Fatores sócio culturais de influência na decisão por bancos digitais: um estudo do comportamento consumidor

Abstract

This course conclusion paper aims to understand the influence of socio-cultural factors in the decision for digital banks. To this end, we sought to identify the stages of the decision-making process for users of digital banks, identify the main influencers in this decision-making process and verify how the socio-cultural variables influence the behavior of this consumer. It is an exploratory research using qualitative methods, developed from interviews with 9 consumers. The first stage of this work presents a bibliographic review on the study of consumer behavior, with a description of the decision-making process to finally identify which external variables influence this process. The results indicate that consumers' purchase motivation is related to meeting security needs, in addition to the practicality and agility that translates modern life. It was also observed that external factors, with emphasis on reference groups, family / friends and social media, are factors of great influence on consumer behavior throughout the process until the final decision on the option for digital banks.