Las estructuras basadas en la institución como determinantes de la confianza hacia la banca electrónica

  1. Muñoz Leiva (Universidad de Granada), Francisco 1
  2. Sánchez Fernández (Universidad de Granada), Juan 2
  3. Luque Martínez (Universidad de Granada), Teodoro 1
  1. 1 Departamento de Comercialización e Investigación de Mercados
  2. 2 Profesor Titular de de Universidad Universidad de Granada
Revista:
Revista de Estudios Empresariales. Segunda época

ISSN: 1988-9046

Año de publicación: 2014

Número: 2

Páginas: 113-141

Tipo: Artículo

Otras publicaciones en: Revista de Estudios Empresariales. Segunda época

Resumen

Una forma de vencer el problema de la asimetría de información presente en los mercados electrónicos en general, y la banca electrónica en particular, consiste en utilizar mecanismos o estructuras generadores de confianza “basada en la institución”. En este contexto, la presente investigación analiza los mecanismos centrados en la seguridad de la transacción, las garantías de devolución del dinero, los comentarios de clientes y la reputación del establecimiento, factores que la literatura científica ha analizado como generadores de confianza, si bien han sido escasamente abordados de forma conjunta en el sector bancario.Los resultados desvelan que la situación que produce una mayor confianza percibida es aquella en la que los individuos observan un sello de políticas de seguridad junto con una marca de reconocido prestigio así como esta situación que presenta adicionalmente un sello de garantía de devolución del dinero. En base a lo anterior, se extraen interesantes recomendaciones en materia de diseño web y organización de la información ofrecida en el sitio.

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