Intention to Use E-Banking in a Newly Emerging Country: Vietnamese Customer's Perspective

E-banking is seen as the newest delivery channel for banking services in many developed countries and is believed to have a significant impact on the bank market. It is contended that e-banking is providing numerous opportunities for banks and non-bank financial institutions to add a low cost distribution channel to their existent distribution channels in order to better serve their customers by offering high quality products and services. Little research on factors influencing the intention to use e-banking has been implemented in newly emerging countries such as Vietnam. Thus, this study has, based on an extensive literature review on e-banking benefits for both banks and their customers and relevant theories on innovation adoption, proposed a comprehensive model of e-banking intention to use by customers in Vietnam. Based on the structural equation modeling technique, both linear and non-linear effects were tested. The results show that subjective norms, perceived ease of use, trust, and perceived benefit were statistically significant in directly influencing intention to use e-banking. In addition, subjective norms, perceived ease of use, and trust were statistically significant in indirectly influencing intention to use e-banking via perceived benefit. Practical implications and future studies were also discussed.