| Abstract: |
Mobile phones with banking technology are becoming more readily available in
Vietnam. Similarly, many financial institutions and mobile phone service
providers are teaming up to provide several banking services to customers via
the mobile phone. However, the number of people who choose to adopt or use
such technologies is still relatively low. Therefore, there is a need to
assess the acceptance of such technologies to establish factors that hinder or
promote customer’s intention to use mobile banking. Survey data collected from
452 consumers was analyzed to provide evidence. Results from the partial least
squares structural equation modeling (PLS-SEM) using the SmartPLS 3.0 program
indicated that perceived easy to use, perceived credibility, usefulness,
attitude, perceived behavioral control and subjective norm are significant
with respect to the customer’s intention to use mobile banking services. The
results of the data analysis contribute to the body of knowledge by
demonstrating that the above factors are critical in intention to use mobile
banking in a developing country context. The finding of this study can also
help marketers in the banking sector offer more suitable marketing strategies
in their field in order to make higher attractiveness with mobile banking |