An empirical analysis of mobile banking adoption in Vietnam

Authors

  • Bui Nhat Vuong
  • Vo Thi Hieu University of Finance – Marketing, Vietnam
  • Ngo Thi Thuy Trang Tra vinh University, Vietnam

DOI:

https://doi.org/10.21171/ges.v14i37.3078

Keywords:

Perceived usefulness, perceived ease of use, subjective norm, perceived behavioral control, customer’s intention to use mobile banking services

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 in 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

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Published

2020-01-01

How to Cite

Nhat Vuong, B. ., Thi Hieu, V. ., & Thi Thuy Trang, N. (2020). An empirical analysis of mobile banking adoption in Vietnam. Management & Society Electronic Journal, 14(37), 3365–3393. https://doi.org/10.21171/ges.v14i37.3078

Issue

Vol. 14 No. 37 (2020): January/April, 2020

Section

Articles

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