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UNIVERSITY OF ECONOMICS – HO CHI MINH CITY International School of Business Mai Viet Dung FACTORS AFFECTING CUSTOMER’S INTENTION TO USE CREDIT CARD Evidence from Vietnam MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS – HO CHI MINH CITY International School of Business Mai Viet Dung FACTORS AFFECTING CUSTOMER’S INTENTION TO USE CREDIT CARD Evidence from Vietnam ID: 22120009 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr Tran Phuong Thao Ho Chi Minh City – Year 2014 DEDICATION To my loving family and friends who support me a lot in my life, study, and work ACKNOWLEDGEMENTS Composing this master thesis is a long journey with many unexpected ups and downs; thanks to my great family, good friends, colleagues, and resourceful supervisor, I have accomplished this goal I am blessed beyond all measures, and I just want to say thank you 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 have completed this thesis without your support Also, I would like to thank Dr Nguyen Dinh Tho, Dr Nguyen Thi Mai Trang, and Dr Dinh Thai Hoang, who all provide me initial foundation of research design as well as data analysis To the ISB research committee, I am thankful for your time, comments, and kind words that helped me through this process To my friends at Master of Business program – International School of Business, thank you for your friendship, your laughter, and all the time we have together It made the life of a business post graduate a pleasure Finally, to my parents and sister, thank you for teaching me the importance and value of education You are the most supportive force of all; I am grateful to you for your constant support, love, encouragement, faith, and belief in me ABSTRACT Vietnam’s credit card payment market has become one of the most rapidly growing markets in emerging world; however, there is a paucity of studies about behavioral intention in the context of credit card and especially in Vietnam The Theory of Reasoned Action (TRA) was used as the foundational model in order to develop a modified model reflecting intention to use credit card in the thesis Specifically, the relationships among six factors – attitude towards using credit card, perceived financial cost, social influence, perceived credibility, information about credit card, and materialism – and customer’s intention to use credit card were examined Results suggest that attitude towards using credit card, social influence, and information about credit card are important determinants to predict Vietnamese bank customer’s intention to use credit card Key words: credit card, intention to use, TRA, Vietnam TABLE OF CONTENT ACKNOWLEDGEMENTS ABSTRACT LIST OF FIGURES LIST OF TABLES ABBREVIATIONS CHAPTER - INTRODUCTION 1.1 Background of study 1.2 Research problem 1.3 Research objective and research questions 1.4 Scope of research 1.5 Research significance 1.6 Structure of the thesis CHAPTER - LITERATURE REVIEW, HYPOTHESES AND CONCEPTUAL MODEL 2.1 Foundational theories 2.1.1 Theory of Reasoned Action (TRA) 2.1.2 Theory of Planned Behavior (TPB) 2.2 Customer’s intention to use credit card 10 2.3 Attitude and customer’s intention to use credit card 12 2.4 Perceived financial cost and customer’s intention to use credit card 13 2.5 Social influence and customer’s intention to use credit card 14 2.6 Perceived credibility and customer’s intention to use credit card 15 2.7 Information about credit card and customer’s intention to use credit card 16 2.8 Materialism and customer’s intention to use credit card 17 2.9 Conceptual model 18 2.10 Chapter summary 19 CHAPTER – RESEARCH METHODOLOGY 21 3.1 Research process 21 3.2 Measurement 22 3.2.1 Measurement scale 22 3.2.2 Pilot test 25 3.3 Sampling and Data collection 26 3.3.1 Minimum sample size 26 3.3.2 Data collection 26 3.4 Data analysis 27 3.4.1 Reliability measure 27 3.4.2 Exploratory factor analysis (EFA) 28 3.4.3 Multiple regression analysis 28 3.5 Chapter summary CHAPTER – DATA ANALYSIS AND RESULTS 29 30 4.1 Profile of respondents 30 4.2 Assessment measurement scale 32 4.2.1 Reliability scores 32 4.2.2 Exploratory factor analysis (EFA) 34 4.3 Correlation 38 4.4 Hypothesis testing by multiple regression 39 4.4.1 Checking assumptions of multiple regression 39 4.4.2 Testing hypotheses of conceptual model 40 4.5 Chapter summary CHAPTER – CONCLUSION, IMPLICATIONS, AND FURTHER STUDIES 43 44 5.1 Key findings and discussion 44 5.2 Implications 47 5.2.1 Theoretical implications 47 5.2.2 Managerial implications 48 5.3 Limitations and suggestions for future research REFERENCES 50 52 APPENDICES Appendix A: Questionnaire (English - Vietnamese version) Appendix B: KMO and Bartlett’s Test Appendix C: Testing multiple regression assumptions LIST OF FIGURES Page Figure 2.1: The Theory of Reasoned Action Figure 2.2: The Theory of Planned Behavior 10 Figure 2.3: Conceptual Model 19 Figure 3.1: Research process 22 LIST OF TABLES Page Table 3.1: Scale Items 24 Table 4.1: Profile of respondents 30 Table 4.2: Total Cronbach’s alpha 32 Table 4.3: Cronbach’s alpha, SCR, AVE for each variable 32 Table 4.4: Total variance explained 35 Table 4.5: Rotated Component Matrix 36 Table 4.6: Summarized Factor analysis 37 Table 4.7: Bivariate Correlation 38 Table 4.8: Regression Analysis Model 40 Table 4.9: Hypotheses results 42 53 Amin, H (2012a) Explaining intention to use the Islamic credit card: an extension of the TRA model Retrieved from http://mpra.ub.uni-muenchen.de/36957/ Amin, H (2012b) Patronage factors of malaysian local customers towards islamic credit cards Management Research Review, 35(6), 512-530 Andries, M., & Martin, C (2004) Oversight of non-cash payment schemes: objectives and implementation procedures Banque De France Financial Stability Review, 5, 91-106 Bai, F., & Chen, X (2013) Analysis on the new types and countermeasures of credit 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circle the answer that you think best describes your perceptions and attitude Part I: Screening Have you got any credit cards currently? (1) Yes (2) No Strongly Disagree Disagree Neutral Agree Strongl y Agree 5 5 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 5 5 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 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 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 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 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 5 5 5 5 5 5 32 My general intention to use a credit card is very high 33 I will think about using a credit card 34 I will use a credit card in the future Part 9: Demographics information 35 36 37 38 39 What is your gender? What is your age? What is your marital status? What is your highest level of education completed? What is your monthly income? (1) Male (2) Female (1) 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 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! Bạn có sử dụng thẻ tín dụng không? 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) Tôi thích sở hữu vật phẩm gây ấn tượng với người khác Tôi nỗ lực làm cho sống tốt thông qua việc sở hữu tài sản Mua sắm làm cảm thấy hứng thú Tôi thích sống với vật phẩm giá trị, xa hoa Cuộc sống tốt sở hữu thứ mà Tôi cảm thấy hạnh phúc mua sắm nhiều vật phẩm (1) Có (2) Rất không đồng ý Không Không đồng ý Trung lập Đồng ý Rất đồng ý 5 5 5 5 10 Thỉnh thoảng cảm thấy khó chịu/bứt rứt không đủ khả tài để đồ thích 11 "Mua trước, toán sau" ý tưởng hay 12 Sở hữu thẻ tín dụng ý kiến hay Nói chung Tôi có nhận thức/ấn tượng tốt thẻ tín dụng Thẻ tín dụng tiện lợi 5 Sử dụng thẻ tín dụng người tiêu dùng thông thái Tôi thích vay/mượn tiền để trang trải nhu cầu trước mắt 5 5 5 13 14 15 16 17 18 19 20 21 Tổng chi phí để sử dụng thẻ tín dụng cao so với chi phí sử dụng phương thức toán khác Các đơn vị phát hành thẻ tín dụng tính phí phạt cao người sử dụng toán số dư hàng tháng không hạn Việc toán số dư thẻ tín dụng hàng tháng gánh nặng tài Những người quan trọng nghĩ nên dùng thẻ tín dụng Những người thân thiết nghĩ nên dùng thẻ tín dụng 33 Những người có ảnh hưởng đến định nghĩ nên dùng thẻ tín dụng Nhiều người xung quanh sử dụng thẻ tín dụng Những người mà đánh giá cao ý kiến họ nghĩ nên dùng thẻ tín dụng Tôi tin sử dụng thẻ tín dụng thông tin giữ bí mật Tôi tin giao dịch qua thẻ tín dụng bảo đảm an toàn Tôi tin sử dụng thẻ tín dụng tính riêng tư cá nhân không bị xâm phạm Tôi tin giao dịch ngân hàng an toàn Nói chung có đủ thông tin thẻ tín dụng (tính năng, tiện ích, điều kiện mở thẻ, điều khoản sử dụng thẻ…) Tôi nhận đầy đủ thông tin chương trình khuyến thẻ tín dụng Tôi nhận thông 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 34 Trong tương lai Tôi dùng thẻ tín dụng 22 23 24 25 26 27 28 29 30 31 32 5 5 5 5 5 5 Thông tin cá nhân người trả lời khảo sát: 35 Giới tính 36 Tuổi 37 38 39 Tình trạng hôn nhân Trình độ học vấn cao Thu nhập hàng tháng anh/chị (1) Nam (2) Nữ (1) 18 - 29 (2) 30-39 (3) 40 - 49 (4) 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 Appendix B: KMO and Bartlett’s Test Table B1: KMO and Bartlett’s Test for independent variables Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig 0.883 5048.627 435 0.000 Table B2: KMO and Bartlett’s Test for dependent variables Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.700 Bartlett's Test of Sphericity Approx Chi-Square df Sig 388.479 000 Appendix C: Testing multiple regression assumptions Figure C1: Histogram of standardize residual Figure C2: Normal P-P plot of standardize residual Figure C3: Scatterplot Case Number Std Residual INTENTION Predicted Value Residual 4.209 15.00 15 -3.371 6.00 210 -3.003 7.00 a Dependent Variable: INTENTION 8.7606 6.23940 10.9978 -4.99784 11.4519 -4.45193 Table C1: Casewise Diagnostics ... customer’s intention to use credit card 14 2.6 Perceived credibility and customer’s intention to use credit card 15 2.7 Information about credit card and customer’s intention to use credit card. .. (TPB) 2.2 Customer’s intention to use credit card 10 2.3 Attitude and customer’s intention to use credit card 12 2.4 Perceived financial cost and customer’s intention to use credit card 13 2.5... credit card, and materialism statistically affect customer’s intention to use credit card? Question 2: If yes, to what extent how these factors affect customer’s intention to use credit card?