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Revista Investigación y Negocios

versión impresa ISSN 2521-2737

Resumen

ROJAS SEJAS, Mikaela Astrid  y  GOYZUETA RIVERA, Samuel Israel. Factors that influence behavioral behavior in the intention to use onlinebanking in Cochabamba - Cercado. Investigación y Negocios [online]. 2022, vol.15, n.25, pp.53-65. ISSN 2521-2737.

Abstract Currently, the banking industry faces a competi-tive 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 acompany, ensuring in the medium and long term term its growing in thecompetitive market and with changing needs. The objective of this research is to determine the fac-tors of greatest influence with the population for the development of a positive behavior in theintention 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, itwas pos-sible to respond to the hypothesesraised and achieve the specific objectivesof 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 behavior-al intention significantly affect its performance within the financial sector, and improve therelationship with customers and thus ensure its growth in the market

Palabras clave : Innovation; Information Technology; Ease of use and behavioral intention in online banking.

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