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Análisis de sistemas de pago. Análisis intra e interplataformas


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Author: Liébana-Cabanillas, Francisco
Muñoz-Leiva, Francisco
Sánchez-Fernández, Juan
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 607-614
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: El rápido crecimiento de la tecnología móvil entre la población mundial ha llevado a muchas empresas a intentar aprovechar los dispositivos móviles como una herramienta de ventas. En los últimos años se han analizado diferentes factores para una mej...
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The rapidly increasing adoption rate of mobile technology by people worldwide has encouraged many companies to enable mobile devices as a selling platform. In recent years multiple factors have been assessed in order to better comprehend the behavior of users of mobile payment systems, especially technologies such as SMS (Short Message Service), NFC (Near Field Communication) and QR (Quick Response). This research is pioneering in the way the analysis is conducted with an intra-system and inter-system twofold nature. Thus, conclusions obtained are more relevant and results are more useful both in this area of knowledge and for practical applications in the corporate sector for all companies interested in this market. The specific behavior that this study is modeling is approached through classic variables and a set of multiple variables which specifically could impact the perceived benefits of these payment systems and the drivers impacting the actual intention to use.
Cite: Liébana-Cabanillas, F., Muñoz-Leiva, F. y Sánchez-Fernández, J. (2017). Análisis de sistemas de pago. Análisis intra e interplataformas. En XXIX Congreso de Marketing AEMARK (607-614), Sevilla: ESIC.
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