THE FACTORS AFFECTING CUSTOMERS’ INTENTION TO USE AGRIBANK E-MOBILE BANKING SERVICES IN HO CHI MINH CITY

Abstract

Limiting the use of cash, promoting online payment, encouraging the use of e-banking are the serious issues that have been greatly concerned by the Vietnamese Government as well as banks in Vietnam. Agribank, one of the big banks in Vietnam, is always interested in understanding customer behaviors in order to have a basis for improving services and attracting more customers to use e-mobile banking of Agribank. This study is a quantitative study to identify the affecting factors and their affecting levels on the intention of customers in using Agribank e-mobile banking services in Ho Chi Minh City. The research model includes seven (07) independent factors: (1) perceived usefulness, (2) perceived ease of use, (3) subjective norm, (4) cost, (5) perceived trust, (6) variety of Services, (7) mobility access, and one (01) dependent factor, it is the intention of individual customers to use Agribank e-mobile banking. The research data was collected from 309 individual customers of Agribank in Ho Chi Minh City. The Cronbach’s Alpha test of reliability, exploratory factor analysis (EFA), and Multiple Linear Regression Analysis were used for data analysis. The final results show that there are five (05) factors affecting individual customers on intention to use Agribank e-mobile banking: (1) mobility access, (2) subjective norm, (3) perceived usefulness, (4) perceived ease of use, and (5) cost. This study results contribute to provide some managerial implications for Agribank in Ho Chi Minh City improving services to attract more customers towards using Agribank e-mobile banking.