FACTORES QUE INFLUYEN EL COMPORTAMIENTO CONDUCTUAL EN LA INTENCIÓN DE USO DE LA BANCA EN LíNEA EN COCHABAMBA - CERCADO

Abstract

Currently, the banking industry faces a competitive environment and it is impossible to think of the non-existence of a financial entity without the use of technologies and innovations because it has become a determining factor in the competitiveness and performance of a company, ensuring in the medium and long term term its growing in the competitive market and with changing needs. The objective of this research is to determine the factors of greatest influence with the population for the development of a positive behavior in the intention to use online banking in Cercado - Cochabamba. The statistical data studied is the result of a total of 280 surveys carried out on users and financial clients of Cochabamba among men and women aged 18 to 59, of all socioeconomic levels, in that sense, it was possible to respond to the hypotheses raised and achieve the specific objectives of the research. Data analysis was done through the partial least squares technique, belonging to the structural equation model, using the SmartPLS program. The results obtained suggest that, although the use of online banking and behavioral intention significantly affect its performance within the financial sector, and improve the relationship with customers and thus ensure its growth in the market.