Antecedentes da intenção de adoção de Fintechs no Brasil

Gabriel Coimbra Carvalho; Sérgio Augusto Pereira Bastos

doi:10.23925/2178-0080.2022v24i2.53245

Autores

Gabriel Coimbra Carvalho FUCAPE Business School https://orcid.org/0000-0002-9480-467X
Sérgio Augusto Pereira Bastos FUCAPE Business School http://orcid.org/0000-0002-5697-3624

DOI:

https://doi.org/10.23925/2178-0080.2022v24i2.53245

Palavras-chave:

fintech, confiança, benefício percebido, intenção dos clientes

Resumo

O objetivo foi investigar os antecedentes da intenção de adoção dos serviços de Fintechs no Brasil. Considerando o pressuposto de aceitação ao risco pelos clientes, o modelo teórico indicou as relações entre confiança, benefício percebido e intenção dos clientes. Os dados, coletados por survey, foram analisados por modelo de equações estruturais. Os resultados indicaram que a confiança e a benefício percebido influenciam positivamente a intenção de adoção dos serviços de Fintechs e que há uma relação de mediação parcial da confiança na relação de benefício percebido e intenção. Assim, embora haja um mercado em ainda a ser explorado para as empresas desse setor, os resultados indicam que a confiança é fator relevante na equação expansão dos serviços das Fintechs.

Metrics

Carregando Métricas ...

Biografia do Autor

Gabriel Coimbra Carvalho, FUCAPE Business School

É Mestre em Administração pela FUCAPE Business School. Possui graduação em Psicologia pela Faculdade Salesiana de Vitória (2012) e Pós-Graduação em Administração pela Fundação Getúlio Vargas. Membro da EBP (Escola Brasileira de Psicanálise). Cursa Engenharia Mecânica pela Faculdade Multivix - ES. Foi aluno especial do Mestrado em Filosofia pela UFES (Universidade Federal do Espírito Santo). Foi bolsista de iniciação científica durante a graduação em Psicologia. Possui experiência na área de Psicologia de Mercado, Finanças comportamentais com ênfase em Psicanálise, Engenharia Mecânica com foco em Projeto e Manutenção Mecânica Industrial.

Sérgio Augusto Pereira Bastos, FUCAPE Business School

Professor Associado da FUCAPE Business School - Departamento de Administração de Empresas.

Doutor em Administração de Empresas (PUC-Rio, 2012), mestre em Administração de Empresas (PUC-Rio, 2006) e graduado em Engenharia Mecânica (UFRJ, 1985). Interesses de pesquisa: gestão estratégica, estratégias políticas empresariais, alianças e redes estratégicas.

Experiência profissional como consultor e executivo, tendo trabalhado para IBM, PricewaterhouseCoopers (PWC), Mesbla, Jornal O Globo e Andersen Consulting (Accenture). e SENAI CETIQT. É, atualmente, sócio da Substantiva Consultoria e Professor Associado da FUCAPE Business School.

Vivência profissional em planejamento e acompanhamento de desempenho com destaque para análises estratégicas, avaliações de investimentos, orçamento e custos. Desenvolvimento e implementação de mudanças no modelo de gestão de inúmeras empresas com ênfase em redirecionamento estratégico, planejamento, sistemas de informações, redesenho de processos e capacitação. Atuação em ambientes de intensa mudança organizacional e reestruturação de negócios. Liderança em projetos de consultoria de gestão para organizações de médio e grande porte em diversos segmentos de negócio.

Referências

Abdellaoui, M., Bleichrodt, H., & Paraschiv, C. (2007). Loss aversion under prospect theory: A parameter-free measurement. Management Science, 53(10), 1659-1674.

Agag, G., & Eid, R. (2019). Examining the antecedents and consequences of trust in the context of peer-to-peer accommodation. International Journal of Hospitality Management, 81, 180-192.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Bao, Y., Zhou, K. Z., & Su, C. (2003). Face consciousness and risk aversion: do they affect consumer decision‐making? Psychology & Marketing, 20(8), 733-755.

Baptista, G., & Oliveira, T. (2016). A weight and a meta-analysis on mobile banking acceptance research. Computers in Human Behavior, 63, 480-489.

Belanche, D., Casaló, L. V., & Flavián, C. (2019). Artificial intelligence in fintech: understanding robo-advisors adoption among customers. Industrial Management & Data Systems, 119(7), 1411-1430.

Bharadwaj, A., El Sawy, O., Pavlou, P., & Venkatraman, N. (2013). Digital business strategy: toward a next generation of insights. MIS Quarterly, 37(2), 471-482.

Bido, D. S., & Silva, D. (2019). SmartPLS 3: especificação, estimação, avaliação e relato. Administração: Ensino e Pesquisa, 20(2), 1-31.

Bömer, M., & Maxin, H. (2018). Why fintechs cooperate with banks: evidence from Germany. Zeitschrift für die gesamte Versicherungswissenschaft, 107(4), 359-386.

Chuang, L. M., Liu, C. C., & Kao, H. K. (2016). The adoption of fintech service: TAM perspective. International Journal of Management and Administrative Sciences, 3(7), 1-15.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Deutsch, M. (1960). The effect of motivational orientation upon trust and suspicion. Human Relations, 13(2), 123-139.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.

Fang, Y. H., Chiu, C. M., & Wang, E. T. (2011). Understanding customers' satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479-503.

Ferreira, D. A., Ávila, M., & Faria, M. D. de. (2010). Efeitos da responsabilidade social corporativa na intenção de compra e no benefício percebido pelo consumidor: um estudo experimental. Revista de Administração, 45(3), 285-296.

Ferrari, R. (2016). FinTech impact on retail banking – From a universal banking model to banking verticalization. The FinTech Book: The Financial Technology Handbook for Investors, Entrepreneurs and Visionaries, 248-252.

Field, A. (2009). Descobrindo a estatística usando o SPSS. 2a ed. Porto Alegre: Artmed.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Weasley.

Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 33(3), 38-53.

Gertner, D., & Diaz, A. N. (1999). Marketing na Internet e comportamento do consumidor: investigando a dicotomia hedonismo vs. utilitarismo na WWW. Revista de Administração Contemporânea, 3(3), 131-156.

Gelis, P. (2016). Why FinTech banks will rule the world. Chichester, UK: John Wiley &Sons, Ltd.

Hair Jr. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados. 6ª ed. São Paulo: Bookman, 2009.

Hair, J. F.; Hult, T. M.; Ringle, C. M., & Sarstedt, M. A (2014). Primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles: SAGE.

Hatzakis, E. D., Nair, S. K., & Pinedo, M. (2010). Operations in financial services — An overview. Production and Operations Management, 19(6), 633-664.

Hoffman, D. L., Novak, T. P., & Peralta, M. (1998). Building consumer trust in online environments: The case of information privacy (Project 2000). Owen Graduate School of Management, Vanderbilt University Working Paper.

Hu, Z., Ding, S., Li, S., Chen, L., & Yang, S. (2019). Adoption Intention of Fintech Services for Bank Users: An Empirical Examination with an Extended Technology Acceptance Model. Symmetry, 11(3), 340-355.

Huei, C. T., Cheng, L. S., Seong, L. C., Khin, A. A., & Bin, R. L. L. (2018). Preliminary Study on Consumer Attitude towards FinTech Products and Services in Malaysia. International Journal of Engineering & Technology, 7(2.29), 166-169.

Hossain, R., Mahmud, S. H. H., Hossin, M. A., Bhuiyan, T., & Hua, Y. X. (2019). Effects of cognitive ability, trust and timesaving: predicting further amelioration and successive usage of e-ticketing with TAM, TPB and cognitive frameworks. In: Information and Communication Technology for Competitive Strategies. Springer, Singapore, 41-51.

Jin, C. C., Seong, L. C., & Khin, A. A. (2019). Factors affecting the consumer acceptance towards fintech products and services in Malaysia. International Journal of Asian Social Science, 9(1), 59-65.

Kesharwani, A., & Singh Bisht, S. (2012). The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance mode. International Journal of Bank Marketing, 30(4), 303-322.

Keeney, R. L., Raiffa, H., & Rajala, D. W. (1979). Decisions with multiple objectives: Preferences and value trade-offs. IEEE Transactions on Systems, Man, and Cybernetics, 9(7), 403-403.

Kim, D. J., Ferrin, D., & Rao, R. (2003). An investigation of consumer online trust and purchase-repurchase intentions. International Conference on Information Systems ICIS 2003 Proceedings: 15-17 December 2003, Seattle, Washington. 353-365.

Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.

Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322.

Kumar, V. & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36–68.

Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Cmmerce Research and Applications, 8(3), 130-141.

Leong, C., Tan, B., Xiao, X., Tan, F. T. C., & Sun, Y. (2017). Nurturing a FinTech ecosystem: The case of a youth microloan startup in China. International Journal of Information Management, 37(2), 92-97.

Liao, S, Shau, Y. P., Wang, H., & Shen, A. (1999) The adoption of virtual banking: an empirical study. International. Journal of Informational Managemet, 19(1):63–74.

Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 421-432.

Lin, J. C. C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & Information Technology, 26(6), 507-516.

Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision Support Systems, 49(2), 222-234.

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.

Matzler, K., Grabner-Kräuter, S., & Bidmon, S. (2008). Risk aversion and brand loyalty: the mediating role of brand trust and brand affect. Journal of Product & Brand Management, 17(3), 154-162.

Mitchell, V. W. (1999). Consumer perceived risk: conceptualisations and models. European Journal of Marketing, 33(1/2), 163-195.

Neese, W. T., & Taylor, R. D. (1994). Verbal strategies for indirect comparative advertising. Journal of Advertising Research, 34(2), 56-70.

Oliveira, T., Faria, M., Thomas, M. A., & Popovič, A. (2014). Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM. International Journal of Information Management, 34(5), 689-703.

Pantano, E., & Priporas, C.-V. (2016). The effect of mobile retailing on consumers' purchasing experiences: a dynamic perspective. Computers in Human Behavior, 61, 548-555.

Patel, K. J., & Patel, H. J. (2018). Adoption of internet banking services in Gujarat: an extension of TAM with perceived security and social influence. International Journal of Bank Marketing, 36(1), 147-169.

Peter, J. P., & Tarpey Sr., L. X. (1975). A comparative analysis of three consumer decision strategies. Journal of Consumer Research, 2(1), 29-37.

Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the perceived risk of purchasing online. Journal of Consumer Behaviour, 4(2), 118-131.

Pilík, M. (2013, September). Selected factors influencing customers' behaviour in e-commerce on B2C markets in the Czech Republic. In The European Conference on Information Systems Management (p. 121). Academic Conferences International Limited.

Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. Disponível em: http://www.smartpls.com.

Ryu, H. S. (2018). Understanding benefit and risk framework of fintech adoption: Comparison of early adopters and late adopters. Proceedings of the 51st Hawaii International Conference on System Sciences.

Sharma, P. (2010). Measuring personal cultural orientations: Scale development and validation. Journal of the Academy of Marketing Science, 38(6), 787-806.

Stewart, H., & Jürjens, J. (2018). Data security and consumer trust in FinTech innovation in Germany. Information & Computer Security, 26(1), 109-128.

Stewart, K. J. (2003). Trust transfer on the world wide web. Organization Science, 14(1), 5-17.

Tallon, P. P. (2010). A service science perspective on strategic choice, IT, and performance in US banking. Journal of Management Information Systems, 26(4), 219-252.

Terblanche, N. S., & Taljaard, A. (2018). The perceived value and perceived benefits experienced by customers using travel agents. South African Journal of Business Management, 49(1), 13.

Thomas, M. R., Kavya, V., & Monica, M. (2018). Online website cues influencing the purchase intention of generation A mediated by trust. Indian Journal of Commerce and Management Studies, 9(1), 13-23.

Weisberg, J., Te'eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e-commerce: The mediation of social presence and trust. Internet Research, 21(1), 82-96.

Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2002). The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter? Journal of the Academy of Marketing Science, 30(3), 202-216.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.

Yao-Hua Tan, W. T. (2000). Toward a generic model of trust for electronic commerce. International Journal of Electronic Commerce, 5(2), 61-74.

Yuan, Y., Lai, F., & Chu, Z. (2019). Continuous usage intention of internet banking: a commitment-trust model. Information Systems and e-Business Management, 17(1), 1-25, 2019.

Zhang, B., Wardrop, R., Rau, P. R., & Gray, M. (2015). Moving mainstream: Benchmarking the European alternative finance market. Journal of Financial Perpectives, 3(3), 1-40.

Zhang, Y., Chen, X., Liu, X., & Zhu, N. (2018). Exploring trust transfer between internet enterprises and their affiliated internet-only banks: An adoption study of internet-only banks in China. Chinese Management Studies, 12(1), 56-78.

Zick, S. (2018). FinTech and Consumer Protection: How to Guide a Consumer Towards a Better Decision. Disponível em: https://ssrn.com/abstract=3173609.

Zhou, T. (2011). An empirical examination of users' post-adoption behaviour of mobile services. Behaviour & Information Technology, 30(2), 241-250.