Innovación bancaria en el Ecuador: análisis de los determinantes en el uso de ATM´s en el cantón Portoviejo, provincia de Manabí, año 2024

Abstract

Abstract: The present research sought to analyze the determinants that condition the use of ATMs automatic machines (ATM's) in the Portoviejo canton, for this a type of research was used descriptive-analytical with a qualitative approach, applying a survey to 383 people from of the PEA sample of the Portoviejo canton, through a questionnaire duly validated; It was determined that private banking, led by Banco Pichincha and Banco Pacific, predominates in the number of ATMs in the canton; regarding the factors that influence in the use of ATMs, the study revealed that the eight constructs analyzed according to the Model TAM, among these: attitude and intention to use, perception of usefulness and ease, security, compatibility, subjective norms and ATM perception had positive results, which indicated a marked predisposition of the population towards its continued use; the results highlighted the successful integration of ATMs into the local environment and the solid connection between the constructs analyzed, highlighting their significant influence on decisions about the use of ATMs by the individuals surveyed.