luận văn thạc sĩ nghiên cứu các nhân tố tác động đến việc sử dụng internet banking của khách hàng ở các ngân hàng thương mại việt nam

National Formosa University Department of Industrial Management Master Thesis The Factors Affecting Customer Usage of Internet Banking in Commercial Banks: A Study in Vietnam 影影影影影影影影影影影影影影影影影影影影影影影 Graduate Student: Tran Thi Linh Advisor: Assoc.Prof Hu Chih-Hsiung July, 2019 Huwei, Yunlin, Taiwan, Republic of China 影影影影影影影影影影影影影影影影影影影影影影影 學學學學: 學學學 學學: 學學學 學學學學學學學學學學學學學學學學學學學學學學學 影影 學學學學學學學學IB, Internet Banking學學學學學學學學學學學學學學學學學學學學學學學學學學學學學 學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學 學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學 IB 學學學學/學學學學學學學學學學學學學學學學學學學學學學學學學學學學學 Venkatesh 學學學學 UTAUT 學學學學 學學2003學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學學 學學學學學學學學學學學學學學學學學學學學學學學學學學學學學 IB 學學學/學學學學學學學學學學學學學學學學學學學學學 學學學學學學學學學學學學學學學學學 IB 學學學學學學學學學學學 影影影學學學學學學學學學學學UTAUT學學學學學學學學學學 The Factors Affecting Customer Usage of Internet Banking in Commercial Banks: A Study in Vietnam Student: Tran Thi Linh Advisor: Assoc.Prof Hu Chih- Hsiung Deparment of Industrial Management National Formosa University Abstract Nowadays, Internet Banking (IB) is becoming the primary trend in the financial market and a new product of banks Until now, all Vietnamese Commercial Banks (VCBs) have implemented Internet Banking products to bring benefits to customers and banks However, the number of users is low, mainly from large Commercial Banks Research objective is to develop a theoretical research framework on factors affecting the use of IB by customers in VCBs The study aims to determine the impact of elements in the research theory model on the intention/level to use IB of customers, giving suggestions to Vietnamese Commercial Banks in service development strategy The study used Unified Theory of Acceptance and Use of Technology (UTAUT) (Vankatesh et al., 2003) with the adjustment and supplement to the environment of Vietnam Data was collected in Viet Nam from several channels The study shows that factors (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Safety/Security, Convenience and Demographic) have a significant positive effect on Intention/Level to use IB of customers Based on the results, several recommendations and solutions have been proposed that are suitable for the Commercial Banks, and the State Bank in developing IB services in Vietnam Keywords: Internet Banking, Commercial Banks, UTAUT, Intention to use, Level to use Acknowledgements A completed study would not be done without any assistance Therefore, the author who conducted this research gratefully gives acknowledgment to their support and motivation during the time of doing this research as a requirement of completing my Degree of Institute of Industrial Engineering and Management First of all, I would like to express my endless thanks and gratefulness to my advisor: Hu Chih- Hsiung His generous support and continuous advices went through the process of completion of my thesis His encouragement and comments had significantly enriched and improved my work Without his motivation and instructions, the thesis would have been impossible to be done effectively My special thanks approve to my parents for their endless love, care and have most assistance and motivation me for the whole of my life I also would like to explain my thanks to my siblings, brothers and sisters for their support, and care me all the time As of last, my sincere thanks come to all my friends during the time I study at National Formosa University Their kindly help, care, motivation gave me strength and lift me all the trouble for the rest of my life Thanks! Table of Contents List of Tables List of Figures Symbols CFA : Confirmatory factor analysis DTPB : Decomposed Theory of Planned Behavior EFA : Exploratory Factor Analysis CBs : Commercial Banks IDT : Innovations Diffusion Theory SEM : Structural equation modeling TAM : Technology Acceptance Model TPB : Theory of Planned Behaviour TRA : Theory of Reasoned Action UTAUT : Unified Theory of Acceptance and Use of Technology VCBs : Vietnam Commercial Banks PE : Performance Expectancy FC : Facilitating Conditions EE : Effort Expectancy SI : Social Influence S : Safety/ Security C : Convenience IB : Internet Banking MB : Mobile Banking IN : Intention to use L : Level to use SPSS : Statistical Package for the Social Sciences χ2 : Chi-square Chapter Introduction This chapter is an introduction that describes an overview of my study, including research background, research motivation, etc Besides, this study will present the reason to choose this topic 1.1 Research background The development of information technology becomes a trend of growth and competitiveness of the Vietnam Commercial Banks (VCBs) To enhance their capacity to compete from fresh products and services of foreign banks, VCBs are not only necessary to improve the traditional profession but also to make the banking application products modern E-Banking service in Vietnam was born as one milestone that marked the transformation of our country’s banking system EBanking not only meets the practical needs of the people, but also opens up opportunities and challenges in the service to compete in the process of international economic integration The benefits of providing Electronic Banking to clients, banks, and the economy are convenience, fast, and accuracy of the transactions (Do Thi Ngoc Anh, 2017) Internet Banking (IB) is one of the best services of E-Banking (The Bank.VN, 2019) It is used to access and perform banking transactions over the Internet When using IB, you can control your account online without having to go to the banks Just have internet-connected devices and access codes that banks provide that The consumer can perform all transactions at anytime, anywhere (The Bank.VN, 2019) With banks, IB creates more profits, attracts more customers, saves costs, and is more competitive among banks With clients, IB offers a lot of things like check account, transfer money, payment online, etc helping save money and time IB turns into a necessary development step of the banking industry By the end of April 2018, 94% of local banks had invested in digitalization, of which 42% considered digital banking to be the top priority in their business strategy Over the past three years, Internet Banking services in Vietnam have sped up by 6.3 times (fintechnews.sg, 2018) In Vietnam, over 25 years of birth and development, Vietnamese Commercial Banks system has continuously developed in scale, quality, and operational efficiency The number of Commercial Banks (CBs) continues to increase (The State Bank of Viet Nam, 2016) Now, CBs system in recent years has had several positive changes in services aimed to better-serving customers’ need Including EBanking products and services in banks has helped banks diversify products and services rather than stop at past traditional services, opening opportunities, and new competitiveness In the individual, the appearance of IB services is an effective accomplishment, which broke the boundaries and limits on place and time in the supply of banking services IB show up help banks meeting the demands of Internet payments in Vietnam But in Vietnam, IB service appears slower than in other countries like Malaysia, Thailand (Nguyen Duy Thanh, Cao Hao Thi, 2011) Until now, all CB have deployed IB services to serve consumers However, the habit of clients using it is still low; the usage level is not much, mainly used in large CBs (Do Thi Ngoc Anh, 2017) Large businesses and people who work in offices in urban areas are the primary users (tapchinganhang.com, 2017) Vietnamese people used to have a habit of using cash which is reflected in the high proportion of card used to withdraw money via ATM (over 83.2% of ATM transactions are cash withdrawal), payment turnover through card acceptance units, and IB service accounts for too little (Nong Thi Nhu Mai, 2015) This is also a problem for banks in developing IB service, exploiting the vast potential market of Vietnam Now, users are not faithful to the 10 Part C: Personal information Gender? Male Female Age? < 18 18 – 25 26 – 35 36 – 45 46 – 55 > 55 Employment? Management staff (boss, supervisor, etc.) Administration work Professional, technical work (doctor, lawyer, etc.) Business/ Sales Worker Housewife Retirement Student Other (specify) 89 Literacy? High school Vocational College University Master PhD Other (Specify) Earnings/ month? < $250 US 251 - $500 US 501 - $750 US 751 - $1000 US > $1000 US Where you inhabit? City Countryside Thank you so much! Appendix II – Vietnamese Questionnaire 90 Các nhân tố ảnh hưởng tới việc sử dụng Internet Banking khách hàng ngân hàng thương mại Việt Nam Xin chào! Cảm ơn bạn bỏ chút thời gian kinh nghiệm để giúp hồn thành bảng hỏi Là nghiên cứu sinh, nghiên cứu nhân tố ảnhhưởng tới việc sử dụng Internet Banking khách hàng ngân hàng thương mại Việt Nam, từ giúp ngân hàng thương mại tạo chiến lược phát triển dịch vụ Internet banking tốt , thu hút nhiều khách hàng tham gia Ý kiến bạn góp phần nhiều cho nghiên cứu Nếu bạn có câu hỏi hay góp ý cho khảo sát, liên hệ với tơi theo email phía Cảm ơn! Trần Thị Linh Quản lý công nghiệp, Đại học Quốc gia Formosa Email: linhtran1408@gmail.com 91 Phần A: Phần liên quan đến kinh nghiệm thói quen truy cập Internet bạn Hãy cho biết mức độ hiểu biết Internet? Rất Kém Bình thường Tốt Rất tốt Bạn †ung Internet lâu rồi? Chưa †ung (chuyển đến phần C) < năm – năm > năm Anh/ chị cho biết thời gian truy cập vào Internet ngày? Không sử dụng < – – > 92 Phần B: Nhận thức kinh nghiệm Internet Nhận thức Internet Banking Câu hỏi No Hiệu kỳ vọng (HQ) HQ1 Dùng IB cho phép thực giao dịch ngân hàng nhanh HQ2 Sử dụng IB làm †ung hội cho HQ3 Dùng IB làm tăng đáng kể chất lượng giao dịch HQ4 Dùng IB giúp tiết kiệm chi phí giao dịch khơng phải đến ngân hàng HQ5 Dùng IB làm tang hiệu công việc lên gấp nhiều lần Nỗ lực kỳ vọng (NL) NL1 Tơi có kỹ sử dụng Internet banking dễ dàng NL2 Tôi thấy Internet banking dễ để sử dụng NL3 Học để thao tác với Internet banking dễ NL4 Tôi cảm thấy Internet banking linh hoạt để tương tác NL5 Tơi đăng nhập thực thao tác giao dịch Internet banking cách đơn giản Ảnh hưởng xã hội (XH) XH1 Những người có ảnh hưởng tới hành vi tơi (như người lãnh đạo, giáo viên,…) nói nên dùng Internet banking XH2 Những người gia đình hay bạn bè nói tơi nên †ung Internet banking XH3 Những người người mà quen mạng xã hội (facebook) chia sẻ nên sử dụng Internet banking XH4 Những người quản lý cấp cao ngân hàng có sách hữu ích ( giới thiệu trực tiếp, tờ rơi, thử nghiệm,…) việc khuyến khích khách hàng sử dụng IB XH5 Nhìn chung ngân hàng có hỗ trợ việc sử dụng Internet banking Điều kiện thuận lợi (ĐK) 93 Rất Đồng đồng ý ý(5) (4) Bình Khơng thường đồng ý (3) (2) ĐK1 Tơi có điều kiện cần thiết cho việc dùng Internet banking ĐK2 Tơi có hiểu biết định để sử dùng Internet banking ĐK3 Internet banking phù hợp với hệ thống khác mà dùng ĐK4 Một phận hay nhóm nhân viên ngân hàng ln sẵn sàng hỗ trợ với khó khăn Internet banking Bảo mật (BM) BM1 Tôi tin tưởng công nghệ Internet banking mà ngân hàng dung BM2 Tôi tin thông tin tơi giữ kín tơi thực thiện giao dịch Internet banking BM3 Tôi tin tưởng giao dịch qua Internet banking giao dịch quầy BM4 Tơi tin thơng tin tài tơi giữ kín tơi sử dùng Internet banking Tiện lợi (TL) TL1 Tơi giao dịch IB thời điểm 24/7 TL2 Tơi giao dịch Internet banking nơi kể nước ngồi TL3 IB khơng cần thẻ cần có thiết bị có kết nối Internet máy tính, smartphone… TL4 Tơi kiểm tra chi tiết giao dịch in kê cần 2.1 Sử dụng Internet Banking thực tế Bạn dùng Internet banking chưa? Đã Chưa Nếu bạn chưa dùng Internet Banking, trả lời thông tin 2.2 đến 2.4 bạn dùng nó, trả lời thơng tin phần 2.5 đến 2.8 2.2 Bạn chưa sử dụng Internet banking lý gì? (có thể chọn nhiều kiến) Tơi khơng có mạng Internet Tơi khơng có máy tính nhà Tơi khơng giỏi sử dụng Internet Chi phí truy cập internet cao 94 ý Tơi khơng nghe nói Internet banking Tơi khơng cần Khác……………… 2.3 Bạn sử trải nghiệm IB ngân hàng đáp ứng: (có thể chọn nhiều ý kiến) Truy cập Internet miễn phí Kỹ sử dụng Internet banking đào tạo miễn phí Chi phí rẻ so với giao dịch ngân hàng khác Khác 2.4 Hãy chọn mức độ Rất đồng ý mức độ Rất không đồng ý anh/chị ý định sử dụng Internet banking đây: Rất đồng ý Ý định sử dụng (YĐ) YĐ1 YĐ2 YĐ3 Đồng ý Bình thường Khơng đồng ý Tơi sử dụng Internet banking tơi có nhu cầu giao dịch ngân hàng Sử dụng IB để xử lý giao dịch ngân hàng việc làm Tôi nghĩ rằng, với thân tơi việc sử dụng dịch vụ Internet banking làm nhu cầu qua ngân hàng 2.5 Nếu Anh/chị trải nghiệm dịch vụ IB Anh/chị biết cách sử dụng Internet banking đâu? ( Anh/ chị lựa nhiều ý kiến) Tờ rơi/quảng cáo Giới thiệu nhân viên ngân hàng Tivi / đài / Internet 95 Rất khơng đồng ý Báo, tạp chí Nghe người khác nói Facebook Khác………… 2.6 Bạn sử dụng dịch vụ Internet banking ngân hàng nào? (có thể lựa chọn nhiều ý kiến) Agribank Vietinbank Techcombank Vietcombank VPbank ACB Khác………… 2.7 2.8 Anh/chị sử dụng Internet banking để: ( bạn lựa chọn nhiều ý kiến) Truy vấn thơng tin Thanh tốn Chuyển khoản Gửi tiết kiệm In kê Mua hàng hóa Khác…………… Hãy chọn mức độ Rất đồng ý Rất không đồng ý Anh/chị mức độ sử dụng Internet banking Rất đồng ý Mức độ sử dụng MĐ1 MĐ2 MĐ3 MĐ4 Tôi sử dụng Internet Banking thường xuyên Tôi dùng dịch vụ IB thường xuyên nguồn cung cấp thông tin giao dịch ngân hàng Tôi sử dụng Internet banking không ngân hàng Ngoài việc sử dụng thường xuyên IB 96 Đồng ý Bình thường Khơng đồng ý Rất khơng đồng ý tơi dùng kênh dịch vụ ngân hàng điện tử khác (ATM, mobile banking, phone banking, etc.) Phần C: Thơng tin cá nhân Giới tính? Nam Nữ Tuổi nay? 55 Nghề nghiệp? Nhà quản lý (Ông chủ, Giám đốc, Quản lý phận, etc.) Hành viên Nhân viên nghiệp vụ kĩ thuật( Bác sĩ, Luật sư, IT, etc.) Kinh doanh/ Nhân viên bán hàng Công nhân 97 Nội trợ Nghỉ hưu Sinh viên/ học sinh Khác…………… Trình độ học vấn là? Trung học phổ thông Trung cấp/ Cao đẳng Đại học Thạc sĩ Tiến sĩ Khác……………… Thu nhập hàng tháng? < 5,000,000 VNĐ 5,000,000 - 7,000,000 VNĐ 7,000,000 - 10,000,000 VNĐ 10,000,000 - 15,000,000 VNĐ 15,000,000 - 20,000,000 VNĐ >20,000,000 VNĐ Nơi ở? Thành thị Nông thôn 98 Thank you so much! Extended Abstract The Factors Affecting Customer Usage of Internet Banking in Commercial Banks: A study in Vietnam 影影影影影影影影影影影影影影影影影影影影影影影 Student: Tran Thi Linh Advisor: Assoc Prof Hu Chih Hsiung Department of Industrial Management National Formosa University Abstract Now, all Vietnamese Commercial Banks (VCBs) in Vietnam have implemented Internet Banking products to bring benefits to customers and banks However, the number of users is low, mainly from large Commercial Banks Research objective is to develop a theoretical research framework on factors affecting the use of IB by customers in VCBs The study aims to determine the impact of elements in the research theory model on the intention/level to use IB of customers, giving suggestions to Vietnamese Commercial Banks in service development strategy The study used Unified Theory of Acceptance and Use of Technology (UTAUT) (Vankatesh et al., 2003) with the adjustment and supplement to the environment of Vietnam Data was collected in Viet Nam from several 99 channels The study shows that factors have a significant positive effect on Intention/Level to use IB of customers Based on the results, several recommendations and solutions have been proposed that are suitable for the CBs, and the State Bank in developing IB services in Vietnam Keywords: Internet Banking, Commercial Banks, UTAUT, Intention to use, Level to use Chapter Introduction Banking (IB) is one of the best services of E-Banking It is used to access and perform banking transactions over the Internet When using IB, you can control your account online without having to go to the banks Just have internet-connected devices and access codes that banks provide that The consumer can perform all transactions at anytime, anywhere Although bringing many profits to both banks and clients, the development of IB services by banks in the country and around the world faces many difficulties and challenges Compared to developed countries, Vietnam’s institutional environment is lacking and weak The technology that banks in Vietnam are using is also worse than banks in developed countries It can also be said that in Vietnam, IB is not yet developed and widely disseminated, and the factors affecting the use of IB by customers in Vietnam differ from those in developed countries The aims of this study are: developing a theoretical research model of factors affecting the use of IB by customers at Commercial Banks in Vietnam, showing the level of impact of elements in the theory’s study model on the intention/level of IB usage of customers, providing recommendations to VCBs in the development strategy of IB Chapter Literature Review Study on using a theory UTAUT of Venkatesh et al (2003) as the basis of research theory to explain the behavior of customers using IB service in VCBs 100 Internet Banking is one of the new technology applications put into use in Vietnam Customers in Vietnam with a cash habit are challenging to change consumer behavior is often affected by others, they are afraid of complicated difficulties; they are so scared of the insecurity and theory UTAUT says the intention of using technology of human beings are influenced by the following factors: PE, EE, SI, FC S and C are two factors that will be added to my research model The security factor is one of the biggest problems in electronic banking when convenience will always be the issue that people care about in the current technology era People will be excited and embrace new things if those things help them handle situations better, faster So I want to give two factors above research the use of Internet Banking of the customer in Vietnam Chapter Methodology Data in research was fetched from a survey of passengers who used services at CBs in Vietnam The survey has three sections Part one is section concerns about experience and knowledge about the Internet of the customer I designed part two to ask about perception and expertise in Internet Banking And the last is part three which will section about respondent’s demographic characteristics Eventually, there are 453 responders complete questionnaires The questions in this section use the five-point Likert–type scale The scale is often used to measure perspective Each point on the scale will show the level of consensus of the respondent with the viewpoint proposed In this study, statistical analysis is performed as follows First, test the reliability of conceptualized research model by testing the value of Cronbach’s Alpha coefficient by using SPSS Next use EFA for multivariate analysis based on the correlation between variables Then, the fit of the measurement model with data 101 was tested by using CFA, from that examine both discriminant validity and convergent validity value to assess the measurement model Finally, SEM was applied using maximum likelihood estimation to determine the assessment of the fit with data for the structure model and also the test hypothesis Moreover, the study also used Bootstrap to assess the reliability of the estimates in the evaluation model By testing whether the regression coefficients in the SEM model are well estimated Chapter Empirical Results Dependent Independent Variable Intention Variable to use (IN) PE EE SI FC S C Level to use(L) PE EE SI FC S C Hypotheses Regression Sig Results Influence Supporte level coefficients H1 0.181 H2 0.148 H3 0.347 H4 0.312 H5 0.207 H6 0.422 0.311 H1 0.284 H2 H3 0.354 H4 0.298 H5 0.158 H6 0.000 d 0.000 Supported 0.000 Supported 0.000 Supported 0.000 Supported 0.000 Supported 0.000 Supported 0.000 Supported 0.000 Supported 0.000 Supported 0.000 0.483 0.000 102 6 Supported Supported Chapter Conclusion Research thesis factors affecting the use of IB client at CBs of Vietnam to identify the factors felt, demographic characteristics of individual customers who are trading in the bank to the intention/level to use Internet Banking and suggesting some solutions to help banks in the development of Internet Banking services strategy in Vietnam Based on the research model, the thesis has built a scale, made hypotheses and tested the scale Research results indicate factors that have a positive influence on the intention/level to use IB There is a difference in the use of IB among groups of customers in VCBs From the outcomes of research, the thesis has proposed several solutions to Commercial Banks and State Bank in developing IB services in Vietnam Theoretically, the study developed a model of research, measuring scale, the hypothesis of, and measurement of magnitude, determining the elements affecting the use of IB from clients in Commercial Banks of Vietnam In terms of practicality which has covered the status of IB in Vietnam and recommends several recommended solutions with Commercial Banks, State Bank in the strategy of developing IB services in Vietnam 103 ... Vietnam in particular It also presents the development of Internet Banking services at CBs in Vietnam This chapter also talks about foundational theories 2.1 An introduction to Internet Banking Internet. .. when Internet Banking is an Internet extension that helps Internet Banking users know More services meet their needs and needs are conveniently implemented Thus, this study, C of Internet Banking. .. Over the past three years, Internet Banking services in Vietnam have sped up by 6.3 times (fintechnews.sg, 2018) In Vietnam, over 25 years of birth and development, Vietnamese Commercial Banks system