Factors Affecting The Intention To Use The Onebank Digital Banking Ecosystem Of Nam A Commercial Joint Stock Bank: The Case Of Individual Customers In Ho Chi Minh City

Abstract

The world is developing with the advancement of science and technology, so many businesses, organizations and governments apply new technologies to their products and services. In Vietnam, one of the leading businesses in applying advanced technology is Nam A Commercial Joint Stock Bank with its outstanding product being the ONEBANK digital ecosystem. However, the situation of using this new service is not positive. Therefore, this thesis was conducted with the purpose of finding out whether Effort Expectancy, Performance Expectancy, Social Influence, Facilitating Conditions, Perceived Risk and Trust factors have any influence on the Behavioral Intention and Use Behavior of individual customers in Ho Chi Minh City. A quantitative study was conducted based on 262 valid responses received from survey participants. The data have been processed using the Exploratory Factor Analysis (EFA) method and the Multiple Linear Regression method. Research shows that Social Influence and Performance Expectancy have a positive impact on customers' Behavioral Intention. The remaining factors including Effort Expectancy, Facilitating Conditions, Perceived Risk and Trust have little influence on individual customers' Behavioral Intention. At the same time, Behavioral Intention also has a positive impact on customers' Use Behavior. The research results of the thesis also lead to some suggestions for enhancing customer service and drawing interest in this novel kind of service.