Innovación bancaria en el Ecuador: Análisis de los determinantes en el uso de ATMs en la parroquia Ricaurte del cantón Cuenca, año 2024

Abstract

Abstract: This study offers a valuable contribution to understanding and analyzing the determinants of ATM use in the Ricaurte parish in 2024, examining how socioeconomic, demographic, and technological variables affect user behavior. The study uses a mixed-methodology approach, combining qualitative and quantitative elements. The data collection technique used is a structured survey, divided into two sections: one that addresses demographic and social variables with closed-ended and multi-choice questions, and the other that addresses the eight constructs of the TAM model using the Likert scale. The sample includes 368 users from the economically active population (EAP) of Ricaurte in 2024. The results show that 93% of respondents use ATMs, and the most significant determinants influencing ATM use are perceived usefulness, intention to use, attitude toward use, perceived ease of use, and perceived compatibility. This study offers a detailed understanding of the determinants of ATM use, providing valuable information for society and the banking sector.