Uma análise da influência dos fatores internos no processo de decisão de compra de serviços em bancos digitais

Abstract

This course conclusion paper aims to understand the consumer decision process and the influence of internal factors in the choice of digital banking. To this end, we sought to identify the steps in the purchase decision process by these digital banks, who are the influencers of this process and how the internal factors influence these choices. This is an exploratory and qualitative research with in-depth interviews with 11 consumers. The first part of this paper brings a bibliographic review about the study about online retail and digital banking, followed by consumer behavior, including its definition and description of the decision making process by consumers; Finally, we identify which internal variables influence this process of consumer decision making. Results indicate that consumers' buying motivation is related to meeting security needs with convenience and ease without having to queue and that there are influencers in the process such as friends, family and youtubers. Internal factors, such as individuals' attitudes, lifestyle-related personality and learning from previous experiences, were observed to have a strong influence throughout the decision to choose digital banking.