Summary of Doctoral thesis: Studying the intention to use Ebanking services of customers at Vietnamese commercial banks

Theoretical considerations on factors affecting purchase intention and the factors affecting the customers'' intention to use Ebanking services at commercial banks in Vietnam. Studying individual customers in some cities: Hanoi, Ho Chi Minh City. The study period: From 2015 to 2017.

INTRODUCTION

1 Necessity of the research

At present, the majority of the Vietnam banking are

in the early stages of providing E-banking services In fact, many people in VietNam has not used all the tools and banking services People also tend to use online services accounted for the higher rate Development services from around 2010, up to now 74% commercial banks (commercial banks) to develop Internet Banking services, 38% of commercial banks develop mobile banking services Research on the factors affecting the intention to use Ebanking services of customers has been studied by many domestic and foreign researchers and research theories Some researchers use theoretical backgrounds such as TRA, TPB, TPR, TAM, and IDT Many factors influence the intention to use Ebanking services such as ease of use, perceived usefulness, perceived risk, innovative technology, Venkatesh's UTAUT model (2003) developed more influential factors such as social determinants, regulatory variables (gender, experience, age, etc.) affect the intention to use the service and the additional effects of the regulation to the level of influence factors on the intention to use Ebanking services

Consumer behavior research on the basis of consumer behavior theory also helps investors who are more properly oriented in developing Ebanking services

Recognizing the urgency, many Vietnamese researchers have made some research results which mainly in the form of articles, scientific paper, research journals, research on Ebanking services in some different areas, and most studies have not mentioned the impact of elements and most studies have not mentioned the impact of elements There is no difference in in the use of services in the different regions, the perceived factors was less interested in studies The cost factor has not been fully the theory while cost perception is one of the key factors affecting the development of services

Stemming from the above reasons, I chose the topic: "Studying the intention to use Ebanking services of customers at Vietnamese commercial banks" to do research

- How do demographic variables affect the impact

of factors on the intention to use Ebanking?

- Based on the results of the study, the author has made some recommendations for commercial banks and State banks, thus helping to increase customers and develop Ebanking services

3 Objects and scope of the research

3.1 Objects of research: The study subjects consisted of two main subjects: Theoretical considerations on factors affecting purchase intention and the factors affecting the customers' intention to use Ebanking services at commercial banks in Vietnam 3.2 Scope of Research: Studying individual customers in some cities: Hanoi, Ho Chi Minh City The study period: From 2015 to 2017

3 Research Methodology

To achieve the research objectives, the topic uses a combination of qualitative, quantitative, interview and some models to study and analyze some relevant contents

5.Contributions of the thesis

The thesis accomplishes the objectives set out in the study:

- An overview of the research on the intention to use Ebanking services and the basic theory of behavioral intentions that builds up the research model

- Verification of research models, confirming the hypotheses about the relationship between the factors affecting the intention to use Ebanking services

- From the research results, the thesis proposes some suggestions for commercial banks to enhance their intention to use Ebanking services and some macro

recommendations to promote the development of Ebanking services in Vietnam

6 Thesis structure

Besides introduction, conclusion, reference, appendix, the main contents of this research are represented in 5 chapters:

Chapter 1 The theoretical basis and research overview of the intention to use Ebanking service

Chapter 2 The current status of using Ebanking services of customers in some commercial banks in Vietnam

Chapter 3 Research Methods and Research Models Chapter 4 Research of intention to use Ebanking service at Vietnamese commercial banks

Chapter 5 Conclusion and recommendations

CHAPTER 1: THEORETICAL BASIC AND RESEARCH OVERVIEW

1.1 Ebanking

1.1.1 The concept of Ebanking

There are many different interpretations of the concept of Ebanking In English, Ebanking is Electronic Banking, abbreviated to Ebanking There are many different expressions about "Ebanking" The most general concept of Ebanking can be expressed as follows:

"Ebanking includes all types of transactions between banks and customers based on the processing and transfer

of data digitization to provide banking" (Dr Nguyen Minh Kieu, 2007)

1.1.2 Intention to use banking services

In this study, the author uses the intention to purchase as a willingness to use the customer's service (Elbeck, 2008) to predict purchasing intent as an initial step to predict the actual behavior of the customer (Howard and Sheth, 1967) and the basis for predicting future demand (Warshaw, 1980; Fishbein and Ajzen, 1975) Intention to use Ebanking service is understood as motivation to take action, decision to accept or not accept using Ebanking service in the future

Research on the relationship between intention to use the service and accept the use of services has a lot of domestic and foreign researchers has launched many theories prove and assert the factors that impact the consumer behavior of the customers However, in this issue, the article only gives some important theories to study the intention to accept and use the service of consumers

1.2 The basic theory of intention to use Ebanking service

1.2.1 Theory of Reasoned Action (TRA)

The Rational Action Theory was developed by Ajzen and Fishbein in 1967 and revised over time The TRA model (Ajzen and Fishbein, 1975) shows that

behavior To better understand the factors that contribute

to consumer trends, two factors are considered: consumer attitudes and standards

1.2.2 Theory of planned Behaviour (TPB)

Reasonable action theory TRA is limited to predicting the performance of consumer behaviors that they can not control; Behavioral factors and subjective norms are not sufficient to explain the behavior of consumers Thus, the theory of planned behavior (TPB) was developed by Ajzen (1991) by adding a cognitive behavioral control component

to the TRA model Behavioral cognitive component reflects the ease or difficulty of performing behavior; This depends

on the availability of resources and opportunities to perform the behavior

Behavioral awareness is related to the perception of how easy or difficult it is to behave, it is also assumed to reflect past experience as well as anticipated obstacles

1.2.3 Theory of Risk perception

According to Beuer (1960) cognitive risk is defined

as consisting of two main components: the probability of

a loss and the subjective feeling of the adverse consequences The TPR risk perception theory is that the consumer behavior of a risky information technology product is twofold: (1) PRP - Perceived Risk with Product / Service, (2) Perceived risk in relation to online transactions Behavioral cognitive component reflects the ease or difficulty of performing behavior; This depends

on the availability of resources and opportunities to perform the behavior

Behavioral awareness is related to the perception of how easy or difficult it is to behave, it is also assumed to reflect past experience as well as anticipated obstacles

1.2.4.The Technology acceptance model (TAM)

Based on the two TRA theory, TPB, TAM theory studies more deeply in explaining the adoption behavior and use of consumer technology

Two basic elements of the model are the sense of usefulness and the sense of ease of use Sensing usefulness is "the extent to which a person believes using

a particular system will improve their own performance." Feeling easy to use is "the extent to which a person believes using a particular system without effort."

1.2.5.The Innovation Diffusion Theory (IDT)

The theory built by Rogers (1962) is the first to model IDT that explains innovation and the customer receives the benefit of that innovation from which to accept new products

1.2.6 The theory of acceptance and use of technology (UTAUT)

The theory of acceptance and use of technology is investigated by Venkatesh et al (2003) to explain behavioral intent and acceptance of users' use of

technology UTAUT model is based on the development

of previous models: TRA, TPB, TAM, IDT

This model was tested by Venkatesh in the United States to demonstrate optimization in explaining technology adoption, but behavioral intent and customer service adoption may also be influenced by Regional, regional and national geographic features vary

1.3 Overview of factors affecting the intention to use Ebanking service

Over the past decade, researchers around the world have researched many issues related to the Internet and services online banking (Internet banking) and banking services through mobile channels (mobile banking) The overview of the three main factors influencing the customer's willingness to use the e-banking service is: Customer factors (feel ease of use, usefulness, innovation, risk ); bank factor (supplier image, cost) and other factors (social factors,

CHAPTER 2: REALITY OF USING EBANKING SERVICE BY CUSTOMER IN COMMERCIAL BANKS IN VIET NAM

2.1 Results of commercial banks in Viet Nam 2.2 Using E-Banking services in Commercial banks in Viet Nam

2.3 Evaluation about using Ebanking in Commercial banks in Vietnam

2.3.1 Results achieved

The popularity of the Internet and mobile phones

in recent years has opened up a potential market for providing Ebanking services in Vietnam According to the Ministry of Information and Communications, more than 50 million Internet users and 130 million mobile subscribers, with a population of more than 90 million, now average about two in Vietnam One person has Internet access and an average of two mobile subscribers per user This is a great potential for developing Ebanking services

In addition, the Government and the State Bank of Vietnam have issued Laws, Circulars, Decrees and Decisions to create a legal corridor to encourage the development of Ebanking services

Ebanking services are widely offered by banks, including Internet Banking provided by 45 banks (90%), Mobile Banking (38%) So far, most commercial banks have developed Ebanking services

In parallel with the provision of Ebanking services, banks increasingly diversify new payment methods and means of applying high technologies such as bank cards, electronic money, electronic wallets, electronic checks

In addition, commercial banks in Vietnam have been promoting cooperation with many organizations to provide products with many utilities for customers The rapid development of payment services and electronic means in recent years has facilitated the payment of goods and services via the Internet, mobile phones, ATMs and POS The link between banks, telecommunications companies, service providers has provided more intermediary solutions, support payment services

2.3.2.Limitations and causes

depositing cash into the account, registering for using the service

- Poor infrastructure such as network quality, transmission speed, technical errors or terminals fail to ensure quality leading to poor service quality Infrastructure development is not synchronous, new focus

in urban areas, not reach the rural and mountainous areas

- The banking system of Ebanking is still relatively independent and has not been coordinated and necessary

to maximize the efficiency of this new service

- Ebanking transactions are heavily dependent on traditional storage vouchers, not able to electronic transaction documents

- Safety and security of the system

b Causes

- Limits of customer psychology

- The resources of banks are limited (human resources, technical infrastructure)

- The legal environment is still incomplete and sync

- Technology changes with increasing speed, requiring banks to take new steps faster and more boldly However, to do that requires a huge cost The issue of information communication introduces, promotes the use, convenience and use of Ebanking products and services

of banks is not sufficient and timely to the public

CHAPTER 3 RESEARCH MODELS AND METHODS

3.1 Research Model

3.1.1 Overview of concepts and related variables Based on behavioral theories and results from previous studies from the review above, the study proposes some independent variables (factors that influence the intention to use Ebanking services in the context (1) Perceived ease of use (DSD), (2) Perceived useful (HI), (3) Perceived Risk (RR), (4) Social effect (XH), (5) Innovation (TDM), (6) perceived low cost (CP), (7) Bank image (HA) Dependent variable is the intention to use Ebanking service (YDSD)

3.1.2 Research models and research hypotheses

H1: Perceived ease of use will positively influence bank customer’s intention to use Ebanking service

H2: Perceived useful will positively influence bank customer’s intention to use Ebanking service

H3: Perceived risk has a negative effect on intention to use Ebanking service

H4: perceived risk reduces perceived usefulness H5: Banking image will positively influence bank customer’s intention to use Ebanking service

H6: The bank image has the opposite effect on risk perception

H7: Perceived low cost will positively influence bank customer’s intention to use Ebanking service

H8: The social impact will positively influence bank customer’s intention to use Ebanking service

H9: Social influences have the opposite effect on risk perception

H10: Innovation will positively influence bank customer’s intention to use Ebanking service

H11: Demographic variables (gender, age, income, education, region) have different impacts to the influence

of the independent variable on the intention to use Ebanking service

Research process through the steps: qualitative research and quantitative research (including preliminary quantitative research in narrow scope and formal quantitative research)

CHƯƠNG 4 THE RESULT OF THE RESEARCH

4.1 Result of preliminary research

The author conducted a survey with 150 questionnaires that collected 110 valid votes between September 2016 and November 2016 through direct questionnaire interview

4.2 Research results official

In the period from December 2016 to March 2017,

700 questionnaires were surveyed to customers in commercial banks in Hanoi and Ho Chi Minh City At the