Hành vi thích ứng, tính đổi mới cá nhân và ý định tiếp tục sử dụng ngân hàng di động: Trường hợp thực nghiệm đối với người dùng tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Ngân hàng di động (NHDĐ) đang thay đổi phương thức kinh doanh, cách tương tác và giữ chân khách hàng của các ngân hàng. Kết hợp Mô hình xác nhận kỳ vọng (ECM) với Lý thuyết phân tách hành vi có kế hoạch (DTPB), Lý thuyết thống nhất về chấp nhận và sử dụng công nghệ (UTAUT), nghiên cứu này xác định các yếu tố và mức độ ảnh hưởng của các yếu tố đến ý định tiếp tục sử dụng (YĐTTSD) NHDĐ của người dùng tại thành phố Hồ Chí Minh (HCMC). Nghiên cứu được thực hiện theo phương pháp định lượng, khảo sát trực tiếp 385 cá nhân đang sử dụng ứng dụng ngân hàng di động tại thành phố Hồ Chí Minh từ tháng 1 năm 2023 đến tháng 6 năm 2023. Kết quả khảo sát được phân tích bằng phần mềm SmartPLS4 để kiểm định mô hình nghiên cứu. Kết quả nghiên cứu khẳng định Thích ứng và Tính đổi mới cá nhân (TĐMCN) có ảnh hưởng tới ý định tiếp tục sử dụng ngân hàng di động, trong đó, Tính đổi mới cá nhân, Ảnh hưởng xã hội, Tự tin và Cảm nhận sự hữu ích có ảnh hưởng tới Thích ứng. Đặc biệt, Tính đổi mới cá nhân có tác động điều tiết tới mối quan hệ giữa Thích ứng và ý định tiếp tục sử dụng ngân hàng di động. Từ kết quả nghiên cứu, tác giả đề xuất các hàm ý quản trị nhằm gia tăng ý định tiếp tục sử dụng ngân hàng di động của người dùng tại thành phố Hồ Chí Minh.
Abstract
Mobile banking is changing how banks do business and interact with and retain customers. By integrating the Expectation Confirmation Model (ECM) with the Decompose Theory of Planned Behavior (DTPB), the Unified Theory of Acceptance and Use of Technology (UTAUT), this study identifies the factors and the level of influence of the factors on users' continuance intention to use mobile banking in Ho Chi Minh City. The study was conducted quantitatively, surveying 385 individuals using mobile banking applications in Ho Chi Minh City from January 2023 to June 2023. The survey results were analyzed using SmartPLS4 software to test the research model. The research results confirmed that Adaptation and Personal Innovativeness impact the continuance intention to use mobile banking, in which Personal Innovativeness, Social Influence, Self-Efficacy, and Perceived Usefulness impact Adaptation. In particular, Personal Innovativeness moderates the relationship between adaptation and continuance intention to use mobile banking. From the research results, the author proposes managerial implications to increase the continuance intention to use mobile banking in Ho Chi Minh City.
Từ khóa
Hành vi thích ứng; Ngân hàng di động; Tính đổi mới cá nhân; Ý định tiếp tục sử dụng
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M15 - IT Management - Business Administration, M31 - Marketing - Marketing and Advertising, O16 - Financial Markets • Saving and Capital Investment • Corporate Finance and Governance - Economic Development
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