INTRODUCTION
Research motivation
With the rapid advancement of science and technology, the banking sector has seen significant innovations, particularly through Electronic Banking (E-Banking) This modern service allows users to securely access their bank accounts online from any device, eliminating the need for physical visits to bank counters, provided there is an Internet connection Given these benefits, E-Banking has garnered considerable attention, including from the Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) However, despite My Tho city being a densely populated grade I city, BIDV My Tho, one of the largest branches in Tien Giang province, has struggled to fully attract customers to its E-Banking services since its establishment in 2015 Therefore, it is essential to analyze the factors influencing the adoption of E-Banking at BIDV My Tho to facilitate the branch's ongoing development.
Numerous studies worldwide have examined the factors influencing the adoption of E-Banking services, identifying key elements such as usefulness, security, and affordability (Abdel et al., 2019) Research by Beza (2020) highlights that user-friendliness and reliable Internet access positively affect the decision to utilize E-Banking, while perceived risks deter users These findings contribute significantly to the growth and profitability of E-Banking services.
In recent years, Vietnam has witnessed a surge in successful online research publications, highlighting the nation's growing academic contributions Notably, Le Tan Phuoc (2017) conducted a significant study on the acceptance of E-Banking services in Vietnam, utilizing the expanded Technology Acceptance Model (TAM) for his analysis.
2 has shown that the factors affecting the customer's attitude towards using E-banking services include "Social influence", "Understanding of the service and its benefits",
The level of confidence in technology usage, trust in the e-banking system, the bank's image, the perception of ease of use, and the perception of usefulness all positively impact customers' attitudes towards utilizing banking services.
2019, after studying the factors affecting the individual customers' decision to use E- Banking services at Agribank - Can Tho Branch, Le Chau Phu (2019) concluded that
"Expected effect" had the strongest impact, followed by "Risk in transaction",
"Perception of ease of use", "Social impact" and the variable with the lowest impact was "The bank brand" In addition, Nguyen Thi Minh Chau and Dao Le Kieu Oanh
A study conducted in 2020 examined the factors influencing individual customer decisions to utilize E-Banking services in Ben Tre province The findings revealed that the "Expected Effect" emerged as the most significant factor impacting customers' choices to adopt E-Banking services.
There is a lack of research on the factors influencing the adoption of E-Banking services at the Joint Stock Commercial Bank for Investment and Development of Vietnam - My Tho Branch As a result, these services have not garnered significant customer interest and remain underdeveloped in comparison to similar banks within the network.
The author, a Banking and Finance student, aims to enhance modern technical knowledge and specialized skills in line with the goals of Banking University Ho Chi Minh City To promote and build upon previous research, the chosen graduate thesis topic is "Determinants of the Decision to Use E-Banking at the Joint Stock Commercial Bank for Investment and Development of Vietnam – My Tho Branch (BIDV My Tho)." This research seeks to guide global citizens in utilizing modern E-Banking services effectively.
Research objectives
This study aims to identify the factors influencing customers' decisions to utilize E-Banking services at BIDV My Tho Additionally, it offers recommendations to enhance customer adoption of E-Banking at this financial institution.
- Determining the factors affecting the decision to use E-Banking services at BIDV My Tho
- To examine the influence of determinants of the decision to use E-banking services at BIDV My Tho
- Giving recommendations for the determinants of the decision to use E- Banking to increase the number of customers deciding to use these services at BIDV
- What determinants affect user decision to use E-Banking at BIDV My Tho?
- How is the impact of those determinants on the decision to use E-Banking services at BIDV My Tho?
- What recommendations can be given to the determinants of the decision to use E-Banking to increase the number of customers deciding to use these services at BIDV My Tho?
Research subjective and research population
Determinants of the decision to use E-Banking services
Customers of BIDV My Tho.
Research scope
The study utilized a direct survey targeting individual customers at BIDV My Tho, focusing on those who currently use E-Banking services as well as those who have yet to adopt them.
The thesis also uses secondary data collected from experimental studies, documents, reports, reliable sources, and internal reports of BIDV My Tho
The survey was conducted from April 1 to April 30, 2021, utilizing both primary data and secondary sources Secondary data included customer survey information from BIDV My Tho, banking industry reports, scientific journals, and information from the State Bank's website, all gathered between 2015 and 2021.
Research methodology
This study examines various theories and relevant empirical research, both domestic and international, focusing on the acquisition and inheritance of these theories It serves as a foundational framework for understanding customer decision-making in the adoption of E-Banking services.
The Theory of Stakeholders posits that any individual or group with an interest in a company can influence or be influenced by its actions According to Edward Freeman (1984), for businesses to thrive, they must meet the needs and expectations of their stakeholders.
- Theory of Perceived Risk (TPR): suggests that information technology product consumption behavior has perceived risk (Bauer, 1960)
The Theory of Reasoned Action (TRA) posits that an individual's behavior is primarily influenced by their intention to engage in that behavior This intention is shaped by two key factors: the person's attitude towards the behavior and the subjective norms surrounding it, as outlined by Fishbein.
The Theory of Planned Behavior (TPB) expands upon the Theory of Reasoned Action (TRA) by introducing additional variables, such as "Perceived Behavioral Control" and "Subjective Norms," to better explain the connection between attitudes and behavior According to Ajzen (1991), these elements enhance our understanding of how behavioral intentions influence actual behavior.
The Unified Theory of Acceptance and Use of Technology (UTAUT) provides a comprehensive framework for understanding behavioral intentions and technology usage behaviors Developed by Venkatesh et al in 2003, UTAUT integrates key concepts from several influential theories, including the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the Motivational Model (MM), as well as a combined approach of TPB and TAM.
The theories outlined serve as the foundation for examining the factors influencing the decision to utilize E-Banking services in this thesis Furthermore, the research incorporates existing E-Banking literature to facilitate comparison, evaluation, and data collection for quantitative analysis.
Primary data is conveniently gathered through direct surveys by distributing questionnaires Participants complete these paper questionnaires, after which the research team collects and statistically analyzes the data.
Following the collection of questionnaires, the research team conducted a thorough statistical analysis and provided objective evaluations of the responses to assess the impact of various factors, ultimately aiming to identify effective solutions.
The sample is conducted in April 2021 and its population is customers at BIDV My Tho
This study utilizes credible data sourced from the Central Intelligence Agency (CIA), State Bank of Vietnam (SBV), World Bank (WB), and various domestic and international research projects published in economic journals and specialized magazines between 2015 and 2021.
The research uses the quantitative analysis method through building a linear regression model for determining the factors affecting the decision to use the E- Banking services at BIDV My Tho
Research data are processed by using SPSS software, specifically:
The research utilized scale tables derived from related studies to develop a customer survey, following the methodology outlined by Hair et al (2006) to collect data for scale assessment.
- Using multi-group structure analysis to compare the differences of different groups (age, gender,etc.) affecting the factors (Joreskog, 1971)
The initial evaluation of the scale involves utilizing the Correlation Coefficient Model, specifically Cronbach's Alpha, to assess reliability This process entails analyzing survey data through SPSS software, under the assumption that the scale demonstrates sufficient reliability as established by Cronbach in 1951.
The EFA Analysis Method involves utilizing Cronbach's Alpha results to assess the correlation among variables through continuous SPSS analysis This approach operates under the assumption that the variables within the scale are interrelated while simultaneously reducing the scale of the variable (Howard, 2016).
The study employs a linear regression model, where the output is derived from a linear combination of input variables It utilizes multivariable regression analysis to test hypotheses while also examining potential defects in the regression model, such as multicollinearity, varying noise variance, and residual autocorrelation, to effectively meet the research objectives.
+ The variance inflation factor (VIF): is used to check for multicollinearity between the independent variables in the model (Marquardt, 1970)
The Durbin Watson test is a statistical tool utilized to identify autocorrelation in the residuals of regression analysis This test relies on the statistic d, which indicates the presence of first-order serial correlation (McAuliffe, 2015).
+ Heteroskedasticity Test: using the Spearman test to examine between each statistically significant independent variable and the Absolute Value of the Standardized Residual (ABSRES) (Quessy, 2009).
Research contributions
This study synthesizes the theoretical foundations of the determinants influencing the decision to adopt E-Banking services By integrating insights from prior research, it develops a model that identifies key factors affecting customers' choices regarding E-Banking usage.
Practically, the thesis has identified 5 factors affecting customers' decision to use E-Banking services at BIDV My Tho, including (1) Perceived usefulness,
(2) Social influence, (3) Branch Image, (4) Facilitating conditions, and (5) Safety/Security Additionally, the thesis quantifies these determinants and provides new empirical evidence in this research sector The thesis has also
The article outlines the reasons some individuals have hesitated to adopt E-Banking services at BIDV My Tho, highlighting concerns such as security, lack of awareness, and technological barriers To encourage greater adoption, it suggests implementing educational programs, enhancing security measures, and providing user-friendly interfaces to facilitate a smoother transition to digital banking.
The thesis presents strategic recommendations and policies aimed at enhancing customer engagement with E-Banking services at BIDV My Tho, ultimately increasing the user base and maximizing the benefits for customers utilizing these digital banking solutions.
Research process framework
Table 1.1 Design of research process framework
Determinants of the decision to use E-Banking at BIDV My Tho
Determining the factors affecting the decision to use E-Banking services at BIDV My Tho
Examining the influence of determinants of the decision to use E-Banking services at BIDV My Tho
Giving recommendations for the determinants of the decision to use E-Banking at BIDV My Tho
What determinants affect the customers' decision to use E-Banking services at BIDV My Tho?
How is the impact of those determinants on the decision to use E-Banking services at BIDV My Tho?
What recommendations can be given to the determinants of the decision to use E-Banking at BIDV My Tho?
Research Methods Step 1 Identifying the research subjective: Determinants of the decision to use E-Banking services
Step 2 Theoretical reviewing: Theory of Stakeholders, Theory of Perceived Risk (TPR), Theory of Reasoned
Action (TRA), Theory of Planned Behavior (TPB), Unified Theory of Acceptance and Use of Technology (UTAUT)
Building scales and preliminary survey questionnaires, making a pilot test, building the official survey and conducting to test the reliability of the scale with Cronbach's Alpha test
Respondents: customers at BIDV My Tho
Using SPSS software, EFA method and regression model
Source: Synthesized by the author
Thesis structure
The thesis is organized into 5 chapters structure as follows:
This chapter outlines the motivation behind the research, identifies the existing research gaps, and details the objectives and questions guiding the dissertation Additionally, it highlights the scope of the research and presents the new contributions made by the study, along with an overview of the thesis's organizational structure.
LITERATURE REVIEWS
An overview of Electronic-Banking services (E-Banking)
According to the World Trade Organization (WTO), Electronic commerce, or e-commerce, is defined as the “production, distribution, marketing, sale or delivery of goods and services by electronic means” (WTO, 1998)
Electronic commerce, as defined by the Electronic Commerce Steering Group (ECSG) of the Asia-Pacific Economic Cooperation (APEC), involves the electronic transactions of goods and services between parties primarily through open Internet-based systems, facilitating interaction without physical contact A variety of communication technologies, such as email, Electronic Data Interchange (EDI), the Internet, Intranet, and Extranet, play a crucial role in supporting electronic commerce.
E-commerce, as defined by the European Commission (2019), refers to the buying and selling of goods or services among businesses, households, individuals, or organizations through electronic transactions on the internet or other online networks This definition encompasses the process of ordering goods and services online, while noting that payment and delivery can occur both online and offline.
The rapid advancement of technology has significantly impacted E-Banking, with E-commerce playing a crucial role in transforming cash usage habits As online shopping gains popularity, consumers increasingly rely on E-Banking services for quick and convenient transactions This shift indicates a growing trust in digital payment methods, leading to fewer canceled orders and paving the way for E-commerce to thrive in a new era.
Electronic Banking, or E-Banking, is a modern technological advancement that provides convenient and secure access to your bank account This innovative service allows you to perform online banking transactions efficiently, anytime and anywhere, ensuring a safe and fast banking experience 24/7.
Experience the convenience of banking transactions anytime, anywhere, with our service available 7 days a week Save time by managing your finances from the comfort of your home or office, as long as you have internet access (Fillimi, 2019).
2.1.2.2 Role of E-Banking in Joint-Stock Commercial Banks
A Joint-Stock Commercial Bank (JSCB) means a commercial bank established and organized in the form of a joint-stock company (SBV, 2018)
E-Banking services have revolutionized the offerings of Joint-stock commercial banks (JSCBs) by introducing innovative solutions and enhancing traditional services through advanced technology This shift not only allows banks to provide entirely new services to the market but also improves existing ones, delivering greater benefits to users The significant advantages of E-Banking underscore its crucial role in the growth and development of JSCBs, highlighting the importance of technological integration in modern banking.
E-Banking has revolutionized the way transactions are conducted at Joint Stock Commercial Banks (JSCBs), making processes faster and more convenient compared to traditional services This innovative approach not only boosts bank revenue but also enhances operational quality and efficiency, ultimately increasing competitiveness and supporting globalization strategies without the need for additional branches By effectively promoting the bank's brand through a modern banking model, E-Banking improves customer care and attracts a larger clientele Furthermore, it accelerates the execution of customer orders, contributing to a quicker money circulation.
Internet banking serves as a vital distribution channel for banks to deliver new products to customers It allows users, whether individuals or businesses, to access a range of banking services from anywhere Key features include viewing account balances, obtaining statements, checking recent transactions, transferring funds between accounts, and making payments.
To utilize Internet Banking services, customers must register with their bank to obtain a username and password Once registered, they can access the bank's website from any internet-connected device to manage their finances and conduct transactions at their convenience Additionally, customers can make purchases and payments on various websites through their bank Internet Banking effectively eliminates the traditional barriers of time and space, allowing for swift online transactions anytime and anywhere (Sayar et al., 2017).
An ATM, or automated teller machine, is a specialized computer that facilitates the management of bank account funds It enables users to check account balances, withdraw or deposit money, print transaction statements, and make payments for goods and services There are two main types of ATMs: the basic ATM, which offers withdrawal and balance inquiry functions, and the advanced ATM, which includes additional features like bill payments and interbank transfers (SBV, 2011).
Mobile Banking, as defined by the State Bank of Vietnam (2012), is a contemporary distribution channel enabling customers to perform financial transactions remotely via mobile devices like smartphones or tablets The capabilities of mobile banking apps dictate the range of transactions available, which generally include checking account balances, reviewing recent transactions, paying bills, depositing checks remotely, transferring funds between accounts, making loan payments, engaging in securities trading, managing financial portfolios, and facilitating payments at various retail locations.
Customers can easily receive information from the bank by sending a request to the bank's conventional phone number Additionally, for every transaction on their account, the bank's switchboard automatically sends a notification message to the customer's mobile phone.
The telephone banking service is facilitated by a server system and management software at the bank, connecting customers via a service switchboard To access this service, customers must first register with the bank, receiving a unique customer number distinct from their account number, along with the option to create a personalized password for verification purposes.
Phone Banking offers essential services including a getting started guide, information about banking services, access to account details, transaction statements, and updates on interest and exchange rates In Vietnam, however, the service is currently limited to checking account information and delivering financial and banking updates.
Centralized data management allows customers to access general and personal information by calling a landline number at any branch, as highlighted by Titan et al (2015) Unlike Phone Banking, which offers only pre-programmed information, the Call Center provides flexible responses to customer inquiries However, a significant drawback is the necessity for staff to be available around the clock.
The decision to use E-Banking services
In Decision Theory, a decision is defined as a function that connects an observation to a suitable action Decision rules are crucial in the fields of statistics and economics, as highlighted by Mendoza et al (2010).
E-banking operations significantly influence customer decisions, which in turn generate additional income for banks and enhance competition within the banking sector This shift encourages customers to reduce cash usage, aligns with government directives, and supports the State Bank of Vietnam's efforts to limit cash circulation.
Utilizing E-Banking services plays a crucial role in enhancing the economy by minimizing social costs associated with money printing, transportation, and preservation It also helps reduce inflation, as the volume of cash in circulation directly influences inflation rates Furthermore, E-Banking contributes to the prevention of money laundering and the fight against terrorist financing Ultimately, the adoption of these services benefits consumers, sellers, credit institutions, primarily banks, and the economy as a whole.
Theoretical literatures
Theories serving as the foundation for the research on the decision to use E- Banking services:
- Theory of Perceived Risk (Bauer, 1960)
- Theory of Reasoned Action (Ajzen & Fishbein, 1975)
- Theory of Planned Behaviour (Ajzen, 1991)
- Unified Theory of Acceptance and Use of Technology (Venkatesh et al., 2003)
In addition, the study also references the research documents on E-Banking as a basis for comparison, evaluation, and data collection for quantitative research methods
Theory of Stakeholders was first used by Edward Freeman in 1984, in his
Strategic management emphasizes a stakeholder approach, recognizing that stakeholders—individuals or groups interested in a company—can both influence and be influenced by its operations Freeman categorizes stakeholders into two groups: internal stakeholders, such as managers and employees, and external stakeholders, including shareholders, suppliers, and government agencies For a business to thrive, it is essential to meet the needs of these stakeholders This framework highlights the interconnectedness of enterprises, customers, employees, and information technology, with customers and employees being the primary focus in driving a bank's development.
Theory of Perceived Risk – TPR
The Theory of Perceived Risk - TPR suggests that information technology product consumption behavior has perceived risk, including two factors: (1)
“Perceived Risk with Product/Service” (PRP) và (2) “Perceived Risk in the Context of Online Transaction” (PRT) (Bauer, 1960)
+ Perceived Risk with Product/Service (PRP) such as loss of features, loss of finance, time-consuming, and overall perceived risk with products and services
+ Perceived Risk in the Context of Online Transaction (PRT) is identified as follows: privacy, security -authentication, non-repudiation, and overall perceived risk on online transactions
Theory of Reasoned Action – TRA
The Reasoned Action Theory (TRA), developed by Fishbein and Ajzen in 1975, posits that individuals systematically utilize available information to form beliefs and attitudes This theory identifies key variables—beliefs, attitudes, behavioral intentions, and actual behaviors—that are crucial in understanding the connection between attitudes and behaviors.
The Theory of Reasoned Action posits that an individual's behavioral intent is influenced by three key factors: Attitude Toward the Behavior, Subjective Norms, and Perceived Behavioral Control However, a limitation of this theory, as noted by Ajzen in 1975, is its inability to adequately explain the relationship between behavior and attitudes.
Theory of Planned Behaviour – TPB
The Theory of Planned Behavior (TPB), developed by Ajzen in 1991, builds upon the Theory of Reasoned Action (TRA) by introducing additional variables such as "Perceived Behavioral Control" and "Subjective Norms" to better explain the connection between attitudes and behavior According to Armitage and Conner (2001), the TRA is limited in its ability to predict individual behavior, particularly when constraints are present.
The theory of planned behavior emphasizes that an individual's intention to engage in a specific behavior is crucial, as it reflects their personal motivation and willingness to make an effort Constraints that limit one's will can obscure the relationship between attitudes and behavior Consequently, a stronger intention correlates with a higher likelihood of taking concrete action (Ajzen, 1991).
Unified Theory of Acceptance and Use of Technology – UTAUT
Venkatesh et al (2003) introduced a new initiative to create a unified perspective on user acceptance of information technology (IT) They highlighted that prior research on IT acceptance presented various models, each with distinct determinants influencing acceptance.
In their research, the authors integrated traditional IT acceptance theories to develop a unified model The original UTAUT model identifies four key determinants influencing intent and usage, along with four moderator variables that shape the primary relationships This theoretical framework aims to enhance the understanding of how individuals and organizations accept new technologies.
Researchers and managers should consider key IT artifacts that influence user behavior, particularly the factors of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions, which are critical for understanding user acceptance and usage Additionally, moderator factors such as Gender, Age, Experience, and Voluntariness play a significant role in shaping user behavior and acceptance of technology.
Fundamental theories simplify and enhance the research process, making it more accessible Additionally, this study utilizes research documents on E-Banking as a foundation for comparison, evaluation, and data collection in quantitative research methods.
Relative empirical researches
Table 2.1 The summary of some previous studies
Author Topic Data Sources Research
Factors affecting bank customers usage of electronic banking in
Application of structural equation modeling
A total of 420 actual users of e- banking services were used as a sample
Factors affecting bank customers usage of electronic banking
A research model was developed by integrating the constructs of the TAM and TPB
Perceived behavioral control, behavioral intention, subjective norms, attitude towards use, perceived usefulness, perceived ease of use, availability of internet connection, and awareness significantly enhance customers' usage of e-banking service delivery channels Conversely, perceived risk negatively affects this usage.
Factors affecting intention to use E-
The survey was distributed to bank customers in Amman, Jordan, collecting a total of 328 completed questionnaires
Factors affecting the application of E- Banking services, in which the oral retelling is the main role
Integrating the two models TAM and TPB to examine information technology usage and e- service acceptance
Statistical analysis identified key barriers to the intention to use e-banking services in Jordan, highlighting factors such as perceived ease of use, perceived usefulness, security concerns, and affordability.
Factors affecting customers usage of
The samples are individual customers having transactions
Factors affecting the intention/le vels of
Using a new research model based on the original
Offering some solutions for commercial banks and the State Bank of Vietnam in developing
Banking services in commercial banks in
Vietnam with banks who are using or have not used Internet Banking at Vietnamese commercial banks
Internet Banking usage of individual customers
Internet Banking services in Vietnam Examining the use of Internet Banking services in Vietnam and offering a number of solutions
Factors affecting the individual customers' intention to use e-banking services at
Surveying 600 customers of Sacombank branches in 5 different provinces to obtain a sample size larger than the minimum sample size to provide highly reliable research results
Factors affecting the individual customers' intention to use e- banking services at the branch
Preliminary verifying of scale reliability and analyzing the Structural Equation Modeling (SEM)
Perceived ease of use, perceived usefulness, and customer service significantly enhance customer satisfaction Additionally, perceived behavioral control and subjective norms positively influence the intention to utilize Sacombank's e-banking services.
1013 respondents and 21 experts took part in this study
Factors Influencing Individual Customers Trust in Internet Banking
Logistic Regression, Analytic Hierarchy Process Method
Trust-building factors vary across Lithuania, Latvia, and Estonia In Lithuania, the key elements are information and the bank, while in Latvia, the website plays a crucial role In Estonia, the website is also vital Experts agree that the e-banking system is the most significant trust-building factor in both Lithuania and Latvia, whereas in Estonia, the website holds that distinction.
Five factors affecting the decision to choose
20 affecting the decision to choose
Banking service of individual customers at
Vietnam Bank for Agriculture and Rural Development -
Da Nang Branch the decision of individual customers to choose Internet Banking services correlation coefficient model and EFA method in assessing the reliability and validity of the scale
Internet banking services offer convenience and are eco-friendly, yet factors such as perceived risk, pricing, and marketing communication significantly influence user decisions However, aspects like internet access and prior internet usage experience do not play a role in the choice to utilize services at this bank branch.
This study also builds up a research model suitable for explaining the Internet Banking choice of individual customers Thu-Trang et al
650 people in the two largest cities of Vietnam
Factors Affecting Intention to Use E- Banking
To estimate the study model, the author uses the multiple regression analysis
This article successfully employs multiple regression analysis to identify key factors influencing the intention to use e-banking The findings indicate that perceived usefulness, social influence, perceived price, perceived security, and perceived ease of use all positively impact users' intentions to adopt e-banking services.
Improving the quality of internet banking services at
Saigon Thuong Tin Commercial Joint Stock Bank - Thua
Quality of Internet Banking service at Sacombank
Using Cronbach's Alpha coefficient scale, using exploratory
Building a research model on the relationship between service quality and satisfaction of customers who are currently using
Thua Thien Hue factor analysis, regression analysis, and the
Independent- Samples T- Test for data analysis
Sacombank Hue's services by modified SERVPERF model and pointing out 5 service quality components:
Conducted 370 questionnaires to consumers who have not yet used and are currently using mobile banking in Thanh Hoa province
Factors affecting customers' decision to use mobile banking service in Vietnam
Basing on the actual business conditions in some ThanhHoa commercial banks and inheriting the theoretical bases of TAM and UTAUT, the authors propose a model
Research findings reveal that various factors impact the intention to use mobile banking in Thanh Hoa, with social influence being the most significant Following closely is compatibility, along with other important factors such as perceived ease of use and perceived trust.
Factors influencing people’s intention to adopt e- banking: an empirical study of consumers in
Consumers in Shandong Province of China
Factors influencing people’s intention to adopt e- banking
Through the application of a technology acceptance framework, and empirical evidence from
52 E-Banking user questionnaires and four key market segment interviews
Three reasons for consumers' resistance to E-Banking in Shandong Province; difficult to operate, unnecessary to use it, and worry about security
Source: Synthesized by the author
Based on the 2.1 summary table of previous studies, the research has affirmed
"Perceived usefulness", "Ease of use", "Perceived price", "Customer service" and
"Reliability" have a strong impact on customers' decisions to use E-Banking services However, the results have shown that the two factors "Internet accessibility" and
Research indicates that the "internet usage experience" does not significantly influence the decision to adopt E-Banking services at bank branches Key reasons customers refrain from using E-Banking include the perceived "unnecessariness of service usage" and "security concerns." Furthermore, studies propose effective solutions to address these issues It is important to note that cultural differences across countries may affect these findings, making them applicable only as a general reference rather than universally.
In Vietnam, while numerous scientific journals and articles explore the determinants influencing the use of E-Banking services in major cities and provinces, there is a notable lack of research focused on BIDV My Tho This gap may be attributed to the branch's recent establishment following the merger of Mekong Delta Housing Development Joint Stock Bank (MHB) with BIDV, resulting in limited studies conducted at this location Consequently, this research aims to enhance the understanding of E-Banking operations at BIDV My Tho, ultimately contributing to the branch's future development.
RESEARCH METHODOLOGIES
Research process
The research process is carried out according to the following steps:
Step 1: Identify the research object
Determinants of the decision to use E-Banking services at BIDV My Tho
This research explores various theories that influence the decision to adopt E-Banking services, utilizing foundational concepts such as Stakeholders Theory (Freeman, 1984), Theory of Perceived Risk (Bauer, 1960), Theory of Reasoned Action (Fishbein & Ajzen, 1975), the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al., 2003), and the Theory of Planned Behavior (Ajzen, 1991).
The thesis developed a questionnaire with 23 survey questions grounded in a theoretical framework and research model, creating an initial scale table Following the data collection process, a preliminary analysis was performed using the Cronbach's Alpha reliability test to evaluate the scale, which ultimately led to the construction of an official survey questionnaire.
From April 1 to April 30, 2021, a survey was conducted with a sample size of 300 customers at BIDV My Tho, utilizing officially built questionnaires The collected data was quantified and analyzed using SPSS software, employing exploratory factor analysis followed by a linear regression model to draw conclusions and propose suitable solutions.
After completing the above steps, the last step is to write a report on the results collected
Proposed regression model for population
Based on literature reviews, the thesis proceeds to build a multivariate linear regression model as follows:
Y: dependant variable (Decision to use E-Banking at BIDV My Tho)
Xi are independent variables (Perceived Usefulness, Social Influence, Branch Image, Facilitating Conditions, Safe/Security)
: random error in the sample.
Research hypotheses
Relationship between Perceived Usefulness and User Decision
The Unified Theory of Acceptance and Use of Technology (UTAUT), proposed by Vankatest et al (2003), emphasizes that the expected performance of technology products and services significantly influences their acceptance and usage Numerous studies, including Beza's (2020) research on E-Banking acceptance and Abdel et al.'s (2019) investigation into the determinants of internet banking user acceptance, consistently demonstrate that the perceived usefulness of these technologies positively affects users' decisions to adopt them Additionally, Trang et al.'s study further supports this notion.
(2020) identified the perceived usefulness of technology products and services has a positive influence on the decision to use those services
Therefore, the hypothesis is proposed as follows:
H 1 : Perceived Usefulness affects User Decisions to use E-Banking services
From the previous studies, the research proposes that the Perceived Usefulness has a positive impact on User Decisions to use E-Banking services at BIDV My Tho
Relationship between Social Influence and User Decision
The Unified Theory of Acceptance and Use of Technology (UTAUT) highlights the significant impact of social influence on customer usage behaviors, aligning with the subjective norm found in both the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) Furthermore, research conducted by Ngoc-Anh (2016) supports these findings.
According to Thu-Trang (2020), social influences play a significant role in the decision-making process for utilizing E-Banking services Notably, research conducted by Hoang-Ba et al (2019) indicates that Social Influence exerts the most substantial impact on users' decisions to adopt E-Banking services.
Therefore, the hypothesis is proposed as follows:
H 2 : Social Influence affects User Decisions to use E-Banking services
From the previous studies, the research proposes that Social Influence has a positive influence on User Decisions to use E-Banking services BIDV My Tho
Relationship between Branch Image and User Decision
Edward Freeman's Stakeholder Theory (1984) highlights the interconnectedness of businesses, customers, and employees, all of which contribute to a bank branch's overall image Research by Hong-Hai (2016) and Minh-Trung (2016) indicates that the image of a bank branch plays a crucial role in influencing customers' decisions to utilize E-Banking services.
Therefore, the hypothesis is proposed as follows:
H 3 : Branch Image affects User Decisions to use E-Banking services
Hence, the research proposes that the Branch Image and User Decisions to use E-Banking at BIDV My Tho have a close and positive relationship with each other
Relationship between Facilitating Conditions and User Decision
The Unified Theory of Acceptance and Use of Technology (UTAUT) highlights the significant role of Facilitating Conditions in shaping consumer behavior towards technology Studies by Ngoc-Anh (2016) and Kholuod et al (2013) demonstrate that Facilitating Conditions positively impact users' decisions to adopt E-Banking services.
Therefore, the hypothesis is proposed as follows:
H 4 : Facilitating Conditions affects User Decisions to use E-Banking services
From the previous studies, the research proposes that the Facilitating Conditions have a positive impact on User Decisions to use E-Banking services at BIDV My Tho
Relationship between Safety/Security and User Decision
Safety and security in E-Banking refer to the level of trust and satisfaction customers feel regarding the protection of their personal information and finances Research by Thu-Trang et al (2020), Ngoc-Anh (2016), and Xiao et al (2017) indicates that these factors significantly influence customers' decisions to adopt E-Banking services A high level of safety and security fosters trust in banks, enabling customers to confidently and swiftly embrace new technological offerings.
Therefore, the hypothesis is proposed:
H 5 : Safe/Security affects User Decisions to use E-Banking services
From the previous studies, the research can assume that Safety/Security has a positive impact on User Decisions to use E-Banking services at BIDV My Tho
Thus, the study has proposed 5 hypotheses equivalent to 5 factors that the thesis thinks can affect the research problem, specifically:
Table 3.1 Summary table of hypothesis and expected values
Hypotheses related Determinants of decision to use E-Banking services Expected relationship
Source: Synthesized by the author.
Scale construction
A scale is a tool used to standardize the status or level of survey units according to specific characteristics (Stevens, 1951) The research developed a scale that includes three types: nominal scale, ordinal scale, and interval scale.
The nominal scale involves classifying and identifying objects by assigning them corresponding numbers Key operations that can be performed on this scale include counting, calculating the frequency of objects, and determining the mode value.
The research aims to conduct descriptive statistics on the number of customers participating in interviews, utilizing a nominal scale for the interview questions, as highlighted by Nguyen Dinh Tho (2012).
+ Ordinal Scale: has the properties of the nominal scale but the variables are arranged in a specific order and there is no distance between them (Nguyen Dinh Tho,
The Likert scale is a widely utilized measurement tool in quantitative research, featuring five levels ranging from 1 to 5 to gauge respondents' opinions Designed to capture attitudes, the scale allows participants to rate their agreement from "Strongly disagree" (1) to "Strongly agree" (5), as established by Likert in 1932 (Nguyen Dinh Tho, 2012).
The scale developed in the thesis utilizes an interval scale comprising 23 observed variables to assess five independent variables: Perceived Usefulness, Social Influence, Branch’s Image, Facilitating Conditions, and Safety/Security, alongside one dependent variable, User Decision, which is measured by four observed variables.
Table 3.2 Scales coding for variables
PU1 Using E-Banking allows me to make bank transactions faster
PU2 Using E-Banking can save transaction fees by not going to the bank
PU3 Using E-Banking increases my work efficiency many times
PU4 I can easily log in and perform the next steps in E-
Banking transactions at BIDV My Tho
People who influence my behavior (such as leaders, managers, etc.) recommend that I should use E-
Banking at BIDV My Tho
People who are important to me (family, relatives, friends, etc.) recommend that I should use E-Banking at BIDV My Tho
SI3 People on social networks (Facebook, Zalo, etc.) suggest using E-Banking at BIDV My Tho
BI1 BIDV My Tho has attractive services brochures, documents
BI2 BIDV My Tho has clear and error-free transaction documents
BI3 Branch staffs give advice and answer satisfactorily questions and complaints of customers
BI4 Branch staffs are very courteous and considerate to customers
BI5 Branch staffs serve customers quickly and promptly
BI6 Branch staffs understand all about E-Banking services when consulting
FC1 I have the necessary resources to use E-Banking
FC2 I easily learn how to use E-Banking services at the branch
FC3 I easily perform and use E-Banking services
I believe that my personal information will be protected when making E-Banking transactions at
SS2 Using E-Banking services of the branch at home is as safe as making direct transactions at the counter
SS3 BIDV My Tho has solved the problems or errors in the process of using E-Banking well
UD1 I am satisfied with the quality of E-Banking services that I am using at BIDV My Tho
UD2 I will continue to use E-Banking services at BIDV
UD3 I will recommend my relatives and friends to E-
Banking services at BIDV My Tho
UD4 I will use the new E-Banking services provided by
Source: Synthesized by the author.
Data collection methods
This study utilizes credible data sourced from the State Bank of Vietnam (SBV), World Bank (WB), and the Central Intelligence Agency (CIA), along with findings from various domestic and international research projects published in economic journals.
From 2015 to 2021, a review of 30 specialized journals was conducted to establish a theoretical foundation for the E-Banking concept in practice This analysis also aimed to identify the key factors influencing the decision to utilize E-Banking services at BIDV My Tho.
Primary data was gathered through a direct survey using distributed questionnaires Participants provided their responses on paper, which were then collected for statistical analysis.
Respondents: Customers at BIDV My Tho
The study anticipates a minimum sample size of 1,428 participants, derived from a research model that encompasses 5 independent variables, 19 observed variables, and 1 dependent variable with 4 observed variables, following the guidelines by Hair et al (1998) To facilitate the research while adhering to this minimum requirement, a total of 300 survey forms have been distributed.
Responses of users of E-Banking services: 235 valid responses
Responses of non-user of E-Banking services: 51 valid responses
Following the completion of the survey, the research team analyzed the data and objectively assessed each response from the customer's perspective to develop appropriate solutions.
Survey duration: from April 1, 2021, to April 30, 2021
Survey location: BIDV My Tho.
Model testing method
Following the development of the scale and the establishment of official survey questionnaires, direct polls were conducted at BIDV My Tho The gathered data will be quantified into specific metrics, utilizing SPSS software for data processing and result analysis.
SPSS (Statistical Product and Service Solutions) is a powerful software designed for statistical analysis, enabling organizations to effectively manage, process, and analyze data to derive actionable insights With its user-friendly interface, SPSS allows researchers to easily access and utilize a comprehensive range of tools to enhance their research efforts.
SPSS is commonly used for purposes as follows:
• Frequency analysis, analysis of variance (ANOVA), descriptive statistics, correlation, regression, parametric test, non-parametric test, …
• Descriptive statistics: cross-tabulation, frequency, descriptives, discovering statistics, descriptive statistics, …
• One-variable statistics: Mean, T-test, ANOVA, correlation (two variables, partial, distance), non-parametric test, …
• Group prediction: factor analysis, cluster analysis (two-steps, K-means, hierarchy), discriminant analysis, …
RESEARCH RESULTS AND DISCUSSION
Background of using E-Banking at the Joint Stock Commercial Bank for
BIDV My Tho, officially known as the Joint Stock Commercial Bank for Investment and Development of Vietnam – My Tho Branch, was formerly the Mekong Delta Housing Development Bank – Tien Giang Branch (MHB Tien Giang).
As modern technology continues to advance, the adoption of E-Banking services is on the rise, becoming increasingly familiar to banking users in the province Services such as checking account balances, viewing transaction histories, online transfers, and corporate salary payments have become commonplace BIDV My Tho offers a comprehensive suite of E-Banking services, including Internet Banking, ATM, Phone Banking, Home Banking, Mobile Banking, and a Call Center, although Kiosk Banking has yet to be implemented at the branch In March 2021, BIDV introduced its new generation SmartBanking service, which integrates online transaction platforms and replaces the previous Internet Banking and Mobile Banking services.
The rapid advancement of E-Banking at BIDV My Tho has led to the automation of numerous processes, significantly reducing the need for human resources while ensuring the delivery of high-quality services to a vast customer base.
E-Banking services have significantly accelerated cash flow and improved capital efficiency at BIDV My Tho, a feat challenging for traditional banks Amid the economic difficulties brought on by the COVID-19 pandemic, the adoption of E-Banking services has surged, with a growing preference for non-cash payment methods among customers This trend has led to a notable increase in E-Banking usage, allowing BIDV My Tho to enhance its service offerings beyond standard banking products, ultimately maximizing the benefits for its clients.
E-banking transactions at BIDV My Tho still depend on traditional archival documents, as the bank has not fully digitized all transaction records The adoption of electronic signatures and certificates remains limited, with no clear benefits over conventional signatures Internal reports indicate that only Mobile Banking and Internet Banking are popular among branch customers E-banking primarily attracts young people, office workers, and tech enthusiasts, while provincial residents express reluctance to embrace new technologies and harbor concerns about the safety of E-banking services Consequently, the uptake of E-banking at BIDV My Tho is significantly lower compared to branches in larger Vietnamese cities (BIDV My Tho, 2021).
Research results
Table 4.1 Demographic statistics of E-Banking users
Source: Extracted from research data
According to Table 4.1, among the 235 individuals utilizing E-Banking services at BIDV My Tho, 44.26% are aged 18-35 years, with 104 participants in this group The 35-50 age range includes 78 participants, making up 33.19% of the sample Additionally, 17.45% of the respondents are aged 50-60 years, totaling 41 individuals, while 2.98% are aged 60 and above, comprising 7 participants.
38 aged 15-18 (2.13%) because most of the young people have not used the service and the elder are often afraid to use new services
Table 4.2 Demographic statistics of non-E-Bankings users
Source: Extracted from research data
According to table 4.2, out of a total of 51 survey participants who have not yet decided to use E-Banking services at BIDV My Tho, there are 18 people aged 18-
In a recent survey, participants aged 35-50 comprised the largest group at 35.29%, while those aged 35-50 made up 31.37% with 16 respondents The 50-60 age group included 7 participants, accounting for 13.73%, and another 7 respondents aged 15-18 also represented 13.73% Additionally, 3 participants (5.88%) were aged 60 and over A significant number of respondents indicated they have not utilized E-Banking services due to a lack of need or concerns regarding the security of these services, with many preferring traditional banking methods.
Group of non-E-Banking users Group of E-Banking users
Number of people Percentage (%) Number of people Percentage (%)
Average monthly income (in million
Source: Extracted from research data
Table 4.3 reveals that the majority of individuals at BIDV My Tho who have not opted for E-Banking services primarily belong to the income bracket of 5 to 15 million VND, accounting for 68.63% of the sample, followed by those earning between 15 to 30 million VND at 31.37% The predominant reason for their hesitance is their prior use of E-Banking services at other banks within the province In contrast, users of E-Banking services at this branch exhibit a more balanced income distribution, ranging from 5 to 30 million VND, with the lowest representation being individuals earning below 5 million VND This group cites two main reasons for not utilizing E-Banking: a lack of necessity and insufficient conditions to access these services.
Group of non-E-Banking users Group of E-Banking users
Source: Extracted from research data
In a study of E-Banking usage at BIDV My Tho, it was found that among the 51 individuals who have yet to decide on using the service, the College-level group represents the largest segment, comprising 50.98% with 26 participants The Tertiary level follows with 23.53%, while there are no representatives from the Postgraduate group Conversely, among the 235 individuals who opted to use E-Banking, College-level users dominate at 66.38%, totaling 156 participants Notably, the Postgraduate group emerges as the second-largest demographic in this category, accounting for 22.55% with 53 participants.
Table 4.5 Number of customers have known about E-Banking services
Service Number of people Percentage (%)
Source: Extracted from research data
Table 4.5 reveals that out of 286 valid responses, 284 individuals (99.30%) expressed familiarity with ATM services, while Mobile Banking and Internet Banking services were recognized by 282 (98.60%) and 281 (98%) respondents, respectively In contrast, 178 respondents (62.24%) were aware of SmartBanking, a new service from BIDV, indicating effective customer conversion from Internet and Mobile Banking Phone Banking was acknowledged by only 25 individuals (8.74%), and neither Call Center nor Home Banking received any selections This data suggests that the majority of respondents are primarily aware of widely-used services like ATM cards, Mobile Banking, and Internet Banking.
Table 4.6 Statistics on E-Banking services being used by customers
Service Number of people Percentage (%)
Source: Extracted from research data
According to the data presented in Table 4.6, among 235 customers utilizing E-Banking services at the branch, both Mobile Banking and Internet Banking were chosen by 213 customers, representing 90.64% of the sample Additionally, 211 customers, or 89.79%, opted for ATM card services, while SmartBanking was selected by 178 customers, accounting for 75.74% Notably, there were no responses for Phone Banking, Call Center, or Home Banking services.
The predominant use of E-Banking services, with a 41% ratio, is attributed to Internet Banking, Mobile Banking, and ATM cards, which are favored for their popularity and user-friendly nature across various demographics.
Analyzing the Reliability of the Scale
The research employs Cronbach's Alpha to assess the reliability of the scale after data collection, ensuring the integrity of the data by eliminating irrelevant information To achieve standardized variables, it is essential that the Cronbach's Alpha value is at least 0.6, alongside a satisfactory Corrected Item-Total Correlation.
>0.3 (Cronbach, 1951) The results obtained after testing the reliability as follows:
Cronbach’s Alpha if Item Deleted
Source: Extracted from research data
The reliability testing results indicate that all observed variable scales meet the required criteria, with Corrected Item-Total Correlation values exceeding 0.3 Additionally, Cronbach's Alpha coefficients range from 0.695 to 0.850, demonstrating high reliability for the scales In total, the research includes 19 independent observed variables and 4 dependent observed variables, which will be utilized in the exploratory factor analysis (EFA) to analyze correlations and reduce the variable size.
The research utilizes Cronbach's Alpha to assess the reliability of the observed variables across five factors, followed by factor analysis to categorize these variables and evaluate their intercorrelations.
The research conducts exploratory factor analysis with 5 factors including 19 observed variables After running the factor analysis, the results are shown in the following tables:
Table 4.8 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.869
Source: Extracted from research data
Initial Eigenvalues Extraction Sums of Squared
Extraction Method: Principal Component Analysis
Source: Extracted from research data
Source: Extracted from research data
The research findings indicate a significant correlation among the observed variables, as evidenced by Bartlett's test result of 1658.803 and a p-value of 0.000, which is below the 0.050 threshold (Howard, 2016) The KMO coefficient of 0.869, exceeding the 0.45 benchmark, confirms the suitability of the data for factor analysis Additionally, the Total Variance Explained is 63.73%, demonstrating that the identified five factors account for a substantial portion of the data variation (Howard, 2016) Furthermore, all observed variables exhibit Factor Loadings greater than 0.5, highlighting their importance and significance in the factor structure (Howard, 2016).
In general, the results above show that there is no change in the number of observed variables compared to the original Accordingly, there are 5 groups of
44 variables, including group 1 of Perceived Usefulness; group 2 of Social Influence; group 3 of Branch Images; group 4 of Facilitating Conditions; group 5 of Safety/Security All observed variables remain the same
BI PU FC SS SI UD
** Correlation is significant at the 0.01 level (2-tailed)
Source: Extracted from research data
Table 4.11 indicates that the independent variables are not correlated with each other, as evidenced by a significance level greater than 0.05 However, all five independent variables—Behavioral Intention (BI), Perceived Usefulness (PU), Facilitating Conditions (FC), Social Support (SS), and Social Influence (SI)—show a significant relationship with the dependent variable, User Decision (UD), with significance levels less than 0.05, confirming a linear relationship among them (Gordon, 2009).
The research findings indicate that five independent variables significantly correlate with the decision to utilize E-Banking services at BIDV My Tho Consequently, the model retains these five independent variables, supported by a total of 19 observed variables.
1 dependent variable with 4 observed variables
The Pearson Correlation Coefficient indicates a strong linear correlation between the independent variables (PU, SI, BI, FC, SS) and the dependent variable (UD) However, the analysis does not establish a causal relationship between these variables Consequently, the thesis progresses to conduct a linear regression analysis to further investigate this relationship.
Table 4.12 Adjusted R-square and ANOVA
Model Summary b Model R R Square Adjusted R Square Std Error of the Estimate Durbin-Watson
1 0.874 a 0.763 0.758 0.31922 1.918 a Predictors: (Constant), SS, SI, PU, FC, BI b Dependent Variable: UD
Model Sum of Squares df Mean Square F Sig
Total 98.650 234 a Dependent Variable: UD b Predictors: (Constant), SS, SI, PU, FC, BI
Source: Extracted from research data
The linear regression model developed from the survey data reveals an R² value of 0.763, indicating that 76.3% of the variation in the decision to use E-Banking at BIDV My Tho can be attributed to the variables SS, SI, PU, FC, and BI However, to better assess the model's fit to the data, the Adjusted R² is utilized, which stands at 0.758 This suggests that the model accounts for 75.8% of the variation in E-Banking usage decisions, with the remaining 24.2% attributed to factors not included in the model.
Discussion based on the results of data processing
The research confirms that the accepted linear regression model adheres to all key assumptions of linear regression Data cleaning and processing yielded significant findings, revealing that the scales of each observed variable exhibit high reliability Throughout the analysis, the five independent variables—Perceived Usefulness (PU), Social Influence (SI), Behavioral Intention (BI), Facilitating Conditions (FC), and Social Support (SS)—along with one dependent variable—User Delight (UD)—remained unchanged.
𝑼𝑫 = 𝟎 𝟑𝟏𝟕𝑷𝑼 + 𝟎 𝟎𝟕𝟖𝑺𝑰 + 𝟎 𝟐𝟎𝟏𝑩𝑰 + 𝟎 𝟐𝟏𝟏𝑭𝑪 + 𝟎 𝟒𝟎𝟗𝑺𝑺 Based on the results of the regression model, it can be seen that the independent variables are statistically significant and all have an impact on the
The analysis reveals that the independent variables, including Perceived Usefulness (PU), Behavioral Intention (BI), Facilitating Conditions (FC), and Social Support (SS), all demonstrate statistical significance with p-values of 0.00, indicating a 99% reliability at the 1% level Additionally, the Social Influence (SI) variable shows a p-value of 0.034, signifying its statistical significance at the 5% level and a 95% reliability.
The Coefficient of PU (= 0.317) indicates that in the condition that other variables remain constant, PU has a positively significant impact on UD, and when
The research findings indicate that a one-unit change in PU corresponds to a 0.317-unit change in UD, supporting the initial hypothesis and aligning with previous studies by Beza (2020), Abdel et al (2019), and Trang et al (2020) Consequently, enhancing E-Banking products with additional utilities and diversity is crucial for meeting customer transaction needs, significantly influencing their decision to utilize E-Banking services at BIDV My Tho.
The Coefficient of SI (0.078) demonstrates a positive and significant impact on UD, indicating that when SI increases by 1 unit, UD increases by 0.078 units, while other variables remain constant This finding aligns with the initial hypothesis and supports previous research conducted by Ngoc-Anh.
Research by Hoang-Ba et al (2019) indicates that Social Influence significantly affects User Decisions to utilize E-Banking services However, findings from BIDV My Tho reveal that this factor has the least impact among the five examined factors.
The Coefficient of Business Intelligence (BI) is 0.201, demonstrating a significant positive effect on User Development (UD) when other variables are held constant This indicates that a one-unit increase in BI leads to a 0.201 unit increase in UD These findings align with the initial hypothesis and corroborate the research outcomes of Hong-Hai.
(2016) and Minh-Trung (2016) It shows that Branch Image is an indispensable part of customers' decision to use E-Banking services at BIDV My Tho
The Coefficient of FC (= 0.211) indicates that in the condition that other variables remain constant, FC has a positively significant impact on UD, and when
FC changes by 1 unit, UD changes by 0.211 units This shows that the research results are consistent with the initial hypothesis as well as the research results of Ngoc-Anh
(2016) and Kholuod et al (2013) This proves the fact that customers have enough
To effectively utilize E-Banking services at BIDV My Tho, it is essential to have access to 51 necessary resources that facilitate learning and manipulation of these services Understanding how to navigate and use E-Banking is a crucial factor influencing users' decisions to adopt these digital banking solutions.
The Coefficient of SS (= 0.409) indicates that in the condition that other variables remain constant, SS has a positively significant impact on UD, and when
The study reveals that a one-unit change in SS corresponds to a 0.409 unit change in UD, aligning with the initial hypothesis and corroborating findings from previous research by Thu-Trang et al (2020), Ngoc-Anh (2016), and Xiao et al (2017) In the context of E-Banking services, high security is crucial for fostering customer trust in banks, enabling customers to swiftly and confidently adopt new technological offerings from BIDV My Tho.
Table 4.15 Results of Hypotheses testing
Hypotheses Determinants of decision to use E-Banking Testing result Influence level
H 1 Perceived Usefulness Accept the hypothesis Ranked 2nd
H 2 Social Influence Accept the hypothesis Ranked 5th
H 3 Branch Image Accept the hypothesis Ranked 4th
H 4 Facilitating Conditions Accept the hypothesis Ranked 3rd
H 5 Safe/Security Accept the hypothesis Ranked 1st
Source: Extracted from research data
Chapter 4 of the research identified five key determinants positively influencing the decision to use E-Banking services at BIDV My Tho: Perceived Usefulness (PU), Social Influence (SI), Branch Image (BI), Facilitating Conditions (FC), and Safety/Security (SS).
Chapter 4 of the research explores the background of E-Banking usage at the Joint Stock Commercial Bank for Investment and Development of Vietnam – My Tho Branch in recent years Utilizing both qualitative and quantitative methods, the study employs Exploratory Factor Analysis (EFA) and various statistical tests, including the Variance Inflation Factor (VIF) and Pearson correlation coefficient, to assess model validity The findings confirm the acceptance of a linear regression model, identifying five key factors influencing the adoption of E-Banking services at BIDV My Tho: (1) Perceived Usefulness, (2) Social Influence, (3) Branch Image, (4) Facilitating Condition, and (5) Safety/Security.