TAP CHi CONS THIfONS
CAC YEU TO ANH HlTCfNG DEN KHACH HANG CA NHAN KHI CHAP NHAN DICH VU MOBILE BANKING
TAI THANH PHO HO CHI MINH
• TRAN Hiiu Al - CAO HUNG TAN
TOMTAT:
Nghien cu'u \ac dinh mu'c dp anh hUdng ciia eac ye'u to': Gia tri chi phi. dieu kien thu|n ldi.
ddng life han hoan, nhan thu'c bao mat. anh hifdng xa hdi va niem tin la nhiJng nhan to'anh hifdng dang kc den y dinh su'dung dich vu mobile banking. Ket qua nghien cu'u cho tha'y md'i quan h$
cd y nghia thd'ng ke cua eac yeu to' tac ddng lit eao de'n tha'p la: dieu kien thuan ldi, dong life hSn hoan. gia tri chi phi. nhan thu'c bao mat. anh hu'dng xa hdi va niem tin.
Tiif khoa: Anh hu'dng xa hdi va niem tin, ddng life han hoan, nhan thu'c bao mat, dieu ki?n thuan ldi, gia tri chi phi.
I. Gidi thipu
Mobile banking bao gom quan ly tai khoan qua ihiet bi di ddng da thay doi dang ke boat ddng cua ngan hang. Gdp phan giup cac ngan hang trong viec giam ehi phi \'a tang hieu qua cho khach hang.
Thiel bi di ddng. dac biet la dien thoai thdng minh va PDA (thiet bi k> thuat so' cam tay). la nhii'ng phifdng phap bu'a hen nha't de' tie'p can khach hang, do kha niing cung cap dich vu mpi iuc. moi ndi. t\' le tham nhap cao va tiem nang phat trien (Mc)er.
2007: Ondiege. 2010). Nhieu nghien cu'u difa ra nhifng nhan id' khac tac dpng de'n y dinh siif dung mobile banking nhd nhan thdc ve ldi the' dich vu (Brown va cdng sU, 2003); kba nang tifdng thich.
niem lin ciia khach hang (Lee \a cdng sif. 2003):
chuan mifc xii hgi (Riquelme \ii Rios. 2010): nhan khau hpc (Laukkanen vh Pasanen, 2(X)8: Yu.
2012). Ben canh dd. cd nhu'ng nghien cu'u eho tha'y nhan thdc ve rui ro. chi phi. de stjf dung (Suoranta va cpng sd. 2005: Koening - Lewis va cpng sif, 2010); nhan thiJc ve si/lin cay (Alam. 2014) khdng anh hu'dng de'n y dinh sCr dyng mobile banking. Cac nshien cdu cbo tba\ irons bdi canh khac nhau thi
cac nhan to' dnh hu'dng cung cd sd khac nhau; mat khae, bien nhan khau chu ye'u dddc xem xdt lii bien kilm soal chd chifa difdc coi nhu" la mpl bien dieu tiet tiJng nhan td'deny dinh suf dung mobile,
2. Cd scf Iy thuyet
Ngan hang dien td (e-banking) hay cdn du'de gpi la ngan hang iren iniernet (internet banking) du'de bieu la viec ngan hang Slf dung cac mang dien tu'v&
vien thdng de cung cap cac dich vu ngan hing cho khiieh hang (Aduda va Kingoo, 2012). Ngan h&ng dien tu' da eai thien hieu qua lam viec cua ngan hang, Ihay doi dang ke boat dpng eua cac ngan hiing ban ie, dong thdi tang Ipi ieh cho khdch hing (Pousttehi va Schung, 2004).
Theo Shaikh va Karjaluoto (2015), mobile banking difde thife hien ke td cud'i nhu'ng nim 1990, khi cdng ly Paybox cua Du'c. hdp tae vdi Deutsche Bank, dii du'a ra dich vu dau lien. Ban dau, nd da dddc trien khai vii dddc kiem tra chii yeu d cae nddc chau Au nhif: Ddc, Tay Ban Nha.
Thuy Dien, Ao va M\ .Mae du M M . telephone banking, internet banking cung cap cac kenh phan phd'i hieu qua. nhifng kenh phan phd'i mdi nhat
TAI CHJilH-MEAN HANfi-BAO HIEM
mobile banking difdc tao ra bdi cac ngan hang ban le c6 anh hu'dng ldn de'n thi tn/dng (Safeena va cpng slf. 20121. Mobile banking cd the dddc ehia thiinh hai ndi dung chinh: thd nhal, gom giao dich CO phieu va sd dung cae dich vu lien quan khac qua di$n thoai di dong; thd hai, trong mobile hanking (theo nghia hep), bao gom viee quan ly lili khoan vdi SIJ" dung eac dich vu hen quan quan Ihiel bi di ddng (Pousttehi va Schurig, 2004). Dich vu mobile banking eho phep ngddi dung nhan du'^cthdngtin ve sd'difiai khoan cua ho qua SMS.
Di^n Ihoai di ddng ho trd giao thu'c dng dung vd luyen W.'VP. dien ihoai s,d dung dich vu vd tuyen gdi tong hdp GPRS hd trd nhieu Ioai hinh ngan hing ciic dich vu nhd chuyen ti^n gida cac tai khodn, chiJng khoan giao dich va xac nhiin thanh lodn In/c tiep thdng qua dien thoai (Mallat va cOng ad, 2004). Mobile banking la viec ihife hien Ciic giau djch eua khdch hang vdi ngan hang bang (Ji£n thoai di ddng hoae nipt thiel bi ky thuat so' h§
in? cii nhan khdng day cd ket no'i vdi internet (Rios, 2010).
Nghien cdu tru'dc day eho Iha'y, viec chS'p nhfin vi siVdung edng nghe la mdt ta'l yeu trddc sd ddi mdi \c khoa hpe cdng nghe (Al-Jabri vii Sohail, 2012). Trong .so cdc md hinh khac nhau dddc de xuat tnrdc diiy Ui) 05 md hmh \'y thuy&'i du:dc ehiem nil the trong cdc nghien cdu (Hoehle va edng sif, 2012). eho de'n khi Venkateshva cdng sif (2003) da dula ra ly ihuyei hdp nha't ve chap nhan vil suT dyng cong nghe (UTAUT). vdi sy phal ti-ien thdng qua sif danh gui. siip xep va long hdp cita 8 ly thuye't va mo hlnh chu yeu, bao gom: Ly ihuyet hanh dpng hdp Iy (TRA) (Fishbein va Ajenz, 1975); Md hinh cha'p nh^n cdng nghe (TAM) (Davis. 1989): Ly Ihuyei thuc day (MM) (Davis vii cong sif, 1992): Ly Ihuyet hinh vi cd hoaeh dinh (TPB) (Ajzen. 1991);
k6'i hdp cua Ly Ihuyet hanh vi ed hoaeh dinh va Ly Ihuyet chap nhan cdng nghe (C-TPB-TAM) lTa\ lor vil Todd, 1995): Md hinh suf dung may tinh iMPCU) (Thompson \a cdng sir. 1991): Ly ihuyel phd' bien sif ddi mdi (IDT) (Rogers, 1995) va Ly ihuyet nhan thdc xa hdi SCT (Compeau \ ii Higgins.
1995). Md hinh TAM la md hinh ly Ihuyet ddn gian vii thict thifc (Gang vii cpng sir. 2008). Nd la mdl bin chuyen the difOc riit ra iCr TRA va lmh vifc tam ly hoc cho cac he thd'ng thdng lin (Hanafizadeh va c?ing su'. 2013). va xuat hien difdc chii'p nhan rpng rai nhat trong sd'cac he thdng thdng tin nghien cihi (Luamva Lin, 2005).
Anh hi/dng xa hdi va niem dn dddc dinh nghia la mdc do ma mot ca nhan nhan thdc di/pc iing nhdng ngddi quan trong ddi vdi ca nhan dd tin tifdng \ icc sd dung cdng nghe la quan trpng (Diaz vi Lorass.
2010). Sir Ihieu dn tifdng eua khdeh hang la mdt irong nhdng ly do khach hang khdng chap nhan va su* dung mobile banking (Alalwan va eong siT.
2013). Dieu kien thuan ldi ddde dinh nglua la mu'c dp ma mdl ea nhan tin rhng can cd nhij'ng ngudn life can thie'l de hd ira viec sd dung he thd'ng (Venkalesh va cpng sif, 2012). Ddng life ban hoan (Hedonic) dddc dinh nghia la niem vui hoae niem vui do SlJ' dung cdng nghe theo each rieng eua minh
\ a nhan tha'y dddc tinh hdu ich ha> hieu qua nio dd ed the dd doan ddpc (Da\'is. Bagozzi vi Warshaw. 1992). Gia tri chi phi du'de hieu la sif can bang nhan ihdc cua ngddi lieu dimg giiJa ldi ich eiia dng dung mang iai vi chi phi lien le de su" dung chung(Venkateshva cdngsy. 2012).
Y dinh siif dung mobile banking la sd sdn .sing cua mgt ngddi cha'p nhan suf dung dichvu (David va cdng sy, 1989), Venkatesl \ a Zang (2010) da chdng minhy dinh hiinh vied anh hddng dang ke den vi6c sifdung eong nghe.
3. Mo hinh nghidn cihi
Dya tren nhdng phan ticb long quan nghien cdu ve nhan td anh hydng den y dinh sd dung mobile banking, tae gia lya chon hddng tie'p can va ihifa ke cdc md hinh nghien cdu md hinh TAM la md hinh ly Ihuyel ddn gian vit ibie'i thye (Gang va cong sy, 2008) va md hinh (Venkalesh va cpng sif. 2003).
(Hlnh I)
Hinh I: Md tiinti nghier^ cCfu di xudt
( Anh hudng xa hgi va niem tin
C
Dieu kien thuan loi ( Dpng luc han hoanC
Gia trj chi phi Nhan thtic bao matCae gia thuyet trong md hlnh nghien edu bao gdm:
Gia thuye't HI: Anh hudiig .xd hoi vd mem tin dnh hudng tich cifc de'n y dinb si'f dung mobile banking:
- Gia Ihuye't H2: Dieu kien thudn hfi dnh hue'fiig tich cue den y chnh sddung mobile banking:
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IAP Cll CONG TltfOIIE
- Gia thujet H3 Dgng li/c hdn boan dnh hudng tich cite den y dinh sd dung mobile banking:
- Gia thuyet H4: Gid tri chi phi dnh hu&ng tich Clic den y dinh sddung mobile banking:
• Gia thuye't H5: A7i(i/i thi'fc bdo mdl dnh huang lich cUc idiy dinh sddung mobile banking.
4. Phifdng phap nghian cl^u
- Miu dieu tra: Nhdng ngi/di di/dc dieu tra khao sal la nhu'ng ca nhan dang suf dung va ehda sd dung mobile banking. Hp la nhO'ng ngddi cd sddung dien thoai di ddng vii cd giao dich vdi cdc ngan hang thddng mai tai TP. HCM. Mau dudc lya ehpn theo phydng phap thuan lien dda tren sy gidi thieu cua c& nhan niy de'n ca nhan khac. Ngudi dddc hdi se ira ldi cho bie't dich vu cua ngan hang ma minh dang sd dung. Khao sat dddc tien hanh td thang I0/20l9de'n 12/2019.
Theo Bollen (1989) vi Hair & cpng sd (1998).
de Ihda min yeu cau \ e du' lieu eua phan tich djnh lypng, mpl bie'n can ed 5 quan sat tu'dng dng vdi 5 ddp vien. Bang cau hdi dda ra cd 27 bien nen mau tdi thieu la 135 ngddi. Thye hien dieu tra theo phydng phdp ehpn mau ngau nhien ddn gian vdi tdng sd phieu pbdl ra n =330. Ty le phan hdi eua cdc do'i tu'dng du'de dieu tra la 91,51 % thu ve du'de 302 phieu. Sd phieu suf dung de phan tich phue vu cho nghien cdu chiem 93,71% la 283 phie'u (cd 28 phie'u bi loai do dd'i tddng tra Idi khdng day du. tra Idi mdl phddng dn d ta't ca cac cau hdi), (Biing 1)
5. Ke't qua nghien cihi
5.1. Kei qud kiem djnh hf sdtin cgy Crobach 's Apha cdc thang do
Bang 2 eho thay he sd Cronbach's Alpha ciJa ta't ca ede thang do deu Idn hdn 0,7, cde he so' tddng quan-bien tdng deu tdn bdn 0,4. Do dd, ta't ca cdc thang do deu du'de suf dung trong bifdc phan tich
Bang L Mo ta mdu nghidn CLfu (N=283)
Gidi tinh
Trinh dp
Ngh6 nghiep
D6 tuoi
NOi dung Nam
Ng TC-ce
DH Khac CNV Doanh Nhan
Khac Dudi 30 TO 31-40 TO41-50
Tren 51
SoiiiOig 123 160 166 140 77 89 103 22 45 120 88 24
Tyi«(%) 43,46 56,53 23,32 49,47 27,21 31,45 36,40 7,77 56,32 40,66 2,47 0,56 Nguon: Dd lieu nghien cdu djnh lifffng chlnh ihiic EFA vii hoi quy (Nunnally & Burnstein, 1994).
(Bang 2)
5.2. Phdn tich nhdn td'khdmphd EFA Kd't qua phan tich nhan td khdm phd cho thii'y 23 bien quan sal trong 5 thanh phan cua thang do NLCT eua NHTM eung giff nguyen 5 nhan tdvdi 23 bien quan sdt. He sd KMO = 0,790 nen EFA phu hdp vdi dif lieu va thd'ng ke Chi-quare ciia ki^m dinh Berlletl dat gia tri 6874,384 vdi mdc J nghia 0.000; do vay cac bien quan sat eo tddng quan vdi nhau xet tren pham vi long the. Phddng sai trich bang 72,071 thd' hien rdng 5 nhan td'rut ra dddc giSi thich td 72,071% bien thien cua dd lieu, tai h? sd eigenvalue bang 1,322. Do vay, cac thang do rdtra la cha'p nhan ddpc. (Bang 3)
Bang 2. Ket qua kiem djnti Cronbach's Alpha cac thang do
STT TTlang do
1 f Anh haang xa hdi va niem tin 2
3 4 5 6
Dieu l^ien thuan loi Dpng iuc han hoan Gia trj chi phi Nhan thOc bao mat Y djnh sddung mobiie banking
So btwi quan sat 5 5 5 4 4 4
H^sotinc^y 0,889 0,891 0,823 0,901 0,778 0,898
HO so tudng quan - bieh tong nh6 nhSt 0,696
0,675 0,580 0,688 0,495 0,463
Nguon: Tt'/'ni- hgp cua ldi
TAI CBJNB-NEAN IANG-BAD HIEM
Bang 3. Bang tom tat ke't qua kiem dinh thang do Tiinti phSn
GiSmchiphllGTCP) Oifa kiln IhuOn ipi (DKTL) Anh hucmg x i hoi va niSm tin (AHNT) O0ngilK;hSnhoan(DLHH) Nli|nlhi)cbaomat(NTBI»l) Y dinh sOl dgng mobiie banking (YDSD)
So bim quan sat 5 5 5 4 4 4
eo tin cOy Alpha 0,889 0,891 0,823 0,901 0,778 0,860
PtiuongsaiTrich(%) j 21.753 16.623 13.103 9.494 7.599 70,861
yeu ciu
Tdng help cuu tde gid
5,3. Phdn tich nhdn to khang dinh (CFA)
Ve mdc dp phu hdp chung. phan tich nhan to' khiing djnh cho tha'y md hinh niy cd gid tri thd'ng ke chi binh phddng ia 327,926 vdi 199 bae ly do (p =0,000). Chi binh phydng tirdng ddi theo b&c ly do CMlN/df 15 1,648 (<0.2). Ciie chi ticu khac nhd GLI= 902 (>0,9), TLI = 0,950 (>0,9), 0-1=0.957 (>0,9)va RMSEA = 0.048 (< 0.08). Do (16, mo hlnh nay phii hdp vdi dfl li?u ihj tnfdng. Dieu nay cung cho phdp nit ra nhan dinh ve linh ddn hddng eua cdc bid'n quan sdt. Ve gia tri hfii tu. cdc trpng sd chuan hda cua cdc thang do deu > 0.5 va c6 y nghTa thdng ke p <0.5.
Do dti. edc thang do dat dddc gid tri hpi tu. (Hinh 2)
5.-I. Phdn tich md hinh cdu true tuye'n tinh (SEM)
Trong md hlnh nghien cdu c6 5 khai niem nghien cdu.
trong dd c6 5 bie'n ddc lap gom: Anh hydng \a hoi va ni^m lin. Dieu kien thuan ldi.
DOng lyc han hoan. Gid tri chi phi. Nhan thdc bao mat ^ h bien phu thupc la Y dinh su"
dung mobile banking. Ket qu3 cho tha'y. mo hlnh ca'u
Hinh 2: Ket qua phdn tich CFA
@ H nKTL5
(S) ^.[^mT
@ H DKTL1 j , ^
@ H DKTL3 (e5) H DKTL^
(^) H PLHH2
% H D' HH1 fc#
Ctii-square=327.926 ; df=199 ; P=
Chi-square/df=1.648;
GFI=.902 ; TLI=.950 ; CFI^.957 ; RMSEA=.048
@ H '^'BM4
So 8 - T h a n g 4/2020 297
TAPCIUfiNGTNl/dNG
Hinh 3: Ke't qua phdn tich SEI^
true Ui>cn linh ed gia tri ihdng kc chi binh phddng la 414.644 \di 280 bae ty do (p
= 0.000). Chi binh phydng lu'dng ddi theo bae ty do CMIN/dl la I.48I « 0.2).
Cdc chi tieu khde nhd GLI=
0.900 (0.9). TLI = 0.959 (>
0.9). CFI = 0.965 {> 0.9) \ a RMSEA = 0.041 {< 0,08).
Do dd. md hlnh nay dat dp lddng thich \di dff lieu thi trddng. Dieu niiy ddng nghTa vdi viee cha'p nhan edc gia Ihuyel HI. H2. H3. H4. sa H5.(Hinh.^)
6. Thao luan ke't qua \a hifdng nghien ctfu ti&'p theo Theo kel qua dieu tra khao sdt 283 ngddi chda siif dung mobile banking \a dang sd dung mobile banking, nff gidi hien na>' dang lie'p can vdi mobile banking nhieu hdn nam gidi.
Kel qua kic'iii dmh cac nhan Id' anh hdcyng den y u _ t dung mobile banking eho tha'y nam gidi bj chju anh
hydng bdi sy de dang sd dung (Dieu kien thuan ldi), trong khi nff gidi khdng chju anh hffdng. Ke't qua nay cd ve ngypc vdi tbdc le khi ma nff gidi ihu'dng il thao ve cong nghe hPn nam gidi, cd the Jo nam gidi cho rang mobile banking cang de sd dung till hp cang cd y dinh sd dung la vl tinh can than, chi liel eiia nam gidi bdng nff gidi. Tren thyc le. de cai dat dddc ffng dung mobile banking.
khdeh hiing can phai cd dien thoai lffdng thich hay may tinh bang. Tuy nhien. nhieu khdch hang chu'a sd diing mobile banking, mac du ho dap ffng du'de CAC dieu kien dng dung mobile banking. Nhieu khach hang cho rdng. mobile banking cd nhffng dieu thu vi thi se cd y dinh sir dung mobile banking cao hdn. Thyc le. nhieu ngirdi sff dung vl sy lien ldi eua mobile banking va do anh hddng xa hpi. chff ho chua cam nban hel dffdc Idi ich tff mobile banking mang lai. Nen KIL uong ciia nhan id n j \ de'n >' dinh sir dung la chda eao. Do'i \i3'\
nhffng ngifdi dang sddung mobile banking hau he't deu Ida ehon mobile bankini: vl ho cam nhan dddc
Chi-square=414.644 ; df=280 ; P=.000 ,Chi-square/df=1.481
GFI=.900 ; TLI=.959 ; CFI=.965
RMSEA=.041 64
Idi ieh ehi phi ma mobile banking mang lai nhiTcd the thanh loan hda ddn, thye hien cdc giao dich 24/7. Anh hi/dng xa hdi cd mpl vai trd ra'l quan trong, khong chi do'i vdi ITnh vyc mobile banking ma con dd'i vdi eae dieh vu ngan hiing dien iff khde cua ngan hang nhu internet banking, ATM. Ddc biet la ddi vdi nhffng d|ch vu cdng nghe cdn mdi me. Ddi vdi nhffng ngffdi ed y dinh sd dung mobile banking ihl niem tin ra't quan trpng. Neu hp ciing tin Iffdng dich vu, y dinh sff dung dich vu eua ho cang cao. Dieu nay phu hdp vdi cdc nghien cffu trddc day trong ITnh vffc mobile banking nhff Lee va cpng sy (2007. Mohammadi (2015). Ddi vdi khdch hang, ho cho rdng viee sff dung mobile banking cang de lat ciing cd y dinh sff dung mobiie banking. Dieu nay phu hdp vdi mo hlnh gdc va ciia hau het cdc nghien cffu nhu Alam (2014).
Tuy nhien. nghien cffu edn ban che la mau nghien cffu ehi/a mang tinh cha't dai dien rpng diy du dae biet la khu vffe ndng ihdn, va con c6 thicd nhffng nhan td khde nhffng idc gia chu'a phal hien •
IAI CHINH' KeAN HANG - BAO HIEM
T,\IU(:l THWIKHAO:
1. AtHK'lmaged. .M . vii Gebba, T. R. (2013), "Mobiie banidng adoplion: an examination of leclinoiogy aa-eplance model and theory of planned behavior", Internalional Joumtil of Busineis Research and Oereloptiieni. 2( 11.
2. Ahmed. Z.. Kader. A., Rashid. H. U., & Nurunnabi. M. (2017). "User Perception of .Mobile Banking .Ailoption;
An Imegraled Ttf-Ulaut Model", Journal of Internet Banking and Commerce. 221.' I. 1-19.
3. Afshan. S , vii Sharif, A. (2016),"Acceptance of mobile banking framework in Pakistan". Teiematict and to/oraio/in,33(2)..170-.187.
4. Aiani. M M (2014), "Factors Affecting Consumers' Adoplion of Mobile Banking in Bangladesh- An Empirical Slutl)". TNUouniai of Engineering and Technology. 31-37.
5. Kociiiii-Lewis, N., Palmer, A., vil Moll, A. (2010), "Predicting young consumers'take up of mobiie banking serx'ices". International journal of bank tiiarkeiiiig. 28(5), 410-432.
6. Lin. H. F. (2011). "An empirical investigation of mobile banking adopuon; The effect of innovation allributes and knowledge-based trust". Internalional joumal of ttifonttation management. 31 (3). 252-260.
7 Moiiammadi. H. (2015). "A study of mobile banking loyalty in Iran". Computers in Human Bchartor. 44.35-47 Nijinnh^n bai: 16/3/2020
NKii.\ phan bi^n danh gia va su'a chiya: 26/3/2020 Ngay cha'p nhSn dang bai: 6/4/2020 Thdngtintdc^gid:
1. NCS. TRAN H0UAI TrirSng Dai hpc Viin Hi6n 2. ThS. CAO HIJNG TAN TrifSng Dai hoc Van Lang
FACTORS AFFECTING THE INTENTION IN USING MOBILE BANKING SERVICES OF CUSTOMERS LIVING IN HO Cffl MINH CITY
• Ph.D student TRAN HUU Al Van Hien University
• MBA CAO HUNG TAN Van Lang University
ABSTRACT: , . , The study detemiines how these following factors: the value of transaction costs, favorable conditions, hedonic motivation, security awareness, social influence and trust are significant faclors affect the intention in using mobile banking services. The study's results show that there are statistically significant relationships among these factors and the intention in using mobile banking services. The most influencing factor is favorable conditions, following by hedonic motivation and cost value of security awareness, social influence and trust: tiiese factors are listedindescendinsorderofinfluencinglevel.
Keywords: Social influence and belief, hedonic motivation, secunty awareness, favorable conditions, cosl value.
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