NEW CONTRIBUTIONS OF THESIS Thesis topic: The factors affect intention to accept and use banking service in rural area and the suburbs of Ha Noi Post graduate: Nguyen Thi Hanh Post graduate code: NCS33.054TC Major: Finance – Banking Code: 62.34.02.01 Supervisor: Assoc Prof PhD Vu Duy Hao Campus: National Economics University In terms of literature and methodology: (1)Applying the theory of consumer behavior and models researching the intention to accept the use of a new technology/product such as: the Theory of Innovation Diffusion-TID, the Theory of Reasoned Action TRA, the Theory of Planned Behavior TPB, the Technology Acceptance Model-TAM to build the model researching the intention to accept and use banking service at the suburbs of Ha Noi which include factors: perceived usefulness, perceived ease of use, trust, innovation, social norm and communication The thesis has analyzed and studied more factors affecting significantly to research intention to accept and use banking service at the suburbs of Ha Noi which are: innovation and communication on banking services that previous studieshardly mentioned in the model researching intention to accept and use product/service in many different areas The thesis also studied the impact of communication factor on intention to use banking services through temporary variables: perceived usefulness, perceived ease of use, trust, innovation, social norm and communication to the intention to use banking services (2)Adding the scale content of innovation factor and communication on services to suit with the conditions of study onintention to use banking services in rural area of Vietnam New suggestions from the thesis findings: Verify the research model by SEM methods with two models: measurement model and structural model Results analysis pointed out that there are most powerful influencing factors to intention to use banking service products which are: customer trust and communication on banking services Customer trust is an important factor to improve the reputation of the banks On the rural banking service market, the target customers have particular characteristics so they always have psychological tendency to ensure financial safety The banks need to create risk prevention measures for banking services to ensure safety while customers are using these services The lack of information tends to cause psychological insecurity about risks and not believing in organizations providing products/services and lead to reduction to intention to use these services that is suitable with cultural features of Vietnamese consumers Therefore, banking service information is propagated in various ways, among that if information from marketing and trading staff of the bank is more and more careful and detailed, customers have more intentions and demands to use banking services To increase intention to accept and use these services, the banks also needs to enhance close relationships with the Government, the social-political organizations like the Farmers Association, Youth Union, the Women Association and with scientific research organizations in technology such as the agricultural extension center, research institutes, to help people easily access to the source of information, strengthen coordination to guide people in this area to use banking services associated with the economic development programs Supervisor Post Graduate Vu Duy Hao Nguyen Thi Hanh