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(Journal Article) |
Gestão E Sociedade 14 (37): 3365-3393 (2020)
An empirical analysis of mobile banking adoption in Vietnam
Bui Nhat Vuong
,
Vo Thi Hieu
,
Ngo Thi Thuy Trang
ABSTRACT
Mobile phones with banking technology are becoming more readily
available in Vietnam. Similarly, many financial institutions and mobile
phone service providers are teaming up to provide several banking
services to customers via the mobile phone. However, the number of
people who choose to adopt or use such technologies is still relatively
low. Therefore, there is a need to assess the acceptance of such
technologies to establish factors that hinder or promote customer’s
intention to use mobile banking. Survey data collected from 452
consumers was analyzed to provide evidence. Results from the partial
least squares structural equation modeling (PLS-SEM) using the SmartPLS
3.0 program indicated that perceived easy to use, perceived credibility,
usefulness, attitude, perceived behavioral control and subjective norm
are significant with respect to the customer’s intention to use mobile
banking services. The results of the data analysis contribute to the
body of knowledge by demonstrating that the above factors are critical
in intention to use mobile banking in a developing country context. The
finding of this study can also help marketers in the banking sector
offer more suitable marketing strategies in their field in order to make
higher attractiveness with mobile banking services.