Analysis of acceptance of the Jardin Azuayo mobile application (jamovil) of the Jardín Azuayo savings and credit cooperative, Cuenca – 2025
Article Sidebar
Main Article Content
Abstract
The growth of digital financial services has prompted savings and credit cooperatives to strengthen their technological platforms in order to enhance user experience and promote the adoption of digital channels. In this context, the present study aims to analyze the acceptance of the Jardín Azuayo Móvil (JAMOVIL) application of the Jardín Azuayo Savings and Credit Cooperative in the city of Cuenca, based on the Technology Acceptance Model (TAM). The research was conducted using a quantitative and correlational design with a sample of 262 cooperative members. Data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the relationships among perceived usefulness, perceived ease of use, attitude toward use, and behavioral intention to use. The results indicate that both perceived usefulness and perceived ease of use have a positive and significant influence on attitude toward use, with perceived usefulness showing the strongest effect. Furthermore, attitude toward use emerges as the main predictor of behavioral intention to use the application. These findings confirm the explanatory validity of the TAM in the Ecuadorian cooperative context and provide empirical evidence to support strategic decisions aimed at strengthening the adoption of digital financial services.
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Todos los artículos publicados en la Revista de Investigación, Formación y Desarrollo: Generando Productividad Institucional (RIF) se distribuyen bajo la Licencia Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0), que permite compartir y adaptar el contenido, siempre que se otorgue el debido reconocimiento a la autoría, no se utilice con fines comerciales y se mantenga la misma licencia.
Los autores conservan sus derechos de autor y otorgan a la revista el derecho de primera publicación. Esto permite a terceros compartir y adaptar el contenido con fines no comerciales, siempre que se atribuya correctamente la obra original y se mantenga la misma licencia.
Para más información sobre la licencia, consulte: https://creativecommons.org/licenses/by-nc-sa/4.0/
How to Cite
References
Aguilar-Castillo, R., Gaona-Castillo, G. M., & Mora-Sánchez, N. V. (2024). Factores influyentes en la intención conductual de uso de los pagos electrónicos: un análisis sobre usuarios del sistema financiero. Revista de Finanzas, 4(1), 5-28. https://doi.org/10.33386/rdf.2024.1.25
Al-Adwan, A. S., Albelbisi, N. A., Hujran, O., Al-Rahmi, W. M., & Alkhalifah, A.(2021). Developing a holistic success model for sustainable e-learning: A structural equation modeling approach. Sustainability, 13(16), 9453. https://doi.org/10.3390/su13169453
Al-Emran, M., & Granić, A. (2021). Is it still valid or outdated? A bibliometric analysis of the technology acceptance model and its applications from 2010 to 2020. Recent Advances in Technology Acceptance Models and Theories, 1–12.
Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Williams, M. D. (2022). Consumer adoption of mobile banking in emerging markets: Examining the role of perceived usefulness and perceived ease of use. International Journal of Information Management, 63, 102448. https://doi.org/10.1016/j.ijinfomgt.2021.102448
Alswaigh, N., & Aloud, M. (2021). Factors Affecting User Adoption of E-Payment Services Available in Mobile Wallets in Saudi Arabia. Vol 21(6). International Journal of Computer Science and Network Security. Obtenido de https://doi.org/10.22937/IJCSNS.2021.21.6.29
Aranda Pulache, A. D., & Solis Villanueva, M. M. (2021). Satisfacción de usuarios de banca móvil a través de la percepción de uso y la intención de continuidad de uso [Tesis de licenciatura, Universidad Peruana de Ciencias Aplicadas]. Repositorio Académico UPC. http://hdl.handle.net/10757/656748
Ariffin, S. K., & Lim, K. T. (2020). Investigating factors affecting intention to use mobile payment among young professionals in Malaysia. In Proceedings of the First ASEAN Business, Environment, and Technology Symposium (ABEATS 2019) (pp. 1–4). Atlantis Press. https://doi.org/10.2991/aebmr.k.200514.002
Ariffin, S. K., Abd Rahman, M. F. R., Muhammad, A. M., & Zhang, Q. (2021). Understanding the consumer’s intention to use the e-wallet services. Spanish Journal of Marketing – ESIC, 25(3), 446–461. https://doi.org/10.1108/SJME-07-2021-0138
Asociación de Bancos Privados del Ecuador [Asobanca]. (2024). Evolución de la banca privada ecuatoriana (Informe No. 02-2024). Asociación de Bancos Privados del Ecuador. https://asobanca.org.ec/wp-content/uploads/2024/03/Evolucion-de-la-Banca-02-2024.pdf
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia pacific journal of management, 41(2), 745-783. https://doi.org/10.1007/s10490-023-09871-y
Cho, G., Kim, S., Lee,J., Hwang, H., Sarstedt., M, & Ringle CM (2023), "A comparative study of the predictive power of component-based approaches to structural equation modeling". European Journal of Marketing, 57 (6). 1641–1661. https://doi.org/10.1108/EJM-07-2020-0542
Chóez Martínez, K. S., & Moran Paredes, S. J. (2024). Evaluación de la transformación digital: Impacto en la experiencia del cliente y operaciones diarias entre 2019 y 2022 del Banco Bolivariano del Ecuador [Trabajo de investigación de maestría, Escuela de Posgrado Newman]. https://repositorio.epnewman.edu.pe/item/1e4ecfd8-8820-4a94-9acf-07b0479e9fd3
Cooperativa de Ahorro y Crédito Jardín Azuayo. (s. f.). Servicios virtuales - Jardín Azuayo Móvil. https://www.jardinazuayo.fin.ec/jardin-azuayo-movil/
Creswell, J. W., & Creswell, J. D. (2021). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.
Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173, 121092. https://doi.org/10.1016/j.techfore.2021.121092
Davis, F. (1987). User acceptance of information systems: the technology acceptance model (TAM). In Division of Research School of Business Administration (Working Paper 529). https://deepblue.lib.umich.edu/bitstream/handle/2027.42/35547/b1409190.0001.001.pdf?sequence=2
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Diaz-Guzmán, M., Medina-Quintero, J. M., & Ortiz-Rodriguez, F. (2025). Perceived Usefulness and Ease of Use of E-Government to Generate Trust and Intention to Use by Citizens. Journal of technology management & innovation, 20(1), 49-60. http://dx.doi.org/10.4067/S0718-27242025000100049
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382–388. 10.1177/002224378101800313
García-Peña, V. R. (2023). Desarrollo y uso de aplicaciones móviles en el contexto ecuatoriano. Revista Científica Zambos, 2(3), 1–15. https://doi.org/10.69484/rcz/v2/n3/46
Giler Araujo, J. J., Alvarado Cagua, K. J., Yela Burgos, R. T., & Choez Muñiz, F. V. (2024). Impacto de la digitalización en el sector bancario ecuatoriano: Transformaciones, desafíos y oportunidades para el futuro financiero. LATAM Revista Latinoamericana de Ciencias Sociales y Humanidades, 5(5), 1–20. https://doi.org/10.55908/latam.v5i5.2658
Gupta, A., Yousaf, A., & Mishra, A. (2020). How pre-adoption expectancies shape post-adoption continuance intentions: An extended expectation-confirmation model. International Journal of Information Management, 52, 102094. https://doi.org/10.1016/j.ijinfomgt.2020.102094
Gupta, S., Abbas, A. F., & Srivastava, R. (2022). Technology Acceptance Model (TAM): A bibliometric analysis from inception. Journal of Telecommunications and the Digital Economy, 10(3), 77–106. https://doi.org/10.3316/informit.664054795107308
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Castillo Apraiz, J., Cepeda Carrión, G. & Roldán, J. L. (2019). Manual de partial least squares structural equation modeling (PLS-SEM) (2da ed.). OmniaScience.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage.
https://doi.org/10.1007/978-3-030-80519-7
Haji-Othman, Y., Yusuff, M. S., & Hussain, M. N. M. (2024). Data analysis using partial least squares structural equation modeling (PLS-SEM)in conducting quantitative research. International Journal of Academic Research in Business and Social Sciences, 14(10), 2380-2388. http://dx.doi.org/10.6007/IJARBSS/v14-i10/23364
Henseler, J. ö, Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. 10.1007/s11747-014-0403-8
Hernández-Sampieri, R., & Mendoza, C. P. (2022). Metodología de la investigación: Las rutas cuantitativa, cualitativa y mixta (2.ª ed.). McGraw-Hill Education.
Kejela, A. B., & Porath, D. (2022). Influencia de la actitud en la aceptación de la banca móvil y factores que determinan la actitud de los usuarios finales en Etiopía. Journal of Internet and Digital Economics, 2(1), 68–88. https://www.emerald.com/jide/article/2/1/68/215002/Influence-of-attitude-on-mobile-banking-acceptance
Klapper, L., Singer, D., Starita, L., & Norris, A. (2025). Conectividad e inclusión financiera en la economía digital. Banco Mundial. https://openknowledge.worldbank.org/entities/publication/8b9002b6-d8dd-426c-aa7c-6d7d16902cd7
Kumar, A., Dhingra, S., Batra, V., & Purohit, H. (2020). A framework for mobile banking adoption in India. Journal of Open Innovation: Technology, Market, and Complexity, 6(2), 40. https://doi.org/10.3390/joitmc6020040
Laith, K., & Abdullah, M. (2021). Investigating mobile learning technology acceptance in companies. İlköğretim Online, 20(3), 1382–1393. https://doi.org/10.17051/ilkonline.2021.03.155
Lara, M., Sumba, N., Cueva, J., & Zea, N. (2023). Digital and mobile payment media: Influencing factors in the usage decision of retail business customers according to the TAM model. Económicas CUC, 44(2), 127–146. https://doi.org/10.17981/econcuc.44.2.2023.Org.2
Latreche, H., Bellahcene, M., & Dutot, V. (2024), "Does IT culture archetypes affect the perceived usefulness and perceived ease of use of e-banking services? A multistage approach of Algerian customers". International Journal of Bank Marketing, 42 (7) 1760–1788. https://doi.org/10.1108/IJBM-02-2023-0100
Lee, A. T., Ramasamy, R. K., & Subbarao, A. (2025). Understanding psychosocial barriers to healthcare technology adoption: A review of TAM technology acceptance model and unified theory of acceptance and use of technology and UTAUT frameworks. In Healthcare. 13 (3), 250. https://doi.org/10.3390/healthcare13030250
León-Garrido, A., Gutiérrez-Castillo, J. J., Barroso-Osuna, J. M., & Cabero-Almenara, J. (2025). Evaluation of the use and acceptance of mobile apps in higher education using the TAM model. RIED-Revista Iberoamericana de Educación a Distancia, 28(1). https://doi.org/10.5944/ried.28.1.40988
Marikyan, D. & Papagiannidis, S. (2023) Technology Acceptance Model: A review. In S. Papagiannidis (Ed), TheoryHub Book. Available at http://open.ncl.ac.uk / ISBN: 9781739604400
Moscoso, R., & Andrés, V. (2023). El uso del aplicativo móvil basado en el modelo de adaptación tecnológica-TAM como herramienta de inclusión financiera en la Cooperativa Chibuleo–agencia Tena. Revista de Investigación en Ciencias Sociales y Humanidades, 5(2), 45–60. https://lareferencia.info/vufind/Record/EC_f25f1ef010c1cc53b0111f82ab715736
Nugraheni, D., Hadisoewono, A., & Noranita, B. (2020, November 10). Continuance Intention to Use (CIU) on Technology Acceptance Model (TAM) for m-payment (Case Study: TIX ID). 4th International Conference on Informatics and Computational Sciences (ICICoS). https://doi.org/10.1109/ICICoS51170.2020.9299100
Or C.,2024 Watch that attitude! Examining the role of attitude in the Technology Acceptance Model trouth meta analytic structural equation modelling. International Journal of Technology in Education and Science, 8(4), 558-582. https://doi.org./10.46328/ijtes.575
Phuong, N., Luan, L., Dong, V., & Khanh, N. (2020). Examining Customers’ Continuance Intentions towards E-wallet Usage: The Emergence of Mobile Payment Acceptance in Vietnam. The Journal of Asian Finance, Economics and Business, 7(9), 505–516. https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.505
Prasetyo, Y. T., Susanto, K. C., Chuang, K. H., Yin, R. T., Chen, J. W., Zhang, Y. X., ... & Gumasing, M. J. J. (2025). Factors influencing the perceived usability of line pay: An extended technology acceptance model approach. Acta Psychologica, 255, 104924. https://doi.org/10.1016/j.actpsy.2025.104924
Prastiawan, D. I., Aisjah, S., & Rofiaty, R. (2021). El efecto de la utilidad percibida, la facilidad de uso percibida y la influencia social en el uso de la banca móvil a través de la actitud hacia el uso. APMBA, 9(3), 243–260.
Raut R.K, & Kumar, S. (2024), "An integrated approach of TAM and TPB with financial literacy and perceived risk for influence on online trading intention". Digital Policy, Regulation and Governance, 26 (2 ). 135–152. https://doi.org/10.1108/DPRG-07-2023-0101
Ringle, C. M., Sarstedt, M., Mitchell, R., & Gudergan, S. P. (2021). Partial least squares structural equation modeling in HRM research. The International Journal of Human Resource Management, 32(7), 1617–1643. https://doi.org/10.1080/09585192.2017.1416655
Salas-Rubio, M. I., Ábrego-Almazán, D., & Mendoza-Gómez, J. (2021). Intención, actitud y uso real del e-commerce. Investigación Administrativa, 50(127). https://doi.org/10.35426/iav50n127.03
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035-1064.https://doi.org/10.1002/mar.21640
Superintendencia de Economía Popular y Solidaria. (2024). Segmentación de cooperativas de ahorro y crédito. https://www.seps.gob.ec/estadisticas/segmentacion-cooperativas
Shaji, J. P., Shyna, K. S., Maria, G. R., & Rohit, S. (2025). Technology adoption in banking sector: A systematic literature review of TAM and UTAUT models. In M. Al Mubarak (Ed.), Sustainable digital technology and ethics in an ever-changing environment (Studies in Systems, Decision and Control, Vol. 236). Springer. https://doi.org/10.1007/978-3-031-86712-5_17
Superintendencia de Bancos y compañías (2025). Boletín de Inclusión Financiera Junio 2025. https://www.superbancos.gob.ec/estadisticas/portalestudios/estudios-y-analisis/
Uula, M. M., & Avedta, S. (2023). Technology Acceptance Model (TAM) on Banking: A Review. Islamic Marketing Review, 2(1). https://journals.smartinsight.id/index.php/IMR/article/view/238/223
Yataco Paredes, L., Mancilla Carbajal, A., & Chávez Vera, K. (2024). Tecnología financiera al servicio del cliente: percepción sobre herramientas digitales bancarias en Lima. Telos: Revista de Estudios Interdisciplinarios en Ciencias Sociales, 26(3), 877–894. https://doi.org/10.36390/telos263.07 (doi.org in Bing)