NGHIEN ecru - TRAO DOI
Y g u t o a n h h t f o T n g d e n y d i n h s u f d u n g I B c u a k h a c h h a n g c a n h a n
ThS. NGOYiN MANH HA - Thanh tra Chinh phu ThS. BUI HAI YEN - Ngan hanq Nh va PTNT Internet Banking (IB) la dich vu rd't ti^n fch. Khi trien khai dich vu nay ngan hang cIn nhdn bid't difdc cac yd'u to' anh huTofng ddn vide cha'p nhdn cua khach hang. De giai quyd't vdn de, nghidn cifu tdp trung lam sang to anh hifdng cua mpt so' ye'u td' dd'n y dinh sif dung IB eua khach hang ca nhdn.
TONG QUAN LY THUYET VA NGHIEN COv
Mo hinh nghien cihi anh hufdng cOa mot sdyeu tdden y djnh suf dung IB di/dc xay difng tren cO sd: (1) Thuyet
hanh ddng hpp ly (TRA) do Fishbein va Ajzen (1975) de xua't; (2) Md hinh chap nhan cdng nghd (TAM) do Davis (1989) de xuat; va (3) Ly diuyet hinh vi difpc hoach dinh (TPB) do Ajzen (1991) de xuat.
Trdn cd sd cac ly thuyet va md hinh d trdn, chung tdi de xua't md hinh nghidn cuXi anh hifdng cua mdt so yd'u to dd'n y dinh suf dung IB vdi 11 gia diuyd't sau:
- Gia diuyd't 1 (H1): Tinh hihi ich (PU) cd anh hifdng tich cifc tnfc tid'p dd'n y dinh suf dung ngan hang qua Internet (IN).
- Gia tiiuyd't 2 (H2): Thai dp (ATT) cd dnh hifdng ddng ke vd tich cifc de'n y djnh siif dung ngdn hdng qua Internet (IN).
- Gia tiiuyd't 3 (H3): Tinh hffu ich (PU) cd anh hifdng ddng ke va tich cffc dd'n thdi dp (ATT) dd'i vdi ngan hdng qua Internet. - Gia tiiuyd't 4 (H4): Tinh de sff dung (PEOU) cd lidn quan dang ke va tich cffc dd'n thdi dp (ATT) sff dung ngdn hang qua Internet. - Gid tiiuyd't 5 (H5): Tinh de sff dung (PEOU) cd lidn quan rat h dd'n tinh hifu ich (PU) ve vide sff dung ngan hdng qua Internet.
- Gia tiiuyd't 6 (H6): Cdc quy chuan chii quan (NS) cd anh hifdng ddng ke vd tich cffc dd'n y djnh sff dung ngan hdng qua Internet (IN).
- Gia tiiuyd't 7 (H7): Vide kiem sodt hdnh vi ed nhdn tiiffc (PC) ed dnh hufdng ddng ke va tich cffc dd'n ^ dinh sff dung ngan hang qua Internet (IN).
- Gia thuyet 8 (H8): Tinh bdo mat vd ridng tif (SP) ed dnh hifdng ddng ke vd tich cffc dd'n tiidi dp (ATT) dd'n y dinh sff dung ngdn hdng qua Internet.
- Gid tiiuyet 9 (H09): Tinh hidu qua cua mdy vi dnh (SCE) ed dnh hifdng tich cffc dd'n vide kiem sodt hdnh vi ed nhan thffc (PC) eua ngifdi tieu diing de'n y djnh sff dung ngdn hang qua Internet.
- Gia diuyd't 10 (HIO): Sff hd frd cua chinb phu (GS) cd anh hifdng tich cffc dd'n vide kiem soat hdnh vi ed nhdn tbffc (PC).
- Gia tiiuyd't II (HII): Sff ho fd cua cdng nghd (TS) ed dnh hifdng tich cffc den vide kiem sodt hdnh vi ed nhdn thffc (PC).
PHUONG PHAP NGHIEN CLfU Trong nghidn cifu, bieu hidn dnh hifdng tdi y djnh sff dung IB difde do lifdng thdng qua 9 yeu to: tinh hifu icb, dnh dd sff dung, tinh bdo mat vd ridng tif, dnh hidu qua, ho trp cua Chinh phu, b6 trp cua cdng nghd, thdi dp, quy chuan chii quan, kiem sodt hdnh vi cd nhdn tiiffc vdi 39 khoan muc. Mffc dp y djnh sff dung IB difdc do bang bp tiiang do Likert 5 die'm tff 1 dd'n 5 vdi 3 khodn muc. Ngoai ra, trong nghien ciJu cdn sff dung thang do djnh danh vd thff bac de do lifdng thdng tin ve dd'i tffdng khdo sdt thdng qua cac ddc diem ve nhdn khau bpc nhff: gidi tinh, tudi, sd hffu mdy dnh, truy cap internet, trinh dp hpc van, sff dung djch vu IB.
34 Ktnh Dl/ biio
Phieu dieu tra diTdc gufi tnfc dep cho khdch hdng ddn giao djch trifc dep tai qudy vdi 150 phieu, giii qua mail cho khdch hdng vdi 100 phie'u. Sau khodng 3 tuan dd cd 285 phan hoi, trong dd cd 45 phdn hdi bj loai do khdch hdng da siir dung IB, 6 phdn hoi bi loai do sai chuan thdng dn, cdn lai 234 phdn hoi difdc chap nhan cho viec phan dch sd Udu vd nghidn cdli.
KET QUA NGHIEN CLfU
Thdng kd md ta thd hidn cdm nhdn cua ddi tifdng khdo sat ve cac yeu td tac dpng den ^ dinh suf dung IB diTdc md ta trong Hinh I.
Trong cdc nhdm cdc ydu td trdn, yd'u td di/dc ddnh gid cao nha't Id tinh hidu qud hd b-d (4.08). Tid'p dd'n la hd trd cdng nghd (3.94) vd thdi dp (3.90). Hai yd'u td cd mdc ddnh gid tha'p nha't lan lifdt Id dnh hidu qud ddc Idp (3.22) vd quy chuan chu quan (3.29). Dieu ndy cho thd'y khdch hdng van cdn e ngai khi thdc hidn giao djch IB ddc lap md khdng cd s\S tra giup tn/c dd'p nhir giao dich tai quay. Do vdy, cdc ngan hdng can liru y dd'n cdc cdn| cu hd trp, tdi lidu hirdng dSn didt ri mi dd trp giiip cho khdch hdng. Mdc dd y dmh sijf dung dat 3.80 so vdi thang diem 5, dieu ndy the hipn ^ dinh suf dung IB cua khach hdng chira cao, do dd chi nhdnh can cd hipn phdp tao ra thdi dp dch cdc hdn dd'i vdi vide suf dung IB cho khdch hdng.
Kd't qud phan tich bdi quy ciia md hinh thd hidn trong Bang 1 vdi bd'n phiTdng tiinh. Phuang trinh 1: Tinh de suf dung anh hirdng dch circ dd'n dnh hifu ich. PU = 2.9i2 + 0.181 PEOU (1) Phuang trinh 2: Tinh dd sijf dung, tinh hihi icb, dnh bdo mat vd ridng tir anh hirdng tich circ dd'n didi dd. ATT = i.616 + 0.275 PU + 0.251 PEOU + 0.093 SP (2) Phuang trinh 3- Tinh hidu qua hd trd, hd U-p ciia cdng nghd dnh hirdng dch ciTc dd'n kiem sodt hdnh vi cd nhan thufc. PC = 1.682 + 0.410 SCE15 + 0.135 TS
Phuang trinh 4: Thdi dd vd quy chud'n chii quan, kiem soat hdnh vi cd nhan thufc dnh hifdng tich cdc den y dinh suf dung IB. IN = 1.661 + 0.110 ATT + 0.270 NS + 0.210 PC (4) Nhir vdy, cd 9 gid tiiuyd't dirpc chd'p
nhan, bao gdm: - Gia tiiuyd't 2 (H2): Thdi dd (ATT) cd
anh hirdng dang ke vd tich cifc dd'n y djnh sijf dung ngdn hang qua Internet (IN).
- Gia thuyet 3 (H3): Tutii hifu ich (PU) cd dnh hifdng dang ke va tich ciTc dd'n tiidi dp (ATT) dd'i vdi ngan hang qua Internet.
- Gid tiiuyet 4 (H4): Tinh dd sijf dung (PEOU) cd Udn quan dang ke va dch ciTc dd'n tiidi dp (ATT) suf dung ngdn hdng qua Internet.
HINH 1: TONG HOP THONG KE MO TA
BANG 1: MO HiNH HOI QCY VA HE SO TRONG MO HiNH HOI QGY Md hinh
h6i quy Md hinh 1:
bid'n phu thuQC tinh hifu qua
(PU)
Md hlnh 2:
bid'n phu thu$c thai dO
(ATT)
Mo hinh 3:
bid'n phu thu$c ki^m soat hanh vi CO nhdn thi^c
(PC)
Md hinh 4:
bi^n phu thudc y dinh
suT dung IB (IN)
R 0 182 0.449 0,476 0.501
R Square 0.033 0 201 0.227 0 251 Adjusted
R square 0 029 0.191 0.22 0.241 Std. Error
of the Estimate
0 57576 0.52351' 0.50531 0.46662
F j 7938 19315 33.898 25.707
Sig 0 005 0 oi 0
H^somS hlnh hoi quy
B Sig. B Sig. B Sig. B Sig.
Hang so 2.912 0 1.616 0 1.682 0 1.661 0 PEOU 0.181 0.005 0.251 0 PU 0.275 0
SP 0.093 0.041
SCE 15 0.41 0 1
TS 0.135 0.016
ATT 0.11 0.048
.NS 1 0.27 0
PC r~ 0.21 0
Economy and l oncusi Review 35
NGHIEN CCfCJ - TRAO DOI
- Gia thuyet 5 (H5): Tmh dl suf dung (PEOU) co hen quan rat it den tinh hihi ich (PU) vd viec suf dung ngan hang qua Internet.
- Gia diuyet 6 (H6): Cac quy chuan chu quan (NS) CO anh hudng dang ke va dch cUc den y djnh suf dung ngan hang qua Internet (IN).
- Gia thuyet 7 (H7): Viec kiem sodt hdnh vi c6 nhan thdc (PC) CO anh hUdng dang ke va tich cUc den y dinh suf dung ngan hang qua Internet (IN).
- Gia thuyet 8 (H8): Tinh bao mat vd rieng tU(SP) co dnh budng dang ke vd tich cUc den didi dp (ATT) den y djnh suf dung ngdn bang qua Internet.
- Gia thuyet 9a (H9a): Tinh hipu qua ttp giup (SCE 15) cd anh bUdng tich cUc den viec kiem sodt hdnh vi cd nhan thUc (PC) cua ngUdi tieu ding den y djnh suf dung ngan hdng qua Internet.
- Gid diuyet 11 (H11): SU hd trp ciia cdng nghe (TS) cd anh hUdng ticb cUc dd'n vide kiem sodt hanh vi cd nhdn thdc (PC).
DONG GOP THI/C TIIN
Nghidn cufu da cung cd'p mdt so hdm y quan ttpng cho cdc nha qudn ly ngdn hdng trong vide khuyd'n khich
khdch hang suf dung IB. Cu the:
Thii nhdt, ngan hdng ndn tap trung vdo yeu td' quy chuan chii quan bdi yd'u to nay ed dnh hUdng tUPng dd'i Idn dd'n ed nhdn ve y djnh suf dung IB. NhiJng ngUdi quan trpng nhU: vp/ehong, anh, chi, em, bd me... vd ngUdi ed y tUdng ed gid tti nbU ban be, dong nghidp...
se tac ddng vao thdi dp ciia ngUdi su" dung khi cho rang cd nhdn ndn hay khdng ndn suf dung IB. Do dd, dd' tdng y djnh siif dung IB cua khdch hdng thi chi nhdnh can ed phUPng an tang cUdng quang bd, gidi thidu, dUa ra cdc hinh thdc Uu dai, nbU: midn phi sao ke giao djch, giam phi bode mien phi chuyen khoan cho nhihig khdch hdng lan dau ddng ky suf dung IB...
de thu hiit ede dd'i tUpng cd quan he vdi khach hdng hidn dang giao dich. 77J^ hai, kiem sodt hdnh vi cd nhdn thUc ed anh hudng manh thif hai sau quy chua'n chii quan dd'n y djnh suf dung IB. Trong nhdm yd'u to ndy, ddnh gid ve kha ndng khdch hdng se ddc lap trong vide suf dung IB dupe danh gid cao nha't. Ngoai ra, hidu qua ciia ho ttp vd bd trp ciia cdng nghd anh hUdng dd'n kiem sodt hanh vi ed nhdn thUc. Do do, mudn tang y djnh suf dung IB, thi ngan hdng can cung cap cho khdch hdng cdc tdi lidu hudng dan. cdng cu trp giiip di kem. Bdn
canh dd. ehi nhdnh cdn cd phUPng dn ddo tao ddi ngu nhan lUc chuydn ttdch de giai quyd't cdc phdt sinh lien guan de'n IB. Ngoai ra, chi nhdnh can ddu tU vdo cdng nghd thdng dn hidn dai, de sff dung de tid't kidm thdi gian giao djch elio khdch hang.
Thiiba, thdi dp cung Id yd'u tdtde ddng ttffc dd'p dd'n y djnh sff dung IB. Theo dd, ede khach hdng deu ddnh gid ra't cao vide giao dich thanh todn gua ngdn hdng trffc tuyd'n vdi nhieu Uu didm ndi ttdi. Tff kd't qua nghidn cffu cho tha'y, tinh de sff dung, tinh hihi icb, dnh bdo mat vd ridng tu deu tdc ddng tich cffc dd'n thdi dp eiia ed nhan. Dieu ndy ddi hdi ehi nhdnh can ed phUPng dn phdt huy nhiihg lpi die md djch vu IB cd the mang lai cho khdch hdng. Bdn canh dd, de giup cho khdch hang tha'y dd dang de bpc dupe cdch sff dung IB, ehi nhdnh can cd nhffng hUdng dan chi dd't, ngan gpn, bang hinh dnh trffc quan. Ngoai ra, ngan hdng ndn ddm bdo rang tinh bao mat vd ridng tU cua cdc h$
thd'ng ngan hdng qua Internet dupe xdy dffng phii hpp vd ngUdi sff dung cung ndn nhdn tbffc dupe rdng cdc he thd'ng dupe bao mat vd thdng tin cd nhan cung nhU thdng dn tdi chinh eua ngUdi tidu dCing dupe bao vd tuydt dd'i.
Thii tu, nhdm khuyd'n khich sff dung cdc djch vu ngan hdng qua Internet, Chinh phu cd the giup bdo dam ede quy djnh vd ludt djnh rd rdng ve ede giao djeb ngdn hdng qua Internet. Ngodi ra, Chinh phii, cd quan phdp luat nen djnh hUdng cho cdc dich vu ngdn hdng qua Internet vd gidm sat boat dpng eiia ede ngan bdng nham dam bdo hp boat ddng hpp phdp (Abdul Hamid et al., 2007). Thii ndm, vide ffng dung ngdn hdng qua Internet tbffc sff tai Vidt Nam bj dnh hudng bdi mdt so ddc diem ed nhdn, ngan hang ndn tap ttung vdo nhffng khdch bdng da ed mdy tinh ed nhan d nhd, ed truy cap Internet, ed trinh dp hpc van cao hPn vd tte tudi hdn vi hp Id nhffng ngUdi ed khd nang dp dung ngan bdng qua Intemet.Q TAI LIEU THAM KHAO
1. Ajzen, I. (1991). The theory of planned behaviour. Organisadonal Behaviour and Human Decision Processes, 179 - 211.
2. Davis. F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarteriy, 319-340.
3. Fishbien. M.. & Ajzen, I. (1975). Belief Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
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