FACTORS RESISTING THE ADOPTION OF MOBILE BANKING IN BRAZIL
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Abstract
This article examines the reluctance to adopt innovation in the context of mobile banking, with a particular focus on the perceptions of Brazilian women aged 30–65 regarding the security, reliability and user-friendliness of banking applications. The research adopted a predominantly quantitative mixed-methods approach. Primary quantitative data were collected via a structured questionnaire completed by 248 mature women who use banking apps, selected in a non-probabilistic manner. Multivariate statistical methods were employed for the data analysis. Qualitative evidence of an exploratory and contextual nature was obtained through in-depth interviews with 18 bank managers and was used for interpretative support. The conclusion is that resistance to innovation among older women stems from perceptual and sociocultural factors, requiring targeted banking strategies to promote digital financial inclusion.
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Conjuncture Bulletin (BOCA)
This work is licensed under a Creative Commons Attribution 4.0 International License.
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