MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM HO CHI MINH CITY UNIVERSITY OF BANKING NGUYEN THUY TRANG FACTORS AFFECTING INDIVIDUAL CONSUMERS’ ACCEPTANCE TOWARDS DIGIBANK SERVICE AT VIE.
MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM HO CHI MINH CITY UNIVERSITY OF BANKING NGUYEN THUY TRANG FACTORS AFFECTING INDIVIDUAL CONSUMERS’ ACCEPTANCE TOWARDS DIGIBANK SERVICE AT VIETCOMBANK – SOUTH BINH DUONG BRANCH GRADUATION THESIS MAJOR: FINANCE – BANKING CODE: 7340201 SUPERVISOR: Associate Professor Dr.HOANG THI THANH HANG Ho Chi Minh City, January 2022 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM HO CHI MINH CITY UNIVERSITY OF BANKING NGUYEN THUY TRANG FACTORS AFFECTING INDIVIDUAL CONSUMERS’ ACCEPTANCE TOWARDS DIGIBANK SERVICE AT VIETCOMBANK – SOUTH BINH DUONG BRANCH GRADUATION THESIS MAJOR: FINANCE – BANKING CODE: 7340201 SUPERVISOR: Associate Professor Dr.HOANG THI THANH HANG Ho Chi Minh City, January 2022 DECLARATION OF AUTHENTICITY I hereby declare that this thesis is entirely my own work The data and research results are honest, in which there is no previously published content or content made by others except for fully cited citations in the thesis I take responsibility for my graduation thesis Author Nguyen Thuy Trang i ACKNOWLEDGEMENTS First of all, I would like to express my gratitude to the Banking University of Ho Chi Minh City and the teachers of BUH for their support and assistance during the graduation thesis At the same time, I would also like to thank Associate Professor Dr Hoang Thi Thanh Hang for her sharing, understanding, and considerate support to give me useful recommendations and guidance In particular, best regards to my family, my friends, and classmates - those who have helped, supported, and encouraged me during the thesis work During the practice of researching this subject, I encountered many difficulties in searching and updating information so the subject was inevitably some limitations and errors, I would like to receive the comments of the teachers and the Board to complete this graduation thesis better Thank you sincerely Author Nguyen Thuy Trang ii ABSTRACT The main purpose of this research is to investigate the key factors and measure the level of influence of these factors on the individual consumers’ acceptance towards using Digibank service at Vietcombank – South Binh Duong branch The survey has been conducted at Vietcombank – South Binh Duong branch with 385 individual consumers, in which 350 useable responses The research tool is the Likert scale that was introduced by Rennis Likert Based on Extended Technology Acceptance Model (ETAM), the writer have identified six factors that influence individual consumers’ acceptance towards using Digibank service: Perceived usefulness, perceived ease of use, bank image, perceived security, perceived cost, and attitude towards using Digibank service Cronbach's Alpha is used to examine scale reliability, exploratory factor analysis was performed to extract variables, and regression analysis is used to study and test the hypothesis and factors affecting consumers’ acceptance towards Digibank service at Vietcombank - South Binh Duong branch The results of the analysis indicate that all factors significantly affect the individual consumers’ acceptance towards using Digibank service at Vietcombank – South Binh Duong branch Perceived security is the most important factor explaining adoption intention In contrast, the factor “Bank Image” is the least positive impact on the individual consumers’ acceptance towards using Digibank service The adjusted R2 coefficient = 0.819 shows that the explanation level of the impact of independent variables on the dependent variable reaches 81.9%, the statistical value F = 264.227 is a significant level at 1% (p-value = 000), the multiple regression assumptions are satisfied, the model is suitable to this research The findings of this research provide several important and useful implications for the digital banking service providers with the deeply strategic insights to improve their services to gain, obtain further consumers’ acceptance at Vietcombank - South Binh Duong branch particularly and Vietcombank system generally iii LIST OF ACRONYMS Acronym Meaning ETAM Extended Technology Acceptance Model EFA Explanatory Factor Analysis IB Internet Banking TAM Technology Acceptance Model TRA Theory of Reasoned Action HCMC Ho Chi Minh City iv LIST OF TABLES AND FIGURES Figure 2.1 Theory of Reasoned Action Model 14 Figure 2.2 The Technology Acceptance Model (TAM) 15 Figure 2.3 Proposed Model 24 Figure 4.1 Number of new consumers registered to use Digibank 41 Table 2.1 Affecting factors of the proposed model 19 Table 4.2 Characteristics of surveyed subjects 42 Table 4.3 Cronbach's Alpha coefficient analysis result 44 Table 4.4 Sythesis of exploratory factor analysis 46 Table 4.5 Rotated component matrix 46 Table 4.6 Correlation matrix 48 Table 4.7 Collinearity statistics 49 Table 4.8 Linear regression model result 50 Table 4.9 Spearman correlation matrix 51 Table 4.10 Hypothesis test results 51 v TABLE OF CONTENTS LIST OF ACRONYMS iv LIST OF TABLES AND FIGURES v CHAPTER INTRODUCTION 1.1 Reasons for choosing the topic 1.2 Research objective 1.2.1 Overall research objective 1.2.2 Specific research objective 1.3 Research question 1.4 Research object and scope of the research 1.4.1 Research object 1.4.2 Research scope 1.5 Research methodology 1.6 Research structure CHAPTER LITERATURE REVIEW 2.1 Introduction 2.2 Overview of Digibank service 2.2.1 Concept of digital banking 2.2.2 Comparison between digital banking and e-banking: 2.2.3 The development of digital banking in Vietnam 2.2.4 Overview of Vietcombank and its Digibank service 2.3 Theoretical foundation of this research 14 2.3.1 Theory of Reasoned Action (TRA) 14 2.3.2 Technology Acceptance Model (TAM) 14 2.4 Factors affecting consumers’ acceptance towards Digibank service 19 2.4.1 Attitude towards using Digibank service 20 2.4.2 Perceived Usefulness 20 2.4.3 Perceived Ease of use 21 2.4.4 Bank Image 21 2.4.5 Perceived Security 21 2.4.6 Perceived Cost 22 2.5 Proposed model 22 CONCLUSION CHAPTER 26 CHAPTER RESEARCH METHODOLOGY 27 3.1 Research Process 27 3.1.1 Preliminary Research: 28 3.1.2 Formal Research: 32 3.2 Data analysis and validation method 33 3.3 Regression Analysis 35 CONCLUSION CHAPTER 38 CHAPTER RESEARCH RESULTS 39 4.1 Introduction of Digibank service for individual consumers at Vietcombank – South Binh Duong branch 39 4.1.1 Operation status of Digibank service at Vietcombank - South Binh Duong branch 39 4.2 Analysis of factors affecting individual consumers’ acceptance towards Digibank service at Vietcombank – South Binh Duong 41 4.2.1 Descriptive statistics of research data 42 4.2.2 Reliabilty analysis of scale 43 4.2.3 Exploratory factor analysis (EFA) 46 4.2.4 Regression model result 48 4.2.4.1 Correlation analysis 48 4.2.4.2 Regression model 49 4.2.5 Dicussing research results 52 CONCLUSION CHAPTER 53 CHAPTER RECOMMENDATIONS FOR DEVELOPMENT OF DIGIBANK SERVICE FOR INDIVIDUAL CONSUMERS AT JOINT STOCK COMMERCIAL BANK FOR FOREIGN TRADE OF VIET NAM – SOUTH BINH DUONG BRANCH 54 5.1 Development orientation of Digibank service at Joint Stock Commercial Bank for Foreign Trade of Viet Nam – South Binh Duong branch 54 5.2 Some proposed solutions for developing Digibank service for individual consumers at Vietcombank – South Binh Duong branch 54 5.2.1 Promoting the construction and improvement of the security system 55 5.2.2 Simplifying service usage and enhance customer support 55 5.2.3 Setting up a fee schedule for using services and reasonable costs for consumers 55 5.2.4 Developing features and utilities of products and services 56 5.2.5 Building a brand image of the leading digital banking service provider in Vietnam 57 5.3 Limitations of this research and future research direction 57 5.3.1 Limitations 57 5.3.2 Proposing future research direction 57 CONCLUSION 58 REFERENCES 59 adding to the model a larger number of influencing variables and at the same time needing to further analyze the current state of the bank's supply of digital banking products and services to propose the most practical solutions can be possible CONCLUSION CHAPTER With the discussion of research results from Chapter 4, in Chapter 5, the author have proposed solutions to help banks improve the process of providing Digibank services to consumers based on the impact of factors and the development orientation of South Binh Duong branch In addition, the author also points out the limitations of the research and suggests future research directions CONCLUSION Vietcombank - South Binh Duong branch performed research on "Factors affecting individual consumers’ acceptance towards Digibank service at Joint Stock Commercial Bank For Foreign Trade of Viet Nam – South Binh Duong branch." The following research objectives have been met: (1) A review of the theoretical underpinnings of digital banking services and research models (2) Determine and quantify the impact of Digibank services on individual consumers’ acceptance towards Digibank service at Vietcombank – South Binh Duong branch (3) Developing Digibank service at Vietcombank – South Binh Duong branch by proposing solutions depending on influencing circumstances After conducting a survey of 385 customers using e-banking services at Vietcombank – South Binh Duong branch, the sample data suitable for the research is 350 people After using the quantitative research method, the research results show that: According to the author's regression analysis, all six factors, in decreasing order of magnitude, have a positive impact on the decision to use Digibank service at Vietcombank, South Binh Duong branch: perceived usefulness, cost, perceived 58 ease of use, perceived security, bank image and attitude towards using Digibank service When repeated in its entirety, the model can describe the research problem at a rate of 81.9 percent Other contributing elements that were not included in the research model could be the cause Because of the time constraints, this research is bound to have some shortcomings However, the results achieved are somewhat meaningful to the Board of Directors of Joint Stock Commercial Bank For Foreign Trade Of Viet Nam, South Binh Duong branch in maintaining and developing Digibank service REFERENCES Annual Report of Joint Stock Commercial Bank For Foreign Trade of Viet Nam Annual Report of Joint Stock Commercial Bank For Foreign Trade of Viet Nam – South Binh Duong Branch Hoang Trong, Chu Nguyen Mong Ngoc (2008) Research data analysis with SPSS - Episode Hong Duc Nguyen Dinh Tho (2011) Research methodology in business Lao dong Xa hoi Doan Phu Hai, Tran Quang Khai (2016) Factors affecting consumers’ acceptance to use mobile banking in Viet Nam Banking University of Ho Chi Minh City Nguyen Duy Thanh, C H (2011) Proposing a model of acceptance and use of ebanking in Vietnam Science and Technology Development Magazine, episode 14 (2): 97-105 Tran Thi Thuy Trang (2015) Factors affecting customers' acceptance of using ebanking services at Asia Commercial Joint Stock Bank in Ho Chi Minh City University of Economics Ho Chi Minh City Dao Thi My Hang, Nguyen Thi Thao (2018) Factors influencing the decision to 59 use Fintech services in payment activities Policies & Financial - Monetary Market Le Nha Yen (2020, August 6) InfoFinance Retrieved from InfoFinance Web site: https://infofinance.vn/ngan-hang-so-la-gi/ 10 Nguyen Thi Oanh (2020) Factors Affecting the Intention to Use Digital banking in Vietnam The Journal of Asian Finance, Economics, and Business, 7(3), 303-310 11 Pham The Hung, T T (2021) Situation and solutions to develop digital banking in Vietnam Journal of Finance 12 Fishbein & Ajzen (1975) Theory of Reasonable Action 13 Davis, F (1989) Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 14 Yi‐Shun Wang, et al (2003) Determinants of user acceptance of Internet banking: an empirical research International journal of service industry management 15 Celik, Hakan (2008) What determines Turkish customers' acceptance of internet banking? International journal of bank marketing 16 Wessels, L., & Drennan, J & (2010) An investigation of consumer acceptance of M‐banking International Journal of bank marketing 17 Jeong & Yoon (2013) An Empirical Investigation on Customer Acceptance of Mobile Banking Services Business and Management research, Vol 2, No.1 18 Darry (2019, 12 19) Temenos Retrieved from https://www.temenos.com/news/2019/12/19/what-is-digital-banking/ 19 Ananda, S., Sonal Devesh, and Anis Moosa Al Lawati (2020) What factors drive the adoption of digital banking? An empirical research from the perspective of Omani retail banking Journal of Financial Services Marketing, 25: 14-24 20 Nguyen Dinh Dat, N T (2021) Impacts of Perceived Security and Knowledge on Continuous Intention to Use Mobile Fintech Payment Services: An Empirical Research in Vietnam Journal of Asian Finance, Economics and Business, 287-296 60 DOCUMENTS FROM INTERNET Joint Stock Commercial Bank for Foreign Trade of Viet Nam Website: https://portal.vietcombank.com.vn/ (2022, February 25) State Bank of Viet Nam Website: http://www.sbv.gov.vn/(2022, February 25) APPENDIX PHIẾU PHỎNG VẤN SÂU CÁ NHÂN Thông tin người vấn: Thời gian vấn: ngày…… tháng…….năm 2021 Giới tính: Nam Nữ Kinh nghiệm làm việc lĩnh vực ngân hàng: Dưới năm Từ 1-5 năm Từ 5-10 năm Từ 10-15 năm Từ 15-20 năm 20 năm trở lên Vị trí cơng tác: Giám đốc, Phó giám đốc Trưởng, Phó phịng Nhân viên Trình độ học vấn: Trung cấp Cao đẳng Đại học 61 Sau Đại học NỘI DUNG PHỎNG VẤN Câu Anh/Chị vui lòng cho biết sơ lĩnh vực kinh doanh ngân hàng số kết kinh doanh đơn vị? Câu Anh/Chị vui lịng cho biết thơng tin việc mở tài khoản Digibank chi nhánh (bao gồm thời gian, biểu phí)? Câu Theo Anh/Chị, yếu tố ảnh hưởng trực tiếp đến chấp nhận sử dụng dịch vụ ngân hàng số Digibank? Câu Theo Anh/Chị, với yếu tố kể trên, yếu tố quan trọng ảnh hưởng đến chấp nhận sử dụng dịch vụ ngân hàng số Digibank? Vì sao? Câu Anh/Chị có nghĩ nhận thức khách hàng việc sử dụng dịch vụ Digibank yếu tố tác động đến chấp nhận sử dụng khách hàng? Câu Anh/Chị có nghĩ thuận tiện trình sử dụng yếu tố tác động đến cảm nhận khách hàng việc sử dụng dịch vụ ngân hàng số Digibank? Câu Anh/Chị có nghĩ dễ dàng sử dụng trình sử dụng yếu tố tác động đến cảm nhận khách hàng việc sử dụng dịch vụ ngân hàng số Digibank? Câu Anh/Chị có nghĩ nhận thức bảo mật trình sử dụng yếu tố tác động đến cảm nhận khách hàng việc sử dụng dịch vụ ngân hàng số Digibank? Câu Anh/Chị có nhận thấy nhận thức biểu phí q trình sử dụng yếu tố tác động đến cảm nhận khách hàng việc sử dụng dịch vụ ngân hàng số Digibank? Câu 10 Anh/Chị có nhận thấy yếu tố hình ảnh ngân hàng yếu tố tác động đến cảm nhận vê việc sử dụng dịch vụ ngân hàng số Digibank khách hàng ? Câu 11 Anh/Chị có nhận thấy yếu tố tuổi trình độ học vấn khách hàng yếu tố tác động đến chấp nhận sử dụng khách hàng trình sử dụng dịch vụ ngân hàng số Digibank? PHIẾU KHẢO SÁT (Chào Anh/Chị, em làm phiếu khảo sát nhằm khảo sát cảm nhận Anh/Chị sử dụng dịch vụ Digibank, với mục đích phục vụ cho khóa luận tốt nghiệp Mong quý anh chị dành chút thời gian giúp đỡ em Mọi thông tin Anh/Chị cung cấp phiếu khảo sát hồn tồn bảo mật thơng tin tuyệt đối Em xin chân thành cảm ơn.) 62 Thông tin người vấn: Thời gian thực khảo sát: ngày……… tháng… năm…… Giới tính Nam Nữ Độ tuổi Anh/Chị là? Từ 12-17 tuổi Từ 18-25 tuổi Từ 36- 44 tuổi Trên 45 tuổi Từ 26-35 tuổi Trình độ học vấn Trung học phổ thông Trung cấp, Cao đẳng Đại học Sau đại học Thu nhập hàng tháng anh chị (tính theo tháng)? Dưới triệu Từ triệu đến 10 triệu Từ 10 triệu đến 20 triệu Trên 20 triệu Xin Anh/Chị vui lòng cho biết đánh giá Anh/Chị phát biểu Đối với phát biểu, Anh/Chị đánh dấu X vào mức độ từ đến theo thứ tự quy ước số lớn nghĩa Anh/Chị đồng ý Mức độ đồng ý quy ước sau: 12345- Rất không đồng ý Không đồng ý Trung lập Đồng ý Rất đồng ý Mã I PU1 PU2 PU3 PU4 II PE1 PE2 PE3 PE4 III Câu hỏi Sự thuận tiện (Perceived Usefulness) Dịch vụ Digibank giúp tơi dễ dàng thực giao dịch lúc, nơi Dịch vụ Digibank giúp thực giao dịch thuận tiện, dễ dàng Dịch vụ Digibank mang đến cho thuận tiện việc quản lý tài cá nhân Dịch vụ Digibank giúp tơi tiết kiệm thời gian chi phí Sự dễ dàng (Perceived Ease of use) Tơi dễ dàng đăng ký dịch vụ Digibank nhà mà ngân hàng thực Tôi nhận thấy trình đăng ký dịch vụ Digibank rõ ràng, dễ hiểu Dịch vụ Digibank giúp dễ dàng thực thao tác giao dịch Dịch vụ Digibank bắt mắt dễ nhìn Hình ảnh doanh nghiệp Bank Image) 63 Thang điểm 5 5 5 5 IMG Tôi sử dụng dịch vụ Digibank Vietcombank ngân hàng Vietcombank ngân hàng có danh tiếng lớn ngành ngân hàng IMG Tôi sử dụng dịch vụ Digibank Vietcombank ngân hàng quen thuộc với hầu hết người IMG Tôi sử dụng dịch vụ Digibank Vietcombank ngân hàng thành cơng lĩnh vực ngân hàng số IMG IV Tôi sử dụng dịch vụ Digibank Vietcombank ngân hàng cho thấy minh bạch trình cung cấp dịch vụ PS1 PS2 PS3 PS4 V COS COS COS VI ATT ATT ATT VII CA1 CA2 CA3 Nhận thức bảo mật (Perceived Security) Khi sử dụng dịch vụ Digibank, thông tin giao dịch bảo mật Khi sử dụng dịch vụ Digibank, phương thức xác thực người dùng bảo mật Khi sử dụng dịch vụ Digibank, phương thức xác thực giao dịch tài an tồn Khi tơi sử dụng dịch vụ Digibank, tảng ln trì nâng cấp định kỳ Nhận thức giá (Perceived Cost) Tôi nhận thấy mức phí giao dịch Digibank hợp lý Tơi nhận thấy mức phí để trì dịch vụ Digibank thấp so với nhiều ngân hàng Tôi nhận thấy mức phí dịch vụ Digibank thấp so với dịch vụ khác Vietcombank Cảm nhận dịch vụ Digibank (Attitude toward using Digibank) Tôi nghĩ việc sử dụng dịch vụ Digibank lựa chọn sáng suốt Tôi nghĩ việc sử dụng dịch vụ Digibank trở thành xu hướng tất yếu Dịch vụ Digibank mang đến cho cảm nhận tuyệt vời Chấp nhận sử dụng dịch vụ Digibank (Consumer acceptance towards Digibank) Tôi sử dụng dịch vụ Digibank cần Tôi nghĩ việc sử dụng dịch vụ Digibank nên khuyến khích người Tơi sẵn lịng giới thiệu dịch vụ Digibank cho bạn bè người thân 5 5 5 5 5 5 Cảm ơn Anh/Chị dành chút thời gian để giúp em thực phiếu khảo sát Chúc Anh/Chị ngày tốt lành! 64 Cronbach's Alpha coefficient analysis result *Perceived Usefulness Reliability Statistics Reliability Statistics Cronbach's Cronbach's Alpha Alpha Based on N of Items Standardized Items 964 965 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Squared Cronbach's Item Deleted if Item Deleted Total Multiple Alpha if Item Correlation Correlation Deleted PU1 9.1371 10.113 909 986 954 PU2 9.1429 10.123 910 986 953 PU3 8.9714 9.770 914 983 952 PU4 8.9714 9.776 913 982 953 * Perceived Ease of use 65 Reliability Statistics Cronbach's Cronbach's N of Items Alpha Alpha Based on Standardized Items 939 941 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Squared Cronbach's Item Deleted if Item Deleted Total Multiple Alpha if Item Correlation Correlation Deleted PE1 9.2171 10.176 880 805 913 PE2 9.3086 10.460 883 781 914 PE3 8.9457 9.438 884 822 912 PE4 9.0086 10.123 788 637 943 * Bank Image Reliability Statistics Cronbach's Cronbach's Alpha Alpha Based on N of Items Standardized Items 902 903 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Squared Cronbach's Item Deleted if Item Deleted Total Multiple Alpha if Item Correlation Correlation Deleted IMG1 9.0829 9.486 791 777 869 IMG2 9.3314 9.970 741 727 887 IMG3 9.3200 10.390 770 766 878 IMG4 9.2600 8.823 829 781 855 *Peceived Security Reliability Statistics Cronbach's Cronbach's Alpha Alpha Based on Standardized Items 66 N of Items .917 919 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Squared Cronbach's Item Deleted if Item Deleted Total Multiple Alpha if Item Correlation Correlation Deleted PS1 9.2171 8.354 825 707 888 PS2 9.1000 8.749 813 722 893 PS3 8.9543 8.113 780 652 905 PS4 9.0629 8.191 831 753 885 *Perceived Cost Reliability Statistics Cronbach's Cronbach's N of Items Alpha Alpha Based on Standardized Items 822 839 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Squared Cronbach's Item Deleted if Item Deleted Total Multiple Alpha if Item Correlation Correlation Deleted COS1 6.7829 2.772 693 482 780 COS2 6.5057 3.792 691 486 745 COS3 6.5686 4.108 712 510 746 *Attitude towards using Digibank service Reliability Statistics Cronbach's Cronbach's Alpha Alpha Based on N of Items Standardized Items 925 928 Item-Total Statistics ATT1 Scale Mean if Scale Variance Corrected Item- Squared Cronbach's Item Deleted if Item Deleted Total Multiple Alpha if Item Correlation Correlation Deleted 6.4200 5.356 859 67 748 884 ATT2 6.2971 5.396 867 759 878 ATT3 6.1343 4.707 829 688 915 * Consumer acceptance towards Digibank service: Reliability Statistics Cronbach's Cronbach's N of Items Alpha Alpha Based on Standardized Items 835 836 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Squared Cronbach's Item Deleted if Item Deleted Total Multiple Alpha if Item Correlation Correlation Deleted CA1 5.4886 3.678 728 534 738 CA2 5.4600 4.352 651 425 816 CA3 5.3714 3.449 720 526 749 Exploratory Factor Analysis (EFA) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .734 Approx Chi-Square Bartlett's Test of Sphericity 8628.858 df 300 Sig .000 Total Variance Explained Component Initial Eigenvalues Total % of Cumulative Variance % Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Total % of Cumulative Variance % Total % of Cumulative Variance % 3.855 15.420 15.420 3.855 15.420 15.420 3.636 14.545 14.545 3.719 14.875 30.294 3.719 14.875 30.294 3.418 13.673 28.218 3.248 12.993 43.287 3.248 12.993 43.287 3.225 12.898 41.116 3.173 12.691 55.979 3.173 12.691 55.979 3.107 12.428 53.545 2.594 10.378 66.356 2.594 10.378 66.356 2.631 10.525 64.070 2.161 8.644 75.000 2.161 8.644 75.000 2.281 9.125 73.195 1.811 7.245 82.245 1.811 7.245 82.245 2.263 9.050 82.245 640 2.561 84.806 456 1.826 86.631 10 432 1.727 88.358 68 11 399 1.594 89.953 12 368 1.472 91.424 13 339 1.354 92.779 14 289 1.156 93.935 15 284 1.138 95.072 16 236 946 96.018 17 192 769 96.787 18 171 683 97.470 19 143 571 98.040 20 132 530 98.570 21 131 523 99.093 22 115 459 99.552 23 097 387 99.939 24 009 036 99.974 25 006 026 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrix a Component PU2 951 PU1 950 PU3 949 PU4 949 PE3 937 PE2 933 PE1 933 PE4 877 PS4 910 PS2 899 PS1 898 PS3 872 IMG4 899 IMG1 887 IMG3 872 IMG2 837 ATT2 944 ATT1 937 ATT3 921 COS3 866 69 COS1 858 COS2 856 CA3 874 CA1 871 CA2 832 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations PEARSON CORRELATION Correlations PU Pearson Correlation PU 350 Pearson Correlation 369 ** 675 ** 350 350 350 350 350 ** ** ** ** 543 543 742 ** 000 000 350 350 350 350 350 ** ** ** 350 350 350 ** ** ** 589 589 689 ** 000 000 350 350 350 350 ** ** 000 000 N 350 350 350 350 ** ** ** ** 462 Sig (2-tailed) 000 000 000 000 N 350 350 350 350 ** ** ** ** 441 441 000 000 492 492 000 Sig (2-tailed) 388 388 000 N 543 543 000 000 590 590 000 000 369 ** 350 Sig (2-tailed) 457 457 000 ** 427 462 427 735 ** 000 000 000 350 350 350 ** 405 690 ** 000 000 350 350 350 ** 405 576 ** Sig (2-tailed) 000 000 000 000 000 N 350 350 350 350 350 350 350 ** ** ** ** ** ** Pearson Correlation CA ** 000 350 534 534 CA 000 ** Pearson Correlation ATT ** ATT 000 350 Pearson Correlation COS 554 COS 000 N 554 PS 000 000 Pearson Correlation PS ** ** Sig (2-tailed) Pearson Correlation IMG 546 IMG 546 Sig (2-tailed) N PE PE 675 742 689 735 690 000 576 Sig (2-tailed) 000 000 000 000 000 000 N 350 350 350 350 350 350 350 ** Correlation is significant at the 0.01 level (2-tailed) b Model Summary Model R R Adjusted Square R Square 907 a 822 819 Std Error Change Statistics of the R Square F Estimate Change Change 40047 822 264.227 a Predictors: (Constant), ATT, PU, COS, PS, IMG, PE 70 df1 df2 DurbinSig F Watson Change 343 000 1.667 b Dependent Variable: CA a ANOVA Model Sum of Squares Regression Mean Square 254.249 42.375 55.008 343 160 309.257 349 Residual Total df F Sig 264.227 000 b a Dependent Variable: CA b Predictors: (Constant), ATT, PU, COS, PS, IMG, PE REGRESSION MODEL Coefficients Model Unstandardized Standardized Coefficients Coefficients B Std t a Sig Correlations Statistics Beta Zero- Error (Constant) Collinearity Partial Part Tolerance VIF order 0.187 109 1.890 000 PU 176 031 172 5.726 000 675 295 130 573 1.744 PE 247 033 241 7.556 000 742 378 172 509 1.965 IMG 136 033 131 4.130 000 689 218 094 517 1.933 PS 250 032 245 7.720 000 735 385 176 514 1.945 COS 244 030 238 8.198 000 690 405 187 616 1.622 ATT 168 028 160 6.013 000 576 309 137 729 1.372 a Dependent Variable: CA SPEARMAN VARIANCE ANALYSIS Correlations Correlation Coefficient PU 1.000 548 IMG ** 545 PS ** 522 COS ** 424 ** ATT 318 ABSRES ** 035 000 000 000 000 000 508 350 350 350 350 350 350 350 ** 1.000 Sig (2-tailed) 000 000 000 000 000 476 N 350 350 350 350 350 350 350 ** 1.000 Spearman's Correlation rho Coefficient IMG PE Sig (2-tailed) N PE PU Correlation Coefficient 548 545 ** 544 71 544 ** 589 559 ** ** 522 466 ** ** 345 398 ** ** 161 ** 106 * Sig (2-tailed) 000 000 000 000 000 814 N 350 350 350 350 350 350 350 ** 1.000 Correlation Coefficient PS ** 559 412 ** 381 ** 121 * 000 000 000 000 642 N 350 350 350 350 350 350 350 ** 1.000 424 ** 522 ** 466 ** 412 378 ** 180 ** Sig (2-tailed) 000 000 000 000 000 755 N 350 350 350 350 350 350 350 ** 1.000 126 Correlation Coefficient 318 ** 345 ** 398 ** 381 ** 378 * Sig (2-tailed) 000 000 000 000 000 926 N 350 350 350 350 350 350 350 * 1.000 Correlation Coefficient ABSRES 589 000 Coefficient ATT ** Sig (2-tailed) Correlation COS 522 035 161 ** 106 * 121 * 180 ** 126 Sig (2-tailed) 508 476 814 642 755 926 N 350 350 350 350 350 350 350 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) 72 ... consumers’ acceptance towards Digibank service at Vietcombank – South Binh Duong branch? - What are the levels of factors affecting individual consumers’ acceptance towards Digibank service at Vietcombank. .. Digibank service for individual consumers at Vietcombank – South Binh Duong branch 39 4.1.1 Operation status of Digibank service at Vietcombank - South Binh Duong branch ... specific factors at South Binh Duong branch The topic has formed a research model of factors affecting the individual consumers’ acceptance towards using Digibank services at Vietcombank – South Binh