INTRODUCTION
Research motivation
The rapid advancement of science and technology has led to the emergence of high-tech products, particularly in the banking sector, with Electronic Banking (E-Banking) being a prime example E-Banking offers a convenient and secure way for users to access their bank accounts from any location and device with an Internet connection, eliminating the need for physical visits to the bank This innovative service has garnered significant attention from institutions like the Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) However, despite My Tho city's status as 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 crucial to analyze the factors influencing the adoption of E-Banking services at BIDV My Tho to facilitate the branch's ongoing development.
Numerous global studies have explored the factors influencing the adoption of E-Banking services, highlighting key elements such as usefulness, security, and competitive pricing (Abdel et al., 2019) Research by Beza (2020) indicates that user-friendliness and reliable Internet access positively affect the decision to utilize E-Banking, while perceived risks negatively influence this choice These findings contribute significantly to the growth, development, and profitability of E-Banking services.
In recent years, Vietnam has witnessed a surge in successful online research publications, exemplified by Le Tan Phuoc's 2017 study on the acceptance of E-Banking services This research utilized the expanded Technology Acceptance Model (TAM) to analyze consumer attitudes towards E-Banking in the country.
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",
Customer attitudes towards using E-Banking services are positively influenced by several factors, including their confidence in technology, trust in the E-Banking system, the bank's image, perceptions of ease of use, and the perceived usefulness of the service.
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
In a 2020 study examining the factors influencing individual customer decisions to utilize E-Banking services in Ben Tre province, it was found that the "Expected Effect" emerged as the most significant determinant impacting customers' choices to adopt these services.
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 is lacking As a result, the branch's E-Banking services have not gained significant customer interest and remain less developed compared to similar banks within the same network.
The author, a Banking and Finance student, aims to enhance their technical knowledge and specialized skills in line with the goals and missions of Banking University Ho Chi Minh City To contribute to the understanding of modern banking services, they have chosen the research topic "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)" for their graduate thesis, with the intention of promoting and inheriting valuable research results.
Research objectives
This study aims to identify the factors influencing customer decisions to adopt E-Banking services at BIDV My Tho Based on the findings, the thesis will offer recommendations to enhance customer engagement and increase the usage of E-Banking at BIDV My Tho.
- 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 to gather primary data on their experiences with E-Banking services, focusing on both users and non-users.
The thesis also uses secondary data collected from experimental studies, documents, reports, reliable sources, and internal reports of BIDV My Tho
The survey data was gathered from April 1 to April 30, 2021, and supplemented with secondary data sourced from customer surveys at BIDV My Tho, banking industry reports, scientific journals, and the State Bank's website, covering the period from 2015 to 2021.
Research methodology
This study examines both theoretical frameworks and relevant domestic and international empirical research, focusing on the acquisition and inheritance of theories as a foundation for understanding customer decisions to utilize E-Banking services.
The Theory of Stakeholders, proposed by Edward Freeman in 1984, posits that stakeholders encompass any individuals or groups with an interest in a company, as they can either exert influence or be affected by the organization's actions For businesses to achieve success, it is essential to 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 influenced by their intention to engage in that behavior This intention is shaped by two key factors: the person's attitude toward the behavior and the subjective norms surrounding it, as outlined by Fishbein.
The Theory of Planned Behavior (TPB) expands on the Theory of Reasoned Action (TRA) by introducing additional variables, including "Perceived Behavioral Control" and "Subjective Norms," to better clarify the connection between attitudes and behaviors According to Ajzen (1991), these elements enhance the 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 theories, including the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the Motivational Model (MM), among others.
The theories outlined serve as the basis for examining the factors influencing the decision to utilize E-Banking services in this thesis Furthermore, the research incorporates existing E-Banking studies to facilitate comparison, evaluation, and data collection for quantitative analysis.
Primary data is efficiently gathered through direct surveys by distributing questionnaires Participants complete these paper-based questionnaires, which are then collected for statistical analysis of the data.
Following the collection of questionnaires, the research conducted statistical analysis and provided objective evaluations of the responses to assess the impact of various factors and identify appropriate 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 newspapers 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 developed a customer survey scale based on findings from related studies, following the methodology outlined by Hair et al (2006) This involved conducting a survey to gather data for evaluating the effectiveness of the scale.
- 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 applying the Correlation Coefficient Model, specifically Cronbach's Alpha, to assess reliability Utilizing SPSS software, the variables gathered from the survey will be analyzed, 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, while continuously running SPSS under the assumption that the variables within the scale are interconnected This approach also aims to reduce the scale of the variables, as highlighted by Howard (2016).
The study employed a linear regression model, where the output is derived as a linear combination of input variables It utilized multivariable regression analysis to test hypotheses, while also examining the model's limitations, including 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 used 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, integrating insights from previous research to develop a model that identifies key factors affecting customer choices in utilizing these services.
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 explores the reasons behind the hesitation of some individuals to adopt E-Banking services at BIDV My Tho, highlighting concerns such as security, lack of familiarity, and perceived complexity It also offers practical suggestions to encourage these potential users to embrace E-Banking, including enhancing user education, improving security features, and showcasing the convenience and efficiency of online banking services.
The thesis offers strategic recommendations and policies aimed at enhancing customer adoption of E-Banking services at BIDV My Tho, while also highlighting the advantages that these services provide to users.
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 dissertation, highlights the research gap, and presents the objectives and questions guiding the study It also defines the research scope and details the novel contributions made by this thesis, along with its 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 transaction of goods and services between parties primarily through open Internet-based systems, facilitating interaction without physical contact Various communication technologies, such as email, Electronic Data Interchange (EDI), and Internet-based networks, play a crucial role in supporting electronic commerce.
E-commerce is defined by the European Commission (2019) as the buying and selling of goods and services through electronic transactions on the internet or other online networks This encompasses the ordering process, while payments and deliveries can occur both online and offline.
The rapid advancement of technology has significantly impacted E-Banking through the rise of E-commerce By encouraging consumers to shift away from cash transactions, E-commerce facilitates a growing trend of online shopping, leading to increased reliance on E-banking services for fast and convenient payments This shift not only reflects a strong trust in E-banking but also minimizes issues like canceled orders, paving the way for E-commerce to thrive and usher in a new era of digital transactions.
Electronic Banking (E-Banking) is a modern service that reflects advancements in science and technology, providing users with easy and secure access to their bank accounts online This efficient service allows for 24/7 banking, enabling safe and fast transactions from anywhere.
With our service available 7 days a week, you can save time by conducting banking transactions anytime and anywhere, whether from the comfort of your home or your 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), enabling them to introduce innovative services and enhance traditional banking methods through advanced technology This modernization not only provides users with significant benefits but also highlights the crucial role of E-Banking in the growth and development of JSCBs The transition from conventional banking to E-Banking showcases the advantages and improvements that modern technology brings to the financial sector.
E-Banking has revolutionized traditional banking services by making operations at Joint Stock Commercial Banks (JSCBs) faster and more convenient, eliminating cumbersome procedures This innovation not only boosts banks' revenue but also enhances operational quality and efficiency, thereby increasing competitiveness By adopting E-Banking, banks can implement globalization strategies without the need for additional branches, while effectively promoting their brand through a modern banking model that prioritizes exceptional customer care As a result, E-Banking accelerates the execution of customer orders, facilitating quicker money circulation (Deborah, 2015).
Internet Banking serves as a vital distribution channel for banks to offer new products to customers, enabling access to personal and corporate banking services from any location This innovative software allows users to view account balances, obtain statements, check recent transactions, transfer funds between accounts, and make payments efficiently.
To utilize Internet Banking services, customers must first register with their bank to obtain a username and password This enables them to access the bank's website from any internet-connected device, allowing for convenient financial transactions and information retrieval at any time Additionally, customers can use Internet Banking to make purchases and payments on various websites, effectively eliminating the barriers of time and space between banks and their clients, and facilitating swift online transactions (Sayar et al., 2017).
An automated teller machine (ATM) is a specialized computer that simplifies the management of bank account funds, enabling users to check balances, withdraw or deposit money, print account 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 multifunctional ATM, which includes additional services such as bill payments and interbank transfers (SBV, 2011).
Mobile Banking, as defined by the State Bank of Vietnam (2012), is a modern distribution channel enabling customers to perform financial transactions remotely via mobile devices like smartphones and tablets The capabilities of mobile banking apps typically include checking account balances, viewing recent transactions, making electronic bill payments, depositing checks remotely, transferring funds between accounts, paying loans, trading securities, managing financial portfolios, and making payments at supermarkets and shops.
Customers can easily obtain information from the bank by sending a request to its conventional phone number Additionally, the bank's switchboard automatically sends a notification to the customer's mobile phone for every transaction made on their account.
The telephone banking service is facilitated by a server system and management software at the bank, connecting customers through a service switchboard To access this service, customers must register with the bank, receiving a unique customer number separate from their account number, along with the option to create their own password for verification purposes.
Phone Banking offers essential services including a getting started guide, information on banking services, account details, transaction statements, and updates on interest and exchange rates In Vietnam, however, the service is currently limited to checking account information and providing general financial and banking information.
Centralized data management allows customers to access both general and personal information by calling a central landline number, providing a significant advantage over traditional Phone Banking, which offers only pre-programmed responses (Titan et al., 2015) The Call Center's flexibility in addressing inquiries enhances customer service, although it requires 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 associates an observation with a suitable action Decision rules are crucial components in the fields of statistics and economics, as highlighted by Mendoza et al (2010).
E-banking operations significantly influence customer decisions, driving additional income for banks while enhancing competition within the sector This shift fosters a cashless habit among consumers, aligns with government directives, and the State Bank of Vietnam's policies, ultimately reducing cash circulation in the economy.
E-Banking services play a crucial role in the economy by lowering social costs associated with money printing, transportation, and preservation They help reduce inflation by managing the cash circulation effectively and contribute to combating money laundering and terrorist financing Ultimately, the adoption of E-Banking benefits consumers, sellers, credit institutions, 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 from a stakeholder perspective emphasizes the importance of understanding and addressing the needs of various groups that influence or are influenced by a company Stakeholders are categorized into internal stakeholders, such as managers and employees, and external stakeholders, including shareholders, suppliers, and government agencies For businesses to thrive, they must meet the expectations of these stakeholders This approach highlights the interconnectedness of enterprises, customers, employees, and information technology, with a particular focus on the critical roles that customers and employees play in the overall development of the organization.
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 inform their decisions This theory emphasizes the critical role of beliefs, attitudes, behavioral intentions, and behaviors as key variables in understanding the relationship between attitude and behavior.
The Theory of Reasoned Action (TRA) posits that an individual's behavioral intent is influenced by three key variables: Attitude Toward the Behavior, Subjective Norms, and Perceived Behavioral Control However, a limitation of TRA, as noted by Ajzen (1975), is its inability to elucidate the connections 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 like "Perceived Behavioral Control" and "Subjective Norms" to better explain the link between attitudes and behavior This extension addresses the limitations of TRA, which, according to Armitage and Conner (2001), can only predict individual behavior in the absence of constraints.
The theory of planned behavior emphasizes that an individual's intention to engage in a specific behavior is influenced by motivational factors When external constraints limit personal will, the connection between attitudes and behavior becomes unclear However, a stronger intention to act correlates with a greater likelihood of taking concrete action, highlighting the importance of personal willingness and effort in behavioral outcomes (Ajzen, 1991).
Unified Theory of Acceptance and Use of Technology – UTAUT
Venkatesh et al (2003) proposed a unified framework for understanding user acceptance of information technology (IT) They highlighted that prior research on IT acceptance presented various models, each with distinct determinants influencing user acceptance.
In their research, the authors developed a unified model by integrating traditional IT acceptance theories The original UTAUT model identified four key determinants influencing intent and usage, alongside four moderating variables that shaped the primary relationships This theoretical framework aims to enhance the understanding of how individuals and organizations accept technology.
Researchers and managers emphasize the importance of IT artifacts, highlighting key determinants of user acceptance and usage behavior, namely "Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions." Additionally, factors such as "Gender, Age, Experience, and Voluntariness" serve as moderators to further elucidate user behavior and acceptance dynamics.
These essential theories simplify the research process, making it more accessible and efficient Furthermore, the study utilizes research documents on E-Banking to provide 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 connectivity, and awareness significantly enhance customers' adoption of e-banking service channels Conversely, perceived risk negatively affects this adoption.
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 factors hindering the intention to use e-banking services in Jordan, notably 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)
The perceived ease of use and usefulness of e-banking services, along with effective customer service, significantly enhance customer satisfaction Additionally, factors such as 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, with Lithuania relying on information and banking, Latvia focusing on website credibility, and Estonia prioritizing its banking system Experts highlight that the e-banking system is the key driver of trust in both Lithuania and Latvia, whereas in Estonia, the website plays a more significant role.
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 eco-friendly features, while factors such as perceived risk, pricing, and effective marketing communication play a crucial role in user adoption However, aspects like internet access and prior internet usage experience do not significantly influence the decision 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 utilizes multiple regression analysis to identify key factors influencing the intention to use e-banking The findings reveal that perceived usefulness, social influence, perceived price, perceived security, and perceived ease of use all have a positive impact on 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 this, compatibility ranks as the second most important factor, while perceived ease of use and perceived trust also play essential roles in shaping user intentions.
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
The experience of using the internet does not influence the decision to adopt E-Banking services at bank branches Research indicates that customers often refrain from using E-Banking due to perceptions of its unnecessary nature and concerns regarding security 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 primarily as references rather than universally applicable conclusions.
In Vietnam, while numerous scientific journals and articles examine the factors influencing the adoption of E-Banking services in major cities, there is a notable lack of research specific to 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 at this location Consequently, this research aims to enhance the understanding of E-Banking operations at the branch and support its 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 theories influencing the decision to adopt E-Banking services, utilizing foundational frameworks such as Stakeholders Theory by Edward Freeman (1984), the Theory of Perceived Risk (Bauer, 1960), the Theory of Reasoned Action (Fishbein and Ajzen, 1975), the Unified Theory of Acceptance and Use of Technology (UTAUT) by 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, establishing a preliminary scale table Following the data collection, a preliminary analysis was performed using Cronbach's Alpha reliability test to evaluate the scale, leading to the creation of an official survey questionnaire.
In April 2021, a survey was conducted with a sample size of 300 customers at BIDV My Tho to gather data using officially developed 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 Supporting this, various studies, including Beza's (2020) investigation into E-Banking acceptance and Abdel et al.'s (2019) empirical research on internet banking user acceptance, demonstrate that the perceived usefulness of these technologies positively affects users' decisions to adopt them Additionally, research by Trang et al further reinforces these findings.
(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 that social influence significantly impacts customer usage behaviors, aligning with the subjective norm found in both the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) Additionally, research conducted by Ngoc-Anh (2016) supports these findings.
Research by Thu-Trang (2020) and Hoang-Ba et al (2019) highlights the significant role of social influences in the decision-making process for E-Banking services, with Hoang-Ba et al identifying Social Influence as the most impactful factor in users' choices to adopt these 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
According to Edward Freeman's Stakeholder Theory (1984), businesses, customers, and employees are interconnected, influencing the image of a bank's branch Research by Hong-Hai (2016) and Minh-Trung (2016) highlights that the branch's image plays a crucial role in 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) posits that Facilitating Conditions significantly influence consumer behavior in technology usage Research conducted by Ngoc-Anh (2016) and Kholuod et al (2013) demonstrates that these 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 financial assets Research by Thu-Trang et al (2020), Ngoc-Anh (2016), and Xiao et al (2017) indicates that a strong safety and security framework significantly influences customers' decisions to engage with E-Banking services High levels of security foster customer trust in their banks, facilitating quicker adoption of new technological products offered by these institutions.
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 that standardizes the status or level of survey units based on specific characteristics (Stevens, 1951) The research identifies three types of scales: nominal, ordinal, and interval scales.
The nominal scale is used for 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 outlined 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, a widely utilized measurement tool in quantitative research, features five levels ranging from 1 to 5 to assess respondents' ratings This scale, developed by Rensis Likert in 1932, categorizes responses from "Strongly disagree" at 1 to "Strongly agree" at 5, facilitating effective data collection and analysis (Nguyen Dinh Tho, 2012).
The scale developed in the thesis utilizes an interval scale comprising 23 observed variables that assess five independent variables: Perceived Usefulness, Social Influence, Branch’s Image, Facilitating Conditions, and Safety/Security, alongside one dependent variable, User Decision, which includes 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 provided secondary data that established a theoretical foundation for the practical application of E-Banking This research also identified 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 research model comprises five independent variables, 19 observed variables, and one dependent variable with four observed variables Based on the estimation method by Hair et al (1998), the minimum sample size required is calculated as n=6*238 To adhere to this requirement and facilitate the research process, 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, the research team conducts direct polling at BIDV My Tho The gathered data will be transformed into quantifiable 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 efficiently manage, process, and analyze data to derive actionable insights Its user-friendly interface allows researchers to easily utilize a variety of tools, enhancing their research capabilities.
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, originated from the Mekong Delta Housing Development Bank – Tien Giang Branch (MHB Tien Giang).
With the rapid advancement of technology, the adoption of E-Banking services is on the rise, becoming increasingly familiar to banking users in the province Simple tasks like checking account balances, viewing transaction history, making online transfers, and paying salaries are now 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 In March 2021, BIDV introduced its innovative SmartBanking service, which integrates online transaction platforms and replaces the older Internet Banking and Mobile Banking systems.
The rapid advancement of E-Banking at BIDV My Tho has led to significant automation of various processes, enabling the branch to optimize human resource efficiency while delivering high-quality services to a vast customer base.
E-Banking services have significantly accelerated cash flow and enhanced capital efficiency at BIDV My Tho, a feat that traditional banks struggle to achieve Amid the economic challenges posed 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 at BIDV My Tho and other Joint Stock Commercial Banks (JSCBs) nationwide Furthermore, E-Banking not only offers essential banking products but also provides additional services that maximize the benefits of the bank's offerings (BIDV My Tho, 2021).
E-banking transactions continue to depend on traditional archival documents, as the bank has not fully digitized all transaction records The adoption of electronic signatures and certificates remains limited, showing no significant advantages over conventional signatures Internal reports indicate that only Mobile Banking and Internet Banking are widely recognized and utilized at the branch Furthermore, E-banking primarily appeals to younger individuals, office workers, and tech enthusiasts, while many provincial residents remain hesitant to embrace new technologies due to concerns about safety and security Consequently, the uptake of E-banking services at BIDV My Tho is significantly lower compared to branches in larger cities in Vietnam (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, totaling 104 participants The 35-50 age group comprises 33.19% with 78 participants, while those aged 50-60 represent 17.45% with 41 participants Additionally, 2.98% of the surveyed individuals are 60 years and older, amounting to 7 participants, alongside 5 others in unspecified categories.
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 represented 31.37% of the sample, while those aged 50-60 and 15-18 each accounted for 13.73% Additionally, 5.88% of respondents were aged 60 and over A significant number of individuals have refrained from using E-Banking services due to a lack of necessity or concerns over security, indicating a preference for traditional banking methods over newer options.
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 indicates that the majority of individuals at BIDV My Tho who have not opted for E-Banking services earn between 5 to 15 million VND monthly, comprising 68.63% of the sample, while 31.37% belong to the income bracket of 15 to 30 million VND A significant factor for their decision is their prior experience with E-Banking services at other banks in the province Conversely, those who have chosen to use E-Banking at the branch display a more balanced income distribution ranging from 5 to 30 million VND, with the smallest group earning below 5 million VND, primarily due to a lack of necessity for these services or insufficient conditions to access them.
Group of non-E-Banking users Group of E-Banking users
Source: Extracted from research data
Table 4.4 reveals that among the 51 individuals undecided about using E-Banking at BIDV My Tho, the College-level group represents the largest share with 26 participants, making up 50.98% of the sample This is followed by the Tertiary level group, which consists of 12 participants (23.53%), while the Postgraduate group has no participants Conversely, among the 235 individuals who opted for E-Banking services at the branch, the College-level group again leads with 66.38% (156 participants) Notably, in this decided group, the Postgraduate group constitutes the second-highest proportion at 22.55% (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, or 99.30%, are aware of ATM services Awareness of Mobile Banking and Internet Banking services is also high, with 282 respondents (98.60%) and 281 respondents (98%), respectively The newer SmartBanking service, introduced by BIDV, has garnered recognition from 178 people, representing 62.24% of the sample, indicating the branch's effective transition of customers from Internet and Mobile Banking to SmartBanking In contrast, only 25 respondents (8.74%) are familiar with Phone Banking, while Call Center and Home Banking services received no selections Overall, the 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 at the branch, both Mobile Banking and Internet Banking were favored by 213 customers, accounting for 90.64% of the sample Additionally, 211 customers, or 89.79%, opted for ATM card services, while SmartBanking received 178 responses, representing 75.74% Notably, Phone Banking, Call Center, and Home Banking were not selected by any customers.
The primary E-Banking services utilized by users include Internet Banking, Mobile Banking, and ATM cards, which are favored for their popularity and ease of use.
Analyzing the Reliability of the Scale
The research employs Cronbach's Alpha to assess the reliability of the collected data, ensuring the removal of irrelevant information For the variables to be considered standardized, they must achieve a Cronbach's Alpha of 0.6 or higher, along with 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 necessary criteria, with Corrected Item-Total Correlation values exceeding 0.3, confirming their acceptance Additionally, Cronbach's Alpha coefficients range from 0.695 to 0.850, indicating high reliability for the scales used In total, the research includes 19 independent observed variables and 4 dependent observed variables, which will be utilized in exploratory factor analysis (EFA) to examine correlations and reduce 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 that Bartlett's test yielded a result of 1658.803 with a significance level (p-value) of 0.000, confirming that the observed variables are significantly correlated (Howard, 2016) Additionally, the KMO coefficient of 0.869 exceeds the threshold of 0.45, indicating the suitability of the data for factor analysis Furthermore, the Total Variance Explained is 63.73%, demonstrating that five meaningful factors account for this variation, which is considered satisfactory (Howard, 2016) Lastly, all observed variables exhibit Factor Loadings greater than 0.5, underscoring their importance and significance in forming the identified factors (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
The findings in Table 4.11 indicate 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)—demonstrate a significant linear relationship with the dependent variable, User Delight (UD), with significance levels less than 0.05 (Gordon, 2009).
The research findings indicate that the five independent variables in the model significantly correlate with the decision to utilize E-Banking services at BIDV My Tho Consequently, the model retains these five independent variables, which encompass a total of 19 observed variables.
1 dependent variable with 4 observed variables
The Pearson Correlation Coefficient analysis reveals 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 proceeds 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 shows 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 enhance the model's accuracy, the Adjusted R² is utilized, which stands at 0.758, signifying that 75.8% of the variation in E-Banking usage decisions can be explained by the model's variables, leaving 24.2% of the variation 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, indicating its validity Data cleaning and processing yielded significant findings, revealing that the scales of each observed variable demonstrate 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)—and 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 PU, BI, FC, and SS, exhibit statistically significant p-values of 0.00, indicating a 99% reliability at the 1% level Additionally, the SI variable demonstrates a p-value of 0.034, signifying its statistical significance at the 5% level with 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 features and diversity is crucial in influencing customers' decisions to utilize E-Banking services at BIDV My Tho.
The coefficient of SI is 0.078, demonstrating a significant positive effect on UD when other variables are held constant This indicates that a one-unit increase in SI results in a 0.078 unit increase in UD, supporting the initial hypothesis and aligning with previous research conducted by Ngoc-Anh.
Research by Hoang-Ba et al (2019) indicated that Social Influence significantly affects User Decisions to utilize E-Banking services However, findings from BIDV My Tho revealed that this factor had the least impact among the five factors studied.
The Coefficient of BI (0.201) demonstrates a significant positive effect on UD, indicating that a one-unit increase in BI results in a 0.201 unit increase in UD, supporting both the initial hypothesis and the findings of Hong-Hai's research.
(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 these resources significantly influences the user's decision to adopt E-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 research findings indicate that a one-unit increase in SS leads to a 0.409-unit increase in UD, supporting the initial hypothesis and aligning with previous studies 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 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
The research findings from Chapter 4 revealed five key determinants that positively influence the decision to utilize 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, including Exploratory Factor Analysis (EFA) and various statistical tests such as the Variance Inflation Factor (VIF) and Pearson correlation coefficient, the study validates the linear regression model The findings reveal five key factors influencing the decision to use E-Banking services at BIDV My Tho: (1) Perceived Usefulness, (2) Social Influence, (3) Branch Image, (4) Facilitating Conditions, and (5) Safety/Security.