The effect of the consumer's engagement in the process of adopting functional applications: the mobile banking case

Cid GonçalvesFilho, Plínio Rafael Reis Monteiro, Melissa Morais Simplício and Renata De Sousa Da Silva Tolentino

International Journal of Business and Systems Research, 2021, vol. 15, issue 3, 317-336

Abstract: The use of mobile applications in the banking sector has achieved a representative growth with customers that use uniquely online devices to transact. In this scenario, this paper has the objective of analysing the impacts of the adoption of functional applications in the improvement of consumer-brand relationships. A survey, which involved 408 respondents, was conducted. The basic model for this study was the unified theory of acceptance and use of technology (UTAUT), whose effects were analysed by the moderation perspective exerted by the consumer's engagement with the brand. According to the results, it was observed that effective engagement alters the modus operandi of adopting a functional technology, starting from the constructs of performance, the expectation of effort, social influence and facilitating conditions. The field data demonstrated differences between the UTAUT models tested in groups of high and low engagement. This research presents a new approach for the adoption of technologies to bring the role of engagement as a factor of influence.

Keywords: adoption of technology; systems and technology; relationship marketing; engagement. (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbsre:v:15:y:2021:i:3:p:317-336

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