AI HOC ONG A

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NGHIN CU NG C S DNG
DCH V INTERNET BANKING
CA NGI TIU DNG TI THNH
PH NNG
ThS. L Th Kim Tuyt
Khoa Kinh t - i hc ng
TM TT
Internet banking (IB) ang tr thnh mt xu hng chnh trong th trng ti
chnh ngy nay, l mt sn phm mi ca cc ngn hng trong thi gian gn
y. Vit Nam dch v IB cn mi m v cha nhn c nhiu s quan
tm ca khch hng. Mc tiu ca nghin cu l xc nh cc yu t ng
c khin khch hng chn v s dng IB ti Vit Nam. Cn c trn phng
php nghin cu nh tnh, nghin cu xut m hnh gm c 9 bin s
ng c. Kt qu cui cng cho thy c 8 yu t ng c khin cho khch
hng s dng dch v IB. y l mt trong nhng cn c quan trng trong
vic xy dng v pht trin chin cng nh cc chnh sch marketing thc
y ngi tiu dng s dng dch v.
ABSTRACT
Nowadays, Internet Banking (IB) is becoming a main trend in financial
market, and a new product of the banks. In Viet Nam, IB is new service
so it doesnt draw much attention of customers. Researching objective is to
identify factors which motivate customers to use IB in Viet Nam. Based on
qualitative research method, my research paper proposes a model consisting
of nine motivative variables. The final result illustrates that eight of nine
variables motivate customers to take part in IB service. This is one of the
important events to set up and develop both marketing strategies and policies
which encourage customers to use service.
AI HOC ONG A
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18

1. t vn
Hin nay s tng trng mt cch
nhanh chng v ph bin ca Internet
em n c hi cho cc cng ty trong nhiu
ngnh, lnh vc kinh doanh khc nhau. Nm
bt c hi th trng, cc ngn hng gii
thiu ra th trng dch v Internet banking
(IB) trong nhng nm gn y. Sn phm IB
ra i khng nh kh nng ca cc ngn
hng trong vic nm bt c hi m Internet
mang li.
Hin nay khch hng bt u lm
quen v c mt s lng tng i khch
hng v ang s dng. Tuy nhin, phn
ln khch hng cn d dt, thm d v s
dng cn hn ch. thnh cng, cc ngn
hng v cc t chc ti chnh phi hiu ng
c ca khch hng khi tip cn v s dng
dch v IB. T , cc ngn hng u mun
bit c nhng nhn t no tc ng n s
chp nhn ca khch hng s dng dch v
IB c nhng bin php thc y vic s
dng. Ngoi ra, dch v IB ang rt c cc
ngn hng v cc nh nghin cu trn th
gii quan tm. Tuy nhin, ti Vit Nam vn
cha c nghin cu quan tm n lnh vc
ny. T thc tin , tc gi mong mun s
tm hiu cc yu t ng c tc ng n vic
s dng dch v IB ca ngi tiu dng.
2. C s l thuyt ca nghin cu
2.1. ng c ngi tiu dng
ng c mua sm ca ngi tiu dng
lin quan n mong mun v nhu cu ca
khch hng trong vic la chn cc sn
phm, dch v lin quan, nh cung cp,
a im mua hng...Cc khch hng s c
nhng ng c khc nhau t theo c im
mi khch hng, nhu cu, mc ch. Cc nh
nghin cu chng minh rng ng c mua
sm nh hng su sc n vic hnh thnh
nn thi v hnh vi i vi vic mua sm
ca khch hng.
Ngi tiu dng c ng c c ngha
l c sinh lc, sn sng thc hin mt
hnh ng hng ch. Ngi tiu dng c
th c ng c cam kt thc hin hnh
ng, ra quyt nh hay x l thng tin v
ng c ny c xem nh bi cnh ca vic
c c, s dng hay loi b mt sn phm/
dch v.
2.2. Internet banking
IB lin quan n vic phn phi cc
dch v ngn hng trn Internet. Cc dch v
c thc hin thng qua IB nh truy vn,
sao k ti khon, chuyn tin n ti khon
khc..., v c cc dch v mi ca ngn hng
nh s chi tr ho n in t, ng thu, tr
tin in, tin nc. Khch hng giao dch
vi ngn hng mt cch linh ng mi lc
mi ni thng qua dch v IB. Tit kim chi
ph, tng li nhun, IB tip cn c nhiu
khch hng, tng doanh s, cht lng dch
v tt hn, bin i hot ng kinh doanh
thnh nhiu hnh thc nh cung cp cc dch
v phi ti chnh, lin minh hot ng vi cc
ngnh cng nghip khc nhau (in, nc,
hng khng, thu...) v vn duy tr th phn.
AI HOC ONG A
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2.3. M hnh d on vic chp nhn v s dng cng ngh mi

M hnh TRA
Hnh 1: M hnh TRA
Ngun: Ajzen, Fishbein, From intention to action, 1975
Yu t quyt nh n hnh vi cui
cng khng phi l thi m l nh hnh
vi. nh b tc ng bi thi v quy
chun ch quan. Thi i vi mt hnh
ng l bn cm thy nh th no khi lm
mt vic g d. Qui chun ch quan l ngi
khc cm thy nh th no khi bn lm vic
(gia nh, bn b...).
M hnh TPB
Hnh 2: M hnh TPB
Ngun: Ajzen, From intention to action, 1991
M hnh TPB khc phc nhc im
ca TRA bng cch thm vo mt bin na
l hnh vi kim sot cm nhn. N i din
cho cc ngun lc cn thit ca mt ngi
thc hin mt cng vic bt k. M hnh
TPB c xem nh ti u hn i vi TRA
trong vic d on v gii thch hnh vi ca
ngi tiu dng trong cng mt ni dung v
hon cnh nghin cu.
AI HOC ONG A
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M hnh TAM
M hnh TAM chuyn s dng gii
thch v d on v s chp nhn v s dng
mt cng ngh. Hai yu t c bn ca m
hnh l s hu ch cm nhn v s d s dng
cm nhn. S hu ch cm nhn l mc
mt ngi tin rng s dng h thng c
th s nng cao s thc hin cng vic ca
chnh h. S d s dng cm nhn l mc
m mt ngi tin rng s dng h thng
c th m khng cn s n lc
Hnh 3: M hnh TAM
Ngun: Davis, 1989
3. Phng php nghin cu
Nghin cu ny s s dng ng thi
c hai phng php nghin cu. Giai on
u, nghin cu nh tnh nhm xc nh m
hnh, cc nhn t, cc bin o lng ph hp
cho nghin cu ti Vit Nam. Giai on hai,
kho st nh lng c thc hin y l
cch tip cn chnh ca nghin cu ny. y
l mt nghin cu nhm thu thp d liu v
thi hnh vi ca ngi tiu dng i vi
dch v IB, mc ch l nhn dng cc nhn
t ng c no kch thch ngi tiu dng s
dng IB. Do vy phng php survey l
ph hp nht cho nghin cu.
Thang o cho bi nghin cu c xy
dng trn c s cc items c s dng u
tip cn t cc nghin cu c trc m
bo tin cy v tnh gi tr ca thang o
(Luarn, Lin, 2004). Cc items ny c tip
cn t cc m hnh nghin cu nh TAM,
TPB, DPTB, DOI...t cuc nghin cu nh
tnh 20 khch hng hin ang s dng dch
v IB, t cc nghin cu c trc, ng thi
thang o cng c kim nh bi cc
chuyn gia m bo hn v tnh tin cy
v ph hp. Cc item s c o lng trn
thang o Likert 5 im vi 1 l rt khng
ng v vi 5 l rt ng . Bng 1 trnh
by bin s o lng ng c
Bng 1: Cc bin s ng c xut cho nghin cu
Cc bin s Cc Items
Hu ch S dng IB cho php ti s dng cc dch v ngn hng mt cch
nhanh chng
S dng IB lm ti thy d dng hn nhiu khi giao dch vi ngn hng
Ti thy IB rt hu ch
AI HOC ONG A
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Cc bin s Cc Items
Ti cm thy thun tin khi s dng cc dch v IB
Chi ph Ti tit kim c nhiu thi gian khi s dng IB
Ti tit kim c nhiu tin khi s dng IB
Ti tn t thi gian khi s dng IB hn l cc dch v khc ca NH
Ti phi n lc rt nhiu khi thc hin giao dch bng IB
Hiu bit S dng IB gip ti nng cao k nng vi tnh
S dng IB gip ti m mang kin thc mi
S dng IB gip ti theo kp thi i
Tnh tng hp Ti ngh IB l tng thch vi phong cch sng ca mnh
S dung IB l ph hp vi a v hin ti ca ti
Ti ngh s dng IB ph hp vi s thch ngn hng ca ti
Ti ngh IB l s la chn tt nht khi thc hin cc giao dch vi ngn hng
Gim ri ro S dng IB l an ton khi chuyn ti khon
Mi ngi s khng bit ti ang thc hin giao dch g khi s dng IB
S dng IB m bo s b mt v cc thng tin giao dch ca ti
S dng IB cho ti cm gic an ton hn so vi cc dch v khc ca
ngn hng
nh hng x hi Ti s dng IB bi v nhng ngi xung quanh ti s dng n
Ti s phi s dng IB nu mi ngi xung quanh ti s dng n
Ti phi s dng IB bi v nhng ngi xung quanh ti ngh ti nn s
dng n
Linh ng S dng IB ti c th tip cn tin tc bt k u
S dng IB ti c th tip cn tin tc bt c thi gian no
S dng IB ti c th linh ng trong vic s dng
S dng IB ti c th ti c th giao dch vi ngn hng bt k thi tit
th no
Phong cch S dng IB ti trng c v c phong cch ring
S dng IB ti trng c v thi trang
S dng IB ti c mt biu tng v a v
S dng IB ti trnh b coi l li thi
Cng vic Cng vic ca ti i hi phi giao dch ch yu qua internet
S dng IB l ph hp vi cng vic ti ang cng tc
Cng vic ca ti hng ngy phi s dng my tnh nhiu.
S quan tm Cc nhn vin ngn hng tn tnh gip ti cch s dng
Ngn hng lin tc gi cc hng dn s dng dch v
Ngn hng lun c phn thng dnh cho ti khi s dng IB
Ngn hng lun c s quan tm n ti vo nhng dp l
AI HOC ONG A
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Nghin cu s dng phng php iu tra

trc tip v IB l mt sn phm mi i vi
nhiu ngi Vit Nam, iu tra trc tip s
t ra hu ch khi ngi phng vn c th gii
thch cn k c nhng thc mc t p
vin, do d liu m ta thu thp c s
chnh xc hn v tin cy hn.
Nghin cu s dng 33 items, theo
nguyn tc 1:4 th s iu tra ti thiu 132
phiu. Kho st nh lng thc hin ti
khu vc TP. Nng t thng 02/2011 n
04/2011, i tng chn mu l nhng ngi
hin ang s dng dch v IB. Phng php
ly mu thun tin cn c trn s gii thiu
ca phn t ny n phn t khc. Ngoi ra
vic ly mu cn cn c trn c s d liu
khch hng m ngn hng cung cp.
Cc d liu sau khi i thu thp v s
c lm sch, loi b nhng bn cu hi
khng hp l v d liu s c x l bng
phn mm SPSS 16.0 (Statistical Package for
Social Sciences). Phn tch d liu s c
thc hin thng qua cc bc: (1) nh gi
s b thang o v tin tng ca bin o
lng bng h s Cronbach Alpha v gi tr
(factor loading) bng phn tch nhn t khm
ph EFA (Exploratory Factor Analysis), (2)
tip theo s dng k thut phn tch nhn
t khng nh CFA (Confirmation Factor
Analysis) kim nghim cht ch hn v
tnh n nguyn, gi tr (hi t, phn bit)
ca tng nhn t (3) tnh ton mnh yu
ca cc nhm yu t ng c s dng IB
c nhng xut cho ngn hng.
4. Kt qu nghin cu v bn lun
4.1 c im v mu nghin cu
D liu phn tch dng c mu N=
225. Da trn kt qu thng k cho thy t
l nam - n ca p vin ch chnh lch nhau
11 ngi do vy c th xem t l nam n
l 1:1. tui ca p vin cao nht nm
trong khong tui t 26-35, tuy nhin t l
v s lng gia cc tui c s chnh
lch nhiu, hu nh nhng ngi tr tui c
xu hng chp nhn cc dch v mi nh IB
hn. Trnh hc vn i hc thuc nhm
trnh hc vn chim t l cao nht 59.6%.
Loi hnh cng ty p vin lm vic ch yu
l thuc khu vc nh nc v t nhn, chim
n 78.2%. Kin thc v my tnh cng nh
kin thc v internet ca khch hng mc
tt ln lt l 60.4% v 56%.
4.2. Hiu lc ha thang o
Phn tch khm ph EFA
Sau khi thc hin phn tch nhn t v
xoay nhn t theo phng php Varimax c
8 nhn t c hnh thnh, c 4 items (bin
quan st) c b i v c gi tr nh hn 0.5
Sau khi thc hin phn tch nhn t ln
2 c 8 nhn t c hnh thnh, cc items
u c gi tr trn 0.5, c ngha vi cc
bin s ng c. Tm nhn t ny gii thch
c n 66.6% bin thin ca bin quan st
(hay ca d liu).
Tm nhn t c hnh thnh sau khi
thc hin EFA: S hu ch, gim ri ro,
nh hng x hi, tnh linh ng, c th
AI HOC ONG A
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cng vic ang lm, phong cch, nng cao

hiu bit, tng hp
Phn tch nhn t khng nh CFA
Phn tch nhn t khng nh CFA
c thc hin vi 29 bin quan st vi 8
bin s ng c chng minh c t phn
tch nhn t khm ph (EFA).
- Gi tr hi t (Convergent validity)
Sau khi thc hin CFA bng Amos kt
qu cho thy c 4 bin quan st c trng s
c gi tr nh hn 0.5, cc bin quan st cn
li u c gi tr > 0.5. Bn bin quan st c
gi tr nh hn 0.5 c loi ra thc hin
li phn tch nhn t khng nh ln 2 kt
qu cho thy trng s chun ha ca thang
o u cao hn 0.5 nn c th kt lun thang
o t c gi tr hi t.
- o lng ph hp ca m hnh
Kt qu phn tch nhn t khng nh
CFA sau khi loi 4 bin quan st th hin
bng 2 vi cc ch s o lng ph hp.
- nh gi tin cy ca cc thang o
nh gi tin cy ca thang o
thng qua 3 ch s: tin cy tng hp CR
(composite reliability), tng phng sai
trch AVE (variance extracted), v h s
Cronbachs alpha.
Gi tr CR v AVE c tnh trn phn
mm Excel cn c trn cng thc trn v h
s lambda c ly t kt qu tnh ton t
phn mm Amos. H s Cronbach alpha
c tnh t phn mm SPSS. Kt qu th
hin trn bng 3.
Bng 2: Cc ch s th hin ph hp
ca m hnh nghin cu
Ch s
Gi tr cc
ch s ca
m hnh
Gi tr tham
chiu ca
m hnh tt
CMIN/DF 1.365 < 3
CFI .960 > 0.9
GFI .901 > 0.9
TLI 948 > 0.95
RMSEA .040 < 0.06
RMR .050 B
FMIN 1.408 B
Ngun: Tnh ton ca tc gi da trn
kt qu phn tch
tin cy tng hp c ngha khi c
gi tr ln hn 0.7 v tng phng sai trch
c ngha khi c gi tr trn 0.5.
Nh vy kt qu th hin qua bng 3
c th khng nh cc thang o t yu cu,
bi v tin cy tng hp v trch phng
sai ca cc thang o u t yu cu
Kim nghim c lng m hnh bng
phn tch BOOSTRAP
nh gi tnh bn vng ca m hnh
l thuyt, phng php phn tch Boostrap
c s dng. y l phng php ly mu
lp li c thay th t mu ban u (N=200),
trong mu ban u ng vai tr m ng
(Schumacker& Lomax, 1996). S ln ly
mu lp li trong nghin cu c chn l B
AI HOC ONG A
So 04-2011
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= 200 ln, kt qu c lng vi B ln t N mu c tnh trung bnh v gi tr ny c xu

hng gn vi c lng ca tng th. Kt qu chnh ca c lng (bias) v sai lch
chun ca n c gi tr nh v n nh cho php kt lun rng cc c lng ML p dng
trong m hnh l tin cy
Bng 3: Kt qu cronbach alpha, tin cy tng hp v tng phng sai trch
ca cc bin s nghin cu
S hu ch
cm nhn
S dng IB cho php ti s dng cc dch v ngn hng mt cch
nhanh chng
S dng IB lm ti thy d dng hn nhiu khi giao dch vi ngn hng
Ti thy IB rt hu ch
Ti cm thy thun tin khi s dng cc dch v IB
Ti tit kim c nhiu thi gian khi s dng IB
= .696; CR = .749; AVE = .50
Hiu bit
S dng IB gip ti nng cao k nng vi tnh
S dng IB gip ti m mang kin thc mi
S dng IB gip ti theo kp thi i
= .756; CR = .763; AVE = .52
Tng hp
Ti ngh IB l tng thch vi phong cch sng ca mnh
S dung IB l ph hp vi a v hin ti ca ti
Ti ngh s dng IB ph hp vi s thch ngn hng ca ti
= .801; CR = .805; AVE = .51
Gim ri ro
S dng IB l an ton khi chuyn ti khon
Mi ngi s khng bit ti ang thc hin giao dch g khi s dng IB
S dng IB m bo s b mt v cc thng tin giao dch ca ti
S dng IB cho ti cm gic an ton hn so vi cc dch v khc ca
ngn hng
= .775; CR = .867; AVE = .609
nh hng x hi
Ti s dng IB bi v nhng ngi xung quanh ti s dng n
Ti s phi s dng IB nu mi ngi xung quanh ti s dng n
Ti phi s dng IB bi v nhng ngi xung quanh ti ngh ti nn
s dng n
= .807; CR = .828; AVE = .711
Linh ng
S dng IB ti c th tip cn tin tc bt k u
S dng IB ti c th tip cn tin tc bt c thi gian no
= .823; CR = .824; AVE = .612
AI HOC ONG A
So 04-2011
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4.3. o lng mc quan trng ca

cc yu t ng c nh hng n vic
s dng dch v IB
Trong phn ny, vic o lng mc
quan trng ca cc yu t ng c c
thc hin bng cch tnh gi tr trung bnh
(means) ca cc bin s ng c.
Kt qu gi tr trung bnh ca cc bin
s ng c c th hin trong bng 4.
Theo bng 4 v c th thy rng, gi
tr trung bnh ca bin s ng c khng c
s khc bit nhau nhiu, chng t gi tr
gn nh tng ng. Tuy nhin vn c s
sp xp theo th t cao thp v s quan trng
ca cc bin s ng c. S hu ch, tnh
linh ng, gim ri ro, gia tng s hiu bit
l cao nht. Bin s ng c phong cch, nh
hng x hi c gi tr thp nht.
T kt qu trn bng 4 c th thy rng,
khi khch hng tip cn v s dng dch v
IB, cc khch hng dng nh ch trng cao
vo gi tr chc nng hn cc gi tr tm l.
Ngoi ra, khi khch hng mua v s
dng sn phm, khch hng b tc ng bi
rt nhiu yu t nh: yu t vn ha, yu t
c nhn, yu t tm l, yu t x hi. Bi
v nhng c im ring c ca mi khch
hng tc ng mt cch mnh m n hnh
vi ca khch hng ni chung v n hnh vi
tiu dng ni ring.
Bng 4: Kt qu gi tr trung bnh ca 8 bin s ng c
Bin s
Hu
ch
Gim
ri ro
Phong
cch
Tng
hp
Hiu
bit
Linh
ng
Cng
vic
nh hng
x hi
Gi tr
trung bnh
3.947 3.694 2.856 3.390 3.689 3.807 3.324 3.099
Ngun: Kt qu tnh ton ca tc gi da trn kt qu phn tch
Phong cch
S dng IB ti trng c v thi trang
S dng IB ti c mt biu tng v a v
S dng IB ti trnh b coi l li thi
= .765; CR = .77; AVE = .629
Cng vic
Cng vic ca ti i hi phi giao dch ch yu qua internet
S dng IB l ph hp vi cng vic ti ang cng tc
Gi tr t yu cu v tin cy
>= .6; CR > =.7; AVE >= .5 (Fornell v Larcker, 1981)
: Cronbach alpha; CR: tin cy tng hp; AVE: Tng phng sai trch
Ngun: Tnh ton ca tc gi da trn kt qu phn tch
AI HOC ONG A
So 04-2011
26

5. Kt lun
C 8 yu t ng c s dng dch v IB
c hnh thnh. Nhn chung vic s dng
IB u xut pht t gi tr v mt chc nng
ca dch v l s hu ch, tnh linh ng,
gim ri ro. Ngoi ra vic s dng dch v IB
cn b tc ng bi mt s yu t khc nh
vn ha, x hi...
5.1. ng dng nghin cu
ng gp khoa hc: B sung thm kin
thc cho mi ngi v dch v IB ni chung
v ng c s dng dch v IB ni ring.
Mt thc tin:
- Cc ngn hng nn thc hin cc
chin dch gii thiu v c im ca h
thng IB, li ch ca n v lm th no
s dng n. Tng cng nhn thc v li ch
khi s dng h thng, a dng ho cc loi
hnh dch v, ci thin dch v, cung cp cc
dch v gia tng nh tr tin in nc, thc
hin marketing mt i mt.
- T chc h thng thn thin vi ngi
s dng
- T chc cc bui hun luyn
- Hn ch nhn thc v mt ri ro ca
dch v.
5.2. Gii hn ca nghin cu
- Item o lng cha ln v bao
qut ht ton b.
- M hnh nghin cu ch mi dng li
vic tm thy cc bin s ng c v cc
bin quan st o lng n m cha i thc
hin kim nh mi quan h gia cc bin
trong m hnh
- Ch mi nghin cu ti th trng
Nng m khng c iu kin nghin
cu trn c th trng Vit Nam.
5.3. Cc xut cho nghin cu trong
tng lai
- Cc nghin cu nn tp trung vo
mc cao hn l so snh ng c s dng
dch v gia cc nhm khch hng khc
nhau: v d: ngi s dng dch v v
cha s dng dch v
- Kt hp nhiu m hnh tng cng
sc mnh gii thch.
- Chn mu khi qut hn v s lng
mu ln hn, khng ch dng li mt tnh,
thnh ph m thu thp d liu nhiu ni
kt qu mang tnh i din hn
TI LIU THAM KHO
Ting Vit
[1] Nguyn Khnh Duy (2009), Bi ging thc hnh m hnh cu trc tuyn tnh (SEM)
vi phn mm Amos (bn tho ln 1), Khoa Kinh t Pht trin. Trng H Kinh t
TPHCM
AI HOC ONG A
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27

[2] L Th Gii v cng s (2006), Nghin cu Marketing l thuyt v ng dng, NXB

Thng K, Nng
[3] Hong Trng, Chu Nguyn Mng Ngc (2005), Phn tch d liu nghin cu vi
SPSS, NXB Thng K, TP H Ch Minh.
[4] L Danh Vinh (2007). Bo co thng mi in t Vit Nam 2007, B Thng Mi,
H Ni.
Ting Anh
[5] Andrew G. Parsons (2002), Non-functional motives for online shoppers, The
Journal of Consumer Marketing, 19(4/5), ABI/INFORM Global pg.380.
[6] Bussakorn Jaruwachirathanakul, Dieter Fink, 2005. IB adoption strategies for a
developing country: the case of Thailand, Internet Reasearch, 15(3): 295-311.
[7] Jae-Jin Park, (2003). Understanding consumer intention to shop online: A model
comparision. A Dissertation presented to the faculty of the Graduate school University
of Missouri - Columbia.
[8] Kent Ericksson, katri Kerem, Daniel Nilsson, 2005, Customer acceptance of IB in
Estonia, The International Journal of banking Marketing, 23(2): 200-216.
[9] Kholoud Ibrahim Al-Qeisi, Analyzing the Use of UTAUT Model in Explaining
an Online Behaviour: IB Adoption, A thesis submitted for the degree of Doctor of
Philosophy. Department of Marketing and Branding, Brunel University
[10] Norazah Mohd Suki, ect, (2008), Internet shopping acceptance Examining the
influence of intrinsic versus extrinsic motivations, Direct Marketing: An International
Journal, Vol. 2 No. 2, pp. 97-110
[11] Praja Podder, 2005, Factors influencing the adoption and usage of IB: A Newzeland
perspective, The thesis of Master