Overview of Previous Studies


Complexity: is the level of difficulty in understanding and using technology.


Observability: is the degree to which the results of a new technology are observable or visible to others.

Testability: is the ability to try or experiment with the results of applying the innovation model clearly perceived.

Of these five factors, complexity will inhibit the adoption of innovative models, while the remaining four factors promote this adoption.

In addition, innovation adoption also depends on personal characteristics, such as risk-taking, education, openness, and communication habits. Early adopters of innovations tend to be risk-taking, educated, and learn most of their information about the innovation from mass media. Meanwhile, late adopters often rely on personal relationships such as relatives or friends to learn important information about the innovation.

The unified theory of acceptance and use of technology (UTAUT)

To understand technology adoption, Venkatesh et al. (2003) empirically compared eight models (TRA), TAM and TAM2, TPB and DTPB, combined TAM and TPB (C-TAMTPB), IDT, motivational model (MM), computer usage model (MPCU), and social cognitive theory (SCT) in a survey of 215 respondents from four organizations. Based on longitudinal studies, Venkatesh et al. (2003) further integrated and refined the eight models above into a new model, UTAUT, which captures the essential elements of the different models. UTAUT not only highlights the core factors that predict current adoption intentions, but also allows researchers to analyze moderator variables that amplify or moderate the effects of the core factors.

According to Venkatesh et al. (2003), through testing by reusing input data, UTAUT gives higher accuracy than the 8 separate models mentioned above. UTAUT focuses on four main factors: Expected performance; Expected effort;


social influence and facilitating conditions. The authors expected that there are three factors that have a direct impact on behavioral intention: “performance expectancy”, “effort expectancy”, “social influence” and the factor that has a direct impact on actual usage behavior is “facilitating conditions”.

UTAUT provides a useful tool for managers to assess the likelihood of success of introducing new technology and helps them understand the factors that influence acceptance or rejection of a new technology . On that basis, they proactively design interventions (including training, marketing, etc.) aimed at users, especially those who tend to be resistant to change [31] .



Figure 1-7: UTAUT Model


Overview of research on factors affecting the decision to use E-banking services of customers

Some previous studies


There are many domestic and foreign studies, based on previous theoretical models, conducted to find out the factors affecting the decision to use technology-related services. Some studies are summarized by the author in the following table:


Table 1-2: Overview of previous studies


STT

Author, year of study

Topic name

Usage model

Factors

1

Luarn & Lin (2005)

Toward an understanding of the behavioral intention to use mobile banking, Computers I Human Bahavior

TAM expansion

- Easy to use


- Usefulness


- Financial costs


- Attitude


- Effective

Research from 180 survey respondents in an electronic trade show and conference in Taiwan. The research results indicate that perceived effectiveness, financial cost, ease of use, and usefulness have positive effects on behavioral intention.

Use Mobile Banking Service

2

Wu & Wang (2005)

What Drives Mobile Commerce? An Empirical Evaluation of the Revised Technology

Acceptance Model

Extended TAM and IDT

- Risk awareness


- Compatibility


- Perceived usefulness


- Cost awareness


- Perceived ease of use


- Perception of trust

Wu and Wang (2005) study was conducted on middle class respondents with an average income of US$650 per month. This study found that Cost Perception negatively affects the adoption of mobile commerce and mobile banking in the first time adoption of this technology.

first introduced, while other factors have a positive influence.

3

Shanmugam

Arunagiri, Savarimuthu

Factors Affecting

Malaysian Behavioral

TAM

- Perceived usefulness


- Perception of credibility

Maybe you are interested!



Michael Thaz, Wen

Teoh Chai (2014)

Intention to Use Mobile Banking With Mediating Effects of Attitude


- Perceived benefits


- Perceived ease of use

- Financial cost awareness

The research data is 202 respondents through three universities in northern Malaysia participated in the survey. The results of this study show that perceived usefulness, perceived benefits and perceived reliability are factors that influence users’ intention to use mobile banking services. Meanwhile, perceived ease of use and financial cost were found to be insignificant in

this study.

4

Yan Xiao, Arun Sukumar, Lucian Tipi and David Edgar (2017)

Factors Influencing People's Intention to Adopt E-

Banking: An Empirical Study of Consumers in Shandong

Province, China

TAM

- Perceived usefulness


- Feel easy to use


- Reliability


- Expense

Survey data on 200 people, regression analysis results determined that perceived usefulness and reliability are important factors positively affecting the use of E-banking by consumers in Shandong Province, China; while perceived

perceived ease of use and cost as factors with negligible impact.

5

Lute Sakala, Jackson Phiri

(2019)

Factors Affecting Adoption and Use of Mobile Banking Services in Zambia Based on TAM

Model

TAM, UTAUT

- Perceived usefulness


- Feel easy to use


- External factors


- Attitude


Survey data on 384 service users. The analysis results show that all factors have a positive impact on customers' decision to use Mobile Banking services. In which, perceived usefulness has the strongest impact and attitude has the weakest impact.

best.

6

Nguyen Hong Quan (2020)

Factors affecting satisfaction with the quality of electronic banking services: Research at Tien Phong Commercial Bank

TAM and TPB

- Reliability


- Responsiveness


- Electronic media


- Service capacity


- Customer empathy


- Price, service cost

The research data includes 225 customers who regularly use Tien Phong Commercial Bank's e-banking services. The research results have shown that there are 6 factors that positively affect customer satisfaction with using Tien Phong Commercial Bank's e-banking services. Of which, the factor of trust has the strongest impact, followed by the factors of responsiveness, service capacity, empathy, tangible means and finally

is the price.

7

Ha Nam Khanh Giao, Tran Kim Chau (2020)

Factors affecting the decision to use Smartbanking services - Empirical research at BIDV - Bac Sai Branch

Saigon

TAM and Extended TAM

- Feel the usefulness


- Feel easy to use


- Feel the trust


- Perception of risk


- Perception of cost

Research results from 235 customers at the branch's transaction office show that the factors that have a positive impact, arranged in decreasing order of strength, include: Perceived ease of use, Perceived usefulness, Perceived trust in customers' decision to use Smart banking. Meanwhile, the factors that have a negative impact, arranged in decreasing order of strength, include: Perceived ease of use, Perceived usefulness, Perceived trust in customers' decision to use Smart banking. Meanwhile, the factors that have a negative impact, arranged in decreasing order of strength, include: Perceived ease of use, Perceived usefulness, Perceived trust in customers' decision to use Smart banking.

ranked in descending order of strength, including: Perception of risk, Perception of cost.


8

Nguyen Thi Nga, Tuyet Hang, Ngoc Huyen, Cam Thu, Hoang Lam (2021)

Factors affecting digital banking adoption

TAM and TPB

- Brand, bank image

- Perception of trading risk

- Service costs


- Feel the ease of use

- Expected results


- Social impact

Research data was conducted on 320 customers at bank branches in Tuy Hoa - Phu Yen. The research results showed that there are 3 factors that have a positive impact on the acceptance of using digital banking. Of which, the factor Perceived transaction risk has the strongest impact, followed by the factors Perceived ease of use, Expected effectiveness, Cost factor and finally the factor Trade.

Bank logo and image.

9

The Legend of Kim Chi (2021)

Examining factors affecting customers' intention to use E-banking in Vietnam

THREE, ONE

- Feel easy to use


- Behavior control


- Subjective standard


- Risk awareness


- Brand image


- Expectations


- Law


- Cost awareness


- Compatibility

Research data included 235 surveyed people who were customers at banks.

headquartered in Hanoi. The analysis results show that there are only 6 factors affecting


E-banking usage decision: expectation factor, brand image, legal factor and subjective norm have positive impact. However, perception of cost and risk are barriers to E-banking usage decision, negatively impacting the trend of using the service.

Customer E-banking.

10

Pham Tien Dat, Phan Thi Hang Nga (2021)

Factors affecting decision to use E-banking services: A case study of Vietnam commercial banks during COVID-19 pandemic

TAM

- Attitude


- Perceived usefulness


- Perceived ease of use


- Trust perception


- Communicate


- Social impact


- Innovation

The authors surveyed 647 customers who registered to use e-banking services at commercial banks in Vietnam. The study used structural equation modeling (SEM) analysis to demonstrate that the factors: perceived usefulness, ease of use, trust, social impact, innovation and communication have a statistically significant relationship with the attitude and decision to accept E-banking services. Based on the results, it is confirmed that the independent variables affecting the attitude and decision to use E-banking services all have a positive impact. In which, the innovation factor has the strongest impact, while trust

has the weakest impact.

Source: Author's synthesis


General discussion of theories and research


Over the decades, many theoretical models on technology acceptance and use have been applied, inherited and developed. First, the TRA theoretical model (Fishbein and Ajzen, 1975) determined that actual human behavior is influenced by the person's intention for the behavior about to be performed. Intention is influenced by two main factors: personal attitude and subjective norms such as experience, lifestyle, education, age, gender. Inheriting the TRA theoretical model framework, in 1989, Davis and his colleagues built the technology acceptance theory (TAM) and argued that the theory


This study pointed out two factors that directly affect users' attitudes towards using technology: Perceived ease of use and Perceived usefulness. Ajzen also extended the TRA theory by adding the component of "perceived behavioral control" to create the Theory of Planned Behavior (TPB) (Ajzen, 1991). Rogers' (1995) innovation diffusion theory (IDT), at the individual level, pointed out that the process of adopting an innovation model in an individual goes through five stages and there are five factors that influence these decisions of the subject: Relative advantage, Compatibility, Complexity, Observability and Testability. However, the last two factors proposed by Rogers have been omitted in later studies on innovation. Most influenced by the theories of TRA, TPB and TAM, the UTAUT theory of Venkatesh et al. (2003) also explained users' behavioral intentions and acceptance behavior towards technology.

From previous studies, it can be seen that from the foundation of classic models such as TRA, TAM, TPB, UTAUT... authors in the world in general and Vietnam in particular, have developed research models suitable for each different research topic. There is no optimal model that can measure acceptance most accurately. There is no comprehensive tool in all circumstances to measure the diversity of perceptions. Applying a technology acceptance research model into practice also depends on many factors: space, time, objects... that the research author chooses which model is suitable. Therefore, studies can choose a complete model or add or remove elements from the original model, or can combine many models at the same time to suit actual conditions. However, through empirical studies, the TAM model is chosen by many authors as the basis for their research. This is the most typical, basic model with high reliability in modeling the acceptance and use of technology. Typically, the research of Yan Xiao et al. (2017) shows that the factors "Perceived usefulness" and "Perceived ease of use" have a positive impact on the decision to use E-banking of consumers in Shandong province, China. Also based on the TAM model, the research of authors Pham Tien Dat and Phan Thi Hang Nga (2021) has developed a number of other factors to suit the research paper including

Comment


Agree Privacy Policy *