Factors affecting digital banking services acceptance: An empirical study in Vietnam during the COVID-19 pandemic
Factors affecting digital banking services acceptance: An empirical study in Vietnam during the COVID-19 pandemic

Summary/Abstract: Objective: The objective of this article is to examine some factors that affected the acceptance of digital bank-ing services among consumers in Vietnam during the COVID-19 pandemic.Research Design & Methods: A research model was proposed based on the unified theory of acceptance and use of technology (UTAUT). Multivariate data analysis techniques were used alongside partial least squares struc-tural equation modelling (PLS-SEM). The survey data were collected from 779 respondents who have been using digital banking services in Vietnam. Those respondents were recruited through convenience sampling.Findings: The results show that performance expectancy, effort expectancy, social influence, facilitating con-ditions, trust, and the perceived risk of COVID-19 affect the acceptance of digital banking services. Further-more, the perceived risk of COVID-19 has the most significant impact on the acceptance of digital banking services, followed by effort expectancy, performance expectancy, social influence, and trust.Implications & Recommendations: Therefore, banks have to enhance the quality of services as well as im-prove their advertising to help customers acknowledge the benefits of the financial services in question.Contribution & Value Added: This study is among few studies that apply the unified theory of acceptance and use of technology (UTAUT) in the Vietnamese context of the banking industry, particularly during the COVID-19 pandemic. Thus, this study fills in the gap of the topic in a developing country context like Vietnam.

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