Influência de fatores culturais sobre o uso de serviços de mobile banking: teste de um modelo

Abstract

Mobility-based technology is affecting the way people buy goods and services, how people communicate among themselves and even the way to use services provided by banks, institutions that already tread a digital transformation path in Brazil. Combination of information technology, internet and mobile devices has resulted in technological innovations, allowing most of the banking transactions to be carried out safely through smartphones and tablets. However, data from the banking industry and scientific research show little adherence to that innovative service: mobile banking. In this context, the objective of this research was to understand what cultural factors affect mobile banking usage in an emergent country from Latin America region. Applying structural equation modeling on a model that combines UTAUT2 theory and cultural dimensions of Hofstede, research confirms that Individualism / Collectivism and Long Term Orientation effectivelly affect mobile banking adoption. However, three other cultural dimensions do not support it: Uncertainty Avoidance, Masculinity/Femininity and Power Distance.