Email this article 
Value Perception in Digital bank Accounts: A Study Based on the Technology Acceptance Model
Abstract
Several banks offer users the ability to access and conduct transactions over the internet. However, digital accounts are not just internet/mobile banking services; they are accounts where there is no consumer interaction with an employee at a physical agency. In the last decade, digital innovation has stood out, noted by the emergence of new technologies, platforms and infrastructures, with broad organizational and political implications. The aim of this paper was to evaluate how the benefits of digital bank accounts fit the technology acceptance model proposed by Venkatesh and Davis (1996), considering the value structure of the selected banks. This is a qualitative and exploratory study, supported by a case study, with primary data collected virtually, a list of selected bank account holders. The results showed that exemption of bank fees, convenience and ease of account movement are the main attributes valued in a digital account. Although the technology acceptance model was not statistically tested, the study showed that it is effective for bank research, and the acceptance of digital banking technology is confirmed through the results regarding the perceived utility and ease of use.
Keywords
Full Text:
PDF (Português (Brasil))References
Agrawal, A., Catalini, C., & Goldfarb, A. (2014). Some simple economics of crowdfunding. Innov. Policy Econ., 14(1), 63-97. DOI: https://doi.org/10.3386/w19133.
Ajzen, I. (1991) The theory of planned behaviour. Organisational Behaviour and Human Decision Processes, 50, 179-211. DOI: https://doi.org/10.1016/0749-5978(91)90020-t.
Allcott, H., & Gentzkow, M. (2017). Social media and fake news in the 2016 election. J. Econ. Perspect., 31(2), 211-236. DOI: https://doi.org/10.3386/w23089.
Banco Central do Brasil. (2018). 100 maiores bancos e o consolidado Sistema Financeiro Nacional. Recuperado de https://www4.bcb.gov.br/fis/TOP100/port/.
Banco Inter. (2019). Recuperado de https://bancointer.com.br/.
Bandura, A. (1986). Social foundations of thought and action: a social cognitive theory. Englewood Cliffs: Prentice-Hall. DOI: https://doi.org/10.4135/9781446221129.n6.
Boulton, C. (2018). What is digital transformation? A necessary disruption. Recuperado de https://www.cio.com/article/3211428/digital-transformation/ what-is-digital-transformation-a-necessary-disruption.html.
Boutetiere, H., & Reich, A. (2018). Unlocking success in digital transformations. McKinsey Digital. Recuperado de https://www.mckinsey.com/business-functions/organization/our-insights/unlocking-success-in-digital-transformations.
Bradesco. Next - faz acontecer. Recuperado de https://next.me/.
Bradley, J. (2012). If we build it they will come? The technology acceptance model. In Dwivedi, Y. K., Wade, M. R., & Schneberger, S. C. Information system theory. New York: Springer. p. 19-36. DOI: https://doi.org/10.1007/978-1-4419-6108-2_2.
Bruton, G., Khavul, S., Siegel, D., & Wright, M. (2015). New financial alternatives in seeding entrepreneurship: microfinance, crowdfunding, and peer-to-peer innovations. Entrep. Theory Pract., 39(1), 9-26. DOI: https://doi.org/10.1111/etap.12143.
Chang, C., & Dibb, S. (2012) Reviewing and conceptualising customer-perceived value. Marketing Review, 12(3), 253-274. DOI: https://doi.org/10.1362/146934712x13420906885395.
Conta Fácil Banco do Brasil. Recuperado de https://www.bb.com.br/pbb/pagina-inicial/voce/produtos-e-servicos/contas/conta-facil#/.
Costa, F. J, & Carvalho, D. L. T. (2017). Intensidade de uso de internet banking: análise de fatores comportamentais. Revista Eletrônica de Gestão Organizacional, 15(1), 11-21. DOI: https://doi.org/10.21714/1679-18272017v15n1.p11-21.
Davis, F. D. (1986). A technology acceptance model for testing new end-user information systems: theory and results. Sloan School of Management, 291.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339. DOI: https://doi.org/10.2307/249008.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: 0a comparison of two theoretical models. Management Science, 35(8), 982-1003. DOI: https://doi.org/10.1287/mnsc.35.8.982.
Drover, W., Busenitz, L., Matusik, S., Townsend, D., Anglin, A., & Dushnitsky, G. (2017). A review and road map of entrepreneurial equity financing research: venture capital, corporate venture capital, angel investment, crowdfunding, and accelerators. J. Manage., 43(6), 1820-1853. DOI: https://doi.org/10.1177/0149206317690584.
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the unified theory of acceptance and use of technology (Utaut): towards a revised theoretical model. Information Systems Frontiers, 21(3), 719-734. DOI: https://doi.org/10.1007/s10796-017-9774-y.
Fischer, E., & Reuber, A. R. (2011). Social interaction via new social media: (how) can interactions on Twitter affect effectual thinking and behavior? J. Bus. Ventur. 26(1), 1-18. DOI: https://doi.org/10.1016/j.jbusvent.2010.09.002.
Fishbein, M. (1979). A theory of reasoned action: some applications and implications. Lincoln: University of Nebraska Press. DOI: https://doi.org/10.4135/9781452276090.n292.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Reading: Addison-Wesley. DOI: https://doi.org/10.2307/2065853.
Gance-Cleveland, B., Leiferman, J., Aldrich, H., Nodine, P., Anderson, J., Nacht, A., Martin, J., Carrington, S., Ozkaynak, M. (2019). Using the technology acceptance model to develop startsmart: health for screening, brief intervention, and referral for risk and protective factors in pregnancy. Journal of Midwifery & Women’s Health, 64(5), 630-640. DOI: https://doi.org/10.1111/jmwh.13009.
Goldfarb, A., & Tucker, C. (2012). Privacy and innovation. Innov. Policy Econ., 12(1), 65-89. DOI: https://doi.org/10.3386/w17124.
Goldfarb, A., Greenstein, S., & Tucker, C. (2014). Introduction to economic analysis of the digital economy. University of Chicago Press. DOI: https://doi.org/10.7208/chicago/9780226206981.003.0016.
Greenstein, S., Lerner, J., & Stern, S. (2013). Digitization, innovation, and copyright: what is the agenda? Strateg. Org., 11(1), 110-121. DOI: https://doi.org/10.1177/1476127012460940.
Grinberg, N., Joseph, K., Friedland, L., Swire-Thompson, B., & Lazer, D. (2019). Fake news on Twitter during the 2016 US presidential election. Science, 363(6425), 374-378. DOI: https://doi.org/0.1126/science.aau2706.
Harrison, R. T. (2017). Crowdfunding and entrepreneurial finance. Routledge. DOI: https://doi.org/10.4324/9781315682440.
Huang, J., Henfridsson, O., Liu, M. J., & Newell, S. (2017). Growing on steroids: rapidly scaling the user base of digital ventures through digital innovation. Mis Q., 41(1), 301-314. DOI: https://doi.org/10.25300/misq/2017/41.1.16.
Jan, M. T, Jager, J., Ameziane, A. M., & Sultan, N. (2019). Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia. Journal of Economics and Behavioral Studies, 11(1), 202-210, 2019. DOI: https://doi.org/10.22610/jebs.v11i1(j).2760.
Kallinikos, J., Aaltonen, A., & Marton, A. (2013). The ambivalent ontology of digital artifacts. Mis. Q., 37(1), 357-370. DOI: https://doi.org/10.25300/misq/2013/37.2.02.
Lai, P.C. (2017). The literature review of technology adoption models and theories for the novelty technology. Journal of Information Systems and Technology Management, 14(1), 21-38. DOI: https://doi.org/10.4301/s1807-17752017000100002.
Lescevica, M., Ginters, E., & Mazza, R. (2013). Unified theory of acceptance and use of technology (Utaut) for market analysis of FP7 Choreos products. Procedia Computer Science, 26, 51-68. DOI: https://doi.org/10.1016/j.procs.2013.12.007.
Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics and Finance, 11, 335-340. DOI: https://doi.org/10.1016/s2212-5671(14)00201-9.
Lusch, R. F., & Nambisan, S. (2015). Service innovation: a service-dominant logic perspective. Mis Q., 39(1), 155-175. DOI: https://doi.org/10.25300/misq/2015/39.1.07.
Lyytinen, K., Yoo, Y., & Boland Jr., R. J. (2016). Digital product innovation within four classes of innovation networks. Inf. Syst. J., 26(1), 47-75. DOI: https://doi.org/10.1111/isj.12093.
Malone, T. W. (2018). How human-computer’ superminds’ are redefining the future of work. MIT Sloan Manage. Rev., 59(4), 34-41. DOI: https://doi.org/10.1007/978-3-030-20680-2_9.
Martin, K. (2018). The penalty for privacy violations: how privacy violations impact trust online. J. Bus. Res., 82, 103-116. DOI: https://doi.org/10.1016/j.jbusres.2017.08.034.
Martin, K. D., Borah, A., & Palmatier, R. W. (2017). Data privacy: effects on customer and firm performance. J. Mark., 81(1), 36-58. DOI: https://doi.org/10.1509/jm.15.0497.
Mcafee, A., & Brynjolfsson, E. (2017). Machine, platform, crowd: harnessing our digital future. WW Norton & Company. DOI: https://doi.org/10.15581/002.ent-3672.
Min, S., So, K. K. F, & Jeong, M. (2019). Consumer adoption of the Uber mobile application: insights from diffusion of innovation theory and technology acceptance model. Journal of Travel & Tourism Marketing, 36(7), 770-783. DOI: https://doi.org/10.1080/10548408.2018.1507866.
Montazemi, A. R., & Qahri-Saremi, H. (2015). Factors affecting adoption of online banking: a meta-analytic structural equation modeling study. Information & Management, 52(2), 210-226. DOI: https://doi.org/10.1016/j.im.2014.11.002.
Nambisan, S. (2013). Information technology and product/service innovation: a brief assessment and some suggestions for future research. J. Assoc. Inf. Syst., 14(4), 215-226. DOI: https://doi.org/10.17705/1jais.00327.
Nambisan, S. (2017). Digital entrepreneurship: toward a digital technology perspective of entrepreneurship. Entrep. Theory Pract., 41(6), 1029-1055. DOI: https://doi.org/10.1111/etap.12254.
Nambisan, S., Lyytinen, K., Majchrzak, A., & Song, M. (2017). Digital innovation management: reinventing innovation management research in a digital world. Mis Q., 41(1), 223-238. DOI: https://doi.org/10.25300/misq/2017/41:1.03.
Nambisan, S., Wright, M., & Feldman, M. (2019). The digital transformation of innovation and entrepreneurship: progress, challenges and key themes. Research Policy, 48(8), 103773. DOI: https://doi.org/10.1016/j.respol.2019.03.018.
Nuyens, H. (2019). How disruptive are fintech and digital for banks and regulators? Journal of Risk Management in Financial Institutions, 12(3), 217-222. DOI: https://doi.org/10.2139/ssrn.2812667.
Pantano, E., & Pietro, L. (2012). Understanding consumer’s acceptance of technology-based innovations in retailing. Journal of Technology Management & Innovation, 7(4), 1-19. DOI: https://doi.org/10.4067/s0718-27242012000400001.
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11-32. DOI: https://doi.org/10.1016/s0022-4359(99)80002-5.
Ribeiro, J. L. D., Thiesen, J. P. K., & Tinoco, M. A. C. (2013). Determinantes da satisfação e atributos da qualidade em serviços de salão de beleza. Produção, 23(3), 609-624. DOI: https://doi.org/10.1590/s0103-65132012005000080.
Rintamäki, T., & Kirves, K. (2017). From perceptions to propositions: profiling customer value across retail contexts. Journal of Retailing and Consumer Services, 37, 59-167. DOI: https://doi.org/10.1016/j.jretconser.2016.07.016.
Rogers, D. L. (2016). The digital transformation playbook: rethink your business for the digital age. Columbia University Press. DOI: https://doi.org/10.7312/roge17544-fm.
Rogers, E. M. (1983). Diffusion of innovation. New York: Free Press. DOI: https://doi.org/10.1016/0305-7488(83)90215-3.
Sakarji, S. R., Nor, K. B. M., Razali, M. M., Talib, N., Ahmad, N., & Saferdin, W. A. A. W. M. (2019). Investigating students acceptance of e-learning using technology acceptance model among diploma in office management and technology students at UiTM Melaka. Journal of Information, 4(13), 13-26. DOI: https://doi.org/10.35631/jistm.413002.
Santander Super Digital. Recuperado de https://superdigital.com.br/.
Scherer, R., Siddiq, F., & Tondeur, J. (2019). The technology acceptance model (TAM): a meta-analytic structural equation modeling approach to explaining teachers’ adoption of digital technology in education. Computers & Education, 128, 13-35. DOI: https://doi.org/10.1016/j.compedu.2018.09.009.
Shaikh, A., & Karjaluoto, H. (2015). Mobile banking adoption: a literature review. Telematics and Informatics, 32(1), 129-142. DOI: https://doi.org/10.1016/j.tele.2014.05.003.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: a theory of consumption values. Journal of Business Research, 22(2), 159-170. DOI: https://doi.org/10.1016/0148-2963(91)90050-8.
Sorenson, O., Assenova, V., Li, G. C., Boada, J., & Fleming, L. (2016). Expand innovation finance via crowdfunding. Science, 354(6319), 1526-1528. DOI: https://doi.org/10.1126/science.aaf6989.
Srinivasan, A., & Venkatraman, N. (2018). Entrepreneurship in digital platforms: a network-centric view. Strateg. Entrep. J., 12(1), 54-71. DOI: https://doi.org/10.1002/sej.1272.
Sundararajan, A. (2016). The sharing economy: the end of employment and the rise of crowd-based capitalism. MIT Press. DOI: https://doi.org/10.1017/beq.2018.31.
Svahn, F., Mathiassen, L., & Lindgren, R. (2017). Embracing digital innovation in incumbent firms: how Volvo cars managed competing concerns. Mis Q., 41(1), 239-253. DOI: https://doi.org/10.25300/misq/2017/41.1.12.
Trottier, D. (2016). Social media as surveillance: rethinking visibility in a converging world. Routledge. DOI: https://doi.org/10.4324/9781315609508.
Varian, H. (2018). Artificial intelligence, economics, and industrial organization. In Agrawal, A., Gans, J., & Goldfarb, A. (Eds.). NBER Book the economics of artificial intelligence: an agenda. Cambridge. DOI: https://doi.org/10.3386/w24839.
Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315. DOI: https://doi.org/https://doi.org/10.1111/j.1540-5915.2008.00192.x.
Venkatesh, V., & Davis, F. D. (1996). A model of the antecedents of perceived ease of use: development and test. Decision Sciences, 27(3), 451-481. DOI: https://doi.org/10.1111/j.1540-5915.1996.tb01822.x.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186-204. DOI: https://doi.org/10.1287/mnsc.46.2.186.11926.
Venkatesh, V., Morris, M. G., Davis, G. B., Davis, F. D. (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, 425-478. DOI: https://doi.org/10.2307/30036540.
Venkatraman, V. (2017). The digital matrix: new rules for business transformation through technology. Greystone Books. DOI: https://doi.org/10.1016/b978-0-12-811453-7.00013-5.
Wright, M., Lumpkin, T., Zott, C., & Agarwal, R. (2016). The evolving entrepreneurial finance landscape. Strateg. Entrep. J., 10(3), 229-234. DOI: https://doi.org/10.1002/sej.1232.
Yang, Y., & Wang, X. (2019). Modeling the intention to use machine translation for student translators: an extension of technology acceptance model. Computers & Education, 133, 116-126. DOI: https://doi.org/10.1016/j.compedu.2019.01.015.
Yoo, Y., Boland Jr., R. J., Lyytinen, K., & Majchrzak, A. (2012). Organizing for innovation in the digitized world. Organ. Sci., 23(5), 1398-1408. DOI: https://doi.org/10.1287/orsc.1080.0416.
Yoo, Y., Henfridsson, O., & Lyytinen, K. (2010). The new organizing logic of digital innovation: an agenda for information systems research. Inf. Syst. Res., 21(4), 724-735. DOI: https://doi.org/10.1287/isre.1100.0322.
Younkin, P., & Kashkooli, K. (2016). What problems does crowdfunding solve? Calif. Manage. Rev., 58(2), 20-43. DOI: 10.1525/cmr.2016.58.2.20.
Yousafzai, S. Y., Foxall, G. R., & Pallister, J. G. (2010). Explaining internet banking behavior: theory of reasoned action, theory of planned behavior, or technology acceptance model? Journal of Applied Social Psychology, 40(5), 1172-1202. DOI: https://doi.org/10.1111/j.1559-1816.2010.00615.x.
Zysman, J., & Kenney, M. (2018). The next phase in the digital revolution: abundant computing, platforms, growth, and employment. Commun. Assoc. Comput. Mach., 61(2), 54-63. DOI: 10.1145/3173550.
DOI: https://doi.org/10.18256/2237-7956.2020.v10i2.3850
Refbacks
- There are currently no refbacks.
Copyright (c) 2021 Pâmela de Souza Dias, Lucas Fernandes da Costa
Revista de Administração IMED (RAIMED) ISSN: 2237-7956 Programa de Pós-Graduação em Administração (PPGA/Atitus)
Atitus Educação - Business School – www.imed.edu.br – Rua Senador Pinheiro, 304 – Bairro Vila Rodrigues – 99070-220 – Passo Fundo/RS – Brasil Tel.: +55 51 4004-4818
