996), considerando a estrutura de valor dos bancos selecionados. Trata-se de um estudo qualitativo e exploratório, apoiado pela metodologia de estudo de caso, com dados primários coletados de maneira virtual, a partir de uma amostra composta por correntistas dos bancos selecionados. Os resultados demonstraram que a isenção de taxas bancárias, comodidade e facilidade para movimentação de conta são os principais atributos valorizados em uma conta digital. Ademais, embora o modelo de aceitação de tecnologias não tenha sido testado estatisticamente, o estudo evidenciou que é eficaz para pesquisas bancárias, sendo confirmada a aceitação da tecnologia de bancos digitais por meio dos resultados referentes a utilidade e facilidade de uso percebido.


Palavras-chave


contas digitais; inovação bancária; percepção de valor; modelo de aceitação de tecnologias

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Referências


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DOI: https://doi.org/10.18256/2237-7956.2020.v10i2.3850

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