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Publication
Comportamento do Consumidor: fatores influenciadores da intenção de utilização do MB WAY
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Advisor(s)
Abstract(s)
As novas tecnologias encontram-se em crescimento acelerado a nível mundial e em todos os setores, pelo que os meios de pagamento digitais têm assumido um papel cada vez mais central na vida da sociedade. No caso específico de Portugal, o aparecimento do MB WAY veio revolucionar a forma como os portugueses realizam as suas atividades de pagamento, tornando-as mais fáceis e rápidas.
O tema dos meios de pagamento digitais é um tema amplamente debatido pelo que existe uma vasta literatura e estudos conduzidos neste âmbito. Contudo, estes são estudos a um nível mais generalista e sem aprofundar determinado meio de pagamento. Considerou-se, portanto, pertinente contribuir para o conhecimento científico através do estudo do MB WAY, por ser um meio de pagamento digital cada vez mais utilizado em Portugal e sobre o qual a literatura é ainda incipiente.
A presente dissertação propõe-se a investigar quais os fatores que influenciam a intenção de utilização do MB WAY, com base numa revisão de literatura a partir da qual se definiram diversas hipóteses propostas no modelo concetual. Estas hipóteses foram testadas através de um questionário online realizado a uma amostra de utilizadores da plataforma MB WAY e cujas respostas foram alvo de um modelo de regressão linear múltipla de forma a aferir a validade das hipóteses propostas.
Concluiu-se que fatores como a expectativa de performance, a expectativa de esforço, as condições facilitadoras, o hábito e a confiança influenciam efetivamente o consumidor a utilizar a plataforma, enquanto a influência social e a motivação hedónica não têm um impacto significativo.
New technologies are experiencing a huge growth worldwide in all sectors, with digital payment methods assuming an increasingly central role in society's life. In the specific case of Portugal, MB WAY came to change the way how payment activities are carried out, making them easier and faster. Nowadays, this is a widely discussed topic and there is a lot of literature and studies carried out in this area. However, these studies are more generalist without focusing on a specific payment method. So, it was relevant to contribute to the literature by studying MB WAY, as it is a growing digital payment method in Portugal and about which the literature is still scarce. The present study proposes to investigate the factors that influence the intention to use MB WAY, based on a literature review from which several hypotheses were proposed in the conceptual model. These hypotheses were tested through an online questionnaire carried out to a sample of users of MB WAY. In order to test the proposed hypotheses a multiple linear regression model was used. It was concluded that factors such as performance expectation, effort expectation, facilitating conditions, habit and trust effectively influence the consumer to use the platform, while factors such as social influence and hedonic motivation do not have a significant impact.
New technologies are experiencing a huge growth worldwide in all sectors, with digital payment methods assuming an increasingly central role in society's life. In the specific case of Portugal, MB WAY came to change the way how payment activities are carried out, making them easier and faster. Nowadays, this is a widely discussed topic and there is a lot of literature and studies carried out in this area. However, these studies are more generalist without focusing on a specific payment method. So, it was relevant to contribute to the literature by studying MB WAY, as it is a growing digital payment method in Portugal and about which the literature is still scarce. The present study proposes to investigate the factors that influence the intention to use MB WAY, based on a literature review from which several hypotheses were proposed in the conceptual model. These hypotheses were tested through an online questionnaire carried out to a sample of users of MB WAY. In order to test the proposed hypotheses a multiple linear regression model was used. It was concluded that factors such as performance expectation, effort expectation, facilitating conditions, habit and trust effectively influence the consumer to use the platform, while factors such as social influence and hedonic motivation do not have a significant impact.
Description
Keywords
Meios de Pagamento Digitais MB WAY Comportamento do consumidor Adoção de Novas Tecnologias Fatores Influenciadores