Innovación bancaria en el Ecuador: análisis de los determinantes en el uso de ATM s. Cantón Pallatanga, provincia de Chimborazo. Año 2024

Abstract

Abstract: Automatic teller machines or ATMs are an important technological innovation in the financial system since they allow transactions without the need for bank personnel. However, factors such as age, education level, income, confidence, ease of use and perceived usefulness affect their acceptance. Thus, this study analyzes the determinants of ATM use in the canton of Pallatanga, province of Chimborazo, year 2024. For this purpose, a mixed non-experimental methodology was applied, surveying 351 individuals with a questionnaire based on the Technological Acceptance Model (TAM) and the Likert scale. The results show that perceived ease and compatibility are the constructs that most influence the perception, intention and attitude of use, with correlations above 80%. This study provides relevant data to the place financial system on the factors that condition the use of ATMs, offering a basis for future research in similar areas.