EXAMINING FACTORS AFFECTING CUSTOMERS’ INTENTION TO USE E-BANKING IN VIETNAM

Abstract

The paper aims to focus on e-banking in Vietnam - a country with a low percentage of intention to adopt e-banking - and account for the slow uptake. A representative sample of 235 customers in Hanoi was employed to examine this issue empirically. To estimate the study model, the author conducted the multiple regression analysis using SPSS and AMOS software packages. The results highlight that the intention to use e-banking was positively affected by Performance Expectancy, Brand Image, Law Factor and Subjective Norms but negative relationships were found between the intention to use e-banking and Perceived Risk and Perceived Switching Cost. Based on the results, recommendations are drawn for banks, involving focusing on factors of bank services’ features, and external factors such as subjective norms. The paper also sheds light on the full functionality of bank’s e-banking systems, emphasizing the need to ensure individual and media interactions, which can escalate the intention to use e-banking in Vietnam.