NGHIEN C i / U
Cac nhan td anh huong den du dinh va quyet dinh su dimg the ngan hang: ca scr ly luan va m6 hinh nghien cuu ly thuyet
Pham Nguy&i Thi Hotog Hoa
UiTMDudng Thl Li&i m
Tom tdl: Khoa hoc cong ngb^ da mang 6in su ung dung hieu qua cho lat ea eac nganh. Bac biet la bong nganh ngan hang Su phat minh ra the thdng minh da d e m den cho ngan hang rat nhieu lien lai Nghien cuu v^ thanh loin dien tu da duoc ap dung tren the gidi nhung ehua phlt hien nhi^u d Viet Nam. Bai viit dua v l o Thuyet hanh dpng hop iy (TRA), Thuydt hanh vi ke hoach (TPB), Thuyet chap nhSn cdng nghe (TAM) va Thuyet chap nhan thuong mai dien hi (E-Ci\M) de tim ra cac nhan td anh hudng den du dinh v l quyet dinh su dyng the ngin hang d Viet Nam.
Til khoa: TAM, TRA, TPB, E-CAM, the ngan hang.
C
ong nghe thong lin da phat trien d m u c dd rl't cao va dem 6in nhieu tien ieh phuc vu eho con ngudi. Dac biet trong linh vuc thuong mai dien tu. Ngan bang dien tu cung nhu vay. Cac nha nghien cuu ludn luon tim each ban hang nhanh nhlt, lien loi nhat va lgi nhuIn cung tang idi da m a khdng tieu ldn qua nhi^u thdi gian Tai Viet Nam, cac nha nghien cuu quan tam den chit luong dich vu ngan hang dien tu, phat Irien dich vu ngan hang dien tu, Idng tmng thanh ciia khach hang su dung ngan hang dien tu.1. Cff sffly thuyet
1.1. Mot s d khai niemThe ngan hang la cdng cu thanh loan do ngan hang pliat hanh the cap cho k h l c h hang su dung theo hop dong ki kel giua ngan hang phat hanh the va chii the {NHNN, 1999). The ngan hang- (hay the thanh toan) la phuong tien thanh toan khdng dung tien mat ung dung eong nghe dien tu, tin hpc ky thult cao. The do ngan bang phat hanh theo yeu cau va kha nang chi tra cua khach hang, giup cho ngudi su dung cd the thanh toan eac khoan mua hang hda mdt each nhanh chong, thuan ti^n, chi'nh xac va an toan.
Xet tu gbc dd nhin nhan ndi dung ban chat kinh te cua ngudn thanh loan ngudi ta chia the lam 4 loai chmh' the ghi ng (debit card), the tin dung (credit card), the du lich va giai tri (travel and entertainment card- r&E card) va ihe thanh toan (charge card)
Thl imang the ngan hang la tap bop su thda thuan, qua do cac hoal ddng mua ^ ban hang hoa va dich vu the duoc thuc bien iheo nguyen t i c thi Imdng n h i m gmp cho viec thanh toan hang hda, dich vxi duoc thuc hien mot each nhanh chong. Quy md thi hirdng la thuoc do muc do phat trien cua Ihi trudng. Thi tmdng Ihe CO su khac biel nhat dinh khi ddi luong hang hoa duoc trao ddi la the ngan hang, ngudi ban la ngan
4 6 . . . „ . . C H . i , . . . .
hang p h l i hanh the, ngudi m u a la khach hang co nhu cau s u d u n g the.
Cung n h u cac thi budng h l n g hda khac, boat d^ing eua thl Irudng the bao gdm 4 nguyfen t i c sau day nguyen t i c tmng gian mua — b i n , nguyen t i c cdng khai, rd rang, nguyen t i c canh banh, nguyen tic phap ehe hoa moi giao dich m u a — ban, thuc hi^n giao djch bang the. Nhu vSy thi tnrdng the cung cd nhung van de c o ban n h u bao thi trudng k h l c dd la sy d i m b i o ngang b i n g sd lugng h l n g hda, dich vy mua vdi sd luong hang hda, djch vu ban.
The n g i n hang cd vai trd quan trpng ddi vdi n^n kinh le, ddi vdi n g i n hang va ddi vdi khach hlng su dung the: la d i m bao su p h l t tri^n v l hoal ddng 6n dinh eua thi tmdng lien te, hda n h i p vdi su hi^n d^i hoa cua the gidi lao su iuu thdng tren loin eau, khlc phuc c i c nhuge diem eua thanh loan bing ti^n m|t, n l n g eao nang luc quan if dieu h i n h cua NHTW (ngin hang Imng uong), nang c a o nSng luc q u i n li di^u hanh eiia chinh phu, minh bach Ihi budng tai ehinh, phong chdng tham nhung, lang Uudng kinh t^. Ddi vdi ngan hang: tang sue canh tranh, lang hieu q u i hogt ddng. Ddi vdi khach h l n g s u d u n g the; t\\i thanh loin d e m lai su ti$n lgi trong Ihanh l o i n hang hda v l dich vu eho ngudi su dung the d c l bong v l ngoli nude.
Vdi mdt l l m the nhd gon v l di dang cat giu, ehii the cd the thanh t o l n tien hang hda va dich vu d cac diem c h i p nhan the Iren p h a m vi toan e l u . B&n eanh do, viec ung dung eong nghe hi&n dai v l o vi^c san xuat the nen viec l l m gia die la rat khd. Chd ky va c i c thdng tin khae eija chii dugc ma hda da han ch^ dugc ra! nhi&u bnh trang the bi chiem dung.The ngin hlng giiJp chil the tiit ki$m thdi gian mua hang.Vi^c d^m tien, k i l m tra lien khi thanh loan hang hda v l djch vy ed gil In Idn tdn kha nhilu thdi gian. Trong nhung djp cd dot bien ve nhu e l u mua s I m nhu 1^, t&'l ... thi
phai .xep hang chd de'n luoi thanh loan. Nhung khi sii dung ttie se Uel kiem duoc nhieu ttidi gian cho khach hang va tao duoc van minh trong giao dich ttianh loan The ngan hang giup ehu ttie kiem soil duoc chi Ueu cua minh. Ngan hang se gin cho chii ttie ban sao ke chl hel cac giao d|ch phat sinh hong thing viio cudi mdl ttiiSng vii cac khoan lil ma chii ttie phai ha. The ngan hang cdn mang lai su van minh trong heu diing.
1.2. Thuyet hanh ddng hpp Iy (TRA) Thuyet hanh ddng hop ly (TIU) duoc Ajzen va Fishbem dua ra diu hen vao nam 1975. Hai yeu Id chinh inh hudng den y dmh li Ihii dd ci nhin va chuan chii quan:
- Thai dd ciia mdl ca nhan duoc do ludng bang niem hn va su danh gla ddi vdi kel qua cua hanh vi dd (A|zen, 1991). Chuin chii quan la nhan ttiiic ctia nhung ngudi anh hudng nghi ring ca nhin dd nen thuc hien hay khdng thuc hien hanh vi (Ajzen 1991)- raMr'^i'saf""'"'" ""'' *""" * * ""'' ''''""^ 't'^'"™'
rang ddng cd cua ngudi sir dung cd the giai Ihlch bing 3 nhan td Cam nhan de sir dung (Perceived Easy of Use), Cim nhan hiru ich (Perceived Usefullness) va Thai do su dung (Alhlude toward using).
. Mo Huili CKp Btan .on; lub^ {TAM)
.Vgu6n Basis sacSng^ll9B9l
1.5 Thuyet chap nhin thuong mai dien ti> (elec- tronic commer adoption model: E-CAM)
Bauer (1960) lan dau Uen de xuat nhan 16 Cilm nhan nji ro ddi vdi hanh vi ngudi Ueu dung. Ong cho rang niem Un ve Cam nhan nil ro cung la yeu Id quyet dinh den hanh yl ngudi Ueu ddng va nd cung li nhan Id chmh anh hudng de'n su chuyen ddi hinh vi cua ngirdi Ueu diing
Dl '•^-™">'«' H ^ ^ " ke hoach TPB (Theory ot flanned Behavior)
Thuyel hanh yi ke' hoach (TPB) duoc Ajzen gidl thieu lan dau hen vao nim 1985. TPB la thuyel cd nguon gdc li, TRA. TPB la mdl li thuyel kel ndi giUa Ihii dd va hanh vi. Cam nhan kiem soat hanh vi li, ndi de'n c4m nhan cua mdl ngudi vi kha nang cd sin ciia ki nang do, nguon luc va co hdi co Ihe cd sin hoac khdng CO san eua mdl himh yi. Nd cd ca hai su cam nhan dieu khien ben hong(nhu kl nang va kha nang ciia con nguoi) va yeu Id ben ngoai (nhu co hdi ya dieu kien) can Ihiel de bieu dal hinh vi (Chuttur, 2009)
1.4. Thuyet Chap nhan cdng nghe (TAIM) Viio nam 1985, Davis dua ra md hinh Chip nhan cong nghe (TAM). Va sau dd Tam duoc ung d u S irong nhieu linh ™c. Trong md hinh niiy Davis cho
3. Mo hinli va gla tliuyet nghien cihi TTidng qua viec Um hieu ly thuyet vi Ihuc Udn tac gia de xual md hinh nghien cuu bao gdm bie'n sd ddc lap Cam nhin nii ro, Chinh sieh marketing Yeu Id phap lual Cam nhan de sir dung, Khoa hoc vi, cdng nghe, Anh hudng xa hpi, Nhan thiic kiiim suit himh vl Bien Sd phu thudc li, Quyet dmh su dung. Bie'n sd tmng gian la Cam nhan huu ich, Du dinh sir dung Ihe ngan hang lai Viet Nam. ' ' dd tt)^'"n- . ' " ^ j " ' ^ """S "=" "•= "Shien ciiu Imdc do ve du dmh su dung vi, quyet dinh sir dung die biet a nghien cua Taylor va Todd (1995), Davis (1996)
mmT?^T' Y * " » ' 2 " ° ' ' PiXKakkaran i(2000 . Park & Lee (2004), Nguyen Duy Thanh (2011) S T T h ™ n * " " ' . ' " " " ' ' " 8 " ' * " Thi Tuye'l Nga Cd linh ih '""""^ ^'""^ f^°"»' ' " " ^ S bai Viet niy Cd tmh Uioi su va co li'nh tdng hop cao. Md hinh nghien cuu ma chiing ldl de xual lap tmng lam r d r Z uung the ngan hang.
Cac gia Ihuye'l nghien ciiu ve cic mdi quan he - Gia thuye-1 HI: Cam nhan huu ieh ciia The noan hang tac ddng dong bien den y dinh si, dung the '
- Gia Ihuyei H2: Khoa hoc cdng nghe cd lac do,,,, dong bien de'n y dinh su dung the ngan hang
- Gia thuyel H:!: Chinh sacli markeunglac ddng
NGHI£NCI/U
ddng bien vdi y dinh sii dung the ngan hang - G i l thuyel H4; Yeu td phap luat cd t i c ddng ddng bien den y dinh su dung the ngan hlng
- G i l thuyet H5; Yeu td cam n h i n rui ro cd t i e ddng dong bien den y djnh su dung the ngan hlng
+ Gil thuyet H5a: Cam n h i n nil ro ed tac ddng dong bien den d m nhan hCai ieh
+ Gil thuyet H5b: C i m nhan riii ro cd t i c dgng dong bien len sir dung the ngin hlng
- Gia Ihuyet H6: Yeu td xa hoi cung tac ddng ddng bien d i n y dinh su dung the ngan hang
- Gil thuyet ?• Yeu id nhan thuc Idem soat hanh vi cd quan he dong bien vdi y djnh su dung the
- G i l thuylt 8: Y l u td y dinh sir dyng cd tac ddng dong bien den quyel dinh su dung
- G i l thuylt 9' Cac yl'u td n h i n k h i u hoc tao nen su khlc biet ddi vdi y dinh va quyet dinh sir dung the ngan hang
1 ^-.-- ^ 1 .... ^
1 .-.. ^ 1 *_.LJ
3.f ixet
Vdi md hinh, g i l thuyet v l phuong phap nghien cuu neu tren, b l i b i o da x l e djnh duoc c i c nhan td:
Loi ich cam nhan. Cam nhan d l sir dung, Riii ro cam nh|n. Sir dung the ngan hang, Chuin chu quan, Nhin thiic kiem soat hanh vi, Chinh sich marketing, Yeu td phap luat va elc yeu Id n h i n khau hpe 11 nhung n h i n Id I n h hudng den du dinh sir dung va quyet djnh sir dung the ngin hang.
Be xuat, kien nghj:
- Tim ra c i c h quang c l o hieu qua va cung cap thong tin den vdi khach hang
^ - Ngan hang can cd chien luoe lau dai Irong viec dau l u v l phat Iriln san pham va djch vu mdi dya tren cong nghe lien tien de dap ung nhu cau khlch hang v l tang nang luc canh tranh.
- Ngan hang cd chien luoe markehng cho khach hang mue lieu
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