Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 6

i hc Nng - 2008

M HNH CC NHN T NH HNG N NH S DNG DCH V INTERNET BANKING NGHIN CU TI TH TRNG VIT NAM
MODEL OF FACTORS INFLUENCING THE INTENTION OF INTERNET BANKING: THE CASE OF VIETNAM SVTH: L TH KIM TUYT
Lp: 30K12, Trng i hc Kinh t

GVHD: THS. V QUANG TR

Khoa Qun Tr Kinh Doanh, Trng i hc Kinh t
TM TT Internet banking (IB) ang tr thnh mt xu hng chnh trong th trng ti chnh ngy nay. Vit Nam dch v IB cn mi m v cha nhn c s quan tm ca khch hng. Mc ch ca nghin cu l xc nh cc nhn t nh hng n nh s dng IB ti Vit Nam. S dng m hnh TAM lm nn tng l thuyt, nghin cu s xut hai nhn t mi s tin cy cm nhn v s t tin cm nhn. Kt qu cui cng cho thy ti Vit Nam c ba nhn t tc ng n nh s dng dch v IB l s hu ch cm nhn, kh nng s dng v s tin cy cm nhn. SUMMARY Internet banking becomes a major trend in the financial marketing place. IB is a new phenomenon in Vietnam which has not caught on with the banks customer.Therefore, this paper is aimed at indentify the factors influencing the intention of IB in Vietnam. Using TAM as a theoretical framework, this study introduce two new factors perceived credibility and selfefficacy. The results indicate that there are three factors influencing the intention of IB in Vietnam: perceived usefulness, capability of use and perceived credibility.

1. Tng hp l thuyt 1.1. Internet banking IB lin quan n vic phn phi cc dch v ngn hng trn Internet. Cc dch v c thc hin thng qua IB nh truy vn, sao k ti khon, chuyn tin n ti khon khc, v c cc dch v mi ca ngn hng nh s chi tr ho n in t, ng thu, tr tin in, tin nc. Khch hng giao dch vi ngn hng mt cch linh ng mi lc mi ni thng qua dch v IB. Tit kim chi ph, tng li nhun, IB tip cn c nhiu khch hng, tng doanh s, cht lng dch v tt hn, bin i hot ng kinh doanh thnh nhiu hnh thc nh cung cp cc dch v phi ti chnh, lin minh hot ng vi cc ngnh cng nghip khc nhau (in, nc, hng khng, thu) v vn duy tr th phn. 1.2. M hnh d on nh M hnh TRA

Hnh 1: M hnh TRA

(Ngun: Davis et al, 1989)

Yu t quyt nh n hnh vi cui cng khng phi l thi m l nh hnh vi. nh b tc ng bi thi v quy chun ch quan. Thi i vi mt hnh ng l bn cm thy

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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 6

i hc Nng - 2008

nh th no khi lm mt vic g . Qui chun ch quan l ngi khc cm thy nh th no khi bn lm vic (gia nh, bn b) M hnh TPB

Hnh 2: M hnh TPB

(Ngun: Ajzen, 1991)

M hnh TPB khc phc nhc im ca TRA bng cch thm vo mt bin na l hnh vi kim sot cm nhn. N i din cho cc ngun lc cn thit ca mt ngi thc hin mt cng vic bt k. M hnh TPB c xem nh ti u hn i vi TRA trong vic d on v gii thch hnh vi ca ngi tiu dng trong cng mt ni dung v hon cnh nghin cu. M hnh TAM Chuyn s dng gii thch v d on v s chp nhn v s dng mt cng ngh. Hai yu t c bn ca m hnh l s hu ch cm nhn v s d s dng cm nhn. S hu ch cm nhn l "mc mt ngi tin rng s dng h thng c th s nng cao s thc hin cng vic ca chnh h". S d s dng cm nhn l "mc m mt ngi tin rng s dng h thng c th m khng cn s n lc"

Hnh 3: M hnh TAM

(Ngun: Fred Davis, 1989)

M hnh nghin cu ti mt s quc gia Bng 1: Tm tt m hnh nghin cu mt s quc gia

Quc gia Tc gi Bussakorn Jaruwachirathanak ul, Dieter Fink Petrus Guriting, Nelson Oly Ndubisi M hnh TPB nguyn thu

Thi Lan

Malaysia

TAM m rng, thm hai bin l s t tin v kinh nghim v my tnh TPB nguyn thu

Ni dung nghin cu S tip cn IBchin lc cho mt quc gia ang pht trin nh gi nh v s chp nhn ca khch hng v dch v IB Cc nhn t nh hng n thi v s chp nhn IB Cc nhn t quyt nh n s chp nhn dch v IB

Kt qu nghin cu Nhn t khuyn khch: s hu ch cm nhn v c im ca website Nhn t cn tr: mi trng bn ngoi. S hu ch v s d s dng cm nhn l hai yu t quan trng nht. S t tin nh hng trc tip v gin tip n nh hnh vi thng qua s hu ch v s d s dng Nhn t kinh nghim v my tnh khng c nh hng g. Kinh nghim v my tnh, kinh nghim giao dch vi ngn hng v thi nh hng mnh n nh Bin nhn khu hc nh hng n nh . Nhm tham kho khng c nh hng. S d s dng, s hu ch cm nhn v s tin cy cm nhn nh hng trc tip n nh. S t tin nh hng gin tip n nh thng qua ba bin trn.

Phn Lan

Heikki Kajaluoto, Minna Mattila, Tapio Pento

i Loan

Yi-Shun Wang, Yu-Min Wang, Hsin-Hui Lin, Tzung I Tang

TAM m rng, thm vo hai bin l s t tin s dng my tnh v s tin cy

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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 6

i hc Nng - 2008

Newzelan d Estonia

Praja Podder

Kent Ericksson, katri Kerem, Daniel Nilsson

TAM m rng, thm vo hai bin l s t tin v ri ro TAM m rng, thm vo 1 bin l s ri ro

nh v thi quen s dng dch v IB s chp nhn dch v IB ti Estonia

S d s dng, s hu ch cm nhn v s t tin nh hng n nh s dng Bin tin cy khng c nh hng S d s dng, s hu ch cm nhn v s tin cy cm nhn nh hng trc tip n nh.

2. M hnh nghin cu ti Vit Nam 2.1. Mc tiu nghin cu Kho st cc m hnh l thuyt trong vic phn tch nh s dng dch v IB. Kim nh m hnh xut bng cc d liu thc t ti Vit Nam. 2.2. Phm vi nghin cu Nghin cu nh s dng dch v IB ti Vit Nam. i tng nghin cu l nhng ngi cha tng s dng IB, hin ti c giao dch vi ngn hng v c s dng dch v internet. 2.3. M hnh xut Nghin cu s dng m hnh TAM (Technology Acceptance Model) lm c s l thuyt. Bn cnh hai bin nguyn thu ca m hnh l s hu ch v d s dng cm nhn, nghin cu xut thm hai bin l s t tin cm nhn v s tin cy cm nhn. L do: Vit Nam cha c m hnh nghin cu dch v IB. M hnh TAM trn thc t c chng minh ti u hn m hnh TRA v TPB trong gii thch hnh vi s dng dch v IB. Vit Nam h tng cng ngh thng tin, vin thng cha pht trin nn mi ngi rt coi trng vn tin cy trong cc giao dch in t, trc tuyn. IB mt cng ngh mi ca ngn hng, nim tin v kh nng ca ngi s dng to nn s t tin ca chnh h trong vic s dng dch v l quan trng. Tham kho m hnh mt s quc gia ang pht trin c iu kin tng ng vi Vit Nam.

Hnh 4: M hnh TAM xut cho bi nghin cu 3. Phng php nghin cu Cch tip cn: S dng phng php nghin cu nh lng. Trong nghin cu, cc gi thuyt c ra bng vic p dng cc lp lun logic tip cn t cc nghin cu c trc. Thit k nghin cu: Phng php "survey", v s dng bn cu hi thu thp d liu. Thu thp d liu: S dng phng php phng vn trc tip Chn mu: Chn mu ngu nhin, i tng l nhng ngi ang s dng Internet, v c giao dch vi ngn hng bt k loi hnh dch v no, tui vo khong 18-60. Kch c mu khon 500 mu. Phn tch d liu: M hnh l thuyt nghin cu c xy dng da trn nn tng l thuyt m hnh mng SEM (Structural Equation Modeling) v k thut x l d liu bng phn mm SPSS 15.0 kt hp phn mm AMOS 16.0 (Analysis Of Moment Structures) Tin hnh kim nh thng qua cc bc: (1) nh gi s b thang o v tin cy ca bin o lng bng h s Cronbach Alpha v gi tr (factor loading) bng phn tch nhn t

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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 6

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khm ph EFA (Exploratory Factor Analysis), (2) tip theo s dng k thut phn tch nhn t khng nh CFA (Confirmation Factor Analysis) kim nghim cht ch hn v tnh n nguyn, tin cy tng hp, gi tr (hi t, phn bit) ca cc khi nim, kim nh cc gi thuyt m hnh cu trc v ph hp tng th m hnh 4. Kt qu phn tch 4.1. Kim tra bc 1 Phn tch khm ph: phn tch nhn t v kim tra tin cy. M hnh 4 nhn t c iu chnh li thnh m hnh 3 nhn t nh sau: Nhn t d s dng cm nhn + nhn t s t tin cm nhn = kh nng s dng
Hu ch cm nhn Kh nng s dng Tin cy cm nhn nh s dng

Hnh 4: M hnh nghin cu c iu chnh (m hnh 2) 4.2. Kim tra bc 2 Phn tch khng nh: Sau khi thc hin kim tra bc 1 v tng cng mu th m hnh nghin cu 2 c ngha. Do nghin cu s tip cn m hnh 2 ch vi ba nhn t kim nh mi quan h gia chng, bn cnh thm vo mt s bin bn ngoi nh tui, thu nhp, ngh nghip kim tra quan h qua li gia chng v quan h n nh. 5. Kt lun M hnh TAM 4 nhn t c iu chnh thnh m hnh 3 nhn t v c kim chng kh ph hp v c ngha trong vic gii thch nh s dng dch v IB. Kt qu tm thy mi quan h mnh ca bin s hu ch v s d s dng cm nhn n bin nh. Bin tin cy nh hng trc tip v gin tip n nh thng qua hai bin cn li. 5.1. Gii hn ca nghin cu Item o lng cha ln v bao qut ht ton b. M hnh nghin cu ch mi dng li mc nh. Nghin cu ti th trng Nng tuy nhin suy rng ra cho c th trng Vit Nam. Bn cht ca m hnh TAM cn tn ti hn ch 5.2. ng dng nghin cu Mt khoa hc: Khng nh tnh gi tr ca m hnh TAM v b sung mt nghin cu v IB ti Vit Nam Mt thc tin: Cc ngn hng nn thc hin cc chin dch gii thiu v c im ca h thng IB, li ch ca n v lm th no s dng n. Tng cng nhn thc v li ch khi s dng h thng, a dng ho cc loi hnh dch v, ci thin dch v, cung cp cc dch v gia tng nh tr tin in nc, thc hin marketing mt i mt. T chc h thng thn thin vi ngi s dng T chc cc bui hun luyn Hn ch nhn thc v mt ri ro ca dch v. 5.3. Cc xut cho nghin cu tng lai

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Cc nghin cu nn tp trung vo mc cao hn l s chp nhn v tip tc s dng IB. Kt hp nhiu m hnh tng cng sc mnh gii thch. Chn mu khi qut hn v s lng mu ln hn, khng ch dng li mt tnh, thnh ph m thu thp d liu nhiu ni kt qu mang tnh i din hn. TI LIU THAM KHO [1] L Th Gii v cng s (2006), Nghin cu Marketing l thuyt v ng dng, NXB Thng K. [2] L Danh Vinh (2005), Bo co thng mi in t Vit Nam 2005, 2006, 2007, B Thng Mi. [3] Praja Podder. (2005), Factors influencing the adoption and usage of Internet banking: A Newzeland perspective, The thesis of Master. [4] Yi-Shun Wang, Yu-Min Wang, Hsin-Hui Lin, Tzung I Tang. (2003), Determinants of user acceptance of Internet banking: an empirical study, International Journal of Service Industry Management, 14(5) :501-519. [5] Heikki Kajaluoto, Minna Mattila, Tapio Pento. (2002), Factors underlying attitude formation towards online banking in Finland, The International Journal of banking Marketing, 261-272. [6] Bussakorn Jaruwachirathanakul, Dieter Fink. (2005). Internet banking adoption strategies for a developing country: the case of Thailand, Internet Reasearch, 15(3): 295311. [7] Kent Ericksson, katri Kerem, Daniel Nilsson. (2005), Customer acceptance of internet banking in Estonia, The International Journal of banking Marketing, 23(2): 200-216. [8] [Petrus Guriting, Nelson Oly Ndubisi. (2006), Borneo online banking: evaluating customer perceptions ang behavioural intention, Management Research News, 29(1): 615. [9] Seok-Jae, Ji-Huyn, Shon. (2006). The determinant of Internet banking usage Behavior in Korea: A comparison of Tow Theoretical Models. [10] Carlos Flavian and Miguel Guinalui, Eduardo Torres. (2006), How bricks-and-mortar attributes affect online banking adoption, International Journal of Bank Marketing, 26(6), 406-423.

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