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The purpose of this paper is to describe the relation between three variables: consumer psychological profile, risk perception and user experience at a cognitive, behavioral and emotional level. For this, 342 people from the base of the pyramid (BoP), target of social banking in Colombia, were part of a quantitative research. The paper presents a model of consumer attitudes towards social banking through which we study the influence and relation between three variables. The results revealed a relation between variables risk perception and consumer psychological profile, and other between the usage experience to use and consumer psychological profile. The study revealed a relation between these variables and insights found about how to create strategies in social banking from the understanding of behavior, needs and users aspirations.References
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