Do físico ao digital: um olhar sobre a mudança dos hábitos de consumo de produtos e serviços financeiros com a entrada das instituições financeiras digitais no mercado nacional

Abstract

Recently the national financial market has been watching the entry of digital financial institutions. This movement has caused a change in the habits of consumption of financial products. Fintech and digital banks are entering on the market offering products and services with high technology embedded. The present work seeks to bring a vision of these changes sustained in the assemblage theory, developed by Deleuze and Gattari and explored by other researchers like Manuel Delanda, Jon Roffe and Bernardo Figueiredo. With an exploratory qualitative research, the study interviewed 8 consumers who have a constant use of digital products and services. The results of these researches present what are the elements that make up this complex environment and how external elements have aided its transformation process. From the academic point of view, this paper aims to broaden the discussions about the theory of the arrangement, demonstrating how it can be applied to analyze changes in consumption practices. In the company's view, it provides important information about this process of transforming consumption habits in the financial market, helping organizations to make strategic decisions about this market.