Abstract
This study aims to investigate the factors that affect the electronic payment behavior of Vietnamese consumers. The primary focus is on identifying the challenges that consumers encounter when using e-payment methods.The research employed multivariate regression models and conducted various data reliability tests, such as exploratory factor analysis, Cronbach's alpha coefficient, analysis of variance, rotation matrix, and correlation coefficient tests. A total of 318 respondents completed a self-report questionnaire after disqualifying 10 invalid responses. Subsequently, the collected data were subjected to further statistical analysis.The study's findings revealed a strong correlation between various factors and electronic payment behavior, with correlation percentages at a 1% significance level of 74.3%, 56.9%, 47.2%, 54.6%, and 82.4%. The data showed high reliability, with a Cronbach's alpha of 0.893.The practical results of this research will assist micro- and macro-managers in comprehending e-payment behavior and devising effective strategies to entice customers.
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