Innovación bancaria en el Ecuador: análisis de los determinantes en el uso de ATM s en el cantón Pindal, provincia de Loja, año 2024

Abstract

Abstract: The purpose of this research is to study the determinants that condition the use of automatic teller machines (ATM) in the Pindal canton, province of Loja, Ecuador, during the year 2024. It has a descriptive and analytical type of research with quantitative and qualitative approaches and with a documented field research design. The Technology Acceptance Model (TAM) was used in order to determine the factors that influence the adoption and use of this banking technology (ATMs). Through a survey applied to 348 economically active people, data were collected and analyzed using the ADANCO software. The R^2 values obtained indicate that the TAM model explains a high percentage of the variability in the constructs: Perception of Usefulness (PU): R^2 = 0.884, Intention to Use (IU): R^2 = 0.901 and Attitude towards Use (AU): R^2 = 0.919. These results suggest that ease of use and perceived compatibility are very important for users to find ATMs useful, which in turn increases intention to use and positive attitudes towards this technology. Similarly, subjective norms and perceptions of ATMs significantly influence users' behavior.