Innovación bancaria en el Ecuador: Análisis de los determinantes en el uso de ATM´s en el cantón Piñas, provincia de El Oro, año 2024

Abstract

Abstract: This research called Banking Innovation in Ecuador: Analysis of the determinants in the use of ATM´s in the Piñas canton, province of El Oro, year 2024, was developed with the objective of analyzing the determinants that condition the use of ATM´s and the perception of users regarding services in this city. The research methodology was descriptive regarding the characterization of the existing ATMs in the country, applying a survey to 242 users located in Piñas, the TAM model that frames 8 constructs was used. and the ADAMCO tool which corroborated the statements expressed by the users. The results of the model are Attitude of use (AU) 0.926, Perception of the usefulness of using ATMs (PU) 0.868 and intention to use (UI) 0.833 Likewise, it was found that the resistance of a certain group of users to the use of ATMs is due to fear of assaults, therefore, it is recommended to expand security measures in the areas where ATMs are located.