Factors affecting the decision to use Agribank E-Mobile banking services of personal customers in Tra Vinh province

Abstract

The aim of the study is to find out the factors affecting the decision to use Agribank E-Mobile Banking service of individual customers in Tra Vinh. Qualitative research is carried out to identify influencing factors and scale up the research model concepts. Quantitative method by interviewing 219 individual customers in 2nd quarter of 2021, tools for reliability analysis, factor analysis and binary logistic regression model testing are performed to measure the level of influence of factors. The research results show that the Bank’s image, perceived risk, ease of use, flexibility, expected effectiveness and social influence affect customer’s decision to use Agribank E-Mobile Banking services. In which, the factor of service flexibility has the highest impact. The study also provides implications in improving services and increasing the ability to choose Agribank E-Mobile Banking services for individual customers in Tra Vinh.