Medios de Pagos Digitales y Móviles: Factores De Influencia en la Decisión de Uso de Clientes de Negocios Minoristas Según el Modelo Tam

The growing use of both digital and mobile technologies have given way to the emergence of new ways of carrying out daily activities and especially commercial activities, a group that has seen the need to apply new ways of doing business through the use of both digital and mobile technologies, however, previous research shows that there is no mass adoption in the use of digital and mobile technologies for making payments in commercial transactions. Therefore, the objective that this research aims to achieve focuses on: Analyzing the main factors that influence so that users of retail businesses in the city of Guayaquil do not massively adopt digital and mobile payment methods. For this, an empirical, de-scriptive, correlation and cross-sectional study was carried out, the Technology Acceptance Model-TAM was used, in addition, quan-titative tools such as the survey and qualitative tools such as the bibliographic study were applied. It was possible to determine the existence of various models to explore the adoption of technology by TAM and UTAUT users. When using the TAM model to study the adoption of digital and mobile payment methods, a correlation was found (rho = 0.668) positive mean between the independent variable, the factors of the TAM technology acceptance model and the independent variable.