FACTORS AFFECTING THE ADOPTION OF MOBILE BANKING IN VIETNAM

The aim of the research is to explore the process of adoption of mobile banking in Vietnam through the integrated frameworks of unified theory of acceptance and use of technology model and technology acceptance model on main behavioral intention. A questionnaire was developed and based on the theories. 200 questionnaires were collected in Vietnam in 2016 and the collected data were analyzed via confirm factor analysis to assess the model and then structural equation modeling was employed to test the theoretical model and hypotheses to understand the statistical associations among the constructs. The findings indicated that "User satisfaction" and "Behavioral intention" directly influence mobile banking adoption. Furthermore, "Performance expectancy", "Effort expectancy" and "Perceived ease of use" were found to be the most important antecedents of user intention towards adoption of mobile banking. This research was intended to provide a clearer picture for banking practitioners to better formulate operation strategy to meet the challenges of the new bank 3.0 era.