Factors affecting link chuẩn của w88 intention of consumers to use mobile payment services in Ho Chi Minh City

ABSTRACT:

This study is to identify link chuẩn của w88 factors affecting link chuẩn của w88 intention of consumers to usemobile payment services(MPS) in Ho Chi Minh City. link chuẩn của w88 study finds out that there are five factors affecting consumers' intention to use MPS in Ho Chi Minh City, including: Risk awareness, Social influences, Awareness of usefulness, Awareness of ease of use and Awareness of security safety. Based on link chuẩn của w88 study’s results, some policy implications are made to help businesses in Ho Chi Minh City attract more consumers to use MPS.

Keywords:mobile payments, intention to use mobile payments, mobile payment services.

1. Introduction

link chuẩn của w88 Fourth Industrial Revolution (4.0 Industry) along with link chuẩn của w88 impact of link chuẩn của w88 Covid-19 pandemic has greatly affected link chuẩn của w88 payment habits of Vietnamese consumers. Specifically, link chuẩn của w88 number of consumers using MP is increasing rapidly, according to Le Anh Dung - Deputy Director of link chuẩn của w88 Payment Department (SBV): "By April 2022, non-cash payment transactions have increased by 69.7% in quantity, 27.5% in value; transactions via Internet channels also increased by 48.39% and 32.76%, respectively; via mobile increased by 97.65% and 86.68%, respectively; via QR code increased by 56.52% and 111.62% respectively over link chuẩn của w88 same period in 2021. link chuẩn của w88 total number of activated e-wallets increased by 10.37% compared to link chuẩn của w88 end of 2021." Through link chuẩn của w88 above data, it can be seen that link chuẩn của w88 potential to develop MPS is huge in link chuẩn của w88 Vietnamese market, especially in Ho Chi Minh City  (HCMC). In recent years, link chuẩn của w88 change in payment habits of consumers has created great pressure for businesses, they have encountered many difficulties and obstacles in devising appropriate strategies to quickly adapt and promptly meet link chuẩn của w88 needs of consumers.  Therefore, link chuẩn của w88 study of factors affecting link chuẩn của w88 intention to use mobile payment services (MPS) for consumers in HCMC is necessary to identify link chuẩn của w88 concerns of customers as well as link chuẩn của w88 factors affecting their ability to receive this service, thereby having appropriate orientations and solutions, close to customers to improve link chuẩn của w88 number of customers who decide to use link chuẩn của w88 service and move towards long-term use.

2. Literature Review

2.1. Mobile payments

According to Au & Kauffman, 2008, a mobile payment is any payment made on a mobile device to initiate and confirm a commercial transaction. According to Deloitte, 2012 MP are forms of payment where users use mobile devices to exchange information and make money transfers from payers to beneficiaries for payment purposes by accessing network connections or using short-range technology.

Mobile payment access has 4 approaches: (1) Pay by text or by phone browser; (2) App-based payments; (3) Contactless payments and (4) hybrid payments. For approaches 1 and 2 users use remote payment techniques to implement. Remote payment means using link chuẩn của w88 internet to pay via bank or other payment services, can use a phone, laptop or computer with an internet connection to make payments. Particularly for approaches 3 and 4, users will use proximity payment technology, which means using interactive payment by frequent wave confirmation (RFD) or near file transfer technology (NFCT).

2.2. Intention to use

Ajzen (1985) suggests that intention is a factor used to assess link chuẩn của w88 likelihood of future behavior. Tirtiroglu and Elbeck (2008), link chuẩn của w88 intention of use is link chuẩn của w88 willingness of link chuẩn của w88 customer to use a certain product. Ajzen et al. (1975) argues that intention to use is a measurement of an individual's intention to perform a particular behavior, link chuẩn của w88 intention to use is link chuẩn của w88 positive or negative feelings towards link chuẩn của w88 performance of a target behavior. Here link chuẩn của w88 intention to use is link chuẩn của w88 inclination an individual expresses, it indicates whether they use a new technology or not. A person will exhibit behavior if they intend it (Latupeirissa et al., 2020). link chuẩn của w88 level of technology use can be predicted by link chuẩn của w88 very behavior involved in technology (Davis, 1989). link chuẩn của w88 results of link chuẩn của w88 study by Peđa-García et al. (2020) indicate that link chuẩn của w88 intention to use has a positive effect on link chuẩn của w88 use of technology.

link chuẩn của w88 Theory of Reasoned Action (TRA) holds that intention determines a person's true behavior, where his or her subjective attitudes and norms will influence their behavioral tendencies (Fishbein & Ajzen, 1975).  link chuẩn của w88 Theory of Planned Behavior (TPB) was developed by Icek Ajzen (1991) from link chuẩn của w88 TRA model when adding link chuẩn của w88 element of controlling perceived behavior. This factor explains link chuẩn của w88 relationship between a person's beliefs and behaviors.  Evolving from link chuẩn của w88 TRA theoretical model, in 1989, Davis et al. formulated link chuẩn của w88 Technology Acceptance Model (TAM), which argues that measuring individuals' attitudes toward technology use is absolutely necessary to be able to predict user behavior intentions and thereby shape their usage decisions. This theory points to two factors that directly impact users' attitudes towards technology use: Perceived ease of use and perceived usefulness. In particular, link chuẩn của w88 perception of ease of use is understood as link chuẩn của w88 degree to which an individual expects link chuẩn của w88 use of technology to be effortless (Liu & Li, 2010), which will be easy to learn to use and use proficiently. link chuẩn của w88 perceived usefulness factor is understood as link chuẩn của w88 degree to which an individual perceives that link chuẩn của w88 use of technology enhances their performance (Liu & Li, 2010). By 2003, Venkatesh, Morris, Davis, & Davis had merged from previous models and formulated a unified theory of acceptance and use of technology, link chuẩn của w88 UTAUT model focused on four factors: expected efficiency; expected effort; social influence, and favorable conditions.  Finally, link chuẩn của w88 Theory of Perceived Risk (TPR) developed by Bauer in 1960, which holds that a person's behavior is influenced by link chuẩn của w88 perception of risk associated with online trading and link chuẩn của w88 perception of risk associated with a product or service. Perceptions related to online transactions include link chuẩn của w88 risks that can occur when consumers make transactions on electronic means such as: confidentiality, safety and overall risk awareness of transactions. Awareness of link chuẩn của w88 risks associated with a product or service expresses link chuẩn của w88 customer's concern for things such as loss of features, loss of finance, loss of time, loss of opportunity when using an information technology product or service (Bauer, 1960).

Based on theoretical models, related previous studies (Abraho et al., 2016, Dao My Hang & ctg, 2018) and link chuẩn của w88 results of discussions, this study proposes factors affecting link chuẩn của w88 intention to use MPS, including: (1) Awareness of ease of use (SD); (2) Awareness of usefulness (HI); (3) Social influences (XH); (4) Risk Awareness (RR); (5) Awareness of security safety (AT).

Figure 1: Research model proposed by link chuẩn của w88 author

3. Hypotheses

Awareness of ease of use: According to Davis (1989), ease of use awareness is link chuẩn của w88 degree to which users believe that they do not need to spend too much effort to use a new service. Previous studies on link chuẩn của w88 intention to use MPS showed results when users' judgments about using MP are easier to do, do not take much time and effort, link chuẩn của w88 more link chuẩn của w88 intention to use link chuẩn của w88 service increases (Dao My Hang & ctg, 2018, Abrahão et al., 2016)

H1: Awareness of ease of use will have a positive effect on consumers' intention to use MPS.

Awareness of usefulness: According to Mathwick, 2001 perception of   usefulness refers to link chuẩn của w88 user's perception of link chuẩn của w88 potential value it brings, thanks to link chuẩn của w88 use of services that users can improve link chuẩn của w88 efficiency of their work. In link chuẩn của w88 context of mobile payments, some empirical evidence has demonstrated that awareness of usefulness relates to people's intention to use MPS, specifically people will use MPS when they find link chuẩn của w88 system useful for their problems as well as meet transaction needs. their finances (Dao My Hang, 2018); Abrahão et al., 2016).

H2: Perceived usefulness will have a positive effect on consumers' intention to use MPS.

Social influences: According to Ajzen & Fishbein, 1975, social influence is people's perception of social pressure to express or not express behavior. Factors from outside family, friends, colleagues, and link chuẩn của w88 media have created social pressure on link chuẩn của w88 users themselves. An individual's choice to use a MPS is influenced by link chuẩn của w88 people around them (Dao My Hang, 2018; Abrahão et al., 2016)

H3: Social influences will have a positive effect on consumers' intention to use MPS.

Risk awareness: Perceived risk in MPS is link chuẩn của w88 level of financial loss risk that users feel when using link chuẩn của w88 service. Bauer's TPR theory, 1960 refers to link chuẩn của w88 perception that link chuẩn của w88 risks of use will affect user behavior when users feel financially and financially lost (Bauer, 1960). Previous studies on link chuẩn của w88 intention to use a mobile payment service show that themore users see link chuẩn của w88 risk of using it, link chuẩn của w88 more likely they are to use a MPS (Abrahão, 2016).

H4: Risk awareness will have a profound effect on consumers' intention to use MPS.

Awareness of security safety: According to Vuong et al. (2020) awareness of security safety is link chuẩn của w88 degree to which an individual believes in using technology systems by reliability and security. link chuẩn của w88 more reliable and secure a technology system is, link chuẩn của w88 more secure users will be to use that system. In addition, security awareness is reflected in providing users with reliable security ways to avoid being compromised. Besides, there are forms of support for users who can get their accounts back in case of being compromised. Results from previous studies show that link chuẩn của w88 higher link chuẩn của w88 security of a MPS, link chuẩn của w88 more likely they are to choose to use this service (Dao My Hang, 2018).

H5: Perceptions of safety and security will have a positive impact on consumers' intention to use MPS.

Table 1. Variables used in link chuẩn của w88 model

4. Research methods

Qualitative research method, link chuẩn của w88 author uses group discussion technique with link chuẩn của w88 participation of 10 subjects in HCMC has an understanding of MPS in order to appraise link chuẩn của w88 model of factors affecting link chuẩn của w88 intention to use mobile payment proposed in Figure 1 and link chuẩn của w88 scale of these factors.

Quantitative research methods are carried out to assess link chuẩn của w88 reliability and value of link chuẩn của w88 scale of research studies, and to verify research models and research hypotheses. Research data is collected through link chuẩn của w88 online questionnaire survey method on link chuẩn của w88 Google Form platform. link chuẩn của w88 questionnaire is based on link chuẩn của w88 Likert scale with questions related to personal information and information about MPS. link chuẩn của w88 study sample focused on individuals currently living in HCMC. link chuẩn của w88 author uses a non-probability sample selection method, namely a convenient sample selection method. link chuẩn của w88 author's survey reached 250 individuals. However, 16 surveys were invalid due to incomplete answers, so only 234 were included in link chuẩn của w88 study data.

Table 2. Characteristics of respomdents

Table 2 illustrates that link chuẩn của w88 sample comprised 49 percent male respondents, and around 64 percent were aged between 30 and 50 years old, whereas only 19 percent were older than 50, and link chuẩn của w88 rest were under 30.

5. Research results and discussions

According to Cronbach's alpha results, all observed variables consisting of 22 observed variables of 05 independent variables and 03 observation variables expressing dependencies of use are satisfactory and valid, when Cronbach's Alpha coefficient is above 0.7 (mainly above 0.8), link chuẩn của w88 scale of link chuẩn của w88 study is appropriate, continues to be used for further analyses.

Table 3. Regression analysis results

link chuẩn của w88 results of exploratory factor analysis (EFA) of independent and dependent variables by Principal components extraction method and Varimax rotation show that: 2-2 observed variables measuring 5 factors affecting link chuẩn của w88 intention of using MP are extracted into 05 original factors with KMO = 0.919 and Sig. = 0.000; extract variance = 63.146%, at Eigenvalue = 1.112, and all variables have a satisfactory factor load factor ( 0.5). In addition, 3 observed variables of link chuẩn của w88 dependent variable scale (meaning to use mobile payment services) were drawn to link chuẩn của w88 same factor with coefficients KMO = 0.8 and Sig = 0.000; extracted variance = 70.896%, at Eigenvalue = 2.996, and all variables had a satisfactory factor load factor ( 0.5). It is proved that link chuẩn của w88 EFA of link chuẩn của w88 independent and dependent variables are suitable and this result can be used for regression analysis in link chuẩn của w88 next step. Regression analysis results obtained adjusted R²= 0.616; test value F = 90.733 with Sig = 0.000; link chuẩn của w88 regression coefficients B and Beta are both 0, link chuẩn của w88 t-test values are statistically significant (Table 3); link chuẩn của w88 test results of link chuẩn của w88 regression model's assumption violations are not violated. Demonstrate:

- link chuẩn của w88 regression model is predicted to be consistent with market data and explains 61.6% of link chuẩn của w88 variation in MPS intentions of consumers in HCMC.

- At link chuẩn của w88 same time, link chuẩn của w88 degree of influence of factors (in link chuẩn của w88 condition that other factors remain constant) on link chuẩn của w88 intention to use MPS of HCMC consumers are arranged in order from highest to lowest: Awareness of usefulness (HI); Social influences (XH); Awareness of security safety (AT); Awareness of Ease of Use (SD) where Risk Awareness (RR) has a negative impact on consumers' intention to use MPS.

From link chuẩn của w88 obtained results, link chuẩn của w88 following research implications can be considered to contribute to promoting mobile payment for people in HCMC as follows:

First,maintain social influence on users. link chuẩn của w88 factors family and friends, people around or famous people have a strong impact on link chuẩn của w88 intention to use mobile payment of consumers in HCMC. Because link chuẩn của w88 Vietnamese national tradition is often associated with neighborliness, when a person has a good view, a good experience about a certain service such as mobile payment, they will communicate to other people. Therefore, businesses need to diversify forms of approaching customers, promote mass communication activities, invite famous and influential people to their target customers to be brand representatives. or promote MP products and services.

Second,improve link chuẩn của w88 ease of use of MPS for users. link chuẩn của w88 payment process needs to be designed in a simple and understandable way, making it easy for users to use. Currently, link chuẩn của w88 majority of people in HCMC use smartphones, so businesses need to design mobile applications with intuitive and easy-to-use interfaces so that people can make payments. with a few simple steps.

Third,enhance link chuẩn của w88 benefits for mobile payment users based on link chuẩn của w88 development of technical features. When users are aware of link chuẩn của w88 benefits in making mobile payment transactions, they will intend to use it. Therefore, businesses need to deeply research link chuẩn của w88 features most used by customers in MPS, from which there are solutions to improve link chuẩn của w88 efficiency of their MP applications.

Finally,businesses also need to pay attention to minimizing perceived risks by strengthening security policies, avoiding information disclosure customers, quickly implement solutions to overcome and protect customers' interests when problems occur in payment.

6. Conclusion

link chuẩn của w88 results show that all 5 factors in link chuẩn của w88 model have an influence on link chuẩn của w88 intention of consumers to use mobile payment in HCMC: Awareness of usefulness (HI); Social influences (XH); Awareness of security safety (AT); Awareness of Ease of Use (SD) and Risk Awareness (RR).

link chuẩn của w88 drawback of this study is that it has not examined link chuẩn của w88 interaction relationship between factors affecting link chuẩn của w88 intention of consumers to use MPS in HCMC.  To verify link chuẩn của w88 relationship between elements in link chuẩn của w88 research model, it is recommended to use link chuẩn của w88 SEM linear structure model validation tool that will give more accurate research results. Moreover, link chuẩn của w88 study time is relatively short, so link chuẩn của w88 number of study samples is not really large, so link chuẩn của w88 overall representation is limited. Future studies may increase link chuẩn của w88 observed sample size as well as further consider link chuẩn của w88 barrier factors that hinder link chuẩn của w88 consumption intentions of HCMC consumers.

REFERENCES:

1. Abrahão, R. d., Moriguchi, S. N., & Andrade, D. F. (2016). Intention of adoption of mobile payment: An analysis in link chuẩn của w88 light of link chuẩn của w88 Unified Theory of Acceptance and Use of Technology (UTAUT).RAI Revista de Administração e Inovação,13(3), 221-230.
2. Ajzen, I., & Fishbein, M. (1975).Belief, attitude, intention and behavior: An introduction to theory and research Reading. MA: Addison-Wesley.
3. Ajzen, I. (1991). link chuẩn của w88 Theory of Planned Behavior, University of Massachusetts.Organizational Behavior and Human Decision Processes,50(2), 179-211.
4. Au, Y. A., & Kauffman, R. J. (2008). link chuẩn của w88 economics of mobile payments: Understanding stakeholder issues for an emerging financial technology application.Electronic Commerce Research and Applications,7(2), 141-164.
5. Bauer, R. A. (1960). Consumer behavior as risk taking. In R. S. Hancock (Ed.), Dynamic marketing for a changing world.Proceedings of link chuẩn của w88 43rd American Marketing Association Conference,(pp. 389-98). Chicago, Illinois
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7. Dao My Hang & link chuẩn của w88 authors. (2018). Factors affecting link chuẩn của w88 decision to use fintech services in payment activities of individual customers in Vietnam.Journal of Banking Science & Training,194, 11-19.
8. Latupeirissa, J. J. P., Subanda, I. N., & Gorda, A. O. S. (2020). Antecedents of intention to use e-wallet: link chuẩn của w88 development of acceptance model with PLS-SEM approach.Journal of Advanced Research in Dynamical and Control Systems,12(7), 1416-1429.
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11. Peđa-García, N., Gil-Saura, I., RodríguezOrejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon,6(6), 1-11.
12. Vuong, B. N., & Giao, H. N. K. (2020). link chuẩn của w88 impact of perceived brand globalness on consumers’ purchase intention and link chuẩn của w88 moderating role of consumer ethnocentrism: An evidence from Vietnam.Journal of International Consumer Marketing, 32(1), 47-68.

CÁC YẾU TỐ TÁC ĐỘNG ĐẾN Ý ĐỊNH SỬ DỤNG

DỊCH VỤ THANH TOÁN DI ĐỘNG CỦA NGƯỜI TIÊU DÙNG

TẠI THÀNH PHỐ HỒ CHÍ MINH

• NGUYỄN THỊ BÍCH LIÊN

Khoa Quản trị Kinh doanh, Đại học Nguyễn Tất Thành

TÓM TẮT:

Nghiên cứu này nhằm xác định các yếu tố ảnh hưởng đến ý định sử dụng dịch vụ thanh toán di động của người tiêu dùng tại Thành phố Hồ Chí Minh. Kết quả nghiên cứu cho thấy có 5 yếu tố ảnh hưởng đến ý định sử dụng dịch vụ thanh toán di động tại khu vực Thành phố Hồ Chí Minh, gồm: nhận thức rủi ro, ảnh hưởng xã hội, nhận thức về sự hữu ích, nhận thức về tính dễ sử dụng, và nhận thức về an toàn bảo mật. Dựa trên những kết quả này, nghiên cứu đưa ra các gợi ý chính sách phù hợp, nhằm giúp các doanh nghiệp tại Thành phố Hồ Chí Minh thu hút nhiều người dùng sử dụng dịch vụ thanh toán di động hơn nữa.

Từ khoá:thanh toán di dộng, ý định sử dụng dịch vụ thanh toán di dộng, dịch vụ thanh toán di động.

[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ, Số 3, tháng 2 năm 2023]