Componentes de adopción de la banca móvil en Colombia: oportunidades y retos de gestión

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dc.contributor.advisorOrtegón Cortázar, Edwin Leonardo
dc.contributor.authorMontoya Yate, Lucely
dc.coverage.spatialBogotá D.C.
dc.coverage.temporalFebrero a mayo 2025
dc.date.accessioned2025-10-28T18:06:07Z
dc.date.available2025-10-28T18:06:07Z
dc.date.issued2025-07-15
dc.description.abstractEn Colombia, el uso de la banca móvil se ha convertido en una alternativa práctica para la realización de transacciones financieras garantizando la mayor conveniencia y seguridad de los usuarios, sin embargo, a pesar de su crecimiento paulatino, son escasos los estudios empíricos que permiten una comprensión de los factores que favorecen su consumo. Por lo tanto, el objetivo de esta investigación es analizar cuáles son los factores que componen la adopción de la banca móvil en Colombia. Para tal fin, se utilizaron las dimensiones teóricas del modelo de aceptación tecnológica UTAUT2 siguiendo una metodología cuantitativa basada en una encuesta estructurada en línea aplicada a 386 usuarios de aplicaciones móviles bancarias. Los resultados fueron analizados a partir del análisis factorial exploratorio revelando la existencia de cinco factores latentes como el uso habitual y utilidad percibida, motivación hedónica, logro personal (autoeficacia digital), influencia social y valor percibido (costo-beneficio). Se discute cómo estos factores permean actividades cotidianas de consumo digital y pueden facilitar las decisiones de mercadeo para mejorar la adopción de la banca móvil.spa
dc.description.abstractenglishIn Colombia, the use of mobile banking has become a practical alternative for carrying out financial transactions, guaranteeing greater convenience and security for users; however, despite its gradual growth, there are few empirical studies that provide an understanding of the factors that favor its consumption. Therefore, the objective of this research is to analyze the factors that make up the adoption of mobile banking in Colombia. To this end, the theoretical dimensions of the UTAUT2 technology acceptance model were used following a quantitative methodology based on a structured online survey applied to 386 users of mobile banking applications. The results were analyzed from exploratory factor analysis revealing the existence of five latent factors such as habitual use and perceived usefulness, hedonic motivation, personal achievement (digital self-efficacy), social influence and perceived value (cost-benefit). It discusses how these factors permeate everyday digital consumption activities and can facilitate marketing decisions to improve mobile banking adoption.spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameinstname:Politécnico Grancolombianospa
dc.identifier.reponamereponame:Alejandría Repositorio Comunidadspa
dc.identifier.repourlrepourl:http://alejandria.poligran.edu.cosspa
dc.identifier.urihttp://hdl.handle.net/10823/7898
dc.language.isospaspa
dc.publisher.facultyFacultad de Sociedad, Cultura y Creatividadspa
dc.publisher.programMaestría en Gerencia Estratégica de Mercadeospa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa
dc.subject.keywordsConsumer behaviorspa
dc.subject.keywordsMobile bankingspa
dc.subject.keywordsTechnology adoptionspa
dc.subject.lembComportamiento del consumidorspa
dc.subject.lembInnovaciones tecnológicas - bancosspa
dc.subject.lembSector bancariospa
dc.subject.proposalAdopción tecnológicaspa
dc.subject.proposalBanca móvilspa
dc.subject.proposalComportamiento del consumidor,spa
dc.titleComponentes de adopción de la banca móvil en Colombia: oportunidades y retos de gestiónspa
dc.title.translatedComponents of Mobile Banking Adoption in Colombia: Management Opportunities and Challengesspa
dc.typematerThesisspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.localTesis/Trabajo de grado - Monografía - Maestríaspa
dc.type.redcolhttps://purl.org/redcol/resource_type/TM
dc.type.versioninfo:eu-repo/semantics/draftspa

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