Factors influencing credit card use of customers in ho chi minh city, an empirical analysis

ACKNOWLEDGEMENTS I fully believe this thesis could not have been possible completed without the help of many people First, I would like to take this opportunity to express my sincere gratitude to Dr Pham Phu Quoc for his comment and guidance of my thesis I especially appreciate his continual support in responding, reminding, and assisting in all aspects of this endeavor Secondly, I would like to thank my dear colleagues, friends and classmates for their valuable encouragement during the many months that I was working on this thesis Special thanks for people who spent their precious time with me in the in-depth interview phase and who did join both pilot and main surveys Last but not least, I would like to express my heartfelt thanks to my family for their support, their encouragement, and their faith during the time I completed my thesis ABSTRACT Credit cards are being used popular nowadays as a hot trendy in society There are many credit card providers in the fierce competition to increase number of people use their products and services The purpose of this thesis is to examine key factors influencing customer’s credit card use in Ho Chi Minh City To empirically apply the conceptual model and test the hypotheses, data are collected through a questionnaire involving 118 bank customers who already knew about credit cards Data are analyzed using exploratory factor analysis and multiple regression analysis Convenience perceived has been defined as the strongest predictor of credit card use in Ho Chi Minh City with β = 0.539, followed by compatibility perceived with β = 0.307; and policies were provided by bank with β = 0.124 However, the findings did not state the negative relationship that exists between risk barriers and credit card use of customers in Ho Chi Minh City with ß = -0.037 and p = 0.5380 Finding the predominant factors (bank policy, convenience and compatibility) which effect to credit card use can provide credit card providers with valuable insights then they improve their policy as well as emphasize convenience and compatibility attributes to instill confidence among consumers and motivate them to use credit cards There is very limited previous research on Vietnamese credit card use Through a multifaceted framework, this study extends the literature on influence of bank policy, convenience, and compatibility and risk barriers in the context of credit card use among Vietnamese customers Keywords - Credit Card Use, Bank Policy, Convenience, Compatibility, Risk Barriers TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1Research background 1.2Research motivation 1.3Research objective 1.4Research methodology and research scope 1.5Research contribution 1.6Research structure CHAPTER 2: LITERATURE REVIEW 2.2 Bank’s policies 13 2.3 Convenience 14 2.5 Risk barriers 17 2.6 The conceptual model and hypotheses of the research 20 CHAPTER 3: RESEARCH METHODOLOGY 22 3.1 Research process 22 3.1.1 Step 1: Item generation step 22 3.1.2 Step 2: Pilot study 23 3.1.3 Step 3: Main study 23 3.2 Questionnaire design 25 3.3.1 Sample 27 3.3.2 Sampling method 28 3.4 Data analysis method 28 CHAPTER 4: DATA ANALYSIS 30 4.1 Respondents’ demographics 30 4.2 Reliability Analysis 32 4.3 Exploratory Factor Analysis (EFA) 34 4.3.1 EFA for variables 34 4.3.2 EFA for Dependent variables 37 4.4 Multiple Regression Analysis 38 CHAPTER 5: CONCLUSION, IMPLICATIONS, AND LIMITATIONS 47 5.1 Conclusion 47 5.2 Managerial Implications 47 5.3 Limitations and future research 49 REFERENCES 51 APPENDICES 59 APPENDIX A: Questionnaire (English Version) 59 APPENDIX B: Questionnaire (Vietnamese Version) 63 APPENDIX C: Histogram, Normal Regression & Scatter plot of Dependent 67 LIST OF TABLES Table 2.1 Summary of main research findings on credit card use………………… 12 Table 3.1 Summarize the reference sources of measurement scale used for each factors ……………………………………………………………………………… 26 Table 3.2 Source of data collection………………………………………………… 28 Table 4.1 Respondents' characteristic……………………………………………… 31 Table 4.2 Reliability Statistics……………………………………………………… 33 Table 4.3: KMO and Bartlett's Test………………………………………………… 34 Table 4.4: Rotated Component Matrix for Independent Variable………………… 35 Table 4.5: Total Variance Explained of Dependent Variables…………………… 36 Table 4.6: Table KMO and Bartlett's Test………………………………………… 37 Table 4.7: Rotated Component Matrix for Dependent Variable…………………… 37 Table 4.8: Total Variance Explained of Independent Variables…………………… 38 Table 4.9: Casewise Diagnostics…………………………………………………… 39 Table 4.10: Correlations…………………………………………………………… 40 Table 4.11: Model Summary……………………………………………………… 41 Table 4.12: ANOVA……………………………………………………………… 42 Table 4.13: Coefficients…………………………………………………………… 42 Table 4.14 Summary of hypotheses testing result………………………………… 45 LIST OF FINGURES Figure 2.1: A theoretical model…………………………………………………… 21 Figure 3.1: Research Process……………………………………………………… 25 CHAPTER 1: INTRODUCTION This chapter introduces the research background, researches’ motivations, objectives, methodology and scope; and its contribution 1.1 Research background The overview about credit card use in over the world and Vietnam is discussed in this section Credit cards are defined as available money which is used in advance and make payment later (Mitchell & Mickel, 1999) People around the world enjoy making payment by credit cards for variety commodities from low to high value such as electric/water bills, shopping, eating, household commodity, car, house, etc Besides, with economic growth, the number of people in the middle income increases together with the increasing of people gaining bank account Furthermore, credit card services and its delivery change a lot with the growing of technology which is considered as the most important factor (Suoranta, Mattila & Munnukka, 2005) Consequently, there are more people and businesses are joining in credit card use as advance financial electronic transactions, then the credit card as a payment method is increasing As a result, there are many tough competitions between credit cards providers in getting higher credit card market share Credit card market grow significantly since the first credit cards were introduced in the 1950s in USA (Durkin, 2000); with increasing number of customers hold credit cards (Devlin, Worthington & Gerrard, 2007) Credit cards are different with other payment modes as they are used as long term credit without any collateral at the time using money (Stavins, 1996, cited by Chakravorti, 2003) Many years ago, bank’s policy permitted only rich people could apply for credit cards Step by step, banks lower qualifications for customers applying for new credit cards The fast growth of economy in Asian countries has opened more opportunities for customers in those countries applying credit cards During the year 2007, credit card use in the Asia Pacific region stood at $1.3 trillion which was 30 percent of global credit card transactions with Japan lead the region in total transactions made through credit cards ($209 billion), follows by South Korea ($203 billion), Australia ($140 billion), Taiwan ($24 billion), then China, New Zealand and India (KPMG, 2009) Due to the huge growth of credit cards use among customers in the emerging markets, studying the customer’s credit card use in those markets is particularly important Many researchers believe that the rapid increasing of new middle income customers and advantage technology in emerging markets are two of the determinants that make these markets become attractive to credit card providers around the world There has been a rapid increase in credit card issuing in Vietnam recently Between 2009 and 2011, the number of credit card issuing increases by 198 percent and 1.62 million credit cards are issued at the end of 2012 or 2.4 cards per 100 adults (Lafferty, 2013) According to The State Bank (cited in Ocean Bank Annual Report, 2014), until end of October of 2013, Vietnam has 52 payment card providers, with estimated 64 million payment cards; among its credit cards is 3.6% Compare with the number 1% which Nielsen Research indicated in 2011 about the number of credit card users in Vietnam (as cited in Military Bank news, 2011), this is a great development of credit card use in Vietnam In addition, the credit cards were used widely after the Decision of government 291/QD-TTg in 2006 about the plan on non-cash payments for the period from 2006 to 2010 with an extension until 2020 and Regulations 20/200/NHNN about the issuing, using and supplying services to support card payment These decisions play very important roles in promoting non-cash transactions in Vietnam, by developing infrastructure for non-cash payments and providing incentives for financial institutions to apply more advanced technologies in non-cash payment systems Study by Spire Research and Consulting shows that Vietnam has been beginning to develop into a cashless society and the Vietnam banking and credit card industry has been developing rapidly over the past 10 years (Spire, 2009) In terms of the overall card payments channel, the share of cash transactions decreased from 3.4% in 2009 to 2.7% in 2013, while the share of card transactions increase from 1.5% in 2009 to 3.1% in 2013 (Business Journal, 2014) Dang (2013) states Vietnam credit card market is expected to have some major changes in the next ten years Most of wellknown banks worldwide such as Citibank, ANZ, HSBC as well as local banks as such Vietcombank, Vietinbank, Maritimebank have already implemented many introduction and promotional programs to increase the awareness of credit cards to customers in Vietnam The challenge of the credit card market in Vietnam is most of the population is still unbanked and cash still dominates as a main payment method for every day transactions Besides, although Vietnam’s urban population growth has averaged around 3.5 percent in recent years; Vietnam still has one of the lowest urbanized rates in emerging areas of Asia with the large proportion of the population that lives in the countryside where most of employees are in textiles, agriculture and fisheries fields (Lafferty, 2013) In 2012, some 20 percent of the population has bank accounts but only half of these actively use consumer banking services and many consumers, even though they owned credit or debit cards, still prefer to use cash to make payments for every day transactions in Vietnam (Lafferty, 2013) However there are some significant advantages that make Vietnam become a hot destination for the credit card market Firstly, Vietnam is one of the fastest growing economies among the developing countries in Asia and Vietnam's GDP per capita subsequently rose during the review period from US$1,097.1 in 2009 to US$1,728.4 in 2013 (Business Journal, 2014) This is reflected the developments of socio-economic status These developments allow the general Vietnamese to have a better quality of life Lawrence (2003) claims “Credit cards can be a convenient means of payment, a useful tool for learning financial responsibility, a resource in case of emergencies, a means to establishing a good credit history and a way to gain greater access to credit in the future.” (p 5) With its convenience and usefulness, credit cards of course are being a trendy in the country has socio-economic developments as Vietnam Secondly, Vietnam’s young population with a median age of 25 with forecast to grow continually at an annual rate of around percent and is expected to increase to 94.5 million by 2016 offers a good opportunity for continued economic growth at least in the short and medium terms (Lafferty, 2013) Thirdly, the gradual changing in payment habit in Vietnam is an excellent condition for credit card market Especially, under Vietnam’s trade commitments to the WTO, since January 2011, foreign bank branches in Vietnam have been treated equally to domestic commercial banks in the areas of credit limits and credit guarantees and allowed to establish wholly owned subsidiary banks and set up branches in Vietnam As a result, several overseas banks have entered the market with strong competition to local bank in providing services with the latest technologies and marketing strategies As a result, people can own credit cards more easily than ever before and credit card use is more and more popular particularly in big cities such as Ho Chi Minh or Ha Noi Cities 1.2 Research motivation As the discussion in research background, Vietnam possesses many advantages to be an ideal destination of international credit card providers in near future According to Dang (2013), Vietnam is a potential market for credit card providers despite of the limit of credit card use of credit cards due to many Vietnamese have not get acquainted with credit card and their lack of understanding of credit cards, as well as a limited card Lin, H (2011) An empirical investigation of mobile banking adoption: the effect of innovation attributes and knowledge-based trust International Journal of Information Management, 31(3), 252-260 Liu, M.K (2009) Do credit card redemption reward programs work in China? 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Journal of Banking and Finance, 33(2), 358-366 58 APPENDICES APPENDIX A: Questionnaire (English Version) Dear sir/madam, I am Hoa Phan, a student of Master Program of University of Economics Ho Chi Minh City I am undertaking a research to explore the factors that affects credit card use among customers in Ho Chi Minh City For this purpose, I kindly request you to complete the following short questionnaire regarding your behavior to credit card use It should take you no longer than 10 minutes to finish this questionnaire Although your response is extremely important to my research, your participation in this survey is entirely voluntary Your personal information will be kept confidentially and not be disclosed without your permission If you have concerns or questions about this study, such as scientific issues, how to any part of it, please contact me with email address ptahoa@yahoo.com.vn or phone number: +84 916920099 Thanks and Regards, Hoa Phan I Section A This section of the questionnaire explores your knowledge regard to credit cards Have you known credit card? If your answer for question is No, you can stop your work here Thank you for your co-operation in completing this questionnaire If your answer for question is Yes, please continue answering the questions in Section B and Section C II Section B This section explores your behavior to credit card use To what extent you agree with each of the following statements, please indicate 59 your answer using the following 5-point scale where: = Strongly disagree = Disagree = Neutral = Agree = Strongly agree Question I apply for credit card to get free gifts I spend using credit card to earn points and exchange for gifts I was attracted by the cash rebate system, thus I always spend using credit card There are more advantages with credit card payments, than with cash 5 It is more convenient to use credit card payment, rather than cash 5 Using a credit card means that I not have to worry about taking too much cash with me It is necessary to have a credit card with me when I travel overseas It is safer to use credit cards payment compared to cash payment Using credit card would be compatible with my lifestyle 10 Selecting credit card matches the way I like to manage my financial transactions 60 11 Selecting credit card to perform financial transactions matches the way I my job 12 I think my money could be stolen easily if I use credit card 5 13 I not feel completely secure when providing personal information while using credit card 14 I am worried when using credit card because other people could access my account 15 Credit card system is not secure 16 I prefer to use a credit card regularly 17 I like to use a credit card for specific purchases 18 I like to use a credit card and not prefer to make payment by cash 19 I am thinking of applying for a new credit card III Section C – Background information This section of the questionnaire refers to background or biographical information The information will allow me to classify and compare groups of respondents Gender Age group in years 61 – – – - 60 Education level -graduated Income per month (1,000,000vnd / month) from 12 to 18 han 18tr Thank you for your co-operation in completing this questionnaire! 62 APPENDIX B: Questionnaire (Vietnamese Version) PHIẾU KHẢO SÁT Kính chào Anh/ Chị, Tơi tên Phan Thị Ái Hoa, học viên cao học Trường Đại Học Kinh Tế TP HCM Tôi nghiên cứu hành vi sử dụng thẻ tín dụng khách hàng thành phố hồ Hồ Chí Minh Rất mong Anh/ Chị dành khoảng 10 phút để trả lời Phiếu khảo sát Mặc dù câu trả lời Anh/ Chị quan trọng nghiên cứu tôi, nhiên việc tham gia khảo sát hồn tồn khơng bắt buộc Thơng tin cá nhân Anh/ Chị giữ bí mật hồn tồn Trong trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lịng liên lạc với thông qua địa email ptahoa@yahoo.com.vn số điện thoại 0916920099 Xin trân trọng cảm ơn, Phan Thị Ái Hoa I Phần A Phần tìm hiểu kiến thức Anh/Chị thẻ tín dụng Bạn có biết loại thẻ tín dụng khơng? Có Khơng Nếu câu trả lời Anh/Chị cho câu Khơng, Anh/Chị dừng việc trả lời phiếu khảo sát Chân thành cám ơn giúp đỡ Anh/Chị Nếu câu trả lời Anh/Chị cho câu Có, xin Anh/Chị vui lịng tiếp tục trả lời câu hỏi phần B phần C II Phần B Phần khảo sát hành vi sử dụng thè tín dụng Xin cho biết mức độ đồng ý Anh/ Chị phát biểu sau cách đánh dấu ( X ) vào tương ứng, với: Ơ số 1: Hồn tồn khơng đồng ý Ơ số 2: Khơng đồng ý Ơ số 3: Trung dung 63 Ô số 4: Đồng ý Ô số 5: Hoàn toàn đồng ý Câu hỏi Tơi đăng kí sử dụng thẻ tín dụng để nhận quà tặng Tơi tốn thẻ tín dụng để tích lũy điểm để đổi quà 5 Tôi bị thu hút hệ thống tích lũy điểm để trả lại tiền mặt, tơi ln ln tốn thẻ tín dụng Thanh tốn thẻ tín dụng có nhiều lợi ích so với toán tiền mặt 5 Thanh tốn thẻ tín dụng thuận tiện so với toán tiền mặt Sử dụng thẻ tín dụng giúp tơi giảm áp lực khơng phải đem theo nhiều tiền mặt Tơi thấy thẻ tín dụng hữu ích nước ngồi Sử dụng thẻ tín dụng an toàn sử dụng tiền mặt Sử dụng thẻ tín dụng phù hợp với phong cách sống 10 Sử dụng thẻ tín dụng phù hợp với cách thức quản lí tài tơi 11 Sử dụng thẻ tín dụng để tốn phù hợp với cơng việc tơi 12 Khi sử dụng thẻ tín dụng, tơi nghĩ tơi bị tiền 64 13 Việc tiết lộ thơng tin cá nhân tốn thẻ tín dụng làm tơi cảm thấy bất an 14 Tôi thấy lo lắng sử dụng thẻ tín dụng người khác truy cập vào tài khoản 15 Hệ thống thẻ tín dụng khơng đảm bảo an tồn 16 Tơi thích sử dụng thẻ tín dụng thường xuyên 17 Tơi thích sử dụng thẻ tín dụng để tốn cho lần mua hàng đặc biệt 18 Tơi thích sử dụng thẻ tín dụng khơng muốn tốn tiền mặt 19 Tơi dự dịnh đăng kí thẻ tín dụng III Phần C – Thông tin cá nhân Phần liên quan đến thông tin cá nhân Xin Anh/ Chị cho biết số thông tin sau để phục vụ cho việc phân loại so sánh nhóm đối tượng khảo sát Giới tính Nam Nữ Nhóm tuổi – – – - 60 Trình độ học vấn Phổ thông trung học Đại học Cao đẳng Sau đại học Thu nhập hàng tháng (VNĐ/tháng) triệu từ triệu đến 12 triệu từ 12 triệu đến 18 triệu nhiều 18 triệu 65 CẢM ƠN ANH CHỊ ĐÃ THAM GIA KHẢO SÁT - 66 APPENDIX C: Histogram, Normal Regression & Scatter plot of Dependent Figure B1: Histogram of Use 67 Figure B2: Normal Plot of Use 68 Figure B3: Scatter Plot of Use 69 ... compatibility and credit card use of customers in Ho Chi Minh City? RQ4: Is there a positive relation between risk barriers and credit card use of customers in Ho Chi Minh City? 1.4 Research methodology and... relation between bank policy and credit card use of customers in Ho Chi Minh City? RQ2: Is there a positive relation between convenience and credit card use of customers in Ho Chi Minh City? RQ3:... barriers and credit card use of customers in Ho Chi Minh City with ß = -0.037 and p = 0.5380 Finding the predominant factors (bank policy, convenience and compatibility) which effect to credit card use