Abstract
In this study, the research group applied the Technology Acceptance Model (TAM) by Davis (1989) to analyze factors influencing customers’ intention to use the online payment via e-commerce platforms as well as to encourage Vietnamese consumers to adapt this means of payment. Besides Perceived Ease of Use and Perceived Usefulness in the original model of Davis (1989), three additional dependent factors (Subjective Norm, Trust, Risk) were added to the model. The new model proposed by the research group aims to give a more well-rounded explanation on Vietnamese consumers’ attitude and intention towards the online payment. Using sample data including 448 consumers in the Northern region of Vietnam, the research group has been able to validate the hypothesis model and prove that independent and dependent variables (Attitude towards Use and Intention to Use) are positively correlated. Among the 5 dependent variables, Subjective Norm is found to be the most significant factor contributing to promote online payment attitude and intention through e-commerce websites of Vietnamese consumers. Keywords : TAM, online payment, online shopping, e-commerce DOI : 10.7176/EJBM/13-8-19 Publication date : April 30th 2021
Highlights
Nowadays, people are living and working in a digital economy
Statistics show that cash still dominates with nearly 80% of e-commerce transactions, meaning that the proportion of non-cash payments only accounts for more than 20%, lower than the target set by the Vietnamese Government in 2020
The results showed that there is a difference between Attitude and Intention, KMO test result = 0.913, Barlett's test has Sig. = 0.000, there are 2 factors with Eigenvalue value ≥ 1 and items are greater than 0.5
Summary
People are living and working in a digital economy. The advent of digitalization has changed many fields as well as made significant contributions to people’s life, society and the structure of the economy. Under the impact of the Covid-19 pandemic, many stores are required to close and people are asked to only go out for actual needs Both businesses and consumers tend to start using online platforms which are the e-commerce floors for shopping demands. This study will define perceived usefulness as features of products and services that help users save resources, make the process of online payment easier and more efficient to use than traditional services This will eventually lead to attitude towards use. Collaborating the above arguments and evidence, our group formally develop the following hypothesis: H2: “Perceived Ease of Use” has a positive impact on Attitude towards Use. Subjective norm: Venkatesh and Davis (2000) reported that subjective norm is a measurement for social pressure that affect consumers before they make a decision to perform a behavior. The last hypothesis is as follows: H6: “Attitude towards Use” has a positive impact on Intention to Use
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