Determinants of Digital Banking Services in Vietnam: Applying UTAUT2 Model

Abstract

Digital banking is one of the latest applications that integrates all services of traditional banks via digitized technology. Its pivotal role in the development of banking industry has been recently recognized, especially in emerging countries such as Vietnam. This paper identified the determinants of Vietnamese consumers’ behavioural intention to adopt or use digital banking . By using the Modified Unified Theory of Acceptance and Use of Technology (UTAUT2), the eight constructing factors have been selected to examine their influences on the Vietnamese customers’ behaviour: performance expectancy (PE), effort expectancy (EE), social influences (SI), facilitating conditions (FC), hedonic motivation (HM), price value (PV), habit (HT), and trust (TR). The findings suggested that performance expectancy, effort expectancy, hedonic motivation, habit, and trust significantly and positively influence the behavioural intention of digital banking services. The intention of adoption services, together with habit and facilitating conditions are three significant factors capturing the usage intention under the context of Vietnam. The empirical results not only made a valuable contribution to the existing research on banking innovation, but also provided benefits to policy-makers, bank supervisors, and bank managers concerning how to develop and improve the customers’ recognition and intention to use new banking services.