THE FACTORS AFFECTING CUSTOMER’S INTENTION TO USE MOBILE BANKING OF SAIGON COMMERCIAL BANK (SCB)

Abstract

The purpose of this study is to determine the factors that influence the intention to use the Mobile Banking service (M-Banking) of Saigon Commercial Bank. The research sample includes 307 responses of people aged from 18 to 60 in Ho Chi Minh City. The research methodology includes Cronbach’s Alpha analysis, EFA analysis, and multiple regression analysis. The main statistical software is SPSS 20. The results have identified five factors that directly affect the intention to use the M-Banking: social influence, brand image, perceived usefulness, perceived cost, and perceived ease of use. In which, social influence is the most positive and powerful factor affecting the intention to use M-Banking of Saigon Commercial Bank.