Global Journal of Business Management

Global Journal of Business Management ISSN 6731-4538 Vol. 4 (3), pp. 001-009, March, 2010. © International Scholars Journals

Full Length Research Paper

Drivers of customer intention to use online banking: An empirical study in Vietnam

Jau-Shyong Wang1 and Thien-Son Pho2

1Department of Business Administration, SHU-TE University, Taiwan.

2Graduate School of Business and Administration, SHU-TE University, Taiwan

Accepted 14 January, 2010

Abstract

Numerous Vietnamese banks have launched online banking services to offer improved service to existing customers and attract new ones. However, online banking new to most people in Vietnam, and rates of adoption of online banking. This study focuses on this issue and attempts to identify the determinants of customer intention to use online banking. A research framework based on the DeLone and McLean Information System Success (D and M IS) model for assessing website quality and the literature on brand credibility was developed to identify the factors that can affect customer intention to use online banking. This study uses customers of the financial industry in Vietnam as subjects and collects 164 valid questionnaires. Partial Least Squares (PLS) method is applied in the investigation. The analytical results indicate that brand credibility can affect customer intention to use online banking.

Key words: Online banking, brand credibility, website quality, intention to use.