ACEITAÇÃO DE TECNOLOGIAS BANCÁRIAS: um estudo comparativo entre as diferentes gerações

Abstract

The main objective of this study was to analyze the perception of technology acceptance by customers of different generations in financial institutions in the Brazilian banking sector, with based on an adaptation of the Technology Acceptance Model (TAM). The research was carried out with 152 respondents, segmented between the Baby Boomer, generation X, Y and Z, evaluating variables such as perceived ease of use, perceived usefulness, intention to usage, perceived satisfaction, security and privacy and social influence. The results indicated that the perception of usefulness and ease of use are determining factors for all generations, although social influence has proven to be less relevant. Furthermore, the Preferences also varied between income groups, highlighting the importance of models personalized strategies to suit different profiles. Finally, this work offers theoretical and practical contributions to the banking sector, suggesting opportunities for banks traditional, credit unions and digital banks improve their services, technologies and service models. The research also highlights the need for future studies that explore emerging technologies, such as Open Finance, PIX and digital currencies, expanding the understanding the factors that influence the acceptance and use of banking innovations.