越南行動手機銀行之採用影響因素的探討

Abstract

雖然手機銀行從2003年就在越南市場推出，但是根據銀行業報告，手機銀行的使用比例在行動手機用戶中比例仍然非常低，潛在用戶不接受使用這項服務，儘管的可用性。因此，本研究的目標是探討關鍵因素影響到用戶對於行動手機銀行的接受度。本研究應用科技結接受模型（TAM）, 已普遍用來預測個人是否會接受並主動利用資訊科技，專注於兩個重要因素：感知的易用性和感知的有用性。支持文獻，研究延長 TAM通過添加更多的因素：感知風險，創新的條件和個人創新，預計將有顯著影響到在越南採用移動銀行。

收集的數據來自 159受訪者對越南進行了測試擴展 TAM，採用 SPSS軟件。結果強烈支持所有的假設針對用戶的打算使用手機銀行，並表示在從打算到實際上是用途徑中個人創由非常重要的作用。 這項研究還建議銀行和移動網絡供應商利用在越南的營銷傳播工具，以鼓勵個人創新的因素來提高實際應用率的移動銀行服務。

Although mobile banking has been introduced in Vietnam market since 2003, reports on mobile banking service in Vietnam show that the percentage of mobile banking user among mobile subscriptions is still very low and potential user may not be using this service, despite their availability. Thus, the objective of this research is to identify the factors determining Vietnamese users’ acceptance of mobile banking. This study applied Technology Acceptance Model (TAM), which has been considerably used to predict whether an individual will accept and voluntarily use information technology, with focus on two important factors: perceived ease of use and perceived usefulness. Supported by literature review, the study extended TAM by adding more factors: perceived risks, facilitating condition and personal innovativeness in technology which are predicted to have noticeable impact on mobile- banking adoption in Vietnam. Data collected from 159 respondents in Vietnam were tested against the extended TAM, using SPSS software. The result strongly supported all the hypotheses in predicting users’ intention to adopt mobile banking and indicated important role of personal innovativeness in technology in turning users’ intention to actual usage. The study also suggested bankers and mobile network providers in Vietnam utilizing marketing communication tools to encourage personal innovativeness factor in order to increase the actual adoption rate of mobile banking.