Các yếu tố ảnh hưởng đến sự chấp nhận dịch vụ Digibank tại Vietcombank - Chi nhánh Nam Bình Dương

Nghiên cứu 1158 yếu tố ảnh hưởng đến sự chấp nhận dịch vụ digibank tại chi nhánh Vietcombank Bình Dương, luận văn tài chính ngân hàng.

• Tác giả: Nguyen Thuy Trang
• Người hướng dẫn: Associate Professor Dr. Hoang Thi Thanh Hang
• Trường học: Ho Chi Minh City University of Banking
• Chuyên ngành: Finance - Banking
• Đề tài: Factors Affecting Individual Consumers’ Acceptance Towards Digibank Service At Vietcombank – South Binh Duong Branch
• Loại tài liệu: Graduation Thesis
• Năm xuất bản: 2022
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• DECLARATION OF AUTHENTICITY
• ACKNOWLEDGEMENTS
• ABSTRACT
• LIST OF ACRONYMS
• LIST OF TABLES AND FIGURES
• TABLE OF CONTENTS
• 1. REASONS FOR CHOOSING THE TOPIC
• 2. OVERALL RESEARCH OBJECTIVE
• 3. SPECIFIC RESEARCH OBJECTIVE
• 4. RESEARCH OBJECT AND SCOPE OF THE RESEARCH
• 4.1. Research object
• 4.2. Research scope
• 5. RESEARCH METHODOLOGY
• 6. RESEARCH STRUCTURE
• 6.1. Chapter 1
• 6.2. Chapter 2
• 6.3. Chapter 3
• 6.4. Chapter 4
• 6.5. Chapter 5
• 7. INTRODUCTION

Tóm tắt

I. Tổng quan về dịch vụ Digibank tại Vietcombank Nam Bình Dương

Dịch vụ Digibank tại Vietcombank - Chi nhánh Nam Bình Dương đang trở thành một trong những lựa chọn hàng đầu cho người tiêu dùng trong bối cảnh công nghệ số phát triển mạnh mẽ. Dịch vụ này không chỉ mang lại sự tiện lợi mà còn giúp người dùng thực hiện các giao dịch ngân hàng một cách nhanh chóng và an toàn. Nghiên cứu này sẽ phân tích các yếu tố ảnh hưởng đến sự chấp nhận dịch vụ Digibank, từ đó đưa ra những giải pháp nhằm nâng cao trải nghiệm người dùng.

1.1. Khái niệm về dịch vụ ngân hàng số và Digibank

Dịch vụ ngân hàng số là mô hình ngân hàng dựa trên nền tảng số hóa, cho phép người dùng thực hiện các giao dịch ngân hàng trực tuyến. Digibank là phiên bản nâng cấp của dịch vụ ngân hàng điện tử, tích hợp nhiều tính năng hiện đại nhằm đáp ứng nhu cầu của người tiêu dùng.

1.2. Lợi ích của dịch vụ Digibank đối với người tiêu dùng

Dịch vụ Digibank mang lại nhiều lợi ích cho người tiêu dùng như tiết kiệm thời gian, giảm thiểu chi phí giao dịch và nâng cao tính bảo mật. Người dùng có thể thực hiện giao dịch mọi lúc, mọi nơi mà không cần đến ngân hàng.

II. Các thách thức trong việc chấp nhận dịch vụ Digibank

Mặc dù dịch vụ Digibank mang lại nhiều lợi ích, nhưng vẫn tồn tại một số thách thức trong việc chấp nhận dịch vụ này. Những thách thức này có thể ảnh hưởng đến quyết định sử dụng dịch vụ của người tiêu dùng, từ đó làm giảm hiệu quả của dịch vụ.

2.1. Rủi ro về bảo mật thông tin

Một trong những yếu tố chính ảnh hưởng đến sự chấp nhận dịch vụ Digibank là lo ngại về bảo mật thông tin cá nhân. Người tiêu dùng thường e ngại về việc thông tin của họ có thể bị rò rỉ hoặc bị lạm dụng.

2.2. Thói quen sử dụng tiền mặt

Nhiều người tiêu dùng vẫn giữ thói quen sử dụng tiền mặt trong giao dịch hàng ngày. Điều này tạo ra rào cản lớn trong việc chuyển đổi sang sử dụng dịch vụ ngân hàng số như Digibank.

III. Phương pháp nghiên cứu các yếu tố ảnh hưởng đến sự chấp nhận Digibank

Nghiên cứu này sử dụng mô hình Mô hình Chấp nhận Công nghệ Mở rộng (ETAM) để xác định các yếu tố ảnh hưởng đến sự chấp nhận dịch vụ Digibank. Phương pháp nghiên cứu bao gồm khảo sát và phân tích dữ liệu từ người tiêu dùng.

3.1. Thiết kế khảo sát và thu thập dữ liệu

Khảo sát được thực hiện với 385 người tiêu dùng đã sử dụng dịch vụ Digibank. Dữ liệu được thu thập thông qua bảng hỏi và phân tích bằng phần mềm SPSS.

3.2. Phân tích dữ liệu và kiểm định giả thuyết

Dữ liệu thu thập được sẽ được phân tích bằng các phương pháp thống kê như phân tích nhân tố khám phá (EFA) và hồi quy đa biến để xác định mức độ ảnh hưởng của các yếu tố đến sự chấp nhận dịch vụ.

IV. Kết quả nghiên cứu và ứng dụng thực tiễn

Kết quả nghiên cứu cho thấy tất cả các yếu tố đều có ảnh hưởng đáng kể đến sự chấp nhận dịch vụ Digibank. Đặc biệt, yếu tố 'Bảo mật thông tin' được xác định là yếu tố quan trọng nhất trong việc thúc đẩy sự chấp nhận dịch vụ.

4.1. Phân tích các yếu tố ảnh hưởng

Các yếu tố như tính hữu ích, tính dễ sử dụng, hình ảnh ngân hàng và chi phí cảm nhận đều có tác động tích cực đến sự chấp nhận dịch vụ Digibank.

4.2. Đề xuất giải pháp cải thiện dịch vụ

Để nâng cao sự chấp nhận dịch vụ, Vietcombank cần tập trung vào việc cải thiện tính bảo mật, đơn giản hóa quy trình sử dụng và nâng cao trải nghiệm khách hàng.

V. Kết luận và triển vọng tương lai của dịch vụ Digibank

Nghiên cứu đã chỉ ra rằng sự chấp nhận dịch vụ Digibank tại Vietcombank - Nam Bình Dương phụ thuộc vào nhiều yếu tố khác nhau. Tương lai của dịch vụ này hứa hẹn sẽ phát triển mạnh mẽ nếu ngân hàng có những chiến lược phù hợp.

5.1. Tương lai của dịch vụ ngân hàng số

Dịch vụ ngân hàng số sẽ tiếp tục phát triển và trở thành xu hướng chính trong ngành ngân hàng. Vietcombank cần nắm bắt cơ hội này để mở rộng thị trường.

5.2. Khuyến nghị cho các ngân hàng khác

Các ngân hàng khác cũng nên học hỏi từ kinh nghiệm của Vietcombank trong việc phát triển dịch vụ Digibank, từ đó cải thiện dịch vụ của mình để thu hút người tiêu dùng.

Trích đoạn nội dung tài liệu

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM HO CHI MINH CITY UNIVERSITY OF BANKING NGUYEN THUY TRANG FACTORS AFFECTING INDIVIDUAL CONSUMERS’ ACCEPTANCE TOWARDS DIGIBANK SERVICE AT VIETCOMBANK – SOUTH BINH DUONG BRANCH GRADUATION THESIS MAJOR: FINANCE – BANKING CODE: 7340201 SUPERVISOR: Associate Professor Dr.HOANG THI THANH HANG Ho Chi Minh City, January 2022 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM HO CHI MINH CITY UNIVERSITY OF BANKING NGUYEN THUY TRANG FACTORS AFFECTING INDIVIDUAL CONSUMERS’ ACCEPTANCE TOWARDS DIGIBANK SERVICE AT VIETCOMBANK – SOUTH BINH DUONG BRANCH GRADUATION THESIS MAJOR: FINANCE – BANKING CODE: 7340201 SUPERVISOR: Associate Professor Dr.HOANG THI THANH HANG Ho Chi Minh City, January 2022 DECLARATION OF AUTHENTICITY I hereby declare that this thesis is entirely my own work. The data and research results are honest, in which there is no previously published content or content made by others except for fully cited citations in the thesis. I take responsibility for my graduation thesis. Author Nguyen Thuy Trang i ACKNOWLEDGEMENTS First of all, I would like to express my gratitude to the Banking University of Ho Chi Minh City and the teachers of BUH for their support and assistance during the graduation thesis.

At the same time, I would also like to thank Associate Professor Dr. Hoang Thi Thanh Hang for her sharing, understanding, and considerate support to give me useful recommendations and guidance. In particular, best regards to my family, my friends, and classmates - those who have helped, supported, and encouraged me during the thesis work. During the practice of researching this subject, I encountered many difficulties in searching and updating information so the subject was inevitably some limitations and errors, I would like to receive the comments of the teachers and the Board to complete this graduation thesis better.

Thank you sincerely Author Nguyen Thuy Trang ii ABSTRACT The main purpose of this research is to investigate the key factors and measure the level of influence of these factors on the individual consumers’ acceptance towards using Digibank service at Vietcombank – South Binh Duong branch. The survey has been conducted at Vietcombank – South Binh Duong branch with 385 individual consumers, in which 350 useable responses. The research tool is the Likert scale that was introduced by Rennis Likert. Based on Extended Technology Acceptance Model (ETAM), the writer have identified six factors that influence individual consumers’ acceptance towards using Digibank service: Perceived usefulness, perceived ease of use, bank image, perceived security, perceived cost, and attitude towards using Digibank service.

Cronbach's Alpha is used to examine scale reliability, exploratory factor analysis was performed to extract variables, and regression analysis is used to study and test the hypothesis and factors affecting consumers’ acceptance towards Digibank service at Vietcombank - South Binh Duong branch. The results of the analysis indicate that all factors significantly affect the individual consumers’ acceptance towards using Digibank service at Vietcombank – South Binh Duong branch. Perceived security is the most important factor explaining adoption intention. In contrast, the factor “Bank Image” is the least positive impact on the individual consumers’ acceptance towards using Digibank service.

The adjusted R2 coefficient = 0.819 shows that the explanation level of the impact of independent variables on the dependent variable reaches 81.9%, the statistical value F = 264.227 is a significant level at 1% (p-value = .000), the multiple regression assumptions are satisfied, the model is suitable to this research. The findings of this research provide several important and useful implications for the digital banking service providers with the deeply strategic insights to improve their services to gain, obtain further consumers’ acceptance at Vietcombank - South Binh Duong branch particularly and Vietcombank system generally. iii LIST OF ACRONYMS Acronym Meaning ETAM Extended Technology Acceptance Model EFA Explanatory Factor Analysis IB Internet Banking TAM Technology Acceptance Model TRA Theory of Reasoned Action HCMC Ho Chi Minh City iv LIST OF TABLES AND FIGURES Figure 2. Theory of Reasoned Action Model.

The Technology Acceptance Model (TAM). Number of new consumers registered to use Digibank. Affecting factors of the proposed model. Characteristics of surveyed subjects.

Cronbach's Alpha coefficient analysis result. Sythesis of exploratory factor analysis. Rotated component matrix. Linear regression model result.

Spearman correlation matrix. Hypothesis test results.51 v TABLE OF CONTENTS LIST OF ACRONYMS. iv LIST OF TABLES AND FIGURES. Reasons for choosing the topic.

Overall research objective. Specific research objective. Research object and scope of the research. Overview of Digibank service.

Concept of digital banking. Comparison between digital banking and e-banking:. The development of digital banking in Vietnam. Overview of Vietcombank and its Digibank service.

Theoretical foundation of this research. Theory of Reasoned Action (TRA). Technology Acceptance Model (TAM). Factors affecting consumers’ acceptance towards Digibank service.

Attitude towards using Digibank service. Perceived Ease of use. Data analysis and validation method. Introduction of Digibank service for individual consumers at Vietcombank – South Binh Duong branch 39 4.

Operation status of Digibank service at Vietcombank - South Binh Duong branch 39 4. Analysis of factors affecting individual consumers’ acceptance towards Digibank service at Vietcombank – South Binh Duong 41 4. Descriptive statistics of research data. Reliabilty analysis of scale.

Exploratory factor analysis (EFA). Regression model result. Dicussing research results. RECOMMENDATIONS FOR DEVELOPMENT OF DIGIBANK SERVICE FOR INDIVIDUAL CONSUMERS AT JOINT STOCK COMMERCIAL BANK FOR FOREIGN TRADE OF VIET NAM – SOUTH BINH DUONG BRANCH.

Development orientation of Digibank service at Joint Stock Commercial Bank for Foreign Trade of Viet Nam – South Binh Duong branch 54 5. Some proposed solutions for developing Digibank service for individual consumers at Vietcombank – South Binh Duong branch 54 5. Promoting the construction and improvement of the security system. Simplifying service usage and enhance customer support.

Setting up a fee schedule for using services and reasonable costs for consumers 55 5. Developing features and utilities of products and services. Building a brand image of the leading digital banking service provider in Vietnam 57 5. Limitations of this research and future research direction.

Proposing future research direction. Reasons for choosing the topic Stepping into the technological boom time, 4.0 technology not only develops in fields such as electronics, construction, education. but also has a strong impact in the field of finance and banking. With today's young generation, who are exposed to the Internet and mobile phone environment from a very early age, most are easily adaptable to new technologies, tend to prefer digital banking services that bring a quick experience, more convenient, and comfortable.

Since then, companies operating in the technology sector have soon recognized the potential and needs of the market and have invested and developed solutions to meet them. In the past few years, Fintech had been a strong development trend not only in Vietnam but also around the world, along with the penetration of financial and banking markets by financial technology companies. Financial technology (Fintech) is used to describe an emerging trend in the financial industry - banking as well as other industries. It is a wave of global financial technology development and Vietnam is no exception to that trend.

Nowadays, especially in VietNam, not only new Fintech startups have been established, but a lot of commercial banks are also gradually converting and operating digital banking systems based on modern technology platforms. The term "digital banking" in the financial industry currently has many different definitions. According to Nguyen Thu Thuy, Nguyen Thi Ha Thanh, Le Thanh Tuyen (2020), digital banking is meant as a banking model based on a digitization platform that integrates all traditional banking activities and services, in order to ensure the continuity of all banking activities such as transferring/trading, connecting and advising consumers, ensuring maximum utility. Meanwhile, banks and researchers both affirm that a digital bank is a bank that can help consumers perform most of the traditional banking transactions online through an internet connection.

All banking transactions will be on the website or mobile devices. In the world, the trend of digital banking is booming when most of the big banks have stepped up investment in applying digital technology in business activities. For example, JP Morgan Chase has spent more than 10.8 billion USD on technology spending, in which priority is given to the application of digital 1 technologies such as blockchain, artificial intelligence, big data, cloud computing; HSBC invested more than 2.3 billion USD in digital transformation since 2018 focusing on the digitization of payment services globally… (Pham The Hung, 2021) Not out of that trend, in Vietnam, commercial banks are racing to apply digital technology in several activities to enhance interaction points and reach consumers. Accordingly, most commercial banks have been applying advanced technologies and new solutions to payment activities to speed up payment, enhance service safety and security, increase experience and convenience, consumers satisfaction such as Biometric authentication (fingerprint, face); Payment based on quick response code (QR code); Secure and convenient payment through card information encryption; Contactless payments; Flexible payment acceptance solution on mobile devices.

Data from the regulatory agency also shows great changes in the development of digital banking in recent years. Statistics from the State Bank of Vietnam show that up to 94% of credit institutions are implementing or building a digital transformation strategy. As of August 2020, 75 payment service providers have deployed payment services via the internet and 45 organizations have implemented via mobile phones. As of the end of August, Vietnam currently has about 30 million people using the internet banking payment system every day.

The growth rate of transactions on mobile banking in Vietnam is 200%. The value of money transactions with the mobile phone channel alone is currently about 300 trillion VND/day. Vietcombank is the Joint Stock Commercial Bank for Foreign Trade of Vietnam, known as the BIG4 in the financial banking industry in Vietnam. In that technology race, Vietcombank also launched VCB Digibank product in order to test digital business models, accelerate the process of digitization, digital transformation, and diversify e-banking services.VCB Digibank is a new version of Digital Banking service developed and provided by Vietcombank on its website and mobile banking application so that consumers can perform transactions with the bank anytime, anywhere through connected devices.

Internet connection such as computers, tablets, mobile devices.VCB Digibank is a service that unifies 2 consumers' experience with Vietcombank's two current Internet Banking and Mobile Banking services in terms of interface and login information. Access, limits, service fees, features and utilities, allowing people to seamlessly perform financial transactions and digital utilities of Vietcombank. However, besides realizing the advantages and potential resources in this field, the development of digital banking at Vietcombank still faces many difficulties and challenges, specifically : Firstly, the technology race in the banking industry with digital banking projects also contributes to many risks in security in general and insecurity of user information in particular. The capacity to secure financial information in the digital environment is still limited in Vietnam.

Secondly, awareness of consumers when they are not aware of the risks in online banking transactions, disregarding the security of personal information; students, employees. leasing information, creating conditions for criminals to create unreal accounts, causing difficulties in the investigation; transactions, fraud tricks are increasingly sophisticated and difficult to detect. Thirdly, the vast majority of Vietnamese people still have the habit of using cash in payment. The habit of non-cash payment is now popular only in central provinces and cities - where there are good technological infrastructure conditions, while in remote areas, non-cash payment is not used.

Cash is still in the planning stage. Given the above limitations, the research aims to further clarify the factors affecting the acceptance of consumers to use the Digibank service. Thereby, solutions and recommendations are given to help the bank and improve more VCB Digibank products and services in the future. Therefore, the implementation of the topic "Factors affecting individual consumers’ acceptance towards Digibank service at Vietcombank – South Binh Duong branch" is absolutely necessary.