Social media of the cooperative sector: an attitudinal response analysis of the microfinance consumer in the province of Tungurahua in the year 2021
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Abstract
The use of digital platforms and the analysis of the attitudes of the consumer of financial products are the challenge that the financial cooperative industry has acquired when immersed in the digital world. Therefore, the objective of the research was to determine the attitudes that influence social networks through the use of the coping model of user adaptation in digital platforms in the cooperative sector of the province of Tungurahua. To do this, a survey was applied to 281 members who were evaluated using the factors perceived opportunity, social influence, perceived control, enjoyment, self-improvement, fear, trust, and digital adaptation. The use of the exploratory factorial analysis method made it possible to determine the degree of correlation between the system of variables. The results revealed that the partners have perceived a positive effect on the part of the organizations according to the perceived opportunity, the social influence, the perceived control, and enjoyment. It was concluded that trust and fear are negative adaptation attitudes towards digital platforms, since there is fear when interacting between company and partner, since they show danger of exposure of their personal information.
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Carlos Santiago Masaquiza-Caiza , Universidad de las Fuerzas Armadas ESPE Sede Sangolquí - Ecuador
https://orcid.org/0000-0001-9363-8721
Carlos Santiago Masaquiza Caiza is a Master in Business Administration with a mention in finance from the University of the Armed Forces ESPE and an Engineer in Marketing and Business Management from the Technical University of Ambato. He has been a business and academic consultant for the Catholic University of Cuenca and the University of the Armed Forces ESPE. He has made several scientific publications in the area of business administration, financial risks, accounting and finance.
Klever Armando Moreno-Gavilanes, Universidad de las Fuerzas Armadas ESPE Sede Sangolquí - Ecuador
https://orcid.org/0000-0001-9870-8821
Klever Moreno Gavilanes, Doctor in Business Sciences from the Rey Juan Carlos University (Spain). He has fourth-level academic degrees of Master's Degree in Curricular Design and Educational Evaluation (Ecuador), Master's Degree in Business Financial Management (Ecuador), and Master's Degree in Business Organization (Spain). Within the third level academic degree, he is a Business Engineer and a Bachelor of Administrative Sciences from the Technical University of Ambato (Ecuador). Related to his teaching0. experience, he has directed Postgraduate Modules in several universities in the central area of Ecuador. He was Director of Research Projects at the Technical University of Ambato. Currently, he is a full-time professor at the Faculty of Administrative Sciences of the Technical University of Ambato (Ecuador). As part of his professional experience, he has served as Assistant Dean of the Faculty of Administrative Sciences and Coordinator of the Marketing and Business Management Career at the Technical University of Ambato. He is currently a deputy member of the Council for Higher Education (CES)
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