Programa de Pós-Graduação em Administração
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Navegando Programa de Pós-Graduação em Administração por Assunto "Adoção tecnológica"
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Dissertação Acesso embargado Relação entre valores humanos e a prontidão ao uso de tecnologias: um estudo sobre o uso de aplicativos de mobile banking(2019) Couto, Alexssandro Pereira deTechnological innovation has directly influenced interactions among customers and businesses and, in some cases, even eliminated them completely. The number of technology-based products and services has grown in recent times, increasing competitiveness among organizations, directing them towards the adoption of innovation. In this sense, Brazilian financial institutions are among the organizations that invest the most in technological innovations, with resources above the world average. Mobile banking applications have become one of the service channels most used by Brazilian banking customers in recent years. From this perspective, the present study aimed to investigate which dimensions of human values proposed by Schwartz et al. (2012), influence the readiness to use technologies, proposed by Parasuraman and Colby (2014), of users of mobile banking applications of a financial institution. The research was applied to 299 users, through a survey with quantitative and descriptive approach, using the original instrument of the Refined Values Theory of Schwartz et al. (2012), which measures 19 basic human values, grouping them into four dimensions (Self-transference, Conservation, Openness to Change and Self-Promotion) as well as the original Parasuraman Technology Readiness Index (TRI 2.0) scale and Colby (2014), consisting of 16 items divided into 4 dimensions: Optimism and Innovation (technology contributors), Discomfort and Insecurity (technology inhibitors). The result of this study indicates that the human values, composed by its four dimensions, presented negative relation with the technological adoption. The dimensions Self-Promotion and Openness to Change are positively related to technological adoption. Otherwise, the results showed that the Self-transcendence and Conservation dimensions were negatively related to technological adoption. As a contribution, financial institutions can take ownership of these findings to drive changes in how they relate to customers, disclose, create new functionality, enhance communication, emphasizing the security, convenience and ease of use of mobile banking applications.