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
Trang 2ACKNOWLEDGMENTS
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
Trang 3REASSURANCES
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
Trang 4TABLE OF CONTENTS CHAPTER 1: INTRODUCTION ssesececeessssavensoencovenonsoroaneeees “ 7 LT Background 0.00.0 cssessccessecssesecsesescesesescsusseseacaceacsessaceessesceecsenecaeaaesenesneaseceseas 7 2 RESEARCH AIMS AND OBJECTIVES .ccssscsscsseseeeseseeeseeetecetseeseensseeetetaees 7 3 JUSTTTIFICATION OF THE STUDY - 5-5 Ăn ng, 8 CHAPTER 2 —- LITERATURE REVIEW “ "“—” ` 8 P.0 on e 8 2.2 CONCEP nha 10 2.2.1 ATM — Automated teller machine sàn HH xe 10 2.2.2 Phone Banking 0.0 eeseecesesesessestesseseseessesesenesesevesesesenenenesesaseeseuesenensnaseeeaees 10 2.2.3 Mobile Banking ch HH HH HH He n 10 2.2.4 SMS Banking 10 2.2.5 Home 0 nnn ẽ ố.ố.ố.ốằe 10 2.2.6 Internet Banking oo ra 10 2.3 Characteristics of electronic banking: .cccccccccceseessescsesssseecessseeecassessesesees 11 2.4 Advantages and limitations of e-banking serVC€§ con neo 11 2.4.1 ao nan ố.ốốố 11 °ˆ yÂUu co 8n 14 2.5 MODEL STUDY OF FACTORS AFFECTING DECISIONS USING
Trang 52.6 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
PV/ANccủ) cv na 21
PIN cố ốc ố ố ố ố ố 22
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
Kho n ố 25
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
Trang 65.1 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
Trang 7CHAPTER 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
Trang 8From 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
Trang 9Electronic 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 "
Trang 102.2 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 2.2.2 Phone Banking
Phone Banking is system automatically answered 24/24, customers phoning to fixed phone numbers provided by the Bank to request information response system
needed
2.2.3 Mobile Banking
Mobile Banking is a service that allows customers to log on to the application by the Bank provided and installed on the mobile device
2.2.4 SMS Banking
SMS Banking is a service that provides information to customers through SMS notifications as account balance, the transactions, foreign exchange rates, the promotions
2.2.5 Home banking
Home banking is channel that allows customers to carry out transactions with the bank transfer at home without need going to the banks
2.2.6 Internet Banking
Trang 112.3 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
Trang 12`
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
Trang 13quickly, 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
Trang 142.4.2 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
Trang 15Infrastructure 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)
Trang 16The 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) Perceived 1 Usefulness a | (U)
External | Toward L> Intention Actual
| Variables J Using (A) Use (Bi) | | System Use ; | Perceived " , Ease of Use (E) me
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
16
Trang 17combines 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
Trang 18of 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:
Trang 192008; 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
Trang 20factor 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?
Trang 212.6.2 Proposed research model Ease of use Risk in the transaction
The decision to use electronic banking services of the customers Personal in HCMC The banking brand } Social effect Service technology ( L ms eect L |
Figure I.2: Model oƒ research
Trang 222.7 Conclusion
Trang 23CHAPTER 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 Research Issues Š Theoretical basis and prior research lee! Preliminary research Bò Questionnaires preliminary survey l& Preliminary investigation ie Adjust preliminary questionnaire »> Survey questionnaires official Survey ie ie Inspection of the scale, Cronbach Alpha 2 Reliability analysis « Exploratory Factor Analysis « Inspection Model »> Multivariate regression analysis €) Conclusion
Figure 2.1: Process Research
Source: Cao Hao Thi, 2006
Trang 243.1.1 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
Trang 25» 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
3.1.3 Formal research
Sample size: Survey sample size depends on the method of analysis, this study has used method Exploratory Factor Analysis
Planning Survey: perform customer surveys from April 2016 to May 2016 at some BIDV branches in HCMC The study was carried out in the form of direct interviews with clients random sampling, respondents are customers who use electronic banking services for individual customers at the Bank areas Ho Chi Minh city
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
Trang 26level, 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 No | Code Question observed variables Easy to use
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 03 EU3 IBMB 04 | EU4 Do you think you can easily and quickly manipulate and simple Technology services
Trang 273G transmission in Vietnam Risks in transactions 09 RTI Do you think the implementation of the transactions on real safety IBMB
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 Expected efficien cy Do you think the use of services IBMB saves time and other 15 EEI COStS
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
Trang 28
20 EE6 Do you think using IBMB services can help you complete your business quickly Banking brand
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 Choosing to use the service IBMB 27 CUS Will you continue to choose to use the service IBMB? 3.3 CONCLUSION:
Trang 29Research 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 4.1.1 Information survey Results of the survey of 209 (Appendix 2) customers were using the services IBMB shows: Gender: male customers accounted for 47.8% and the female rate percentage 52.2%
Age: Customers are age from 31 to 40 years old accounted for the majority (42.6%), 25 to 30 year old age (29.7%), showing that customers use the service customers IBMB are relatively young ( 25-30 years old) with good access to information technology and relatively successful in life (31-40 years)
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%)
Trang 304.1.2 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
Trang 3106 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 Variance Cronbach's
Medium scale if Correlated
Observed scales if Alpha if
eliminate the variables -
variables eliminate eliminate the variable total variable variables RTI 9.1196 8.308 747 816 RT2 9.2392 8.548 701 825 RT3 9.0478 8.478 689 827 RT4 9.0861 8.377 765 813 RT5 9.0670 8.467 782 811 RT6 9.1770 10.194 272 902
RR6 implement variable types: Do you think the use of services IBMB without vouchers (paper) transactions may bring risks Generally when using services IBMB should be perceived customer risk when using IBMB customer may have been reflected in the observed variables Other (from RT1 to RTS) should type RT6 also observed variables do not change the perceived risk in the transaction for the customer
Trang 32After RT6 variable type, running back Cronbach Alpha:
Table 2.3: Results Cronbach Alpha RT scale after variable type RT6 Scale Number of observed variables Cronbach Alpha Risk in transaction (RT) 902 The observed variations of scale in risk transaction (RT) after eliminate variable would be: Table 2.4: Results Cronbach Alpha RR detailed scale
Medium scale Correlated
Observed Variance scales if Cronbach's Alpha if if eliminate variables -
Trang 33Table 2.5: Results Cronbach Alpha synthesis scales after eliminate variable No Scale Number of observed Cronbach Alpha variables 01 Easy to use (EU) 4 815 02 Technology services (TS) 4 773 03 Risk in transaction (RT) 5 002 04 Expected efficiency 6 869 05 Banking brand 3 843 06 Social influence 3 764
Thus, after removing variables RT6, test results showed that scales all the scales are Cronbach's alpha> 0.6 and variable gross correlations> 0.3, so the variables are used in the analysis step next EFA and regression
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
Trang 34statistical 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
Trang 36BBI 795 SI 826 S2 .713 SI3 638
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
Trang 374.1.4 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)
Trang 38Therefore 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 Model Variables included Eliminate variables Method 1 SI, EU, TS, BB, EE, RT - Enter
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)
Trang 39From 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 egression 88.752 6 6.459 58.934 L000a 1 ‘Residual 22.138 202 110 [Total 60.890 208
From the results of Table 2.8 shows the value Sig = 0.000 <0.05 (5% significance level) should model appropriate
Trang 40TS 210 039 243 5391 | 000 RT -123 047 _146 2.631 | 009 EE 4B 051 A45 8096 | ;000 BB T41 045 161 3157 | 002 SI 016 066 013 241 | #10
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: