Attitudes of consumers towards social bank

被引：0
|
作者：
Pinzon-Rios, Cindy Paola [1 ]
Osuna-Soto, Ignacio [1 ]
Barrera-Duque, Ernesto [1 ]
Vicaria-Delgado, Juan Manuel [1 ]
机构：
[1] Univ Sabana, Sabana, Colombia
来源：
CLIO AMERICA | 2023年 / 17卷 / 34期
关键词：
social bank; behavior; cognitive behavioral; emotional; customer journey; MICROFINANCE; BEHAVIOR;
D O I：
10.21676/23897848.5606
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The purpose of this paper is to describe the relation between three variables: consumer psychological profile, risk perception and user experience at a cognitive, behavioral and emotional level. For this, 342 people from the base of the pyramid (BoP), target of social banking in Colombia, were part of a quantitative research. The paper presents a model of consumer attitudes towards social banking through which we study the influence and relation between three variables. The results revealed a relation between variables risk perception and consumer psychological profile, and other between the usage experience to use and consumer psychological profile. The study revealed a relation between these variables and insights found about how to create strategies in social banking from the understanding of behavior, needs and users aspirations.
引用
收藏
页码：24 / 37
页数：14
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