其他摘要：This study identifies possible factors that may motivate or hinder the adoption of online financial services. The results support that the tam2 is a valid model to predict the purpose of the consumers under study to explain the difference between adopters and non-adopters. Indicators such as the protection of perceived privacy, perceived safety and consumer innovation capacity demonstrate a significant positive relationship with them and significantly predict who is more likely to adopt them. The findings can help financial institutions express appropriate marketing strategies, design effective online systems and accelerate the dissemination and use of these.
关键词：modelo de aceptación de tecnología;;aceptación;;servicios financieros en línea;;protección de datos;;seguridad
