(Luận văn) factors affecting customers intention to use sredit card

t to ng UNIVERSITY OF ECONOMICS – HO CHI MINH CITY hi ep International School of Business w n lo ad Mai Viet Dung ju y th yi pl al n ua FACTORS AFFECTING CUSTOMER’S INTENTION n va TO USE CREDIT CARD ll fu Evidence from Vietnam oi m at nh z z k jm ht vb om l.c gm MASTER OF BUSINESS (Honours) an Lu n va ey t re th Ho Chi Minh City – Year 2014 t to ng UNIVERSITY OF ECONOMICS – HO CHI MINH CITY hi ep International School of Business w n lo ad Mai Viet Dung ju y th yi pl al n ua FACTORS AFFECTING CUSTOMER’S INTENTION n va TO USE CREDIT CARD ll fu Evidence from Vietnam oi m nh ID: 22120009 at z z om l.c gm SUPERVISOR: Dr Tran Phuong Thao k jm ht vb MASTER OF BUSINESS (Honours) an Lu n va ey t re th Ho Chi Minh City – Year 2014 t to ng DEDICATION hi ep To my loving family and friends w n who support me a lot in my life, study, and work lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th t to ng ACKNOWLEDGEMENTS hi ep Composing this master thesis is a long journey with many unexpected ups and downs; w n thanks to my great family, good friends, colleagues, and resourceful supervisor, I have lo ad accomplished this goal I am blessed beyond all measures, and I just want to say thank you ju y th I wish to extend special thanks to my supervisor, Dr Tran Phuong Thao, for all your time, advice, comments, and encouragement I could not have even imagined how I would yi pl have completed this thesis without your support Also, I would like to thank Dr Nguyen ua al Dinh Tho, Dr Nguyen Thi Mai Trang, and Dr Dinh Thai Hoang, who all provide me initial n foundation of research design as well as data analysis To the ISB research committee, I am va thankful for your time, comments, and kind words that helped me through this process n ll fu To my friends at Master of Business program – International School of Business, nh life of a business post graduate a pleasure oi m thank you for your friendship, your laughter, and all the time we have together It made the at Finally, to my parents and sister, thank you for teaching me the importance and value z z of education You are the most supportive force of all; I am grateful to you for your constant k jm ht vb support, love, encouragement, faith, and belief in me om l.c gm an Lu n va ey t re th t to ng ABSTRACT hi ep w Vietnam’s credit card payment market has become one of the most rapidly growing n lo markets in emerging world; however, there is a paucity of studies about behavioral intention ad in the context of credit card and especially in Vietnam The Theory of Reasoned Action y th (TRA) was used as the foundational model in order to develop a modified model reflecting ju yi intention to use credit card in the thesis Specifically, the relationships among six factors – pl attitude towards using credit card, perceived financial cost, social influence, perceived al ua credibility, information about credit card, and materialism – and customer’s intention to use n credit card were examined Results suggest that attitude towards using credit card, social va n influence, and information about credit card are important determinants to predict fu Vietnamese bank customer’s intention to use credit card ll oi m at nh Key words: credit card, intention to use, TRA, Vietnam z z k jm ht vb om l.c gm an Lu n va ey t re th t to ng TABLE OF CONTENT hi ep ACKNOWLEDGEMENTS w ABSTRACT n lo LIST OF FIGURES ad LIST OF TABLES y th ABBREVIATIONS ju yi CHAPTER - INTRODUCTION pl 1.1 Background of study al n ua 1.2 Research problem 1.4 Scope of research fu ll m oi 1.6 Structure of the thesis n 1.5 Research significance va 1.3 Research objective and research questions z 2.1 Foundational theories z AND CONCEPTUAL MODEL at nh CHAPTER - LITERATURE REVIEW, HYPOTHESES vb jm 2.1.2 Theory of Planned Behavior (TPB) ht 2.1.1 Theory of Reasoned Action (TRA) k 2.5 Social influence and customer’s intention to use credit card 14 15 16 2.10 Chapter summary 19 CHAPTER – RESEARCH METHODOLOGY 21 th 18 ey 2.9 Conceptual model t re 17 n 2.8 Materialism and customer’s intention to use credit card va 2.7 Information about credit card and customer’s intention to use credit card 13 an Lu 2.6 Perceived credibility and customer’s intention to use credit card om 2.4 Perceived financial cost and customer’s intention to use credit card 12 l.c 2.3 Attitude and customer’s intention to use credit card 10 gm 2.2 Customer’s intention to use credit card t to ng hi ep 3.1 Research process 21 3.2 Measurement 22 w 3.2.1 Measurement scale 22 3.2.2 Pilot test 25 n 26 lo 3.3 Sampling and Data collection ad 3.3.1 Minimum sample size 26 y th 3.3.2 Data collection 26 ju 27 yi 3.4 Data analysis 27 pl 3.4.1 Reliability measure al 28 3.4.3 Multiple regression analysis 28 n ua 3.4.2 Exploratory factor analysis (EFA) va 29 n 3.5 Chapter summary fu CHAPTER – DATA ANALYSIS AND RESULTS ll 30 m 30 oi 4.1 Profile of respondents at 4.2.1 Reliability scores 32 nh 4.2 Assessment measurement scale z k 39 gm 40 l.c 4.5 Chapter summary 39 jm 4.4.1 Checking assumptions of multiple regression 38 ht 4.4 Hypothesis testing by multiple regression vb 4.3 Correlation 4.4.2 Testing hypotheses of conceptual model 34 z 4.2.2 Exploratory factor analysis (EFA) 32 43 om CHAPTER – CONCLUSION, IMPLICATIONS, AND FURTHER STUDIES 44 47 48 REFERENCES 50 52 th 5.3 Limitations and suggestions for future research ey 5.2.2 Managerial implications t re 47 n 5.2.1 Theoretical implications va 5.2 Implications an Lu 5.1 Key findings and discussion 44 t to ng APPENDICES hi ep Appendix A: Questionnaire (English - Vietnamese version) Appendix B: KMO and Bartlett’s Test w Appendix C: Testing multiple regression assumptions n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th t to ng LIST OF FIGURES hi ep Page w n Figure 2.1: The Theory of Reasoned Action lo ad Figure 2.2: The Theory of Planned Behavior 10 y th Figure 2.3: Conceptual Model 19 ju Figure 3.1: Research process 22 yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th t to ng LIST OF TABLES hi ep Page w n Table 3.1: Scale Items 24 lo Table 4.1: Profile of respondents 30 ad y th Table 4.2: Total Cronbach’s alpha 32 ju Table 4.3: Cronbach’s alpha, SCR, AVE for each variable 32 yi Table 4.4: Total variance explained 35 pl ua al Table 4.5: Rotated Component Matrix 36 Table 4.6: Summarized Factor analysis 37 n va Table 4.7: Bivariate Correlation 38 n Table 4.8: Regression Analysis Model 40 fu ll Table 4.9: Hypotheses results 42 oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 53 t to ng Amin, H (2012a) Explaining intention to use the Islamic credit card: an extension of the hi ep TRA model Retrieved from http://mpra.ub.uni-muenchen.de/36957/ Amin, H (2012b) Patronage factors of malaysian local customers towards islamic credit w cards Management Research Review, 35(6), 512-530 n lo Andries, M., & Martin, C (2004) Oversight of non-cash payment schemes: objectives and ad 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personal innovativeness, th 90-mln-in-2013 ey http://tuoitrenews.vn/international/5672/vietnam%E2%80%99s-population-to-reach- t re Tuoitrenews (2012) Vietnam’s population to reach 90 mln in 2013 Retrieved from n services in India Internet Research, 24(3), 369-392 va perceived risk and usage intention across customer groups for mobile payment 60 t to ng VCCInews (2014) Vietnam credit card market forecast to boom soon Retrieved from hi ep http://vccinews.com/news_detail.asp?news_id=3729 Venkatesh, V., & Davis, F.D (2000) A theoretical extension of the technology acceptance w model: four longitudinal field studies Management Science, 46(2), 186-204 n lo Venkatesh, V., Morris, G B, & Davis, F D (2003) User acceptance of information ad technology: Towards a unified view MIS Quarterly, 27(3), 425-478 y th VietnamNews (2014) New decree targets reduction of cash payments Retrieved from ju yi http://vietnamnews.vn/economy/250238/new-decree-targets-reduction-of-cash- pl payments.html al n ua Wang, Y.S., Wang, Y.M., Lin, H.H., & Tang, T.I (2003) Determinants of user acceptance Management, 14(5), 501-519 n va of internet banking: an empirical study International Journal of Service Industry fu ll Watkins, J.P (2000) The corporate power and the evolution of consumer credit Journal of oi m Economic Issues, 34(4), 909-933 at nh White, L., & Yanamandram, V (2004) Why customers stay: reasons and consequences of inertia in financial services Managing Service Quality, 14(2/3), 183-194 z z World Trade Organization (2007) Viet Nam joins WTO with Director-General’s tribute for jm ht vb true grit Retrieved from http://www.wto.org/english/news_e/news07_e/acc_vietnam_11jan07_e.htm k gm Yu, C (2012) Factors affecting individuals to adopt mobile banking: empirical evidence om l.c from the UTAUT model Journal of Electronic Commerce Research, 13(2), 104-121 an Lu n va ey t re th t to ng APPENDICES hi ep Appendix A: Questionnaire (English - Vietnamese version) w n A SURVEY ON CREDIT CARD USAGE INTENTION I am a Master student from The University of Economics HCMC now undertaking a survey on factors affecting Vietnamese customer intention to use credit card I would like to have your cooperation in answering the following questions The information collected will only be used for research purposes All collected information will be treated with strict confidentiality Please circle the answer that you think best describes your perceptions and attitude lo ad ju y th yi Have you got any credit cards currently? n ua al pl Part I: Screening (1) Yes (2) No Disagree Neutral Agree Strongl y Agree 5 5 5 n va Strongly Disagree ll fu oi m nh 1 at z z Part 2: Materialism I admire people who own expensive homes, cars, and clothes The things I own say a lot about how well I’m doing in life I like to own things that impress people I try to keep my life simple, as far as possessions are concerned Buying things gives me a lot of pleasure vb 3 jm 5 l.c 5 13 I have positive perception on credit card 14 Credit card is beneficial 15 Using Credit card is wise 16 I like borrowing money 5 5 ht gm an Lu 5 n va ey t re th Part 4: Perceived financial cost The total fee of using credit card is higher than using 17 other methods of payment The credit card issuers charge me lot of money in case 18 of late making monthly payment 19 Credit card monthly installment is cost burden to me om k I like a lot of luxury in my life My life would be better if I owned certain things I don't have I’d be happier if I could afford to buy more things It sometimes bothers me quite a bit that I can’t afford 10 to buy all the things I’d like Part 3: Attitude towards credit card It is a good idea to have something now and pay for it 11 later 12 Having credit card is a good idea t to ng hi ep Part 5: Social Influence People who are important to me think that I should use 20 credit cards People who are familiar with me think that I should 21 use credit cards People who influence my behavior think that I should 22 use credit cards 23 Most people surrounding with me use credit cards People whose opinion I value think I should use credit 24 cards Part 6: Perceived Credibility I believe my information is kept confidential when 25 using credit cards I believe my transactions are secured when using 26 credit cards I believe my privacy would not be divulged when 27 using credit cards 28 I believe the banking environment is safe w n lo ad 5 5 5 5 5 5 5 ju y th yi pl n ua al n va ll fu oi m 33 I will think about using a credit card 34 I will use a credit card in the future 18 - 29 (2) 30-39 (3) (4) (1) 40 - 49 50 and above Single (2) Married (3) Separated (1) Highschool (2) University/College (3) Advanced Degree (1) Below 4.5m VND (2) From 4.5m VND to below 7.5m VND (3) From 7.5m VND to below 15m VND (4) 15m VND and above an Lu n va ey t re What is your monthly income? (1) om 39 What is your highest level of education completed? Female l.c 38 What is your marital status? Male (2) gm 37 What is your age? (1) k 36 What is your gender? jm 35 ht Part 9: Demographics information vb z My general intention to use a credit card is very high z 32 at nh Part 7: Amount of information about credit card I have generally received enough basic information 29 about credit cards I received enough information about the promotion of 30 credit cards I obtained information on credit cards via the bank and 31 its management Part 8: Intention to use credit card th t to ng hi ep KHẢO SÁT VỀ Ý ĐỊNH SỬ DỤNG THẺ TÍN DỤNG Tôi học viên cao học Trường Đại học Kinh tế TPHCM thực nghiên cứu yếu tố ảnh hưởng đến ý định sử dụng thẻ tín dụng khách hàng Việt Nam Rất mong nhận cộng tác Anh/Chị việc trả lời câu hỏi khảo sát bên Mọi thông tin thu thập nhằm mục đích phục vụ nghiên cứu tuân thủ nguyên tắc bảo mật cá nhân Vui lòng khoanh tròn lựa chọn mà Anh/Chị cho với để trả lời bảng khảo sát Chân thành cám ơn! w n lo ad Bạn có sử dụng thẻ tín dụng khơng? (1) yi ll fu Trung lập Đồng ý Rất đồng ý 5 5 5 5 5 5 oi m 1 at nh z z n va n ua al pl Tôi thán phục/ngưỡng mộ người sở hữu nhà/xe/trang phục… đắt tiền Những vật phẩm sở hữu thể thành công sống (ở chừng mực đó) Tơi thích sở hữu vật phẩm gây ấn tượng với người khác Tôi nỗ lực làm cho sống tốt thơng qua việc sở hữu tài sản Mua sắm làm cảm thấy hứng thú Tơi thích sống với vật phẩm giá trị, xa hoa Cuộc sống tốt tơi sở hữu thứ mà tơi khơng có Tơi cảm thấy hạnh phúc mua sắm nhiều vật phẩm Không Không đồng ý k ju y th Có (2) Rất khơng đồng ý 2 11 "Mua trước, tốn sau" ý tưởng hay 12 Sở hữu thẻ tín dụng ý kiến hay Nói chung Tơi có nhận thức/ấn tượng tốt thẻ tín dụng Thẻ tín dụng tiện lợi 3 Sử dụng thẻ tín dụng người tiêu dùng thơng thái Tơi thích vay/mượn tiền để trang trải nhu cầu trước mắt 4 4 5 5 15 17 ey th 21 t re 20 n 19 Các đơn vị phát hành thẻ tín dụng tính phí phạt cao người sử dụng tốn số dư hàng tháng khơng hạn Việc tốn số dư thẻ tín dụng hàng tháng gánh nặng tài Những người quan trọng nghĩ tơi nên dùng thẻ tín dụng Những người thân thiết tơi nghĩ tơi nên dùng thẻ tín dụng va 18 Tổng chi phí để sử dụng thẻ tín dụng cao so với chi phí sử dụng phương thức toán khác an Lu 16 gm 14 jm 13 om ht Thỉnh thoảng tơi cảm thấy khó chịu/bứt rứt khơng đủ khả tài để đồ tơi thích l.c vb 10 t to hi ep 5 5 5 5 5 5 (1) Nam (2) Nữ (1) 18 - 29 at Trong tương lai Tơi dùng thẻ tín dụng 24 nh 34 23 oi ng 33 Những người có ảnh hưởng đến định tơi nghĩ tơi nên dùng thẻ tín dụng Nhiều người xung quanh tơi sử dụng thẻ tín dụng Những người mà đánh giá cao ý kiến họ nghĩ tơi nên dùng thẻ tín dụng Tơi tin sử dụng thẻ tín dụng thơng tin tơi giữ bí mật Tơi tin giao dịch tơi qua thẻ tín dụng bảo đảm an tồn Tơi tin sử dụng thẻ tín dụng tính riêng tư cá nhân không bị xâm phạm Tôi tin giao dịch ngân hàng an tồn Nói chung tơi có đủ thơng tin thẻ tín dụng (tính năng, tiện ích, điều kiện mở thẻ, điều khoản sử dụng thẻ…) Tôi nhận đầy đủ thơng tin chương trình khuyến thẻ tín dụng Tơi nhận thơng tin thẻ tín dụng từ ngân hàng cán giao dịch Nói chung ý định sử dụng thẻ tín dụng chắn Tôi suy nghĩ việc sử dụng thẻ tín dụng 22 w 25 n ju yi 29 y th 28 ad 27 lo 26 pl n n va 32 ua 31 al 30 36 Tuổi Từ 50 trở lên (1) Độc thân (2) Đã kết hôn (3) Đã ly hôn (1) THPT (2) Cao đẳng/Đại học (3) Sau Đại học (1) Dưới 4,5 triệu đồng (2) Từ 4,5 triệu đồng đến 7,5 triệu đồng (3) Từ 7,5 triệu đồng đến 15 triệu đồng (4) Từ 15 triệu đồng trở lên k jm ht om l.c gm Thu nhập hàng tháng anh/chị 40 - 49 (4) vb 39 Trình độ học vấn cao (3) 30-39 z 38 Tình trạng nhân (2) z 37 m Giới tính ll 35 fu Thơng tin cá nhân người trả lời khảo sát: an Lu n va ey t re th t to ng Appendix B: KMO and Bartlett’s Test hi ep Table B1: KMO and Bartlett’s Test for independent variables w n Kaiser-Meyer-Olkin Measure of Sampling Adequacy lo 0.883 ad Approx Chi-Square y th Bartlett's Test of Sphericity 5048.627 ju df 435 yi Sig 0.000 pl n ua al n va fu ll Table B2: KMO and Bartlett’s Test for dependent variables oi m Kaiser-Meyer-Olkin Measure of Sampling Adequacy nh 0.700 at Approx Chi-Square 388.479 z Bartlett's Test of Sphericity z ht 000 k jm Sig vb df om l.c gm an Lu n va ey t re th t to ng Appendix C: Testing multiple regression assumptions hi ep w n lo ad ju y th yi pl n ua al n va ll fu m oi Figure C1: Histogram of standardize residual at nh z z k jm ht vb om l.c gm an Lu n va ey t re th Figure C2: Normal P-P plot of standardize residual t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu m oi Figure C3: Scatterplot at nh z z 8.7606 6.23940 10.9978 -4.99784 11.4519 -4.45193 k jm om l.c gm Table C1: Casewise Diagnostics ht 4.209 15.00 15 -3.371 6.00 210 -3.003 7.00 a Dependent Variable: INTENTION vb Case Number Std Residual INTENTION Predicted Value Residual an Lu n va ey t re th