SUPERAR LA BRECHA GENERACIONAL
CÓMO PERCIBEN LAS APLICACIONES BANCARIAS LOS BABY BOOMERS Y LA GENERACIÓN Z
DOI:
https://doi.org/10.36674/mythos.v21i1.834Palabras clave:
Baby-boomer, Banca digital, Fintechs, Generación Z, Modelo de aceptación de la tecnología, UTAUT2Resumen
En 2023, el gasto mundial en TI en servicios bancarios y de inversión ascendió a 652.100 millones de dólares, un 8,1% más que en 2022. La banca móvil, que representa más de la mitad de las transacciones, se ha convertido en el canal predominante. A pesar de las importantes inversiones tecnológicas, sigue siendo crucial comprender las razones que subyacen al uso de las apps bancarias, especialmente entre las distintas generaciones. El estudio analiza la percepción de las generaciones "baby boomer" y "Z" sobre la adopción de aplicaciones bancarias. Veinte personas de distintas generaciones participaron en entrevistas cualitativas. Los datos se analizaron mediante la técnica de Análisis de Contenido. Los resultados indican que los usuarios valoran la comodidad de las transacciones basadas en aplicaciones, reduciendo la dependencia de los bancos físicos. La Generación Z prefiere los bancos digitales, mientras que los baby boomers confían en los tradicionales, citando preocupaciones como problemas de conectividad, limitaciones de conocimientos tecnológicos y consideraciones de coste-beneficio. Los individuos de la Generación Z que no utilizan aplicaciones bancarias citan como razones la edad, la madurez, las preocupaciones por la seguridad y la falta de influencia social. El temor a utilizar otras aplicaciones prevalece entre los usuarios baby boomers, haciéndose eco de los temores de los no usuarios, lo que subraya el importante papel del miedo en la toma de decisiones, posiblemente relacionado con el robo de datos digitales y las estafas virtuales.
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