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MN PHNG PHP NGHIN CU KHOA HC

NH GI TI NGHIN CU ONLINE BANKING ADOPTION

GVHD: TS. INH THI HONG


THC HIN: NHM 5 M 3 K22
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Dng Ngc nh
Nguyn Th L HIn
Nguyn Th M Linh
ng Th Thy Trang
Phan Th Diu Trm
inh V Xuyn
Ng Minh Ngha

-----------Thng 11/2012---------

NH GI TI NGHIN CU ONLINE BANKING ADOPTION


(S CHP NHN NGN HNG TRC TUYN)

***************************
Tn ti: ONLINE BANKING ADOPTION : AN EMPITICAL

ANALYSIS ( S CHP NHN NGN HNG TRC TUYN: MT PHN


TCH THC NGHIM).
Tn ti r rng, d hiu, xc nh ti l phn tch thc nghim. Tuy nhin,
ni dung tn ti cha r rng cha cho thy phm vi nghin cu l u?
PHN 1: TNG QUAN L THUYT
1. C s ca vn nghin cu: r rng v y
Trnh by d hiu thng qua vic th hin cc ngun trch dn ti liu ca cc nghin
cu khc r rng v y , mang tnh h thng. Trong nu ln khi qut c cc
nghin cu trc v s cn thit nghin cu ng dng ny ti Vit Nam. y l nghin
cu nh lng ng dng nhm ly c s s liu cho s chp nhn ngn hng trc tuyn
ti Vit Nam.
1.1 C s l thuyt tin : cc nghin cu trc:
- Application of Decomposed Theory of Planned Behavior on Internet Banking
Adoption in Jordan, Tan and Teo, 2000
- Internet Banking Adoption Among Young Intellectuals, Wang et al.., 2003
- The use of a decomposed theory of planned behavior to study Internet banking in
Taiwan, Shih and Fang,2004
- The call of the Web ABA Banking Journal, Duclaux
- The WideSpread adoption of Virtual Banking, Liao et al..,2003
1.2. L hng nghin cu: Cc nghin cu trc thc hin cc nc pht trin v
Ty u. Vit Nam khc cc nc trong cc nghin cu trc l c nn kinh t ang pht
trin trong nhng nm gn y v c s h tng, thng mi in t vn cn km so vi
cc nc khc, do vy cc cng trnh nghin cu trc cha th p dng Vit Nam.
2. Mc tiu nghin cu:
Mc tiu r rng, c th v d hiu Ti liu ny nhm kho st kinh nghim

nhng nhn t tc ng n s chp nhn ca ngn hng trc tuyn Vit Nam.
hiu c s hu ch, vic d dng s dng, s tin tng v nhng h tr
ca chnh ph c kho st xc nh nhng nhn t ang nh hng n vic
hot ng ngn hng trc tuyn
3. Thi gian v phm vi nghin cu:
3.1. Thi gian nghin cu: ti khng xc nh r thi gian nghin cu.
3.2 .Phm vi nghin cu: c tin hnh ti 5 ngn hng ln ti H Ni. L do chn
H Ni v H Ni l th ca Vit Nam, l ni tp trung nhng ngn hng ln ca c
nc. Tuy nhin, ti nghin cu khng nu tn 5 ngn hng nghin cu.

=> Phm vi nghin cu hp v khng ni r mu nghin cu bao gm 5 ngn


hng no ti H Ni.
4. Cc gi thuyt nghin cu: hp l
S dng m hnh TAM nh m hnh c bn v m rng m hnh bng cch thm
nhng bin khc nhau m nh nghin cu cho rng l quan trng cho s chp nhn ngn
hng trc tuyn.
- H1: S nhn thc tnh hu dng c tc ng tch cc ln xu hng ngi VN chp
thun NH internet
- H2: S nhn thc tnh d dng c tc ng tch cc ln xu hng ngi Vit chp
nhn NH internet
- H3: S h tr ca Chnh ph c nh hng tch cc n ngi Vit Nam trong
vic chp nhn Ngn hng in t.
- H4: Nim tin s c mt tc ng tch cc n nh chp nhn ngn hng in t
ca ngi Vit Nam
Gi thuyt nghin cu c xy dng trn c s k tha l thuyt khoa hc c
(TAM) v thc nghim a ra 2 gi thuyt mi.
PHN 2: THIT K NGHIN CU
1. Thit k nghin cu:
1.1 Thit k nghin cu: nghin cu nhn qu -xc nh mi lin quan nhn qu
gia s nhn thc tnh hu dng, s nhn thc tnh d s dng, s h tr ca chnh ph,
nim tin n nh s dng Ngn hng in t (s chp nhn ngn hng in t)
1.2 Phng php thu thp d liu: phng php kho st cc khch hng giao
dch ti 05 ngn hng ti H Ni
1.3 Chn mu:
- Xc nh m ng nghin cu: nhng khch hng ti 5 ngn hng ln H
Ni
- Xc nh kch thc mu: 156 mu
- Chn phng php chn mu: phng php phi xc sut phng php phn
on
1.4 Chn lc bin:
- Bin ph thuc: nh s dng Ngn hng in t (Intention of Use)
- Bin c lp:
T m hnh TAM c hai bin c lp:
H1: S nhn thc tnh hu dng (Perceived Usefulness)
H2: S nhn thc tnh d s dng (Perceived Ease of Use)
M rng m hnh TAM, thm hai bin mi tp trung vo nhng nhn t
c trng i vi Vit Nam:
H3: S h tr ca chnh ph (Government support)
H4: Nim tin (Trust)

Bin quan st: 17 bin quan st c khai thc t 4 bin c lp c cp


trn
1.5 Qu trnh xy dng thang o
Nhng nghin cu trc => Bng cu hi gm 21 bin quan st cho 5 khi nim
nghin cu => 10 nh iu hnh ngn hng nhn xt => Bng cu hi cui cng
Constructs

Number
of items

Sources

Davis (1989), Moon and Kim (2001),


Jaruwachirathanakul and Fink (2005),
Pikkarainen et al. (2004), Tan and Teo (2000)

Davis (1989), Pikkarainen et al. (2004),


Jaruwachirathanakul and Fink (2005), Tan and
Teo (2000), Shih and Fang (2004), Jahangir and
Begum, 2008

Davis, 1989, Pikkarainen et al. (2004) Jahangir


and Begum (2008), Amin (2007), Shih and Fang
(2004), Eriksson et al. (2005)

Trust (T)
(nim tin)

Amin (2007), Sathye (1999), Wang et al. (2003),


Pikkarainen et al. (2004), Jaruwachirathanakul
and Fink (2005), Tan and Teo (2000), Jahangir
and Begum (2008)

Government support
(I)
(S h tr ca chnh
ph)

Tan and Teo (2000), Jaruwachirathanakul and


Fink (2005)

Intention to use (IU)


( nh s dng)

Perceived usefulness
(PU)
(nhn thc hu ch)
Perceived ease of use
(PEOU)
(nhn thc d s dng)

1.6 Cch thu thp d liu:


Chn 05 ngn hng ln ti H Ni, phiu kho st (bng cu hi) s c trao
cho mi khch hng th ba khi h bc vo ngn hng khch hng in vo (nhng
khch hng ny c th l ngi chp nhn hoc khng chp nhn ngn hng trc tuyn).

1.7 Cng c thu thp d liu:


S dng bng cu hi thu thp d liu.
- 17 bin quan st s dng cho 4 bin c lp.
- S dng thang o Likert nm im. Mi cu hi c o theo thang o
Likert 05 im. Thang o th hin mc hi lng ca khch hng. V d,
"1" biu th mt cch mnh m khng ng , "2" biu th nh khng ng ,
"3" biu th mc trung tnh, "4" biu th nh ng v "5" biu th nh hon
ton ng .
1.8 X l d liu:
- Phn tch i tng nghin cu: phn tch h s ca nhng ngi c kho
st v tui, gii tnh, tnh trng hn nhn, trnh , .
- Phn tch khi nim nghin cu v nh gi tin cy ca thang o
- Phn tch tng quan: kim tra cc cc mi quan h gia cc bin s.
- Phn tch hi quy a bin: kim tra mi quan h gia cc bin c lp v 01
bin ph thuc
Mc d vn cn vi im cha cp n trong nghin cu ny (thi gian nghin
cu khng th hin, ti sao chn mu l 156 mu, khng th hin 17 bin quan st
mt c th, khng c bng cu hi) nhng thit k nghin cu trong ti ny m t
kh r rng, y v ph hp vi vn nghin cu.
PHN 3: THC HIN NGHIN CU
1. Chn mu
kho st 156 mu trong c 103 mu t yu cu s dng

2. Phn tch i tng nghin cu: nh gi phng php chn mu

- T l mu t yu cu l 66% (kh cao)


Chn mu theo bc nhy l 3. Theo phng php phi xc sut phn on dn
ti mu khng c tnh i din kt qu xut hin ton mu c tui tr v trnh
hc vn cao.
3. tin cy thang o v phn tch khi nim nghin cu

4 items

M hnh thang o v mi quan h gia cc bin

Table III: Factor analysis and reliability analysis


2.1 o lng khi nim nghin cu bng tnh SCR( scale composite reliability)
v AVE ( average variance extracted)
Theo Molina et al. ( 2007) th SCR

0.7 v AVE

0.5

Theo kt qu phn tch d liu: 5 khi nim nghin cu u c gi tr AVE >0.5 v


SCR > 0.7
Khi nim nghin cu c o lng tt
2.2 nh gi tin cy ca thang o bng h s Cronbachs alpha
Mt thang o c tin cy tt khi n bin thin trong khong [0.70-0.80] theo sch
Phng php nghin cu khoa hc trong kinh doanh ca tc gi : Nguyn nh Th
D liu cho thy h s Cronbachs alpha ca 3 khi nim nghin cu u nm trong
khong , 2 khi nim nghin cu cn li c h s Cronbachs alpha > 0.80 nhng <0.95
Thang o c tin cy cao
3.Phng php phn tch d liu
3.1 Phn tch tng quan

Table V: Correlation analysis of the independent variables and dependent


variables
Dng phn tch tng quan Pearson kim tra mi quan h gia cc bin
- Theo Wong and Hiew (2005) Gi tr h s tng quan (r)
0.1 < r < 0.29: yu
0.3 < r < 0.49: trung bnh
0.5 < r < 1 : mnh
=> cc bin khng c tng quan hon ton vi nhau
- Gi tr r < 0.8
=> khng c hin tng a cng tuyn ( Theo Field ( 2005) )
- H s phng i phng sai : VIF < 10
Dung sai : Tolerance > 0.1
Khng c hin tng a cng tuyn
- D liu trong Table V cho thy gi tr phn bit cho mi khi nim nghin cu l mt
trong nm gi tr loi ca gi tr thang o.

3.2 Phn tch hi quy a bin : kim tra mi quan h gia cc bin c lp v mt
bin ph thuc

Table IV: Regresion analysis of adoption factors for online banking users on
consumer intention to use online banking
- Kch thc mu:
Theo Hair et al., 2005: t l tham s c lng : t 15:1 n 20:1 t kch thc
mu c ngha
Trong nghin cu: t l tham s c lng l 17.16:1
Kch thc mu
- Kt qu d liu trong Table IV cho m bo gi tr ca mt th nghim c ngha
( theo Hair et al., 2005)
- H s xc nh R2 trong mu: phn nh phn bin thin ca bin ph thuc c gii
thch bi bin c lp
Theo Cohen(1990,p.1309)
1< R2 < 5.9: nh
5.9 R2 13.8 : trung bnh
R2 > 13.8 : mnh
T Table V , R2 = 22.8% > 13.8%
Bin ph thuc : khuynh hng s dng ngn hng trc tuyn c gii thch
bi 4 bin c lp v kch c tc ng ( effect size) l ln
- Kim nh mc ph hp ca m hnh
F-statistic =7.225 ( p-value=0.000) ngha mc 1% ( p< 0.01)
T c) v d) => M hnh nghin cu ph hp v c mi lin quan c ngha thng k
gia 4 bin c lp v bin ph thuc
- T m hnh ta c:
_ Nhn thc tnh hu ch: B=0.339, p<0.01

_Nim tin: B=0.181, p<0.05


_S h tr ca chnh ph: B=0.240, p< 0.01
_Nhn thc tnh d s dng: B=-0.137, p>0.05
Chp nhn gi thuyt H1, H3, H4
Bc b gi thuyt H2
*NHN XT
Tt c cc gi thuyt lin quan n mi quan h gia cc bin c pht trin v
kim tra thng qua kim tra tin vy v hi quy a bin. Kt qu tng phn ng h
cho hu ht nhng gi thuyt . Tuy nhin gi thuyt H2 b bc b.
PHN 4: KT QU NGHIN CU
Nghin cu ny gip chng ta hiu r hn v ngn hng trc tuyn v nhng nhn t nh
hng n vic chp nhn ca n trn th trng.

Nh bi nghin cu ny th nhn thc hu ch ng vai tr quan trng trong vic


chp nhn ngn hng trc tip (p=0.38) so vi cc yu t nh hng khc.
Cng vi vic nhn thc s hu ch, vic nhn thc s d s dng ng mt vai tr
lin quan n vn ny nhng trong nghin cu ny th n ko nh hng ng k n
vic chp nhn ngn hng trc tuyn. Kt qu tri ngc vi cc nghin cu trc
Jahangir v Begum, 2008; Amin, 2007, Shih v Fang, 2004) bi v i tng kho st ca
bi nghin cu ny nhm vo tui tr, h c kh nng tip cn internet tt.

Yu t chnh ph xp v tr quan trng th 2 theo bi nghin cu ny (p=0.276) sau


nhn thc tnh hu ch, chnh ph 1 phn to thm lng tin ca ngi s dng dch v
thong qua cc chnh sch h tr cng nhng lut r rng v vic s dng ngn hng trc
tuyn.
Yu t nim tin trong an ninh v s bo mt cng nh hng khng nh n vic
chp nhn s dng ngn hng trc tuyn. v vy ngn hng phi c chin lc tt trong
to vic to s tin tng ngi s dng.
PHN 5: KT LUN NGHIN CU
1. GII HN NGHIN CU:
- Phm vi nghin cu hp, ch tp trung nghin cu ti 05 Ngn hng ln ti H
Ni.
- Nhng khi nim c chn cha bao trm ht l do c th nh hng n
khuynh hng s dng NH trc tuyn Vit Nam trong tng lai
- i tng nghin cu tng i tr
- Ch nhn vo mi quan h gia 4 bin chp nhn v khuynh hng chp nhn
Ngn hng trc tuyn
- Chn mu theo phng php phi xc sut cha mang tnh i din c tng th
ca nghin cu. Ch chn theo phng phn on.
2. HNG NGHIN CU MI
- ng dng m hnh nghin cu trong bi thc hin nhng nc ang
pht trin khc
- Tm kim nhng khi nim lin quan n vn vn ho, nh hng n
khuynh hng s dng NH trc tuyn.
- Thc hin trn nhng i tng nghin cu thuc cc nhm tui khc nhau
- Kim tra mi quan h nhn qu gia cc bin c lp: v d nh nhn thc
tnh d s dng tc ng ln nhn thc tnh hu ch, nim tin ln nhn thc
tnh hu ch v tnh d s dng
3. GI TR NI V GI TR NGOI CA NGHIN CU
3.1 GI TR NI
- Phng php nghin cu
- M hnh nghin cu
- Phn tch nghin cu
- Mu
- Kt qu nghin cu
Tt c cc yu t trn u c gi tr nghin cu v ph hp vi mc tiu nghin
cu => gi tr ni ca bi nghin cu cao

3.2 GI TR NGOI
- ng dng c ti cc ngn hng khc ti H Ni
- Khng ng dng (cha bit) ng dng c cc ngn hng cc tnh khc
c hay khng => gi tr ngoi thp.
4. NH GI TI LIU THAM KHO
- Sp xp hp l
- D tra cu
- Theo vn Alphabet tn tc gi
- Ti liu cp nht mi
S QU TRNH NGHIN CU