Pix: acceptance and resistance--an analysis under the perspective of the Theory of Resistance to Innovation and UTAUT2/Pix: aceitacao e resistencia--uma analise sob a perspectiva da Teoria da Resistencia a inovacao e da UTAUT2

The objective of this research is to identify the factors that influence the adoption of PIX as a means of digital payment by consumers, considering the theoretical perspectives of the UTAUT2 theory and the Theory of Resistance to Innovation in the Sertao Central region of Pernambuco. For this purpose, a quantitative sample in the form of an audience adapted from Sobral (2020) was used, which evaluated the determinants of adoption of digital payment methods. The sample considered for this analysis consisted of 87 users, with a survey of the material and studies already carried out through articles, magazines and research to go deeper into the environment in which it will be analyzed, seeking to know about the adherence to the PIX and digital payments in other regions. From the regression analysis, the results suggest that use barrier, risk barrier and image barrier are factors that prove to be decisive in the resistance to innovation in the use of PIX in the Sertao Central region of Pernambuco. Being from the urban area, generation Y and Z (people aged 13 to 42 years), hedonic motivations and performance expectations influence the behavioral intention to use the PIX. Finally, that behavioral intention plays a significant role in the adoption of the PIX itself. Keywords: PIX, Digital payment, Technology, UTAUT2, Resistance to Innovation. O objetivo dessa pesquisa e identificar os fatores que influenciam na adocao do PIX como meio de pagamento digital pelos consumidores, considerando as perspectivas teoricasda teoria UTAUT2 e da Teoria da Resistencia a Inovacao na regiao do Sertao Central de Pernambuco. Para essa finalidade, foi utilizado uma amostra quantitativa em forma de questionario adaptado de Sobral (2020) que avaliou os determinantes de adocao dos meios de pagamento digitais. A amostra considerada para essa analise foi de 87 usuarios, sendo realizada uma sondagem do material e estudos ja realizados por meio de artigos, revistas e pesquisas para aprofundar-se mais no meio a qual sera analisado, buscando saber sobre a adesao do PIX e de pagamentos digitais em outras regioes. A partir de analise de regressao, osresultados sugerem que barreira de uso, barreira de risco e barreira de imagem sao fatores que se mostram determinantes na resistencia a inovacao no uso do PIX na regiao do Sertao Central de Pernambuco. Ser da zona urbana, da geracao Y e Z (pessoas de 13 a 42 anos), motivacoes hedonicas e expectativa de desempenho influenciam na intencao comporta