Aceptación de servicios financieros en línea por los consumidores del área metropolitana de Monterrey

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Autores

María de Jesús Araiza Vázquez
https://orcid.org/0000-0002-2622-805X Erika Yadira Pedraza Sánchez
https://orcid.org/0000-0003-1022-6057

Resumen

Este estudio identifica los posibles factores que pueden motivar u obstaculizar la aceptación de servicios financieros en línea. Los resultados apuntalan que el tam2 es un modelo válido para predecir el propósito de los consumidores objeto de estudio para explicar la diferencia entre adoptantes y no adoptantes. Los indicadores como la protección de la privacidad percibida, la seguridad percibida y la capacidad de innovación del consumidor demuestran tener una relación positiva significativa con estos y predecir significativamente quién es más probable que los adopte. Los hallazgos pueden ayudar a las instituciones financieras a expresar las estrategias de comercialización adecuadas, diseñar sistemas en línea efectivos y acelerar la difusión y uso de estos.

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