Relações entre inteligência de produto, facilidade de uso percebida e utilidade percebida na continuidade de uso de serviços mobile banking por meio do smartphone

Abstract

There is no consensus in the literature regarding the determinants of Continuity of Use, a topic of academic and business relevance, with gaps in study. Product Intelligence is a current, relevant, broad, multidimensionally constructed theme with research gaps regarding the Continuity of Use of mobile banking services. Furthermore, the Perceived Ease of Use and the Perceived Usefulness are suggested for further research, indicated as the main beliefs in the use of technologies. In the global scenario, intelligent products are inserted, such as the smartphone, established in the economic segment as one of the world's fastest growing industries and a popular object of personal use, capable of collecting, processing and producing information. Product Intelligence, on the other hand, is a latent construct that encompasses the abilities of the intelligent product, formed by the formative constructs Autonomy, Ability to Learn, Reactivity, Ability to Cooperate, Human Interaction and Personality. In this context, the main objective of this thesis is to investigate the effects of Product Intelligence, Perceived Ease of Use and Perceived Usefulness on the Continuity of Use of the smartphone product in the context of mobile banking services by individual users. Initially, to achieve the proposed objectives, a literature review on the thesis constructs is presented, which culminates in the proposal of a tested and validated theoretical model. In this study, the research method consists of a quantitative approach carried out through a cross-sectional survey, with a sample of 541 Higher Education students in the area of Applied Social Sciences. The results were analyzed based on descriptive, univariate and multivariate statistical analysis, a requirement for Structural Equation Modeling to understand the relationships of the proposed theoretical model. At the end of this thesis, it was possible to confirm most of the proposed hypotheses, present the contributions, limitations and opportunities for future research. For the purpose of this study, among the main findings, it is highlighted that it is the Product Intelligence that leads to the Perceived Ease of Use, which in turn will lead to the Perceived Usefulness; Perceived Usefulness is the construct with the greatest contribution to the model's dependent variable, Continuity of Use; the product's Perceived Ease of Use is positively related to the product's Perceived Usefulness and both the Perceived Ease of Use and the Perceived Usefulness are positively related to the product's Continuity of Use in the context of mobile banking services. Additionally, this study contributes theoretically and managerially to the understanding of the constructs under analysis and to the validation of the theoretical model, and it is possible to verify that 46.9% of the dependent variable Continuity of Use is explained by the set of the model proposed in this thesis, corroborating the Continuity of Use of mobile banking services, with subsidies for companies operating in this context. Finally, this study contributes to the understanding of the antecedents of Continuity of Use, considered a success factor for organizations, indicating that the mobile application needs to be useful and easy to use by the user, in line with the researched sample, being the Perceived Usefulness the most relevant factor. [resumo fornecido pelo autor]