A análise da atitude e do comportamento do consumidor de cartões de crédito administrados por bancos virtuais

Abstract

This research is focused on the analysis of consumer’s behavior and attitude related to credit cards based on virtual banks. The relevance of the study is due to the late and fast growth of the virtual banks in Brazil. The following objectives are set: to investigate the consumer’s of credit card linked to virtual platforms attitude, based on the influence of cognition and trust, and to investigate these institutions’ credit card user’s behavior. For the formation of the theoretical basis, topics from the literature on the constructs attitude, behavior and confidence were used, as well as scales of several authors for the formulation of the survey structured in a Likert scale of 5 points. The descriptive and quantitative research had 130 respondents. The results indicate the tendency of consumers to consider the use of credit cards of virtual banks a positive action and to continue their consumption of this type of service. It is also pointed out that the consumers of these cards rely on the platforms they belong to, on the other hand, distrust virtual companies in general.