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Abstract(s)
Em plena era digital, a mobilidade é um requisito cada vez mais exigido por cada um de nós. A tecnologia evoluiu no sentido de fornecer a mobilidade, os millennials acompanharam esta evolução e tornaram-se pioneiros na sua utilização. As empresas perceberam que teriam de desenvolver produtos e serviços que viessem ao encontro das necessidades e desejos dos consumidores, e aliaram-se aos recentes avanços tecnológicos para darem esse passo.
O setor bancário já há muito que iniciou a sua caminhada no sentido de dar autonomia e mobilidade aos clientes com o lançamento do serviço de homebanking, no qual os clientes podem aceder a partir de um computador e efetuar operações bancárias. A evolução dos telemóveis e a rápida adesão aos mesmos trouxeram a necessidade de disponibilizar o serviço de homebanking numa aplicação mobile, nascendo assim o mobile banking.
O objetivo do presente estudo é a análise da frequência de uso das aplicações de mobile banking e os fatores que podem influenciar a decisão da geração Millennial na adoção deste serviço. A abordagem metodológica adotada é a investigação exploratória aplicando-se o método quantitativo sendo o inquérito baseado na literatura existente sobre a adoção do mobile banking. Os resultados revelam que a perceção de valor e risco, a confiança inicial e as expectativas de performance e esforço são fatores que influenciam a frequência de utilização das aplicações de mobile banking por parte dos millennials. No entanto, não se verificou qualquer relação entre a frequência de uso e a idade dos inquiridos.
O presente estudo apresenta utilidade para os responsáveis pelo desenvolvimento de serviços digitais e marketing das instituições bancárias.
In full digital age, mobility is a requisite demanded more and more by each one of us. The technology evolved to supply mobility and the millennials followed this evolution to become pioneers of their usage. Companies realized they would need to develop products and services that match the demands and desires of consumers and allied to the recent technological advances to give such step. The banking sector started a movement long ago to give autonomy and mobility to clients with the launch of homebanking services, where clients can access from a computer and do banking operations. The evolution of mobile phones and the fast adherence to them brought a need to make the homebanking service available in a mobile app, therefore mobile banking was born. The goal of this study is the analysis of the frequency of use of mobile banking applications and the factors that may influence the Millennial generation decision of adopting this service. The adopted methodological approach is the exploratory research by the quantitative method, and the survey was based on existing literature about the adoption of mobile banking. The results reveal that the perception of value and risk, the initial trust and the prospects of performance and effort are factors that influence the frequency of use of applications of mobile banking by the millennials. However, it was not verified any relation between the frequency of use and the age of the respondents. This study presents usefulness to the responsible for the development of digital services and marketing of banking institutions.
In full digital age, mobility is a requisite demanded more and more by each one of us. The technology evolved to supply mobility and the millennials followed this evolution to become pioneers of their usage. Companies realized they would need to develop products and services that match the demands and desires of consumers and allied to the recent technological advances to give such step. The banking sector started a movement long ago to give autonomy and mobility to clients with the launch of homebanking services, where clients can access from a computer and do banking operations. The evolution of mobile phones and the fast adherence to them brought a need to make the homebanking service available in a mobile app, therefore mobile banking was born. The goal of this study is the analysis of the frequency of use of mobile banking applications and the factors that may influence the Millennial generation decision of adopting this service. The adopted methodological approach is the exploratory research by the quantitative method, and the survey was based on existing literature about the adoption of mobile banking. The results reveal that the perception of value and risk, the initial trust and the prospects of performance and effort are factors that influence the frequency of use of applications of mobile banking by the millennials. However, it was not verified any relation between the frequency of use and the age of the respondents. This study presents usefulness to the responsible for the development of digital services and marketing of banking institutions.
Description
Keywords
Millennials Mobilie marketing Banca digital Adoção de serviços bancários Millennials Adoption of banking services Mobile banking Digital banking