56 Nguyen Thi Thiiy Van & Nguyen Duy Thanh. Tap chi Phat triln Kinh te. 27(12), 66-81
Nhan thirc rui ro trong sur chap nhan thanh toan qua mang xa hoi
N G U Y E N THI THUY VAN
Trudng Dai hgc Ngan hang TP.HCM - vanntt.mis(@gmail.com NGUYEN DUY T H A N H
Trudng Dai hgc Ngan hang TP.HCM - thanhnd(@buh.edu.vn Ngdy nhdn:
08/07/2016 Ngdy nhdn Igt:
25/12/2016 Ngdy duyet dang:
30/12/2016 Ma so:
0716-L81-V06
Tic khoa:
Chap nhan cdng nghe;
Nhan thiic rui ro; Thanh toan qua mang xa hdi;
UTAUT.
Keywords:
E-payment via social network; Perceived risk;
Technology Adoption, UTAUT.
Tom tdt
Mang xa hdi dang ngay cang phd bien rdng rai tren toan the gidi, nen viec ket hgp mang xa hdi vdi cac dich vu ngan hang la mgt nhu cau tat yeu. Nghien cuu nay xem xet nhan thtic riii ro trong su chap nhan thanh toan qua mang xa hdi. Ket qua nghien cuu chi ra cac yeu td ki vgng hieu qua, ki vgngnd luc, anh hudng xa hdi, su tin tudng, vanhan thuc riii ro cd anh hudng den su chap nhan thanh toan qua mang xa hgi. Ket qua nay khdng nhirng md rdng md hinh thdng nhat chap nhan va sil- dung cdng nghe (UTAUT) ma cdn de xuat cac giai phap de phat trien thanh toan qua mang xa hdi d VN.
Abstract
Social network becomes widely popular in the globe, so the association between social network and bank services is necessary.
Most banks in the world have implemented e-payment service via the social network. In Vietnam, Techcombank successfully deployed this service in 2014. By investigating perceived risk in e-payment via social network adoption, this study indicates that several factors such as performance expectancy, effort expectancy, social influence, trust, and perceived risk have impacts on the e-payment via social network adopfion. Not only do the results extend the Unified Theory of Acceptance and Use of Technology (UTAUT), but they should also be considered for solutions to the development of the e-payment service via the social network in Vietnam.
Nguyen Thj Thiiy Van & Nguyen Duy Thanh. Tap chi Phat triln Kinh tl. 27( 12), 66-81 67
1. Gidi thieu
Ngan hang dien tu dang li mdt xu hudng mdi cfla ngin hang hien dai, die biet li thanh toin dien tu (thanh toin qua di ddng, thanh toan qua internet). Tuy nhign, cic dieh
•vu thanh toin vin chua mang lai Igi ich tdi uu cho khach hang. Bgn canh dd. mang xa hpi (MXH) dang trd nen phd bign trgn toan thg gidi. Theo Bradford (2012), Facebook cd ban 1 ti ngudi dflng, trong dd cd ban 600 trieu ngudi su dung cic dich vy qua di ddng tren Facebook; LinkedIn ed ban 185 trieu ngudi dflng; Twitter ed ban 140 trieu ngudi dung... Do do, viec trien khai cac kgnh dich vu qua MXH la rat can thigt trong nganh ngin hing. Nhieu ngan hang trgn thg gidi da cung cap cac dich vy thanh toan qua MXH.
Chang ban nhu; VCU (Vantage Credit Union) d My cho phep khich hang dflng T-witter cho ngin hing dien tfl ca bin (truy vin sd du tai khoan, chuyen khoan...); mdt sd ngin hang khac cflng trign khai thanh toan qua cac MXH Facebook, Google-H, Linkeln... nhu;
ICIC' d An Dp, FNB^ d Nam Phi, ASB^ d Tin Tay Lan (Bradford, 2012).
Hien nay, da cd nhigu nghign cuu lign quan den sy chip nhan va sfl- dung cdng nghe tren thi gidi. Cic md hinh TAM (Davis, 1989), TAM2 (Venkatesh & Davis, 2000), UTAUT (Venkatesh & cdng sy, 2003). UTAUT2 (Venkatesh & cdng sy. 2012) da trd thanh nhung md hinh chuan cho cic nghien cuu ve chap nhan va su dung cdng nghe.
Bgn canh dd cflng cd cic nghign cuu vg sy chap nhan ngin hang dien tu, tigu bigu cd cac nghign cuu nhu; Chip nhin thanh toan dien tu (Gholami & cdng sy, 2010; Nguygn Duy Thanh & Cao Hao Thi, 2011, 2014; Yang & cdng sy, 2015; Khan & cdng sy, 2017), chip nhan ngin hang qua di ddng (Zhou & cdng sy, 2010; Morosan & Defraneo, 2016).
Tuy nhign, hien tai vin chua cd nhigu nghign cuu vg sy chip nhin thanh toan qua MXH.
Muc tigu cfla nghign cuu nham xem xet vai trd cfla nhan thuc rfli ro trong sy chip nhan thanh toin qua MXH. Trong nghign cuu nay, tic gia dya trgn ca sd li thuygt UTAUT cfla Venkatesh va cdng sy (2003) va bd sung them eic yeu td sy tin tudng va nhin thfl-c rfli ro. Miu khio sit bao gdm nhung khach hing ci nhin dang su dung MXH va dich vu ngin hang dien tfl- tai Ngin hing KT thuang VN (Techcombank).
2. Cc Sff Ii thuyet va phirong phap nghien cuu 2.1. Ca sa li thuyet vd mo hinh nghiin cieu 2.1.1. Thanh toin qua mang xa hdi
gg Nguyen Thj Thiiy Van & Nguyin Duy Thanh. Tap chi Phat trien Kinh tl, 27( 12), 66-81
MXH la mdt trong nhung trang mang kit ndi mpi ngudi vdi nhau ma khdng phin biet tudi tic, gidi tinh, vi tri dia li (Zarrella, 2009). Vdi nhung tien ich MXH mang lai cho ngudi su dung, vi du, trd chuyen vdi nhau bing nhilu hinh thfl-c (nhin tin, gigng noi, phim), chia se tip tin, hinh anh, phim... MXH dang trd nen pho bign trong xa hdi ngay nay. Thanh toan qua MXH dugc xem li mdt hinh thuc thanh toin trye tuyln mdi. Dilm khic biet la nhung khach hang su dyng tai khoan MXH cfla minh cd lien ket vdi tai khoan ngin hang dl thyc hien thanh toin (Bradford, 2012). Do cd sy lign kit vdi MXH, khich hang cd thi bd qua cic rao cin vg mat thdi gian, khdng gian, va tilt kiem chi phi.
Tai VN, thanh toan qua MXH dugc Techcombank triln khai tu nam 2014 vdi cac dich vu internet banking (F@st iBank)" va mobile banking (F(gst Mobile)\ Cae dich vu nay cho phep khich hang thanh toan thdng qua tii khoan MXH cua minh.
2.1.2. Tdng quan ca sd li thuygt
Li thuylt hanh ddng hgp li (TRA) dugc dg xuit bdi Fishbein va Ajzen (1975) nham xie dinh cac ylu td cfla xu hudng hanh vi cd y thuc. Li thuygt hanh vi dy dinh (TPB) dupe Ajzen (1985) phit trign dya trgn TRA vi bd sung thgm nhan td kiem soat hanh vi.
Md hinh chap nhan cdng nghe (TAM) cfla Davis (1989) xie dinh cac ygu td cd kha nang giai thich hanh vi sfl- dung cdng nghe mdi cfla ngudi sfl- dung. Trong dd, TAM dugc dung nhieu hon trong viec giii thich y dinh va hinh vi su dung he thdng thdng tin. Tuy nhien, TAM giai thich vi dy bio cdn ban ehe ngn Venkatesh va Davis (2000) da md rdng TAM thanh TAM2 de giai thich dp hflu Ich va y dinh su dung dudi dang anh hudng xa hpi va qui trinh nhin thuc.
Li thuygt thong nhit chap nhan vi su dung cdng nghe (UTAUT) dugc Venkatesh va cpng sy (2003) de xuat dl giai thich y dinh va hanh vi su dyng he thdng thdng tin.
UTAUT dugc phat triln dya trgn cac li thuylt TRA; TPB; TAM; tich hgp TPB va TAM, li thuylt phd biln sy ddi mdi (IDT), md hinh ddng lyc thfle diy (MM), md hinh sii dung may tinh (MPCU), vi li thuylt nhan thfle xa hdi (SCT). Trong dd, TRA, TPB, va TAM ed inh hudng nhilu nhit din UTAUT, UTAUT dupc xiy dung vdi cac ylu to cfla y dinh va hanh vi su dung he thdng thdng tin li ki vpng hieu qui, ki vgng nd lye, inh hudng xa hdi, va dieu kien thuin lgi. Venkatesh va cpng sy (2012) tilp tuc md rdng UTAUT thanh UTAUT2 bang viec tieh hpp them eac ylu td ddng lyc thu hudng, gia tri, gii ca, va thoi quen vio md hinh UTAUT gdc.
Sy tin tudng (Trust) la nilm tin chfl quan mi mdt bgn se thye hien day dfl nghTa vu cua minh theo sy mong dgi cua cie bgn lign quan (Lu & cgng sy, 2011). Nhin thuc rui
Nguyen Thj Thiiy Van & Nguyen Duy Thanh. Tap chi Phat triln Kinh tl. 27( 12), 66-81
ro (Perceived Risk) la kgt hgp cfla sy khdng chac chan va muc do nghigm trpng cfla cae kgt qua lign quan (Yang & cdng sy, 2015).
2.1.3 Md hinh nghign cuu
Tu thyc tign ve thanh toan qua MXH, ddng thdi dya vio md hinh UTAUT (Venkatesh
& cdng sy, 2003), sy tin tudng (Pavlou, 2003; Yang & cdng sy, 2015; Arpaci, 2016) va nhin thfl-c rfli ro (Bauer, 1967; Thakur & Srivastava, 2014; Yang & cdng sy, 2015;
Khalizadeh & cdng sy, 2017), tie gia dg xuit md hinh chip nhin thanh toan qua MXH.
Chi tigt cic khii niem cfla md hinh vi cic gii thuygt nghien cflu nhu sau;
Chip nhan thanh toin qua MXH (ESN) phu hgp vdi cac li thuyet ea bin cfla cic md hinh y dinh hanh vi dugc xem xet trong cac nghign efln cfla Sheppard vacdng sy (1988), Venkatesh va edng sy (2003, 2012), dg lim ea sd cho eic mdi quan he y dinh hinh vi.
Chap nhan thanh toan qua MXH edn dya vao cac nghign cflu chip nhan va su dung cdng nghe (Venkatesh, 2015; Williams & cdng sy. 2015), md hinh chip nhin thanh toin dien tuqua internet va di ddng (Slade & cdng sy, 2015; Morosan & Defraneo, 2016). Trong nghign efln nay, eae mdi quan he gifla ki vpng hieu qui, ki vpng nd lyc, inh hudng xa hpi, digu kien thuin lgi, sy tin tudng, va nhan thuc rfli ro cd anh hudng tryc tiep dgn sy chip nhan thanh toin qua MXH.
Ki vgng hieu qui (PEE) la viec mdt ca nhan tin rang viec su dung he thdng thdng tin se giup dat hieu suit cao trong cdng viec (Venkatesh & cpng sy, 2003, 2012). Nhung cau trflc tfl cac md hinh lign quan dgn ki vpng hieu qua la tinh huu ich cfla TAM (Davis, 1989); TAM2 (Venkatesh & Davis, 2000), ddng lyc bgn ngoii cfla MM (Davis & cdng sy, 1992), edng viec phfl hgp cfla MPCU (Thompson & cdng sy, 1991), lgi the tuang ddi cfla IDT (Rogers, 1995), vakgt qua mong dpi cfla SCT (Compeau & Higgins, 1995).
Khai niem PEE cdn dya trgn mdt sd nghign cuu khic. Vi du nhu, md hinh chip nhin vi su dung cdng nghe (Venkatesh, 2015), md hinh chip nhin thanh toan dien tu qua internet va di ddng (Gholami & cdng sy, 2010; Slade & cpng sy, 2015; Morosan & Defraneo, 2016). Trong nghien efl'u nay, ki vpng hieu qua la viec ngudi sfl- dung tin rang khi hp su dung dich vu thanh toin qua MXH se giup tdi uu hda viec thyc hien cic giao dich tai ngin hang (tigt kiem thdi gian, ehi phi). Do do, gia thuygt Hi dugc de xuat nhu sau;
HI: Ki vgng hiiu qud tdc dgng tich cue din ste chdp nhgn thanh todn qua MXH.
Ki vpng no lyc (EFE) chi ra muc dp de dang kgt hgp vdi viec su dyng he thdng thdng tin (Venkatesh & cdng sy, 2003, 2012). Nhung ciu trflc tu cac md hinh lien quan din ki vgng no lye la de ding su dung cfla TAM (Davis, 1989), TAM2 (Venkatesh & Davis,
70 Nguyin Thj Thiiy Van & Nguyen Duy Thanh. Tap chi Phat triln Kinh t l , 27( 12), 66-81
2000), sy phfl-c tap cfla MPCU (Thompson & cdng sy, 1991), va tinh de dang sfl- dung cua IDT (Rogers, 1995). Ngoai ra, khii niem EFE cdn dya trgn mdt sd nghign cuu khic.
Vi du. md hinh chap nhin va sfl dung cdng nghe (Venkatesh, 2015), md hinh chap nhan thanh toin dien tu qua Internet va di dpng (Gholami & cdng sy, 2010; Slade & cdng sy, 2015; Morosan & Defraneo, 2016; Bankole & Bankole, 2017). Trong nghign cuu nay, ki vpng no lyc danh gii muc do thyc hien thanh toin qua MXH mi khdng cin phai no lyc nhilu. Mat khac, tic gia cdn xem xet mdi quan he giua ki vgng hieu qui va ki vpng no lyc (Morosan & Defraneo, 2016). Do dd, cac gia thuylt H, va H7 dugc dg xuit nhu sau;
Hi: Ki vgng nd luc lac dong tich cue din su chdp nhgn thanh todn qua MXH.
H?: Ki vgng no luc lac dgng tich cue din ki vgng hiiu qud
Anh hudng xa hgi (SOI) la muc dp ma ca nhin nhan thiy ring nhung ngudi quan trpng tin ring hp ngn sfl dung he thdng mdi (Venkatesh & cdng sy, 2003, 2012). Anh hudng xa hdi nhu li ylu td quylt dinh true tiep dgn y dinh banh vi dugc thg hien nhu chuin chu quan cua TRA (Fishbein & Ajzen, 1975) va TAM (Davis, 1989); TAM2 (Venkatesh & Davis, 2000); cic ylu td xa hpi cfla MPCU (Thompson & cdngsy, 1991), va hinh anh cfla IDT (Rogers, 1995). Ngoai ra, khai niem SOI cdn dya trgn mdt sd nghien cflu khac. Vi du, md hinh chip nhin va sfl- dung cdng nghe (Venkatesh, 2015), md hinh chip nhan thanh toan dien tfl- qua internet va di ddng (Gholami & cdng sy, 2010; Slade
& cpng sy, 2015; Morosan & Defraneo, 2016; Bankole & Bankole, 2017). Trong nghien cflu nay, ygu td inh hudng xa hpi chi sy inh hudng cfla nhflng ngudi xung quanh (gia dinh, ban be, ddng nghiep) nghT rang ngudi sfl- dung ngn thyc hien thanh toan qua MXH.
Do dd, gii thuyet H3 dugc dg xuit nhu sau;
H3: Anh hu&ng xd hgi tdc dgng tich cue den su chdp nhgn thanh todn qua MXH Digu kien thuin lpi (FAC) la mflc dp ci nhin tin ring tdn tai ca sd ha ting kT thuat va td chuc dg ho trg cho viec sfl dung he thdng (Venkatesh & cdngsy, 2003, 2012). Dieu kien thuan Igi duge thi hien bing cic ciu trflc kilm soat hanh vi cfla TPB (Ajzen, 1985);
TAM (Davis, 1989), dilu kien thuin lgi cfla MPCU (Thompson & cdng sy, 1991), va kha nang tuong thich cfla IDT (Rogers, 1995). Ngoai ra, khii niem FAC cdn dya tren cac nghign efln khie nhu; Md hinh chap nhan va sfl dung cdng nghe (Venkatesh, 2015), md hinh chip nhin thanh toin qua di ddng (Morosan & Defraneo, 2016). Trong nghign cuu nay, digu kien thuin Igi la mflc do sin sang cfla cdng nghe hoac sy hd trg kT thuat
Nguyen Thj Thiiy Van & Nguyen Duy Thanh. Tap chi Phat triln Kinh tl. 27( 12), 66-81 7 1
cfla td chuc cho khach hang thyc hien thanh toan qua MXH. Do dd, gia thuyet H4 dugc dg xuat nhu sau;
H/. Diiu kiin thugn lgi tdc dgng tich cue din sic chdp nhgn thanh todn qua MXH.
Nhin thuc rfli ro (PER) la khi nang thg hien sy mit mat trong viec thyc hien ket qui mong mudn khi su dung dich vu dien tu (Yang & cdng sy, 2015). Nhin thue rfli ro dugc tham chigu trong mdt sd nghign cflu trudc diy. Vi dy, nhan thue rfli ro trong sy chip nhan thanh toan dien tfl qua Internet va qua di ddng (He & Mykytyn, 2009; Tan & cdng sy, 2014; Thakur & Srivastava, 2014), quan he giua sy tin tudng, nhan thuc rfli ro va y dinh su dung thanh toin dien tfl- va thanh toan qua di ddng (Lu & cdng sy, 2011; Yang
& cpng sy, 2015; Khalizadeh & cdng sy, 2017), nhin thfle rfli ro va y dinh tigp tuc su dung thanh toin dien tu (Huang & Cheng, 2012), kinh nghiem ip dung cic cdng cu thanh toan qua di dpng trgn MXH (Cabanillas & cdng sy, 2014, 2016). Trong nghign Cliu niy, nhan thuc rfli ro la nhin thiic cua ngudi su dyng vg nhung kha nang cd thg giy thiet hai cho hg khi thyc hien thanh toin qua MXH. Do do, gia thuygt He dugc dg xuat nhu sau:
H^: Nhiin thitc riii ro tdc dgng tiiu cue din su chdp nhidn thanh todn qua MXH.
Sy tin tudng (TRU) la nigm tin chfl quan mi mdt ben se thyc hien diy dfl nghTa vu cua minh theo sy mong dpi efla eac ben lien quan. Sy tin tudng ddng vai trd quan trpng trong viec thfle diy y dinh su dyng cac dich vy (Lu & edng sy, 2011). Khii niem TRU dupc tham chieu trong mdt sd nghign cflu trudc diy, chang han nhu eac nghien efln ve sy chip nhin thuong mai dien tu (Pavlou, 2003), quan he giua sy tin tudng, nhin thuc rfli ro va y dinh su dung thanh toan tryc tuygn vi thanh toan qua di ddng (Lu & edng sy, 2011; Yang & cdng sy, 2015), kinh nghiem ip dung cic cdng cu thanh toin qua di ddng tren MXH (Cabanillas & cgng sy, 2014, 2016), anh hudng cua sy tin tudng vi nhan thuc nii ro ddi vdi eac ngn tang truygn thdng xa hdi (Wang & cdng sy, 2016). Trong nghign CUT! nay, sy tin tudng la Idng tin cfla ngudi sfl dyng ddi vdi he thdng thanh toin qua MXH nham giim sy cin thiet cfla viec khao sit va kigm soit tinh trang. Sy tin tudng cdn cd tic ddng gian tigp dgn sy chip nhan thanh toan qua MXH thdng qua nhin thuc rui ro (Yang & cpng sy, 2015), tue la mdi lo ngai vg kha nang bi thiet hai khi thanh toan qua MXH se cang thip khi sy tin tudng ddi vdi he thdng cing cao. Do dd, cic gii thuyet H5 va Hg dugc dg xuit.-
H5: Su tin tu&ng tdc dgng tich cue din su chdp nhgn thanh todn qua MXH.
Hg: Su tin tu&ng tdc dgng tiiu cue din nhgn thiec rui ro.
72 Nguyen Thj Thdy Van & Nguyen Duy Thanh. Tap chi Phat triln Kinh te. 27(12), 66-81
2.2. Phuang phdp nghiin ciru
Nghien cflu dugc thyc hien theo hai budc; Nghign cflu so bd theo phuang phap dinh tinh, va nghien cflu ehinh thfle vdi phuong phip dinh lugng. Dau tien, tic gii dya trgn CO- sd li thuygt vi thyc trang cfla thanh toin qua MXH tai VN de hinh thanh thang do nhip. Kg tiep, tie gii thao luin vdi cic chuygn gia trong ITnh vyc thanh toin dien tu' de hieu chinh thang nham dua ra thang do thfl- cho nghign cuu so- bd. Thang do sau khi hieu chinh tfl- nghign cflu so- bd dupc dflng cho nghien cuu chinh thfle.
Trong nghien cflu chinh thfle, cac bign quan sat dupe do bang thang do Likert 5 dilm (1 - hoan toan khdng ddng y den 5 - hoan toin ddng y). Dfl- lieu dugc thu thip bing phuong phap lay miu thuin tien qua bang khio sat. Cae ciu hdi khao sat dugc gui di thdng qua MXH (Facebook, Google-n, LinkedIn...) va e-mail tdi cic khach hing dang sfl dung dich vu ngan hang dien tfl tai cac chi nhanh/phdng giao dich Techcombank d khu vyc TP.HCM, vi phit tryc tigp cho eic khach hing dang sfl dyng djch vu ngan hang dien tutai Techcombank Phan Xich Long va Techcombank Sai Gdn. Tong cdng cd 210 mau du lieu thu dugc va cd thi su dung 192 miu (18 mau khdng hgp le) cfla 27 bien quan sat. Du lieu sau khi thu thip dugc lam sach, va phin tich bing phin mim SPSS va AMOS. Cac phin tich cfla nghign cuu chinh thfl-c bao gdm phin tich nhan td khim pha (EFA); phin tich do tin cay (Cronbach's Alpha); phan tich nhin td khing dinh (CFA);
va phin tich md hinh ciu trflc tuyln tinh (SEM) dl kilm dinh md hinh vi cac gia thuylt nghien cuu.
3. Ket qua va thao luan 3.1. Kit qud nghiin cieu 3.1.1. Thdng kg md ti
Gidi tinh; Khdng cd sy khie biet nhilu, vdi ti le nam la 54% va nu la 46%.
Tudi tic; Nhdm tudi 18-25 chilm ti le cao nhit vdi 51%, eac nhdm tudi cdn lai chiem ti le xap xi nhau vdi 23% va 25% cho cac nhdm tudi 26-35 va 36-50, nhdm tuoi trgn 50 chilm ti le thip nhit vdi chi 1%.
Thu nhip: Chi cd 10% khich hang cd thu nhip 3-5 trieu ddng, 21% ed thu nhap trgn 10 trieu ddng, 27% cd thu nhip dudi 3 trieu ddng, 42% ed thu nhip 5-10 trieu dong.
Kinh nghi?m thanh toin dien tfl: 6-12 thing chilm 11%, tu 12-24 thing chilm 17%, die biet cd dgn 45% ngudi tham gia khio sat cd kinh nghiem tren 24 thing.
Nguyen Thj Thiiy Van & Nguyen Duy Thanh. Tap chi Phat Mln Kinh tl. 27( 12). 66-81 7 3
Tan suit su dung MXH; 2-7 gid mdt ngay chigm ti le cao nhat vdi 72%, dudi 2 gid chiem ti le 16%, tren 7 gid ehi cd 6%. Thdi gian sfl dung thanh toan qua MXH; 55%
ngudi sfl dung thanh toan qua MXH dudi 6 thing, tigp theo la 22% tfl 6-12 thing, 17%
tfl 12-24 thing, v i chi cd 6% trgn 24 thing.
Bangl
Md ta do lieu, phuang sai trich trung binh vi binh phuang he sd tuong quan T ^ 9
1 runs
, , , lech PEE EFE SOI FAC TRU PER ESN bmh ' .
chuan
PEE 3.820* 0,752 0,600*'
EFE 3.770* 0.753 0.060 0.619**
SOI 3.759* 0.682 FAC 3,802* 0.671 TRU 3,667' 0,791 PER 2,693* 0,791 ESN 3.787* 0.697
Ghi chii: * Trung binh theo Likert 5 diem; ** Phuang sai trich trung binh (A VE) 3.1.2 Kiem dinh md hinh v i g i i thuygt
Bang 2
Thang do va tdng hgp cic kgt qua phan tieh
He sd tai
Cac bien quan sat CR AVE EFA CFA
Thuc hien thanh toan qua MXH se nang cao
PEEl - • ^ " 0.707 0.869 hieu qua giao djch
0,046 0,060 0,108 0,001 0,029
0.033 0,060 0,080 0.001 0.017
0.560**
0,044 0,083 0,013 0.019
0,552**
0,058 0,001 0.023
0,611**
0,023 0,042
0,526**
0.019 0,588
3> 5 PEE2
5. ^ kiem thdi gian
Thuc hien thanh toan qua MXH giup tiet 0,828 0,683
0,856 0,600
— (CJ-
^ := PEE3 Thanh toan qua MXH rit huu ich 0,716 0.797 PEE4 Thanh toan qua MXH rit thuan fien 0,597 0,737
Nguyen Thi Thiiy Van & Nguyen Duy Thanh. Tap chi Phat triln Kinh tl. 27( 12). 66-81
FEEl Thanh toan qua MXH de dang sti-dung 0,589 0,859 Tuong tac thuc hien thanh toan qua MXH
EFE2 ^ ,•-,.,- 0,730 0,871 c y don gian va de hieu
EFE3 Hgc each thanh toan qua MXH de dang 0,803 0,751 De dang thanh thao trong thanh toan qua
EFE4 B . B -I g gQ3 (jg4^
MXH
Nhiing ngudi quan trong ting hd thanh toan
s o i l S S H . S 6 . Qj^Q Q.^^g qua MXH
^ SOI2 Ban be nghT nen thanh toan qua MXH 0,657 0,805 -p
•<(U 3
5 ^
0,865 0,619
la „ _ , , Anh hudng nhung ngudi xung quanh khi „ „ „ . 0,791 0,560
>< o U l J I ... I I . 0 , 8 0 9 —
thuc hien thanh toan
„^,^ Nhiing ngudi quan trong thich thuc hien
S0I4 •= ,^ I - ^ - - 0,577 0,640 thanh toan qua MXH
Cd dieu kien phii hap de thuc hien thanh
FACl , •; "^ - 0,755 0,652 toan qua MXH
T.^^^ Co kien thiic can thiit de thuc hien thanh
FAC2 , - 0,842 toan qua MXH
P . „ , Vdi ngudn luc can thilt, thanh toan qua MXH dugc thuc hien de dang
P . „ . Thanh toan qua MXH tuang thich vdi cac cdng nghe khac
0,709 0,552 0,824
.^.n,,, Thanh toan qua MXH cung cip dich vu tai
™ " ' chinh chinh xac ' ' 0>683 0,761 TDr n Thanh toan qua MXH cung cip dich vu tai
™ " ' chinh an toan ' ' O'^^' 0.766
T c n Thanh toan qua MXH cung cip dich VU tai 0,863 0,611
™ " ' chinh dang tin cay ' ' " ' " ^ 0,771 TRU4 Thanh toan qua MXH dang tin tudng vi nd 0,748 0,827
mang lai Igi ich tot nhit
Nguyen Thj Thiiy Van & Nguyen Duy Thanh. Tap chi Phat trien Kinh tl, 27( 12), 66-81 75
PERI
PER2
PER3
PER4
Nhiing ngudi khac cd the biet thdng tin ca nhan khi thanh toan qua MXH
Chi phi de thuc hien thanh toan qua MXH cao han sa vdi du kien
Thanh toan qua MXH la mdt giao djch mao hiem
Nhflng ngudi khac cd the truy cap vao tai khoan khi thanh toan qua MXH
0,707 0,720
0,828
0,689 0,526 0,716
0,597 0,730
ESNl
ESN2
ESN3
Neu truy cap vao dich vu thanh toan qua MXH, cd y dinh sir dung nd
Cd y dinh tiep tuc sir dung djch vu thanh toan qua MXH trong tuang lai
Du djnh se tiep tuc su dung dich vu thanh toan qua MXH thudng xuyen
0,732 0,802
0,794 0,833 0,809 0,588
0,805 0,654
Ghi chii: CR: Do tin cay tdng hgp; A VE: Phuang sai trich trung binh; — Loai do he sd tai < 0,5 Phan tich nhan to kham pha (EFA)
Phan tich EFA lin 1 bd di bien FAC3 cfla thanh phan digu kien thuin lgi do cd he sd tai nhan td cfla bign thip (< 0,5). Phin tich EFA lin 2 rflt trich duge 6 thinh phin tu 22 bien quan sit (tigp tuc loai bd bign FAC3), cic bign dugc phin thanh tung nhdm nhan td trong ma tran xoay ygu td dung nhu md hinh de xuit ban diu. Chi tigt be sd tai EFA nhu d Bang 2. Ngoai ra, he sd tin ciy (Cronbach's Alpha) tdng hgp cfla cic thanh phin thang do cd gii tri tu 0,720 dgn 0,883. Nhu viy, thang do dat yeu eau (Hair & cdng sy, 2015).
Phan tich nhan to khang dinh (CFA)
Phan tich CFA lin 1 bd di 2 bien FAC2 va FAC4 cfla thanh phan digu kien thuin lgi do he sd tii nhan td cfla bign thip (< 0,5). Phan tich CFA lin 2 tigp tyc bd di 3 bign S013, PER2 va PER3 cfla thanh phin inh hudng xa hdi vi nhin thuc rfli ro do he sd tii nhin td cfla bign thip (< 0,5). Kigm dinh md hinh do ludng vdi cie chi sd Chi-square(;i;^)/dF
= 1,322; GFI = 0,902; TLI = 0,967; CFI = 0,975; RMSEA = 0,041 ngn thang do tuang thich vdi tap du lieu. He sd tai CFA cfla cie biln hi 0,640 din 0,871. Phuang sai trich trung binh (AVE) cd gia tri tu 0,512 din 0,885 (> 0,5) ngn cic thang do dat gia tri hpi ty.
AVE cfla cic thang do dlu ldn hon binh phuang he sd tuong quan (r^) tuang ung, ngn
Nguyen Thj Thity Van & Nguyen Duy Thanh. Tap chi Phat triln Kinh te. 27( 12), 66-81
cac thang do dat gia tri phin biet (Bing 2). Kilm djnb md hinh li thuylt vdi eac chi sd Chi-square(/)/dF = 1,325; GFI = 0,903; TLI = 0,966; CFI = 0,974; RMSEA = 0,041 ngn md hinh Ii thuylt phfl hgp vdi tip du lieu (Byrne, 2013).
Bang 3
Mdi quan he giua cae thanh phin va kgt qua kigm dinh cic gii thuyet Gia thuyet
H, Hz H,
H4 H5
He
H7
H,
Q ESN ESN ESN ESN ESN ESN PEE PER
luan he
<r PEE
<- EFE
<- SOI
<- FAC
<- TRU
<- PER
<- EFE
<r TRU
Udc lugng 0,423 0,126 0,053 0,279 0,108 -0,294
0,832 -0,215
Sai sd chuan 0,203 0,361 0,188 0,152 0,129 0,085 0,152 0,094
Muc y nghTa 0,017 0,617 0,699 0,049 0,453 0,001 0,001 0,029
Ket qua Chap nhan
Bac bd Bac bd Chap nhan
Bac bo Chap nhan Chap nhan Chap nhan Phan tich mo hinh cau triic tuyen tinh (SEM)
Phan tich SEM theo pbiro-ng phap udc lugng kha dT nhat (ML), kgt qua lay theo cac thdng sd udc lugng da dugc chuin hda (Bing 2). Theo dd, cic ygu td PEE vi FAC cd tic ddng tich cyc dgn ESN vdi he sd y lan lugt li 0,423 (mflc y nghTa thdng kgp = 0,017 va 0,279 (p = 0,049), nen cac gia thuygt H| va H4 dugc chip nhin. Ygu td PER cd tic ddng tigu cue dgn ESN vdi he so y la -0,294 (p = 0,001), ngn gii thuylt H,, dugc chip nhan. Mat khic, cic ygu td EFE vi SOI cd tie ddng din ESN vdi he sd y lin lugt la 0,126 vi 0,053 nhung khdng cd y nghTa thdng kg (p > 0,05), ngn cic gii thuylt H2 vi H3 bi bic bd. Ngoai ra, yeu td TRU cdn cd tic ddng tich cyc din ESN vdi he sd y la 0,108 nhung khdng cd y nghTa thdng ke (p > 0,05), ngn gia thuylt H5 bi bac bd. Ngoai ra, ylu td EFE cdn cd tic ddng tich eye din PEE vdi he so y la 0,832 (p = 0,001), ngn gia thuylt Hy dugc chip nhan. Ylu to TRU cd tac ddng tigu eye din PER vdi he sd y la -0,215 (p
= 0,029), ngn gia thuylt Hg dugc chip nhan.
Nguyen Thj Thiiy Van & Nguyin Duy Thanh. Tap chi Phat triln Kinh tl. 27( 12). 66-81 77
Ky vpng nd lyc
(EFE)
Anh hudng xa hdi
(SOI)
Dieu kien thuan Igi
(FAC)
Sy tin tu'dng
(TRU)
Ky vpng hieu qua
(PEE)
0.423 (0.017)
Chap nhan thanh toan qua MXH
(ESN)
^1,294
(0.001) U T A U T
Nhan thu'c rfli ro
(PER)
Hinh 1. Md hinh nghign cuu dg xuat va kgt qua kiem dinh 3.2. Thdo lugn kit qud
Tdm lai, cd 5 trong 8 gii thuygt dugc chap nhan, kgt qui phin tich SEM cung cho thiy cic ygu td ddc lap va trung gian cd thg giai thich dupc khoing 44.2% (R" = 0,442) y dinh hanh vi hay sy chap nhin thanh toan qua MXH. Mac dfl, phit hien niy cdn khigm tdn, cd thg so sanh vdi UTAUT (Venkatesh & cdng sy, 2003) va UTAUT2 (Venkatesh
& edng sy, 2012) giai thich dugc khoang 56% (UTAUT) vi 74% (UTAUT2) trong y dinh sfl dung he thdng thdng tin. Bgn canh dd, nghien efln eung chi ra dugc cac ygu td cd inh hudng den sy chap nhin thanh toin qua MXH d nhung khia canh khic nhau.
Trong dd, cac ylu td ki vgng no lyc, anh hudng xa h(3i, sy tin tudng, dfl dugc xem xet trong mdi quan he vdi sy chip nhin thanh toan qua MXH. nhung cac gii thuygt niy da khdng dugc chip nhin. Tuy nhign, ki vgng nd lyc cd anh hudng gian tigp dgn sy chip nhin thanh toin qua MXH thdng qua ki vpng hieu qua, va sy tin tudng cd inh hudng gian tigp dgn sy chip nhin thanh toin qua MXH thdng qua nhin thuc rfli ro. Ngoai ra.
nghign cuu cung da ehi ra dugc cic ygu td sy tin tudng (Pavlou, 2003; Arpaci, 2016) va nhin thuc rfli ro (Bauer, 1967; Khalizadeh & cdng sy, 2017) cd quan he cau trflc vdi sy chip nhin thanh toan qua MXH (Hinh 1). Day la nhung ddng gdp mdi vg mat li thuygt cfla sy chap nhan va su dung edng nghe.
Nguyen Thj Thiiy Van & Nguyen Duy Thanh. Tap chi Phattrien Kinh te. 27(12), 66-81
4. Ket luan va kien nghj 4.1. Kit lugn
Phin tich nhin td khim phi va nhin td khing dinh cfla cic bign trong nghien cuu nay dlu ed cic he sd tii nhin td khi cao, thang do dat gia tri phin biet va gii tri hdi tu. Thang do cfla cic biln ddc lip, biln trung gian, vi sy chip nhan thanh toin qua MXH deu dam bio dp tin ciy. Phan tich md hinh ciu trflc tuyln tinh cho thiy cac yeu td ki vpng hieu qui, dilu kien thuin lgi, va nhin thuc rfli ro cd anh hudng dgn sy chip nhin thanh toan qua MXH. Bgn eanh dd, cic ylu td ki vpng nd lyc va sy tin tudng cung cd anh hudng gian tilp din sy chip nhan thanh toin qua MXH thdng qua cic yeu td ki vgng hieu qua va nhin thuc rfli ro. Md hinh nghign cuu cd thg giii thich dugc khoang 44,2% sy chap nhan thanh toin qua MXH. Nghien cuu cflng cd ddng gdp mdi ve mat li thuygt cfla sy chap nhan thanh toin qua MXH, vi sy chip nhin va su dung cdng nghe ndi chung.
Han chg cfla nghign cflu d miu khio sit, chi trong pham vi mdt ngin hing, dd la Techcombank. De md hinh li thuyet cd tinh tdng quit, cin md rdng miu khio sit d nhigu ngin hing khic, khdng ehi tai khu vyc TP.HCM ma ca d VN. Ngoai ra, md hinh hien tai chua xem xet cic ygu td ciu trflc khac (sy hii ldng cfla khach hang, sy truygn mieng, van hda), cac biln digu tiet (cic ygu td nhin khau hgc), vi cflng chua xem xet hanh vi su dung thanh toin qua MXH. Dilu nay tao ra ea hdi cho cic hudng nghign cuu tilp theo.
4.2. Kiin nghi
Ket qua nghien cfl'u cho thiy nhin thuc rfli ro ed anh hudng tigu cyc din sy chip nhin thanh toan qua MXH. Do do, dl nang cao sy chip nhin thanh toin qua MXH ein phai giam thigu rfli ro, dam bio sy an toan - bio mat he thdng thanh toin (bio mat ea sd ha ting he thdng, Ipc ndi dung). Ngin hang cin tuan thfl nghiem ngat cac quy djnh ve bao mat thdng tin va phin quyln truy cap cd gidi ban. Ma hda du lieu va su dung cac cdng cu bio mat thdng tin dl ngan chan sy xim nhip cfla tin tie. Bgn canh dd, thudng xuygn cap nhit nhung cdng nghe hien dai, nang eip cic phin mim bio mat he thdng...
Mat khic, ki vgng hieu qua cd muc inh hudng nhilu nhit din thanh toan qua MXH, qua do cho thay khach hang dinh gia cao tinh hieu qui mi dich vu thanh toin qua MXH dem lai. Cho nen, ngin hang can duy tri cie tinh nang cfla dich vy hien cd, bd sung them cie tien ich va ung dung mdi cho dg thu hut thgm khach hang. Vi dy, phat triln flng dung cd thg chay dupc tren ngn ting Window phone, nang cip he thdng dl tang tdc dd thuc
Nguyen Thj Thiiy Van & Nguyin Duy Thanh. Tap chi Phat trien Kinh te. 27( 12), 66-81
hien giao dich... Cudi cflng, cin nang cao sy tin tudng cfla khich hang ddi vdi dich vu thanh toin qua MXH. Nilm tin cfla khach hang la tii sin quy gii nhat efla bit ki doanh nghiep nio, ket qua nghien efln cho thiy sy tin tudng cung ed inh hudng ding ke dgn sy chip nhin thanh toin qua MXH. Vi viy, dg duy tri v i ning cao sy tin tudng cfla khich hang, ngin hang can phii dio tao thgm cic kT nang truygn thdng dg nhin vign truygn dat thdng tin mdt cich tdt nhat - giflp khach hang tin tudng vao cac tien ich, sy an toin - bao mat cua dich vy thanh toan qua M X H H
Chii thich
' ICIC: Industrial Credit and Investment Corporation.
- FNB: First National Bank.
•' ASB: Auckland Savings Bank.
' Truy cap ngay 15/01/2017, tir: https://www.techcombank.com.vn/khach-hang-ca-nhan/ngan-hang- dien-tu/fast-i-bank-dich-vu-internet-banking.
- Truy cap ngay 15/01/2017, tir: https://www.techcombank.com.vn/khach-hang-ca-nhan/ngan-hang- dien-tu/fast-mobile-chuyen-tien-qua-mang-xa-hoi.
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