Abstract
This study uses Technology Acceptance Model (TAM) to explore and test the factors affecting the online transaction behavior of customers with e-banking services in the context of the Covid-19 pandemic. The authors use survey data from 225 people who are customers of commercial banks in Ho Chi Minh City. The research methods include statistical analysis, reliability assessment of Cronbach’s Alpha, factor analyses EFA and CFA from SPSS software. The results of multivariate regression analysis show that the intention to use e-banking services in the context of the Covid-19 pandemic was influenced by 7 factors: perceived ease of use, expected effectiveness, transaction risks, bank branding, social influence, behavioral control and perceived preference. In which, the factor of transaction risks has the most important influence on the intention to use e-banking services, followed by the expected performance, then bank branding, social influence, perceived ease of use, and finally behavioral control and perceived preference. This study complements the EBSQ document on the intention to use E-Banking during the Covid-19 pandemic. The research results also serve as a basis for a survey for Vietnamese banks, in order to promote the acceptance and use of e-banking services by customers in developing electronic products in Vietnam.
Keywords: customer behavior, e-banking, TAM model.
JEL classification: G2, G4.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
