Innovación bancaria en el Ecuador: análisis de los determinantes en el uso de ATM's en el cantón Zamora, provincia de Zamora Chinchipe. Año 2024

Abstract

Abstract: In recent decades, several studies have focused on explaining the determinants that condition the use of ATMs. Thus, some authors indicate that the acceptance of this technology is influenced by sociodemographic factors, but others point out that technical characteristics and ease of use are the most crucial factors. This dilemma drives the present research, whose objective is to analyze the determinants of ATM use in the Zamora canton, using the Technological Acceptance Model (TAM). For this purpose, the survey technique was used through a structured questionnaire with a Likert scale, applied to a sample of 357 local residents. The results revealed that perceived ease of use and personal benefit significantly influence the intention, attitude and perception of ATM use. The ADANCO tool supports these findings with high statistical significance in most of the constructs assessed, indicating the overall validity of the model. However, the applicability of the results may not coincide with other geographical realities in Ecuador.