Effects of consumer perception of CSR activities and technology acceptance on intention to adopt mobile banking : evidence in Vietnam

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to propose and examine a conceptual model that best explains the key factors influencing Vietnamese customers' intention to adopt mobile banking (m-banking). The proposed conceptual model was based on the Technology Acceptance Model (TAM). This was extended by adding perceived risk, perceived cost and trust as external factors. In addition, the conceptual model was extended by adding three dimensions of CSR including Economic responsibility, Environmental responsibility and Social responsibility as the antecedents of trust. Structural Equation Modeling (SEM) was conducted to analyze the data collected from the field survey questionnaires administered to a convenience sample of Vietnamese banking customers. The results showed that behavioral intention is significantly influenced by perceived usefulness, perceived ease of use, perceived risk and trust. Specially, CSR initiatives play a vital role in building customer’s trust. Therefore, this study has attempted to fill this gap by empirically examining some of the important factors influencing the adoption of m-banking from the Vietnamese customers’ perspective. Finally, practical and theoretical implications for both Vietnamese banks and researchers in the m-banking context are also discussed in the concluding section.

참고문헌 (Reference)

1 박종철( Jong Chul Park ), 이광현(Kwang-Hyun LEE), "기업의 지속가능경영 노력이 기업신뢰 및 고객만족도에 미치는 영향", 전북대학교 산업경제연구소, 2009