Sin campo para la vieja banca: indicadores de aceptación para la banca en línea en China
DOI:
https://doi.org/10.32719/25506641.2021.9.2Palabras clave:
banca por internet, red neuronal artificial, preferencia clientes, China, innovación tecnológicaResumen
La innovación tecnológica y los cambios en los estilos de vida (particularmente debido a la pandemia de la COVID-19) han hecho que las interacciones entre los consumidores y los bancos cambien súbitamente. Este documento estudia múltiples indicadores que afectan la aceptación de la banca por internet en China, incluida la preferencia del cliente, los factores de la banca en línea, los factores sociales y otros. Se realizaron cuestionarios en línea a pequeños y microempresarios, ejecutivos de bancos comerciales y clientes bancarios. Se hizo un modelo de red neuronal artificial de datos que comprenden más de un millar de grupos. Los resultados muestran que la actitud hacia la seguridad de la cuenta, la comprensión de las ventajas de la banca por internet, la evaluación del riesgo del prestatario y la actitud del cliente hacia el sistema de información crediticia son factores relativamente importantes que afectan la aceptación de la banca por internet. La dirección de impacto de cada indicador muestra que es más probable que los clientes acepten la banca por internet si tuvieran una mejor seguridad, más conveniencia, un menor riesgo para los clientes y un sistema de información y vigilancia de crédito más desarrollado. En contraste, los indicadores para aplicaciones de teléfonos móviles, funciones auxiliares, regulaciones y operaciones de la banca en línea son relativamente menos importantes.
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