| dc.description.abstract | This study aims to develop a model measuring the consumer adoption of Mobile
Banking in Ho Chi Minh City, which is expressed as user intention to adopt. Four types
of risk (i.e., performance risk, social risk, privacy risk, security risk) were investigated
in this study, while communication factors (i.e., interpersonal channels, mass media,
and social media) are proposed to positively influence Mobile Banking’s intention to
use. By deploying convenient and snowball sampling methods, a sample of 273 was
collected from universities in Ho Chi Minh city and then, was analyzed with SPSS and
SmartPLS softwares by the PLS-SEM (Partial Least Square – Structural Equation
Modeling) technique.
After the data analyzing process, communication channels (i.e., interpersonal
channels, mass media, and social media) were proven to have a positive direct impact
on intention to adopt mobile banking and negative indirect impact of perceived risk
factors (i.e., performance risk and social risk) on intention via attitude. Academically,
further studies can use the combination of communication channels and risk factors of
this study as a reference for more research works. Practically, the result of this study
helps the policymakers and banking business sectors encourage money transfer, capital
flow, and money deposit. Moreover, marketing for the banking sector can benefit from
understanding their users’ characteristics, pain-point and developing compatible plans. | en_US |
