Toward A Model For The Acceptance Of Internet Banking In An Emerging Market

Abstract

Vietnam has the concrete socio – eco characteristics as low General Domestic Product (GDP) per capita, not high people’s education level, undeveloped information infrastructure and long – standing consumers’ habit of cash, etc…However, given its enormous market opportunities and intensified competition, Vietnam is mentioned as a fast – growing emerging market offering great chances to advance practices in accepting developed services. The study’s aim is to find factors affecting to customer’s intention in using internet banking of Vietnamese, which results propose recommendations to managers of motivating customer intension as well as improving internet banking services. The study integrates the technology acceptance model and theory of planned behavior with an additional construct called customer service to be suitable with conditions of Vietnam. The findings support that the intention to adopt internet banking in Vietnam emerging economy are predicted by 6 factors, namely perceived ease to use, perceived usefulness, customer service, customer satisfaction, subjective norm and perceived behavior control, wherein subjective norm, perceived behavior control and customer satisfaction were the strong – influencing indicators of adopting internet banking. The study’s results show that the proposed model has a good explanatory power and confirms its robustness in predicting customers' intentions to adopt Internet banking. The study broadens and deepens understandings of factors contributing to the development of internet banking, especially for an emerging country such as Vietnam.