Mo hinh nghien ciiu cdc nhdn to...
MO HINH NGHIEN CtTU CAC NHAN TO ANH Hl/dNG DEN LU^A CHON DICH VU NGAN HANG TRlTC TUYEN CUA
KHACH HANG CA NHAN
Nguyen Thi Cam Phu', Trdn Anh Minh' TOM T A T
Tdc gid trinh bdy hiin trgng viec lua chon dich vu ngdn hdng true tuyen cua khdch hdng cd nhdn, tong hop xem xet, danh gid cdc nghien ciru vd cdc md hinh trudc ddy cd lien quan den viec lua chon dich vu ngdn hdng true tuyen cita khdch hdng cd nhdn, tren ca sd do xdc dinh cdc nhdn td dnh hudng den viec lira chgn dich vu ngdn hdng true tuyen ciia khdch hdng cd nhdn. Tir do, tdc gid de xudt md hinh nghien ciru.
TCr khda: Dich vu ngdn hdng true tuyin, Ebanking, khdch hdng cd nhdn, cdc nhdn td dnh huong din viec lua chgn.
THE MODEL STUDIES THE FACTORS AFFECTING ELECTRONIC BANKING SERVICE CHOICE OF INDIVIDUAL CUSTOMERS ABSTRACT
The author presents the current status of individual Electronic banking choice of customers, summarizes and reviews previous studies and models related to the choice of Electronic banking services, of individual customers, based on which determine the factors that influence the choice of Electronic banking services of individual customers. From there, the author proposed a research model.
Keywords." Electronic banking services, Ebanking, individual customers, factors affecting the choice.
' ThS Gidng vien Truang DH. Ngdn hdng Tp.HCM; NCS Trudng DH Lgc Hdng
" TS GV Trudng DH. Vdn Lang Tp.HCM
Tap chi Kinh t6 - Ky ttiu^t 1. DAT VAN DE
Ciing vdi xu thd toan cau hda, Viet Nam dang timg budc hdi nhap kinh tk th^ gidi, vdn de canh tranh dugc dat ra la het sure quan trpng trong hau bet cac ITnh vuc. Sy tham nhap cua ling dung cdng nghe, dien tir viln thdng vao nganh tai chinh ngan hang da tao ra nhieu dich vu mdi vdi ham lupng cdng nghe cao, trong do cd djch vu Ebanking.
Djch vu ngan hang tryc tuyen (Ebanking) la san pham tieu bieu trong nhieu ring dung cdng nghe hien dai ciia ngan hang, nd cho phep cung cap cac dich vu ngan hang mot each true tiep den tan tay moi ddi tugng khach hang; mang lai nhieu thuan tien cho ngudi sir dung cung nhu giiip khach hang tiet kiem thdi gian va chi phi giao dich. Thyc te da cho thay xu hudng sir dung cac djch vu Ebanking, dac biet qua cac kenh thdng qua mang Intemet hay dien thoai di ddng thdng minh ngay cang phd bien. Trong thap ky qua, cac nha nghien ciru tren the gidi da nghien ciru nhieu van de lien quan den Intemet, djch vu ngan hang thdng qua kenh Intemet (Intemet banking) va dich vu ngan hang thdng qua kenh dien thoai di ddng (Mobile banking).
0 Viet Nam, vdi dan sd tren 96 trieu ngudi cd den 84% ngudi sir dung smartphone va xu hudng mua hang true tuyen dang cd xu hudng tang. Ngoai ra, vdi tdc dp tang trudng manh me ciia thj trudng the ngan hang cung cho thay xu hudng tieu diing khdng bang tien mat, gdp phan phat trien cac djch vu thanh toan tren di dpng.
Den nay, cd khoang 45 ngan hang cung cap djch vu SMS banking, Intemet Banking va 32 ngan hang phat trien img dung Mobile Banking. Hien nay, hau het cac ngan hang da trien khai djch vu Ebanking (trong dd 74% ngan hang thuong mai phat trien dich vu Intemet Banking, 38%
ngan hang thuang mai phat trien djch \ u Mobile banking). Tuy nhien. sd lugng khach hang sir dung djch vu ngan hang tryc tuyen cdn it so vdi ti6m nang phat trien, tan suat sir dung cdn nhilu han che.
Xac djnh vai trd va tam quan trgng cua khach hang trong phat tridn djch \u Ebanking, nhieu nghien ciiu cac yeu td anh hudng den lya chpn sir dung dich vu Ebanking cua khach hang da va dang dupe nhilu nha nghien cim trong va ngoai nude quan tam nghien cim va phat trien cac ly thuydt nghien ciru. Mot sd nha nghien ciiu sii dung cac ly thuyet nIn tang nhu: TRA, TPB, TPR, TAM, IDT dua ra nhieu ydu td anh hudng den lua chpn sii dung djch vu Ebanking. Horn niia, viec ap dung mot md hinh ly thuyet tren the gidi vao ngii canh ciia Viet Nam cd the khdng phii hgp do cac dilu kien dac thii rieng ve kinh te, van hda, xa hdi
Do dd viec nghien ciiu de xay dyng mo hinh cac yeu td anh hudng den viec lya chpn djch vu Ebanking cua khach hang ca nhan d Viet Nam la viec lam cd y nghia thiet thyc ca ddi vdi khach hang sir dung va ngan hang cung cap djch vu.
2. MO HINH NGHIEN CUtJ CAC NHAN TO ANH HirOfNG DEN LLTA CHON DICH \\J NGAN HANG TRlTC TUYEN (Ebanking)
2.1. Cac nghien cihi thirc nghifm 2.1.1. Nhdn td cam nhan tinh de su dung vd tinh hiru ich cua dich vu
Mot sd md hinh nghien ciiu ly thuyet hanh dpng hgp ly (TRA), Ly thuyet hanh vi co ke hoach (TPB), Md hinh chap nhan cdng ngh?
(TAM2), md hinh UTAUT,... nghien ciru hanh vi ngudi tieu diing chap nhan va sii dung san pham mdi, hien dai trong ITnh vuc ngan hang dua ra 2 yeu td cam nhan tinh de su dyng va cam nhan tinh hiiu ich anh hudng den lua chpn sii dung djch vu Ebanking.
Amin va cdng sy (2008) ap dung mo hinh TAM nghien ciiu tai thi trudng Malaysia va ket luan cac nhan td anh hudng din lya chpn va chap nhan sir dung djch vu Mobile banking:
tien ich dich vu, cam nhan tinh dl sir dung, uy tin, thdng tin va cac tac ddng xa hdi.
Ho et al. (2008) nghien ciru nhimg anh hudng cua cdng nghe djch vu ty phuc \ LI tren gia trj khach hang va sy sSn sang cua khach hang
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trong djch vu Intemet banking. Luam va Lin (2005), Gu et.al (2009) xac nhan vl lua chpn sir dung Mobile banking dya tren md hinh TAM.
Zhou (2012) chi ra rang cku tnic va dam bao chat lugng thdng tin la nhiing yeu td chinh anh hudng den sy tin tudng ban dau anh hudng din cam nhan tinh hiiu ich va ca hai yeu td dy doan lira chpn su dung Mobile banking.
Riquelme va Rios (2010) ap dung md hinh TAM nghien curu ngudi tieu diing tai Singapore vdi tren 681 ngudi va ket luan cam nhan tinh hiiu ich, chuan muc xa hdi, nhan thiic rui ro la cac yeu td anh hudng quan trgng den viec sir dung dich vu Mobile banking. Trong bdi canh dd, Koenig-Lewis et al (2010) chi ra rang kha nang tuong thich, tinh hiiu dung nhan thiic va rui ro la nhirng chi sd quan trpng cho viec ap dung cac djch vy Mobile banking.
Dua tren nghien ciiu theo md hinh TPB, TAM, Sripalawat va cdng su (2011) da kiem djnh va nhan thay cam nhan tinh de su dung, cam nhan ve tinh hiiu ich, nhan thiic hieu qua la cac yeu td anh hudng den viec chap nhan va sir dung djch vu Mobile banking.
Mdi quan he giira Cam nhan tinh him ich va lua chpn sir dung theo Le Td Minh Tan (2013) nghien ciiu tai Hue khang dinh Cam nhan tinh hihi ich dugc nhan djnh la nhan td cd anh hudng Idn nhat den dy dinh sii dung djch vu Ebanking.
Dieu nay ung hd nhiing nghien cihi trudc cua Pikkarainen (2004) va Chan & Lu (2004) khi dieu tra su chap nhan Ebanking tai Phan Lan va t^i Hong Kong.
Pham Thiiy Giang (2015) nghien ciiu ket hgp md hinh TAM va md hinh TPB dl phan tich cac ylu td anh hudng den du djnh hanh vi sii dyng djch vu Intemet banking ciia khach hang ca nhan tai Viet Nam. Ket qua nghien ciiu cho thay thai dp cua khach hang ddi vdi djch vu Intemet banking cd tac dgng manh nhat tdi lua chpn hanh vi sir dung djch vu Intemet Banking, cam nh^ ve mirc dp hiiu ich ciia Intemet banking lai CO anh hudng manh den thai dp, cam nhan ve su
phtic tap khi sir dung djch vu Intemet banking dang la rao can khach hang du dinh su dung dich vu Intemet banking.
Rd rang, mot sd nghien ciiu dya tren cac md hinh ca ban TAM, TPB, UTAUT h k het chi ra rang cac ylu td cam nhan vl tinh de sir dung, cam nhan vl tinh hiru ich cua san pham la hai yeu td quan trpng tac ddng din lua chpn hanh vi, su chap nhan va sii dung cac djch vu gan vdi cdng nghe ndi chung va djch vu Ebanking ndi rieng.
2.1.2. Yeu td tinh ddi mdi
Mot sd nha nghien ciiu Chimngo va Munongo (2013), Joshua (2009) da tiln hanh nghien ciiu va dua ra yeu td tinh ddi mdi ciia ngudi tieu dung trong viec tiep can va chdp nhan su dung cac san pham mdi dac biet trong ITnh vyc cd ap dung cdng nghe hien dai. Theo ly thuyit cua Maslow (1943) va Herzberg (1959) ve ddng co cho thay khi con ngudi cd ddng co hanh ddng ddng thdi se ITnh hdi dugc kiln thiic.
Kien thiic dien ta thay ddi trong hanh vi ciia mot ngudi phat sinh tir kinh nghiem Cac nha ly luan cho rang chinh sy tuong tac nay da thdi thiic va dua ra nhirng tac dpng kich thich nhung phan ling dap lai. Sy thdi thiic la nhan td kich thich ndi tai thiic day hanh ddng. Do do tinh ddi mdi la mot yeu td quan trpng ciia lya chpn va chap nhan sii dung djch vu. Foxall va Bhate (1991) da sir dung tinh ddi mai ciia ngudi tieu diing de giai thich hanh vi chap nhan sir dyng may tinh ca nhan. Tinh ddi mdi ciia ngudi tieu diing dugc do bang phong each nhan thiic ddi mdi cua Kirton (1976) va su tham gia ciia ca nhan cua Zaichkowsky(1985).
Ket qua kiem nghiem ddi vdi mot sd mau la ca nhan sinh vien tdt nghiep trong nganh quan trj kinh doanh cho thay tinh ddi mdi (do bang sy tham gia ciia ca nhan) cd tac ddng dang ke den tin sd sii dung may tinh ca nhan. Im va cdng sy (2003) da nghien ciiu mdi quan he giiia tinh ddi mdi cua ngudi tieu diing, dac tinh ca nhan va hanh vi chip nhan sir dung djch vu dien Ui mdi.
Tap chf Kinh t£' - Ky thuat
Ho va Wu (2011) da nghien ciiu vai trd ciia tinh ddi mdi trong quan he nhan thiic ve thudc tinh san pham mdi va lya chpn chap nhan san pham mdi phat hien tinh ddi mdi ciia khach hang va nhan thiic ve thudc tinh ciia san pham mdi dieu tilt mdi quan he giua nhan thiic ve thudc tinh cua san pham mdi va lua chpn chap nhan san pham mdi cua ngudi tieu diing. Trong ITnh vyc nghien ciiu khac ve san pham dien tii mdi, Cao Thj Thanh (2014) cung khang dinh tinh ddi mdi anh hudng tich eye den lua chpn hanh vi chap nhan san pham thupc ITnh vyc nay.
2.1.3. Yeu td nhgn thirc ve rui ro Laforet va Li (2005) da dilu tra cac rao can ddi vdi viec ap dyng tieu dimg Tmng Qudc ciia Intemet banking va chi ra rang yeu td bao mat la ylu td quan trpng nhat thiic day viec sii dung djch vu Intemet banking. Riquelme &Rios (2010) da chimg minh rang cac nhan td thudc cam nhan tinh huu ich, chuan myc xa hdi va nhan thiic nil ro (theo thir ty anh hudng) la ba ylu td quan trpng anh hudng den viec sii dung cac dich vu mobile banking tai Singapore, Ngoai ra, hp chi ra nhan thirc ve riii ro, may tinh va ky nang cdng nghe, thieu nhan thirc va sy hieu biet ve nhiing lgi ich va van hda tien mat mang theo la rao can chinh trong sii dung dich vu nay tai Tmng Qudc.
Pham Long (2013) de xuat md hinh lya chgn chap nhan sii dung Ebanking tai Viet Nam cung dua ra nhan td cam nhan nii ro anh hudng den lua chpn sir dung djch vu cua khach hang.
Tiep theo nghien ciiu cua Pham Long, Nguyen Duy Thanh va Cao Hao Thi (2014) dl xudt md hinh EBAM trong dd dua ra 6 nhan td anh hudng den lya chpn sii dung djch vu Ebanking ciia khach hang: de sir dung, kiem soat hanh vi, kha nang tuong thich, hieu qua mong dgi, hinh anh ngan hang va cam nhan nii ro giao djch anh hudng den chap nhan va lya chpn su dung djch vu ciia khach hang. Tuy nhien, nghien ciiu vdi tren 300 mau tap tmng tai mot sd ngan hang thuang mai chua tap tmng phan
loai theo khach hang da su dung hay chua sir dung djch vu Ebanking, nghien cim chua dua ra anh hudng cac ylu td nhan khdu hgc vao phan tich. Kesharwani & cpng sy (2012). Do Ngpc Anh (2016) van dung md hinh UTAUTA trong nghien ciiu lya chpn sir dyng va miic dp sir dung dich vu Intemet banking ciia khach hang, ngoai 4 nhan td ky vgng vl hieu nang, ky vgng ve sy cd gang, anh hudng xa boi, dilu kien thuan lgi md rdng vdi hai nhan td an toan^ao mat, tien lgi nghien cihi cac nhan td tac ddng den lya chpn su dung dich vy Intemet banking ciia khach hang da sir dung va chua sir dung djch vu.
Tuy nhien nghien ciiu chua khang djnh moi quan he giiia cac bien trong md hinh, chua nghien ciru din ylu td viing mien va su khac biet trong mdi quan he anh hudng giiia cac yeu to din lya chpn sir dung dich vy Intemet banking giiia cac nhdm khach hang cd dac diem nhan khau hpc khac nhau.
2.1.4. Yiu td dnh hircmgxa hpi Venkatesh va cdng su (2003) da nghien ciiu cac nhan td anh hudng trong mo hinh nghien ciiu lya chgn chap nhan va sir dung cong nghe da khang djnh anh hudng xa hpi la miic dp ma ngudi khac cd lien quan anh hudng den lua chpn su dung cua mot ca nhan nao dd. Theo nghien cim ciia Kotler (2004) cung khdng djnh anh hudng xa hdi den hanh vi mua ciia khach hang. Amin va cdng sy (2008) nghien cuu va chi ra rang lya chpn sii dung djch vy ngan hang tren dien thoai di ddng bj anh hudng dang ke bdi nhirng ngudi xung quanh hp. Puschel va cdng sy (2010), Sripalawat va cdng su (2011) cho rang ngudi sir dung dich vu qua dien thoai di dpng ciing chju tac dpng ciia yeu td xa hpi.
Tai Viet Nam, Le Thj Kim Tuylt (2011) da nghien ciiu ddng co tieu diing dich vy Intemet Banking pham vi nghien ciru tai thanh phd Da Ndng, nghien cim chii yeu tap tmng vao doi tugng khach hang hien hiru, chua dua ra duoc su khac biet giira hai ddi tugng khach hang tilffl nang va khach hang hi?n hiru da dua ra lu?n
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dilm nhin chung viec sir dung Intemet banking diu xuat phat chinh tir gia trj ve mat chiic nang cua dich vu dd la cam nhlin sy hiiu ich, tinh linh dpng, giam nii ro. Ngoai ra viec sir dung dich vy Intemet banking cdn bi tac ddng bdi mot sd ylu td khac nhu van hda, xa hpi.
2.2. Cac gia thuyit nghi§n cuu 2.2.1. Cam nhgn tinh de sir dung vd cam nhgn tinh hieu ich
Cam nhan tinh de sir dung dugc hieu la ngudi sii dyng tin rang cd the su dung dich vu ma khdng can nd luc. De sir dyng la cam nhan su khd khan hay de dang hgc tap de su dung dich vu (Davis, 1989), dd la cam nhan cua ngudi dimg tin rang cd the sir dung dich vu ma khdng can sy nd lye.
Cam nhan tinh hiru ich dugc hieu la nhan thiic ve kha nang nang cao hieu qua, nang suat cdng viec cua ngudi diing khi su dung (Davis, 1989).
Nhieu nghien ciiu tai cac qudc gia khac nhau ling dung ly thuyet hanh dgng hgp ly (TRA), Ly thuyit hanh vi cd kl hoach (TPB), Md hinh chap nhan cdng nghe (TAM), md hinh UTAUT,... deu khang dinh nhan td cam nhan tinh de su dung, cam nhan tinh hiiu ich la hai nhan td quan trgng, anh hudng den lya chpn sii dung djch vy Ebanking. Nghien ciru ciia Lee va cdng su (2001), Venkatesh (2003), Chan va Lu (2004), Pikkrainen (2004), Luam va Lin (2005), Alsajjan va Bander (2008), Clegg (2010), Dasgupta (2011), Mohammad va cdng sy (2012), Njuguna (2012), Pham Long (2013), Hernandez (2014) va nhieu nghien ciiu khac nghien ciiu ve cac djch vu khac nhau khang djnh 02 yeu td cam nhan tinh de sir dung, cam nhan tinh hiru ich anh hudng thuan chieu den lua chpn chap nhan sii dung dich vu thuong mai dien tir cua khach hang. Chinh vi vay, tac gia de xuat hai gia thuyet sau:
Gia thuyet 1 (HI): Cam nhan tinh de sir dung cd anh hudng ciing chieu den lya chpn sir diing djch vu Ebanking;
Gia thuyet 2 (H2): Cam nhan tinh huu
ich cd anh hudng ciing chilu din lya chpn sii dyng djch vy Ebanking.
2.2.2. Anh hudng tinh d3/ mdi Tinh ddi mdi phan anh thai dp cdi md dl thay ddi, phan anh su can thilt tao ra mdi la va himg thu (Schwartz (1992). Theo Manning va cdng sy (1992), ngudi tieu diing cd tinh ddi mdi la ngudi thich sy mdi la, thich tim kilm thdng tin san pham mdi va mong mudn cd dugc nhimg trai nghiem mdi ve san pham. Cho din nay cd nhieu nha nghien ciiu da chiing minh anh hudng ciia tinh ddi mdi den lya chpn chdp nhan va su dung san pham mdi theo phuang phap djnh lugng d nhieu ITnh vuc khac nhau (Dickerso n (1983), Foxall va Bhate (1991), Paswan va Himnyawipada (2006), Ho va Wu (2011), ... )
Nhieu nghien curu dua ra nhiing mdi quan he khac nhau, mot sd nghien ciiu khang dinh anh hudng Idn mang y nghTa tich eye giua yeu td tinh ddi mdi va lya chpn chap nhan sir dung ciia ngudi tieu diing (Foxall va Bhate, 1991; Paswan va Himnyawipada, 2006; Ho va Wu, 2011), mot sd nghien cim chi ra mdi quan he anh hudng la rat yeu (Im va cdng sy, 2003; Chao va cdng sy, 2012). Mot sd nghien ciiu gan day cho thay tinh ddi mdi cd tac dung thuan chieu den hanh vi chap nhan ciia ngudi tieu diing/ khach hang (Cao Thj Thanh, 2014; Nguyen Thi Hanh, 2016).
Djch vu Ebanking la djch vu dang phat trien tai Viet Nam, cac ngan hang thuong mai dang canh tranh cung cap ngay cang nhieu dich vy Ebanking mdi hien dai, img dyng ky thuat cdng nghe cao tao thuan tien, gia tang nhieu tien ich cho ngudi sii dung. Do dd tir thyc nghiem nghien ciiu ciia tac gia trudc day, tac gia dua yeu td tinh ddi mdi vao phan tich theo quan diem khach hang la ngudi sii dung dich vu tai ngan hang cd sd thich tim hieu cdng nghe, ky thuat mdi, thich kham pha, tim hieu djch vu hien dai la ylu td anh hudng den lya chpn va chap nhan su dung dich vy Ebanking. Chinh vi vay, tac gia dl xuat gia thuyet sau:
Gia thuyit 3 (H3): Tinh ddi mdi tac
Tap chi Kinh tg - Ky thuAt
ddng thuan chieu vdi lya chpn sir dung djch vu Ebanking.
2.2.3. Cam nhgn tinh rui ro Theo Lee (2001), Cam nhan nii ro trong sir dyng dich vu Ebanking la sy khdng chac chan hay lo idng ma ngudi tieu dung nhan thay. Sy lo ngai ma ngudi cd lya chpn sir dung (hoac ngudi sii dyng) phai ddi mat khi hp khdng the ludng trudc hau qua ciia viec su dyng/ tiep tuc sir dyng dich vu dd (Chan, Lu (2004)).
Ebanking da tdn tai nhieu thap ky, bat dau phat triln dudi hinh thiic may nit tidn br dpng (ATM) vao cudi nhiing nam 1960. Theo thdi gian, Ebanking thu hiit dugc nhilu mdi quan tam hon.
Dich vu Ebankmg phat trien nhieu djch vu, hinh thirc: ATM/POS/EDC/Mpos, Mobile bankmg, Intemet banking, Homebanking,... gia tang lya chpn cho khach hang, tdi uu hda hieu qua va tien ich su dung. Tuy nhien, thuc te hien nay khach hang va ngan hang phai ddi mat vdi nhung van de vl nii ro khi tien hanh giao dich dien tir. Riii ro ve kha nang bj danh cap thdng tin ca nhan thdng qua cac hinh thirc lira dao lay cap thdng tin tren cac trang mang, khach hang bj lira tiet Id thdng tin hoac bj lgi dung cai nhiing ma ddc hai vao may tinh cua ban de danh cap mat ma ca nhan. Nhiing van de nay thudng nam ngoai tam kiem soat cua ngan hang vi tdi pham ludn sir dung nhieu chien thuat mdi nham lay cap thdng tin khach hang.
Tu dd ngudi lay dugc thdng tin ca nhan, mat ma sir dung cd the sir dung djch vu dudi danh nghia chu tai khoan de thyc hien cac giao dich thanh toan, chuyen khoan, nap tien,... gay that thoat tiln trong tai khoan ciia khach hang. Khi sir dung Ebanking, khach hang thyc hien tat ca cac thao tac thay vi dugc phuc vu bdi cac nhan vien ngan hang. Vi vay, se khdng cd bat ky sy tuong tac tryc tilp nao giiia khach hang va nhan vien ngan hang do dd nii ro ve cdng nghe sir dung ciing la mot logi nii ro ma khach hang phai can nhac truoc khi cd lya chpn va chap nhan su dung djch vu Ebanking ciia ngan hang dd.
v l yeu td cam nhan tinh nii ro. nhieu
nghien curu tmdc day da nhan djnh cam nhan tinh nii ro anh hudng din lua chpn sir dung dich vu ciia khach hang: Lee (2001) nghien cim ve lya chpn chdp nhan va su dung djch vu thuang m^i dien tir tai Han Qudc, Brown (2003) nghien ciru dy doan lya chpn sir dung djch vu Cellphone banking cua khach hang tai Nam phi, Laforet va Li (2005) da dilu tra cac rao can ddi vdi viec su dung Intemet banking tai Tmng Qudc, nhan thiic vl nii ro, may tinh va ky nang cdng nghfi, thilu nhan thiic va su hiiu biet ve nhirng lgi ich va van hda tiSn mat mang theo la rao can chinh trong sii dyng dich vu nay tgi Tmng Qudc. Chan va Lu (2004) nghien ciiu lya chgn sii dyng va chap nhan sir dung djch vu Intemet banking tai Hdng Kong khang dinh yeu td nii ro anh hudng tieu eye din lya chpn su dung djch vy ciia khach hang tiem nang.
Cam nhan nii ro ve tinh bao mat va sy tin cay cua cac nha cung cap ddi vdi ngudi tieu dung cang cao thi mirc dp cam nhan tinh hiiu ich ciia thuang mai dien tir se thap hon (Lee, 2001).
Rui ro ve an ninh va tinh bao mat qua cac giao djch qua intemet lam giam cam nhan tinh hiiu ich ddi vdi khach hang (Chan va Lu (2004)).
Chinh vi vay, tac gia de xuat hai gia thuyet sau:
Gia thuyit 4 (H4): Cam nhgn tinh riii ro tac dpng ngugc chieu vdi lya chpn sir dung dich vu Ebanking.
2.2.4. Anh hudng xa hgi
Anh hudng xa hgi la miic do ma mpt ca nhan nhan thirc dugc tdm quan trong cua nhiing ngudi khac tin rang hp nen su dung mpt he thdng mdi. Nhieu ly thuyet khac nhau khSng dinh anh hudng ciia yeu td tinh xa hpi den lya chpn su dung /lya chpn mua hang nhu: Md hinh TRA (Fishbein & Ajzen, 1975), TAM (Davis, 1989), TPB (Ajzen, 1991), IDT (Roger, 2003), UTAUT (Venkatesh, 2003), ly thuyit Marketing cua Kolter (2004).
Anh hudng xa hdi xay ra khi mgt ngudi lam anh hudng den hanh vi ciia mpt ngudi khac (Rice, Grant, Schimitz va Torobin, 1990). Anh
Mo hinh nghien cdu cdc nhdn to...
hudng xa hdi la mirc dp ma ngudi khac cd lien quan anh hudng den lya chpn su dung cua mot ca nhan nao dd (Venkatesh, 2003). Ca nhan se cam thdy thoai mai khi chap nhan nhiing he thdng cdng nghe da dugc xS hgi cdng nhan bdi vi hp tin rang hp se cam nhan dugc nhu nhirng ngudi da su dung he thdng (Anandarajan, Igbaria & Anakwe, 2000); Igbaria, Parasuraman
& Baroudi, 1996). Theo Ming chi lee (2008), Forsythe va Shi (2003) nhan thiic khdng thuan lgi ve Ebanking cua nhiing ngudi than, ngudi quen, hoac ngudi cd anh hudng den quan diem cua khach hang ve boat dpng Ebanking se anh hudng den quan diem, thai dp cua khach hang vl djch vy.
Nghien ciiu anh hudng cua yeu td xa hpi, nhieu nghien ciiu tai cac qudc gia khac nhau da khang djnh yeu td xa hpi anh hudng thuan chieu den lya chpn sir dung djch vy Ebanking ciia khach hang nhu: Amin va cdng sy (2008), Emad (2009), Lee (2009), Puschel va cpng su (2010), Sripalawat va cpng sy (2011).
Viet Nam la qudc gia dang phat trien, trinh dp dan tri cdn chua cao nhu cac nude tien tien tren the gidi, tam ly dam ddng trd nen rat phd bien. Nhung anh hudng cua ngudi than, ban be, hay cac chu the khac trong xa hdi se cd tac ddng rat Idn den thai dp hay cam nhan ve nii ro ddi vdi cac khach hang sir dung djch vu ciia ngan hang, tir dd tac ddng tao ra hieu ling day chuyen. Anh hudng xa hpi, cam nhan cua ngudi ngudi xung quanh tdt se lam giam tinh e ngai ve nii ro khi su dung, gia tang sd lugng khach hang mdi tao da cho su tang trudng doanh thu, lgi nhuan va ca thj phan cho cac doanh nghiep.
Chinh vi vgy, tac gia de xuat gia thuyet sau:
Gia thuyet 5 (H5): Ylu td anh hudng xa hpi cd tac ddng thuan chieu vdi lua chpn sii dyng djch vu Ebanking.
2.3. Md hinh nghien cihi de xuat Qua phan tich cho thay cd nhieu yeu to anh hudng den hanh vi lya chpn djch vu Ebanking tai cac ngan hang thuang mai, trong
dd tap tmng vao 04 ylu td anh hudng (Cam nhan tinh dl sir dung, Cam nhan tinh hiru ich, Tinh ddi mdi. Cam nhan nii ro). Cac nghien cihi lya chpn su dung ciia khach hang cung cho thay cac nghien ciiu ciia cac nha khoa hpc diln ra tai cac qudc gia khac nhau, cd nhung nghien ciiu dua ra mot sd nhan td cd y nghia tac dgng den lya chgn hanh vi ciia khach hang nhung vdi mpt sd nghien ciiu khac nhung ylu td dd lai khdng cd anh hudng hoac anh hudng rdt nhd.
Tren co sd nghien ciiu cac yeu td anh hudng trong cac bai nghien ciiu nude ngoai, kit hgp vdi thyc te dich vu Ebanking tai cac ngan hang thuong mai Viet Nam vdi dac thu dich vy Ebanking mdi phat trien tai mot sd nam gdn day, djch vu Ebanking cdn tiem an nhilu co hdi phat triln thj tmdng, khach hang, cac tinh nang cua irng dyng Mobile Banking, Internet banking dugc ngan hang phat trien dya tren nhu cau cua ngudi Viet se ngay cang phat trien trong thdi gian tdi, nghien ciiu tap tmng nghien ciiu de tim md hinh nhiing nhan td ciing tac ddng den djch vu Ebanking ndi chung trong bdi canh Viet Nam khac phuc mpt sd nhiing nghien ciiu tmdc da cd tai Viet Nam va dua ra mpt sd bien it dugc de cap: Yeu td anh hudng xa hgi va tac ddng cua cac bien nhan khau hpc (bien kiem soat) anh hudng den mirc dp anh hudng ciia cac nhan td den lya chpn sii dung djch vy Ebanking ciia khach hang, cy the: Dya vao cac ly thuyet lien quan den hanh vi va ket qua tir cac cdng trinh nghien ciiu tmdc tir tdng quan d tren, nghien ciiu de xuat mpt sd bien ddc lap (nhan td tac ddng den lya chpn sir dung djch vu Ebanking trong bdi canh cac ngan hang thuong mai Viet Nam) dd la cac nhan td: (1) Cam nhan dl sir dyng, (2) Cam nhan Tinh hiru ich, (3) Tinh ddi mdi, (4) Nhan djnh nii ro, (5) Anh hudng xa hpi. Biln phy thudc la lua chpn sir dung dich vu Ebanking. Biln kiem soat: Gidi tinh, tudi, hpc van, thu nhgp, viing mien.
Tren co sd tdng quan nghien ciiu ciia cac cdng hinh khoa hpc tai cac qudc gia va dac thii
Tap chi Kinh t§' - Ky thuat
phat trien dich vu Ebanking tai Viet Nam, tac mo hinh nghien ciiu cu thj nhu sau;
gia ke thira cac nghien cuu truac day dk dua vao Cam nhan tinh huu ich
Cam nhan tinh de sir ~_____^
dung
Nhan thitc ve rui ro ^^^-^
Anh hucmg xa hpi ^ / ^ HI 1 H2 [^v^
H3 1 H4 j - - - " " ^ H 5 K ^
^ / Ll/A CHON
•^ SUDUNG DICH VU
\ EBANKING
Hinh 1: Md hinh 2. KET LUAN
Md hinh nghien ciiu cac nhan td anh hudng lua chpn sir dyng djch vu ngan hang tryc tuyen (Ebanking), tac gia mong mudn se tim va phan tich de xac djnh cac nhan td cd vai trd quyet djnh ddi vdi quyet djnh sii dung dich vu thanh toan ciia khach hang ca nhan. Thdng qua dd, cd the giiip cac ngan hang thucmg mai cung cap dich vu thanh toan tryc tuyen xac dinh cac chien luge xay dyng va phat trien va nang cao hon niia cac djch vy thanh toan tryc tuyen.
TAI LIEU THAM KHAO:
Tai lieu tham khao Tieng Viet
1. Le Van Huy va Tmong Thj Van Anh (2008),
""Md hinh nghiin cuii chdp nhdn Ebanking tgi Viet Nam", Tap chi nghien cu'u kinh te.
So 352- thang 7/2008.
2. Nguyen Duy Thanh, Cao Hao Thi (2011),
"•£)e xudt md hinh chdp nhdn vd sir dung Ebanking a Viet Nam", Tap chi phat trien khoa hpc va cdng nghe, 14 (2) 97- 105.
3. Nguyen Duy Thanh, Cao Hao Thi (2014),
"Mo hinh cdu triic cho sir chdp nhdn vd sir dung Ebanking a Viet Nam". Tap chi Phat yiln kinh tl. 281, 57-75.
nghien cuu di xudt
Ngudn: Tdc gia 4. Nguyin Manh Ha, Biii Hai Yin (2013), "Yiu td dnh hudng den hanh vi su dung Internet banking cita khdch hdng cd nhdn". Tap chi Kinh tl va Du bao, sd 6, trang 34-38.
5. Pham Thiiy Giang (2014), "Yen to dnh huong den du dinh sir dung dich vu internet banking". Tap chi Kinh te Phat trien, sd 216 (II), trang 105-115.
6. Nguyin Dinh Thp & Nguyin Thj Mai Trang (2007), "'Nghiin cuu khoa hoc trong Qudn tri Kinh doanh", NXB Thdng Ke, Tp.HCM.
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