Title: The effect of the consumer's engagement in the process of adopting functional applications: the mobile banking case
Authors: Cid GonçalvesFilho; Plínio Rafael Reis Monteiro; Melissa Morais Simplício; Renata De Sousa Da Silva Tolentino
Addresses: Universidade Fumec, Rua Cobre 200 – Cruzeiro, 30310-190 Belo Horizonte, Minas Gerais, Brazil ' Federal University of Minas Gerais (UFMG), FACE/UFMG. Av. Antônio Carlos, 6627 – Pampulha, Belo Horizonte – MG, 31270-901, Brazil ' Universidade Fumec, Av. Afonso Pena 3880/1o Andar, 30190-130 Belo Horizonte, Minas Gerais, Brazil ' Universidade Fumec, Av. Afonso Pena 3880/1o Andar, 30190-130 Belo Horizonte, Minas Gerais, Brazil
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.
International Journal of Business and Systems Research, 2021 Vol.15 No.3, pp.317 - 336
Received: 28 Nov 2018
Accepted: 12 Nov 2019
Published online: 12 May 2021 *