The factors effecting decision to use electronic banking services of the retail customers at joint stock commercial bank for investment and development of viet nam in HCMC area

OPEN UNIVERSITY MALAYSIA RESEARCH PROJECT BMBRS103 THE FACTORS EFFECTING DECISION TO USE EECTRONIC BANKING SERVICES OF THE RETAIL CUSTOMERS AT JOINT STOCK COMMERCIAL BANK FOR INVESTMEN

OPEN UNIVERSITY MALAYSIA RESEARCH PROJECT

(BMBRS103)

THE FACTORS EFFECTING DECISION TO USE

EECTRONIC BANKING SERVICES OF THE RETAIL CUSTOMERS AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIET

NAM IN HCMC AREA

STUDENT’S FULL NAME: NGUYEN TRUONG HOANG VIET

STUDENT ID:CGS00019355 IC8dQ)

INTAKE: March, 2015

ADVISOR’S NAME&TITLE: DR PHI HUNG

HUTECH LIBRARY A- 4364

July 2016

ACKNOWLEDGMENTS

I would like to thank to my instructor - Dr Phi Hung, who have the attitude and the spirit to help me enthusiastic he continually and convince convey the spirit of the subject of research problems this, and an excitement related to teaching Without the intructor of the faculty, I can hardly be successfully completed

I also thank my classmates talked with me many difficulties and problems can help me complete this research

Also, I thank the Hutech and OBM has created opportunities for me to join this course and help me expand knowledge, improve the sector than in business administration as well as the business sector in the market current

REASSURANCES

I swear economic master thesis: "The factors affecting decision to use electronic banking services of retail customers at Joint Stock Commercial Bank for Investment and Development of Vietnam in Ho Chi Minh City area" as a result of the learning process, independent scientific research and serious

The data in the thesis is honest, clear origin, is quoted and the inheritance and development of materials, magazines, research projects have been announced, the website

The solution outlined in essays drawn from the theoretical basis and practical

research process.

°ˆ yÂUu co 8n 14 2.5 MODEL STUDY OF FACTORS AFFECTING DECISIONS USING

ELECTRONIC BANKING SERVICES Sàn HH re 15 2.5.1 Technology Acceptance Model - Davis, 1989 ii 15 2.5.2 Some research on electronic bank used / combined model TAM 16 2.5.2.1 Research by Nguyen Duy Thanh and Cao Hao Thị, 201 1 16 2.5.2.2 Rescearch by Chong and partner, 20]0 - + Ăn H211 xcxey 17 2.5.2.3 Research by Ozdemir và Trott, 2009 HH HH HH re, 17 2.5.2.4 Research by Eriksson et al, 2005 n tnH HH 121811 key 18

2.6 MODEL OF RESEARCH PROPOSALS AND FACTORS AFFECTING THE DECISION TO USE ELECTRONIC BANKING SERVICES Ă<Ă<655S65.5°5 18

2.6.1 Factors affecting the decision to use e-banking serViCe§ 18

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CHAPTER 3- METHODOLOGY AND DATA COLLECTION METHOD 23

3.1 RESEARCH AND EVALUATION FACTORS AFFECTING THE DECISION TO USE ELECTRONIC BANKING CUSTOMERS IN PERSONAL INVESTMENT BANK AND REGIONAL DEVELOPMENT OF VIETNAM HMC .ằ 23

3.1.1 Inspection of the factors affecting the decision to use e-banking services of customers personal banking in HCMC by model 9H TH th nh HH HH nàng 24 E0 va nan 25

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3.1.4 Encryption components official scaÌes Hee 26 K99 000 209 0 ố ố ốốố ố 28

CHAPTER 4- RESULTS, FINDINGS AND PRESENTATION OF ĐATA 29

4.1 Data analysis and r€SuÏS - v.v HH 1122511111101 111111 1kg 29 ch Noo no 2n 29

4.1.2 Inspection by Cronbach Alpha scales Sàn HH 30

4.1.3 Exploratory Íactor analy§1S uc Ăn HH ng HH riệc 33 P902 nh ố ố ố 37

4.1.5 Regression AnalÌySIS Sàn HH HH HH Hư, 38 4.1.6 Assess the factors affecting the decision to use the service selection IBMB — 4)

4.1.7 Comparing results with previous research TesuÏts - -. -.c-¿ 44 4.2 Conclusion c2 TH 1211111111101 111 11k 46 CHAPTER 5- DISCUSSION AND ANALYSIS OF FINDINGS 46

5.1 ORIENTED DEVELOPMENT BANK INVESTMENT AND DEVELOPMENT

OF VIETNAM 080010558 46 5.2 OPPORTUNITIES AND CHALLENGES FOR DEVELOPING ELECTRONIC BANKING SERVICES FOR CUSTOMERS IN PERSONAL INVESTMENT

BANK AND DEVELOPMENT OE VIETNAM series 47 k9) 3/9.900000 1 47 5.2.2 CHALLENGES HH HH Hàn TT HH gà ro 49 5.3 SOME SOLUTIONS TO THE IMPACT OF CUSTOMER CHOICE FOR

PERSONAL ELECTRONIC BANKING SERVICES AT BANK INVESTMENT AND DEVELOPMENT OF VIETNAM HCMC AREA - sen 49 3.3.1 For factors expected efficiency (EE) - ng 110111011 pe 51 5.3.2 For factors Easy of use (EÙU) - - tt 91811311111 k1 sekrke 32 3.3.3 For factors of Technology services (TS) sgk 32 5.3.4 For factors Banking brand (BB) -. - 5 < cv HH2 18110101111 33 5.3.5 For factors Risk in the transaction (RT) - ch rkrrreriee 53 CHAPTER 6- RECOMMENDATIONS AND CONCLUSION 54 6.1 A number of recommendations to the State Bank -cceci.seeeree 54 6.2 Some proposals for Joint Stock Commercial Bank for Investment and

PO 0Uu 0N I0 ¿loi Ð0 0 ố ố 35 6.3 CONCLUSION “ s909596669484660080401084 6

CHAPTER 1: INTRODUCTION

1 Background

In recent years, with the rapid development of information technology in general, e- banking services have also had great progress Besides the traditional banking services, the e-banking services have been contributing to the diversification of the types of services the commercial banking system and services is indispensable in the process of national integration fall

The development of e-banking services is considered a measure increasing the competitiveness between commercial banks on the market During the modernization

of the technology industry is growing strongly, the use of electronic banking is no longer a problem for now but a matter of necessity, can help customers save get more

time

With a history of nearly 60 years and development, joint-stock commercial Bank for Investment and Development of Vietnam (BIDV) is one of the biggest banks in Vietnam when the bank merged MHB more, so there BIDV to say the size of the largest current across the banking system To be able to quickly bring electronic banking services to the vast majority of individual customers of the Bank need to identify factors play a decisive role in using e-banking services by customers That is why the theme "The impact factor to decide to use e-banking services of private clients

at Commercial Bank for Investment and Development of Vietnam Ho Chi Minh City area" are in-depth study than

2 RESEARCH AIMS AND OBJECTIVES

Through themes detect factors affecting decisions to use e-banking services of private clients at Commercial Bank for Investment and Development of Vietnam Ho Chi Minh City area

From the survey results, the study, the authors offer solutions to factors affecting the decision to use e-banking services in order to maintain and develop the individual customer to use the service electronic banking in Commercial Bank for Investment and Development of Vietnam Ho Chi Minh City area

3 JUSTTIFICATION OF THE STUDY

Since then, the Bank may make policies to keep existing customers and platform continues to reach more potential customers, maximize efficiency in the marketing of e-banking services to the majority some individual customers in HCMC area

CHAPTER 2 —- LITERATURE REVIEW

2.1 Introduction

Since Wells Fargo Bank - the first bank to provide online banking services in the US in

1989 - until now most of the banks in the world are already implementing this service

In recent years, the commercial banks are actively enhance competitiveness and maximize the opportunities from the market brings, especially in the segment of retail banking services The biggest challenge in this segment is the increasing competitive pressure on the domestic market as the demand integration and fickle customers, commercial banks had to apply modern information technology to meet the increasing demand, rich client By application of modern banking technology, the commercial bank has introduced a method providing new products and services, which is the supply of products and services through distribution channels in telecommunication networks data and internet, known as e-banking The advent of electronic banking has changed completely the relationship between the service user and the bank Previously, customers had to trade directly with bank employees, but now they can perform many banking transactions remotely, providing utilities and reduce costs for customers.

Electronic banking has the English name is Electronic Banking, E-Banking abbreviated Currently, there are many different interpretations of electronic banking, banking in general is a form of electronic transactions between banks and customers rely on the processing and transfer of digital data to provide level banking products (Tram Thi Xuan Huong and Hoang Thi Minh Ngoc, 2011) From the above characteristics, can give some concept of electronic banking services, such as:

According to Truong Duc Bao, 2003: "E-banking services are explained as customer service can allow remote access to a bank in order to: collect information, perform payment transactions, financing based on the depository bank and register it using the

new service "

Or by Decision No 35/2006 / QD-NHNN dated 31/07/2006 issued the regulations on the principles of risk management in banking operations, the modern "electronic banking services are services banks are done through electronic distribution channels

In the electronic distribution channels such as the system of electronic media and automated processes handling bank transactions used to communicate with customers and suppliers of products and banking services to customers "

The easiest way to understand this is a combination of providing banking services to the internet, telephone ., bring banking services to customers through the application

of information technology This is both a very modern distribution channels, combines technology applications include mobile banking, phone banking, home banking and Internet banking bring added value to customers E-banking service allows customers

to have access by many different devices to the transaction with the bank without the bank, can trade at anywhere and anytime

2.2 Concepts

2.2.1 ATM — Automated teller machine

Automated teller machine is a device that automatically banking transactions with

customers, implementation of customer identification via debit card, or credit card

helps customers to check account, withdraw cash, transfer

2.3 Characteristics of electronic banking:

Fast, convenient

With E-banking services, customers can trade, information retrieval is everywhere, all the time, so the first characteristic to mention is the quick and convenient Customers can make transactions 24/24 hours a day, with all distances in space and time

Cost Savings

Banks approach customers better, saving transaction costs, the cost of developing

a network of branches and transaction offices Most transactions via electronic banking are no cost or have a very low fee, which covers all costs related to transactions, billing, check money fee

Improving the efficiency of capital use

Through the services of electronic banking, the orders for payment, customer collection is done quickly, enabling rapid capital flows, facilitate, implement trade relations, exchange money - goods Thereby, accelerate the pace of circulation of goods, money, improve the efficiency of capital use

2.4 Advantages and limitations of e-banking services

2.4.1 Advantages

For the customers

Customers can access electronic banking anytime, anywhere, just send one message, telephone or on the Internet at any place that can be traded, query account information, payment service

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`

Electronic banking services with modern technology saves time and reduces costs for the customer service For businesses, it also saves the cost of storing and preserving the payroll account instead of paying cash Employees do not need to directly to the bank transaction should have more time to do more work Moreover, the cost of using electronic banking services are very cheap

Customers can access information about their account from there quickly can better manage cash flow, do not need to go to the bank

For the banks

E-banking is cost savings and increased profits Whereby all costs relating to the transactions, billing, cost of the counting, the travel costs are savings to customers, besides e-banking helps banks increase profits

Application and development of the modern banking technologies also help banks always innovation, integration and development not only in domestic market but also towards foreign markets Electronic banking services the bank will build a better reputation, improve competitiveness for the banks Because when banks offer this service often is considered the qualified bank of high-tech technology and thus have a higher reputation and can respond to changes in the market's good than Thereby can implement a strategy of globalization and trade promotion, branding worldwide According to its 2004 survey showed that Internet Banking Keynote Systems is the third most important factor for customers in the United States in choosing to use a bank Over 56% of those surveyed said that online banking and bill payment services online is more important than both the number and location of branches and ATMs of

each financial institution

In terms of business, the bank will improve the efficiency of capital use Through the services of electronic banking, the orders for payment, customer collection is done

quickly, enabling fast cycle monetary capital, facilitate, implement trade relations, exchange - goods The number of transactions carried out during the day will also be significantly improved by the automatic transaction has been accounted for in bookkeeping system by bank electronic systems Thereby accelerating the circulation

of goods, money, improve the efficiency of capital use These are benefits that these types of banking transactions traditionally difficult to achieve with high speed and accuracy than electronic banking With modern banking model is multi-functional business, the ability to develop and supply of services to a variety of customers, many business areas is very high

For the economy

Electronic banking services contributing to the development of trade, especially

in e-commerce Thanks to the modern mode of payment through Internet Banking which now have more choices than in commercial transactions

Electronic banking services to help increase the flow of cash and goods E- banking service that allows customers to reduce the amount of cash transactions, thus enabling quick sellers receive payment, regardless of geographic distance can be assured to expedite delivery quickly the most rapid, early recovery of capital investment to continue production or sale Thus, the online payment service to help promote the rotation of the capital, or in other words, increasing the flow of money and goods

Electronic banking services to help modernize the payment system The e- banking services to help process transactions simply and quickly, the transaction costs are significantly reduced and safety are ensured, and has made the payment becomes more convenient much

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2.4.2 limitations

For the customers

The e-banking services are very convenient, but to use these services, it required the customer must have the necessary equipment such as a mobile phone to use the Mobile Banking services, computer / tablet an internet connection to use Internet Banking service though these devices is increasingly popular and indispensable but not everyone investment, especially for low income earners Therefore, the electronic banking services inaccessible to low-income people

Use electronic banking services may face risks such as viruses to steal information, the wrong account transactions, hackers steal passwords

Quality of electronic banking customers are not satisfied at the higher levels as sending cash to your account, sign up to use the service also have to direct transactions at bank branches, or e-banking services of higher quality yet to be developed, such as management services of investment funds, real estate services, financial leasing

For the banks

To build electronic trading system requires banks to have a capital of sizeable initial investment for infrastructure development, infrastructure, equipped with working machinery, construction, development software development, training human resources, not to mention the cost of the warranty, maintenance and development of the system later - a cost of not all banks may be willing to invest This is one of the current difficulties in the process of modernization of the banking activities, the development

of e-banking services

Infrastructure is poor quality of the network, connection speed, technical failures

or terminal does not guarantee quality of service leads to low quality Besides, the electronic banking systems of the banks also relatively independent development, no coordination, inter necessary to promote the highest efficiency of this new service

In addition, new risks such as hacker (hackers), computer viruses can have great harm not only to banks but also to customers, loss of customer trust for banking services groin

2.5 MODEL STUDY OF FACTORS AFFECTING DECISIONS USING ELECTRONIC BANKING SERVICES

2.5.1 Technology Acceptance Model - Davis, 1989

In the second half of the 20th century, many theories have been formed and tested

in order to study technology consent of the user Fishbein and Ajzen (1975) have proposed a reasonable action theory (Theory of reasoned action - TRA), Ajzen (1985) proposed the intended behavior theory (Theory of planned behavior - TPB), and Davis (1989) has recommended Recommended technology acceptance model (technology acceptance model - TAM) The theory has been recognized as a useful tool in predicting user behavior

In particular, TAM has been widely recognized as reliable and powerful models

in the modeling of the acceptance of information technology and its users have the ability to explain the attitude, the behavior of the users are good The goal of TAM is to provide an explanation of the factors that determine the general acceptance of the technology, these factors are likely to explain behavior using technology across all types of end-users use technology and community use (Davis, 1989) Therefore, the main purpose of the TAM model is to provide a basis for examining the impact of external factors on the elements within the Trust (beliefs), attitudes (Attitudes) and intent ( intentions)

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The main architectural models in TAM

Awareness is helpful: "the degree to which a person believes that using specific systems will improve their performance." (Davis, 1989, p 320)

Awareness ease of use: "the degree to which a person believes that using a particular system would not need effort.” (Davis, 1989, p 320)

Attitudes toward the use of "is feeling positive or negative (with estimates) on the implementation of the target behavior." (Fishbein and Ajzen, 1975, page 216) This definition is taken from the rational action theory (Theory of reasoned action - TRA)

| Variables J Using (A) Use (Bi) | | System Use ;

Figure 1.1: Technology Acceptance Model TAM

2.5.2 Some research on electronic bank used / combined model TAM:

2.5.2.1 Research by Nguyen Duy Thanh and Cao Hao Thi, 2011

Study authors propose a model to accept and use electronic banking in Vietnam From the practical conditions in Vietnam as well as the theoretical model, the author

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combines TAM model with other research models to study the measurement of factors affecting the acceptance and use of internet banking death in Vietnam Author measurable factors: expected efficiency, compatibility, ease of use, behavior control, subjective standards, transaction risk, image banks, legal factors According to research results, the cognitive behavioral control with the biggest regression coefficients should

be the most positive impact on the acceptance of electronic banking, the impact of other factors in order of decreasing bank image restaurant, expect efficiency, compatibility, perceived ease of use, legal factors and subjective standards with minimum regression coefficients should have the smallest impact, transaction risk regression coefficients negative impact should be in the direction of higher risk acceptable level of electronic banking services less

2.5.2.2 Research by Chong and partner, 2010

Chong and colleagues also studied the factors affecting the use of electronic banking in Vietnam These factors were identified as perceived usefulness, ease of use, the trust and the support of the government Research conducted the survey of 156 people in Vietnam, after the removal of the survey do not meet the requirements, the remaining 103 samples analyzed Correlation analysis and multivariate regression is the author used to analyze the data The analytical results show that feeling useful personnel, the trust and the support of influential government intends to actively use

online banking in Vietnam Contrary to the TAM model, the ease of use is not

significantly affected in this study -

2.5.2.3 Research by Ozdemir va Trott, 2009

Ozdemir and Trott made paper: Discover the service improvements This paper aims to study who did not receive the welcome and Internet banking services The authors also used the model to study TAM combined with innovation theory and the theory of risk perception Model to study the impact factors: social factors; the factors

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of the situation; cognitive factors related to the use of the Internet; experience The authors concluded that the acceptance and refusal to use Internet Banking is due to differences in how to feel, experience, social impact, and the characteristics of situations Furthermore, cognitive factors have great relationships with the acceptance and use of Internet Banking in Turkey

2.5.2.4 Research by Eriksson et al, 2005

Authors using TAM model to study the acceptance of Internet Banking customers

in Estonia The authors measure the impact of factors: confidence; feel useful; easy to use and work use The author points out that the use of electronic banking likely increase if customers bank online awareness is helpful Specifically, useful perception

is important because it determines if the perception that the ease of use of e-banking led to an increase in electronic banking On the other hand, online banking services are well designed and easy to use can not be realized if they are not perceived as useful Therefore, the authors conclude that cognitive usefulness of online banking plays an important role in one promoting customer use In addition, the authors suggest that technology acceptance models need to be redesigned with greater emphasis on the importance of awareness of useful services provided by this technology

2.6 MODEL OF RESEARCH PROPOSALS AND FACTORS AFFECTING THE DECISION TO USE ELECTRONIC BANKING SERVICES 2.6.1 Factors affecting the decision to use e-banking services

From the theory of technology acceptance model TAM and related researches previously with actual requirements of customers when using electronic banking services The author draws a number of factors impact the decision to use electronic banking services by customers, in particular:

- Perception of ease to use (as the authors: Nguyen Duy Thanh and Cao Hao Thi, 2011; Chong et al, 2010; Eriksson et al, 2005; Wang et al, 2003; Truong Thi Van Anh ,

2008; Suh and Han, 2002 study): Actual at the Bank, the customer decides to use certain products and services, the service's first product that is simple to use, easy to understand and easy to implement Therefore, the authors decided to incorporate ease

of use into research model

- The perception of risk in the transaction (already the author: Nguyen Duy Thanh and Cao Hao Thi, 2011; Truong Thi Van Anh, 2008 study): Through the process of working in BIDV, the authors found that the guests accept goods using any service products, one of the things that customers care about is the risk that they may encounter in.the course of using the service Customers perceived level of risk while increasing service use, the less acceptable use and vice versa Therefore, the authors offer risk factors in trading on the model studies

- Perception of the desired effect (as the authors: Nguyen Duy Thanh and Cao Hao Thi, 2011; Chong et al, 2010; Eriksson et al, 2005; Wang et al, 2003; Truong Thi Van Anh , 2008; Suh and Han, 2002 study): the current reality, the Bank's customers expect their service products used to bring high efficiency, satisfy their needs Therefore, the authors offer comments effective elements expectations on the model studies

- Perception of the Banking brand (already the author Nguyen Duy Thanh and Cao Hao Thi, 2011 study): Today, the Bank offers electronic banking services very much However, not all banks succeeded in marketing the customer to use this service Pictures / Brand Bank plays a huge role in the access to customers for products and services offered Therefore, the authors take this factor into the model to examine regional customers in HCMC assessment BIDV branding elements Bank has an impact

on whether the decision to use the service of the customer IBMB or not?

- Social Effect (already the author Ozdemir and Trott, 2009 study): The current social factors have significant impact on the behavior of the users so that the author put this

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factor into the model research to see if it really affects decided to use electronic banking services of individual customers at the Bank HCMC area or not?

- Perception of Service technology means the customers feel the technology of electronic banking services growing rapidly, catching up with the trend of the times, help for the implementation of customer transactions fast, convenient, safe and easy This is a new element, which was included in the model the authors studied BIDV fact

in recent years the deployment of electronic banking services, one of the factors that regular customers are interested, should advise technology is the foundation of this service Therefore, the author has boldly put elements of IT services on the model of this study

2.6.2 Proposed research model

2.7 Conclusion

In this chapter the author has presented the theoretical basis, an overview of e- banking services as well as introducing the technology acceptance model TAM and applying this model to the research of the author go ahead, the advantages of electronic banking helps banks easier access to potential customers and outlines the banking restrictions to the maximum to overcome these limitations In this chapter tells us that the role of electronic banking is really necessary for current customers, modernization and more time saving

CHAPTER 3- METHODOLOGY AND DATA COLLECTION METHOD

3.1 RESEARCH AND EVALUATION FACTORS AFFECTING THE

DECISION TO USE ELECTRONIC BANKING CUSTOMERS IN PERSONAL INVESTMENT BANK AND REGIONAL DEVELOPMENT OF VIETNAM HCMC

Figure 2.1: Process Research

Source: Cao Hao Thi, 2006

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3.1.1 Inspection of the factors affecting the decision to use e-banking services

of customers personal banking in HCMC by model

From the author proposed model in Chapter 1, to inspect the factors affecting decisions to use e-banking services of customers personal in HCMC by model, the author poses the research hypothesis:

> Ease of use has a positive effect to the decision to use electronic banking customer Currently the products and services the customer is directed to products and services easy to use, easy to understand for customers, which is perceived by the customer first when deciding should to use the products, services or not

>» Technology services that positively impact the decision to use electronic banking customer It was found: that the pace of development of information technology rapidly at present, banks are required to constantly update the latest technology to serve our customers, delivering maximum convenience to customers in the delivery bank services, especially electronic banking services

> Risks involved in the transaction have a negative impact on decisions to use e- banking services client The security of customer information, transaction histories, financial information, account balance customers are extremely sensitive information that criminals are always looking for high-tech So the perceived level of risk in e-banking transactions of customers with significant, direct impact on decisions

to use e-banking services by customers The perceived level of customer risk the lower the level of impact on the decision to use customer service as high and vice versa

> Effective expected positive impact to the decision to use e-banking services by customers Feel the desired effect has important effects in the intent of the customer behavior If customers feel effectively bring them to use e-banking services greater the more they easily accepted using this service and vice versa

» Brand Bank has a positive effect to the decision to use e-banking services by customers Today, a growing bank, a good reputation, which is the first choice of customers when choosing the products and services of the bank and to use e-banking services is not Exception

» Social influence (external factors) have a positive effect to the decision to use e- banking services by customers Social Effects has important relationships in shaping the behavior of customers Sometimes customers using a service that is due to the people around them think they should / must use that service

3.1.2 Preliminary research

From research proposed model and the assumptions set out, the authors carried out a preliminary questionnaire Due to limitations of the research, the authors focused research e-banking service for individual clients at the Bank is the Bank Online (also known as Internet Banking) and BIDV Mobile (aka Mobile Banking) called IBMB designed questionnaire should also focus on these two services

Data analysis methods: with the data obtained from customers through surveys,

209 surveys have been used to analyze the study results

Descriptive statistics: data after calibration is encrypted and will be included in SPSS to describe the properties of the sample group, such as gender, age, education

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level, income, career this paper uses many different tools to analyze data such as scale testing using Cronbach Alpha coefficients trusted; using factor analysis to discover EFA to remove the small variable parameters by testing load factor and the variance factor is extracted Next will examine the appropriateness of the research model by building a multiple regression model, statistical hypothesis testing to test the research model

3.1.4 Encryption components official scales

01 EUI Do you think IBMB easy to use

02 |EU2 Do you think the service is easy to understand and use IBMB

Do you think the implementation of the transaction on easy

05 TSI Do you think IBMB beautiful interface and easy to understand

06 TS2 Do you think the security technology of modern services and

10 | RT2 Do you think IBMB password easily traded on hacker

11 RT3 Do you think your transactions on vulnerable IBMB revealed

12 RT4 Do you think the transaction on IBMB can generate errors cause

loss of money in the account

13 RTS Do you think the use of the service has more risks IBMB benefits l4 RT6 Do you think the use of services [BMB without vouchers (paper) transactions may bring risks

16 EE2 Do you think the transaction will be faster when using IBMB

17 EE3 Do you think the service really useful IBMB and Convenience

18 EEA Do you think IBMB service users can connect to your account

anytime, anywhere

19 BES Do you think the use of services that can help pay IBMB, shopping online for goods and services safely, quickly

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21 BBI BIDV brand trust created for your safety when using IBMB

BIDV is a good brand, a strong reputable banks in the system in

22 |BB2 -

Vietnam

23 BB3 BIDV has the largest network of country

Social Influence

24 Sil You use the service due IBMB current trend is to modernize

25 sp You use the service due IBMB people around (colleagues,

relatives) also use it

6 SI3 You use the service due IBMB people around (colleagues,

relatives) for that you need to use it

Research methods of banking, human, social help create factors to the author completed research projects better

CHAPTER 4- RESULTS, FINDINGS AND PRESENTATION OF DATA

4,1 Data analysis and results

Occupation: Customer service use IBMB mainly office workers (accounting for 42.1%); housewives (18.2%)

Income: Income customers at 5-10 million VND / month accounts for the majority (45%), the level of income from 10 to less than 20 millionVND/ month, accounting for 18.7% and from 20 to less than 30 million VND/month, representing 14.4%

In education: Customers can use the service IBMB diversity education, from high school to Master, but mainly concentrated in the College (38.8%) and University (32.1%)

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4.1.2 Inspection by Cronbach Alpha scales

This method allows the analysis of variables eliminates inconsistent and limited junk variables in the research process and evaluate the reliability of the scales using Cronbach Alpha coefficients Cronbach alpha coefficient is a statistical test used allows

to test the rigor and the correlation between the observed variables in scale The correlation coefficient variable variables - total (item-total correlation) of less than 0.3 will be rejected Many researchers agree that when Cronbach alpha of 0.8 or higher on the scale measuring nearly 1 as well, from 0.7 to 0.8 is used Research also suggests that Cronbach alpha of 0.6 or higher can be used in case the concept is measured as new or new to the respondents in the research context (Hoang Trong - Chu Nguyen Mong Ngoc, 2008)

So in this research, the author will test the reliability of the scale based on the variation observed correlation coefficient variables - total of less than 0.3 will be disqualified and standards Cronbach Alpha scales when selected from 0.6 or higher Run Cronbach Alpha in SPSS, we have the following results:

Table 2.1: Results Cronbach Alpha

06 Social influence (SD) 3 764

Through Table 2.1, we can see all the scales are Cronbach's alpha> 0 However, the scale of the transaction risk (RT) have observed variables RT6 correlation coefficient of variables - total of less than 0.3 should be excluded Specific:

Table 2.2: Results Cronbach Alpha variable RT

Medium scale if Correlated

Observed scales if Alpha if

eliminate the variables - variables eliminate eliminate the

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After RT6 variable type, running back Cronbach Alpha:

Table 2.3: Results Cronbach Alpha RT scale after variable type RT6

Medium scale Correlated

Observed Variance scales if Cronbach's Alpha if

if eliminate variables -

variables eliminate variable eliminate variables

the variable total

Table 2.5: Results Cronbach Alpha synthesis scales after eliminate variable

4.1.3 Exploratory factor analysis

Exploratory factor analysis is a statistical method used to analyze a set of simplified multi-variable correlation observations together into a variable (called factors) less meaningful to them but still contained containing most of the information content of the original variable assignments (Hoang Trong - Chu Nguyen Mong Ngoc, 2008)

When reaching the credibility scale, the observed variables will be used in exploring factor analysis EFA with the following requirements:

- Score KMO (Kaiser-Meyer-Olkin) is a consumer only to consider the appropriateness

of the EFA, KMO < 1 < 0.5, the factor analysis is appropriate Bartlett test the

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statistical significance (Sig < 0.05), then the observed variables are correlated with each other in the overall

- System load factor (Factor loading)> 0.5

- Acceptance of the total variance scale > 50% deduction

- The number of factors that are determined based on Eigenvalue represent the fraction

of variation explained by each factor, this factor must be > 1 value

Result of Factor analysis EFA

From the results of factor analysis (EFA) shows that 25 variables grouped into 6 observations factors factor loading were> 0.5 should the observed variables are important factors, we have practical significance

From the results of inspection of KMO and Bartlett shows the value KMO = 0.8> 0.5, and accreditation Bartlett reached the level of significance value is 0.000 (Sig = 0.000) So exploring factor analysis (EFA) matching data and the observed variables are correlated with each other on the overall scope review

Results Total Variance Explained shows the variance extracted reached 69 137% (> 50%) shows that 6 factors explain drawn 69.137% variability of the data set (25 variables), so the scale is acceptable draw Stops when extracting factors with Eigenvalue 6th = 1.176> 1 satisfactory

Table 2.6: Matrix around factor

Observed Factors

variables 1 2 3 4 5 6

EE4 865

BBI 795

From Table 2.6, we realize that the factors include:

- The first factor include 6 observed variables: EE4, EE3, EE5, EE6, EE2, EE] So name this factor remains the same is expected Effiency, symbol: EE

- The second factor included 5 observed variables: RT4, RT1, RTS, RT3, RT2 So name this factor remains the same is Risk in transaction, symbol: RT

- The third factor included 4 observed variables: EU3, EU2, EU1, EU4 So name this factor remains the same is Easy to use, symbol: EU

- The forth factor included 4 observed variables: TS1, TS4, TS3, TS2 So name this factor remains the same is Technology service, symbol: TS

- The fifth factor included 3 observed variables: BB3, BB2, BB1 So name this factor remains the same is Banking brand, symbol: BB

- The sixth factor included 3 observed variables: SI1, SI2, SI3 So name this factor

remains the same is Social influence, symbol: SI

Through factor analysis discovered EFA, the observed variations in the scales were grouped into 6 factors Thus, the 6 factors will be used to analyze the correlation and regression to test theoretical models

4.1.4 Correlation Analysis

It uses a statistical coefficient is a correlation coefficient to measure the degree of tight linear relationship between two quantitative variables If the two variables are correlated closely, they must pay attention to the problem multicollinearity when regression analysis (multicollinearity problem is that they provide the information model are very similar and very difficult to separate photos one effect of each variable

on the dependent variable) (Hoang Trong - Chu Nguyen Mong Ngoc, 2008)

From the correlation matrix (Appendix 6) shows a strong correlation between the dependent variable "Choosing to continue using the service IBMB (CU)" and the independent variables' Expected eficiency (EE) "" risk in transaction (RT) "," Easy to use (EU) ",” technology services (TS) "," banking brand (BB) "," social Influence (SI)"

in the model

Specifically, the relationship between the variables correlated selections continue

to use the service IBMB (CU) and:

- Easy to use (EU) is 0.292> 0 so this is a positive correlation

- Technology Services (TS) is 0.365> 0 so this is a positive correlation

- Risk in transaction (RT) is -0.528 <0 so this is a negative correlation

- Expected efficiency (EE) is 0.671> 0, so this is a positive correlation

- Banking brand (BB) is 0.458> 0 so this is a positive correlation

- Social Influence (SI) is 0.480> 0 so this is a positive correlation

On the other hand, the correlation coefficient between independent variables with Sig = 0.000 <0:01 (1% significance level), suggesting that these variables are completely independent of each other (Hoang Trong - Chu Nguyen Mong Ngoc, 2008)

37

Therefore it can be concluded no phenomena multicollinearity between the independent variables should the terms and conditions included in the regression analysis

4.1.5 Regression Analysis

To perform a regression analysis, we used the method put to turn (Enter) with the assumptions: the remainder of the model (the value difference between the actual and regression model) not autocorrelation together; residuals have a normal distribution and no phenomenon of multicollinearity between independent variables From then draw the regression equation to determine the role of each factor in the evaluation of the relationship, the role of each factor in choosing to use IBMB customer service

A multiple regression analysis is not just describe the observed data From the results of the samples, we will determine the causal relationship between the dependent variable and the independent variables in the model Regression analysis model describes the relationship official and thereby help us to predict the extent of the dependent variable to know in advance the value of the independent variable (Hoang Trong - Chu Nguyen Mong Ngoc, 2008)

Table 2.7: Model Summary

From Table 2.7 shows R2 (R-Square) adjustment = 0.626, mean 6 independent variables in the model explained 62.6% of the variation of the dependent variable (decide to use the service of the customer IBMB ) Remaining 37.4% is due to other factors explain this pattern

Table 2.8: Analysis of ANOVA

[Model Total square {df [Ave square Sig

Standard

B error Beta Constant -.171 396 -.431 667

EU 287 041 314 7.000 000

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From the results of Table 2.9 we see:

- Sig EU (easy to use) <0.05 and a regression coefficient (Beta) = 0.314> 0 should turn positive variable EU decided to use the service selection IBMB

- Sig TS (technology services) <0.05 and a regression coefficient (Beta) = 0.243> 0 should turn positively variable TS decide to use the services IBMB

- Sig RT (risk in the transaction) <0.05 and a regression coefficient (Beta) = -0.146 <0 should turn negatively variable RT the decision to choose to use the service IBMB

- Sig EE (expected effeciency) <0.05 and a regression coefficient (Beta) = 0.445> 0 should turn positively variable EE decide to use the services IBMB

- Sig TH (banking brand) <0.05 and a regression coefficient (Beta) = 0161> 0 should turn positively variable TH decide to use the services IBMB

- Sig Social (Social Impact)> 0.05 should be excluded from the regression model Regression model is written as follows:

EBA = 0.314F 1 + 0.243F2 - 0.146F3 + 0.445F4 + 0.161F5