Patrones de acceso a la banca digital: aproximaciones tradicionales, aprendizaje automático y neuroeconomía

• Santiago CARBÓ VALVERDE ^{[3] [1]} ; Francisco RODRÍGUEZ FERNÁNDEZ ^{[3] [2]}
  1. [1] Bangor University

     Bangor University

     Bangor, Reino Unido

     
  2. [2] Universidad de Granada

     Universidad de Granada

     Granada, España

     
  3. [3] Observatorio de la Digitalización Financiera de Funcas

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• Localización: Papeles de economía española, ISSN 0210-9107, Nº 162, 2019, págs. 14-26
• Idioma: español
• Enlaces
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• Dialnet Métricas: 1 Cita
• Resumen
  • español

    Este artículo analiza los patrones que determinan la adopción y el uso frecuente de servicios financieros digitales entre los usuarios bancarios. Se realiza un ejercicio comparativo de las aportaciones econométricas tradicionales con otros dos métodos de análisis de información más recientes. En primer lugar, el aprendizaje automático (machine learning), con el objetivo de analizar la secuencia de decisiones que se sigue hasta convertirse en un usuario de servicios digitales financieros. Los resultados de este análisis sugieren que la consciencia sobre la gama de posibilidades de uso online y la consulta de información preceden a un uso frecuen- te de canales digitales para realizar transacciones. En segundo lugar, un análisis de resonancia magnética funcional para identificar si existen patrones neurológicos que expliquen diferencias entre los individuos en relación a su grado de digitalización financiera. Los resultados indican que existen patrones biológicos que pueden explicar diferencias en la predisposición a adoptar medios financieros digitales.

  • English

    This article analyses the adoption and frequency of use patterns of financial digitalization services among bank customers. It provides a comparison of standard econometric approaches with other two recent approaches to information analysis in this context. First of all, we use machine learning to study the sequence of decisions that describes the adoption of digital financial services. The findings suggest that both the awareness of the range of online service possibilities and information checking precede the use of financial services for transaction purposes. Secondly, we conduct a functional magnetic resonance exercise to identify if there are neurological patterns that explain differences in the adoption of digital services among bank customers. The results suggest that there are biological patterns explaining these differences

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