Factors Influencing the Adoption Decision of Digital Banking Service: A Case of Vietcombank- Khanh Hoa Branch

Abstract

This study aims at determining and measuring factors influencing the adoption decision of digital banking service provided by Vietcombank - Khanh Hoa Branch. This study was carried out using Five Point Likert Scale Questionnaire to explore the views and experiences of 284 customers of Vietcombank in Nha Trang City. The results show that R2 is 0,833 and adjusted R2 is 0,830. Specifically, adjusted R2 (0,830) indicates that the suitability score is 83,0%. This means that 83,0% of the variance of the independent variable named Decision to Use VCB Digibank is explained by five dependent variables including (i) Perceived Usefulness; (ii) Perceived Ease of Use; (iii) Perceived Trust; (iv) Perceived Risk; and (v) Perceived Cost. The rest (17 %) consists of other factors which have not been mentioned in this study yet. Analysis of variance (ANOVA) shows that F equal to 277,369 and sig. equal to 0,000. Based on empirical data, it can be stated that the regression model presents sufficiently good fit for collected data and all variables reach a significane level of 5%. This study also suggests several managerial implications that the bank might have appropriate policies to adjust its strategies and operations for attracting customers to use digital banking service.