| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 102 === In harmony with the trend of international economic integration, Vietnam’s banking sector has taken steps to speed up its economic development and meet requirements of world integration creating an increasingly competitive environment in the financial service market. Launching internet banking service is a breakthrough innovation in finance and banking sector. Nowadays, internet banking service is more and more popular with a significant amount of users in Vietnam due to its benefit and multi-function. Therefore, the purpose of this study is to investigate the factors affecting the intention and continuous usage of IB users in Vietnam. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) the research also tests for additional factors (perceived risk, advertisings and time constraints) and their impact on use behavior.
A questionnaire survey was conducted with 202 respondents who have experience of using IB services. SPSS was used for data analysis. The results show that Performance expectancy, Effort expectancy, Social influence, Facilitating conditions and Perceived risk significantly influence Behavioral intention; Advertisement and Time constraints do not significantly influence the relationship between Behavioral intention and Use behavior. Practically, its findings provide useful information for banks in formulating marketing strategies of self-service technology over customers’ satisfaction, increasing profit for banks as well.
Keywords: Internet Banking, UTAUT, Self-service technology, Behavioral intention.
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