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© Gabriel Bernardes Amboage, Guilherme Fowler de Avila Monteiro and Adriana Bruscato Bortoluzzo. This work is published under http://creativecommons.org/licences/by/4.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

Purpose

This study investigates the primary determinants of consumers' intention to adopt PIX as a payment method in Brazil, as well as their actual usage behavior.

Design/methodology/approach

The study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) to analyze both the intention to use and the actual period of use of PIX technology as a measure of practical usage. With this approach, researchers can determine whether people’s intention to use PIX translates into a higher rate of technology adoption and effective and sustained usage. The study collected data from 659 consumers across Brazil through a questionnaire and used structural equation analysis to analyze the data.

Findings

Research suggests that the intention to adopt PIX as a payment method is mainly determined by the perceived value, performance expectancy, and the habit of using mobile internet. Positive associations are also confirmed between adoption intention, the effective usage time of PIX, and the habit of using mobile internet in conjunction with PIX use.

Originality/value

The study’s uniqueness stems from its focus on the PIX usage, which is becoming the primary payment method in Brazil. It also measures the practical usage of the technology by examining the duration of user experience. This enables the assessment of whether the intention to use PIX effectively translates into a higher speed of technology adoption.

Details

Title
Technological adoption: the case of PIX in Brazil
Author
Gabriel Bernardes Amboage 1 ; Guilherme Fowler de Avila Monteiro 1 ; Adriana Bruscato Bortoluzzo 1   VIAFID ORCID Logo 

 Insper Institute of Education and Research, São Paulo, Brazil 
Pages
198-211
Publication year
2024
Publication date
2024
Publisher
Emerald Group Publishing Limited
e-ISSN
25158961
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
3097795028
Copyright
© Gabriel Bernardes Amboage, Guilherme Fowler de Avila Monteiro and Adriana Bruscato Bortoluzzo. This work is published under http://creativecommons.org/licences/by/4.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.