Examinando por Materia "COMPORTAMIENTO ORGANIZACIONAL - INNOVACIONES TECNOLÓGICAS"

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    Intervención comportamental para fomentar el uso de Microsoft Copilot en un entorno laboral : estudio de caso en Nequi
    (Universidad EAFIT, 2025) Castrillón-Elorza, María Isabel; Maya Villada, Sara; Ramírez García, María Isabel
    This thesis presents a behavioral science-based intervention aimed at promoting the use of Microsoft Copilot at Nequi, as part of a strategy to strengthen digital literacy in the workplace. The intervention was grounded in the COM-B model (Michie et al., 2011), integrating Behavior Change Techniques (BCTs) such as goal setting, modeling, and positive reinforcement, along with nudges to facilitate action. The strategy consisted of three short, practical, weekly micro-challenges aligned with the organizational context, supported by audiovisual capsules and motivational messages, and framed within a narrative inspired by Nequi’s culture: Copilab. The evaluation used a pre-post design with a control group and a mixed-methods measurement approach, combining Likert-type scales, self-reports, and prompt analysis. The results showed significant improvements in perceived capability and intention to use Copilot, but no significant changes were found in motivation or opportunity. The most frecuently reported barriers identified included lack of time, absence of visible role models, and cognitive overload. Overall, the findings suggest that brief, contextualized, behaviorally informed interventions can effectively activate the strategic use of AI, if they are supported by structural conditions that ensure long-term sustainability.