Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

ti nhm 1: Cc yu t li ch v ri ro khch hng cm nhn c nh hng

n nh ti s dng dch v ngn hng trc tuyn ti TP.HCM.
Mc lc:
1. L do chn ti:.............................................................................................2
2. Mc tiu nghin cu v cu hi nghin cu:..........................................................3
3. i tng v phm vi nghin cu:.......................................................................4
4. Thc trng cc yu t li ch v ri ro ca dch v ngn hng trc tuyn:...................4
5. C s l thuyt:................................................................................................8

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

1. L do chn ti:
Ngn hng trc tuyn hay cn gi l ngn hng in t ( E-banking), ngn hng trn
Internet (Internet-banking) c hiu l kh nng ca mt khch hng c th truy cp t
xa vo mt ngn hng nhm thu thp thng tin, thc hin cc giao dch thanh ton, ti
chnh da trn cc ti khon lu k ti ngn hng v ng k cc dch v mi
(Ngun : Ngn hng in t v cc phng tin giao dch thanh ton in t -Tp ch tin
hc ngn hng s 4/2002).
y l khi nim rng da trn kh nng ca tng ngn hng trong vic ng dng
cng ngh tin hc vo cc sn phm dch v ca mnh.c ch hot ng ca ngn hng
in t theo khi nim ny c lp v tch ri vi cc t chc khc.
Ngn hng in t phc v thng mi in t l nhng dch v vi vai tr nh thnh
phn khng th tch ri trong cc giao dch thng mi in t. y l khi nim hp
ch cc dch v ngn hng dnh ring cho thng mi in t.Ngn hng in t phc v
thng mi in t hot ng di hnh thc B2B,B2C,B2G.Mt s sn phm dch v
nh thanh ton in t (E-payment), tin mt in t( E-cash).
Ngy nay cng vi s bng n cng ngh thng tin, cc dch v v sn phm cng
nhanh chng c giao dch qua Internet. Theo Santos (2003) v Voss (2003), Internet
cung cp mt chc nng tng tc vi khch hng v cho php cc dch v in t c
u tin pht trin hng u. Rust v Kannan (2003) cho rng dch v in t l s tng
tc, dch v khch hng da trn Internet v tp trung ni dung, c k kt bi khch
hng, tch hp k thut v cc qu trnh h tr khch hng mt cch c h thng nhm
mc ch tng cng mi lin h gia khch hng v nh cung cp dch v. Dch v in
t khc vi dch v truyn thng vi ba phng din: (1) s vng mt ca nhn vin bn
hng, (2) s vng mt ca yu t hu hnh truyn thng v (3) tnh t phc v ca khch
hng.
S pht trin vt bc v cng ngh to ra cuc cch mng trong ngnh ngn

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

hng (Jayawardhena v Foley, 2000). c tnh ca Internet khin n tr thnh phng
tin l tng cho vic cung cp cc sn phm v dch v. Bng vic s dng Internet,
khch hng c th truy cp ti khon ngn hng v tin hnh giao dch 24 gi mt ngy, 7
ngy trong tun vi chi ph gim v tin ch gia tng (Gurau, 2002). Tuy nhin, s ng
dng v pht trin thnh cng dch v Internet Banking cn ph thuc cc yu t nh
cht lng v an ninh mng Internet, mc hiu bit Internet ca ngi dn, s h tr
ca chnh ph, chin lc xy dng knh phn phi qua Internet ca ngn hng cng
nh cht lng v tin cy ca dch v Ngn hng trc tuyn (Gurau, 2002).
Thi gian gn y xy ra mt s v tin tc la o c lin quan giao dch trc
tuyn lm cho ngi dng cm thy hoang mang. C th khch hng ca Vietcombank l
ch Hong Th Na Hng b cc hacker thc hin cc giao dch t xa, chim ot thnh
cng 200 triu trn tng s 500 triu nh cp c t ti khon Vietcombank. Hai khch
hng khc cng ca Vietcombank l khch hng V Thnh Phng (Qun 9, TP.HCM)
bo v vic th ca anh b qut ti TOKYO DISNEY RESORT CHIBA JPN,
MARRIOTT HTL v BOOKHAVEN NY vi s tin l 17 triu ng, trong khi ch
Qunh Nga (Bin Ho, ng Nai) bo b thc hin cc giao dch tri php ti RSW
ESERVICE SINGAPORE vi s tin l 592 SGD.
C 3 v vic u trong trng thi ang c iu tra v cha cng b nguyn nhn
chnh thc, cng nh hng gii quyt quyt trit ca ngn hng i vi khch hng,
iu ny lm nhng ngi s dng giao dch trc tuyn cm thy hoang mang. Lng tin
ca ngi dng vo dch v ca ngn hng trc tuyn t nhiu gim st v y chnh l
nguyn nhn nhm 1 chn ti Cc yu t li ch v ri ro khch hng cm nhn
c nh hng n nh ti s dng dch v ngn hng trc tuyn ti TP.HCM
nghin cu.
2. Mc tiu nghin cu v cu hi nghin cu:
Mc tiu ca nghin cu: l kim tra xem nhng yu t v li ch m khch hng cm
nhn c (s hu dng, s d dng s dng) v cc yu t v ri ro nh hng nh th
no n nh tip tc ti s dng dch v ngn hng trc tuyn ca cc ngi dng ti
TPHCM. o lng, kim nh mc v chiu hng tc ng ca cc yu t trn i

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

vi ngi dng ti TPHCM. T xut cc kin cho cc ngn hng nn thc hin
nhm thu ht v gi chn khch hng
Cu hi nghin cu:
1. Yu t li ch cm nhn c l g v n c tc ng nh th no n nh
chp nhn v tip tc s dng dch v ngn hng trc tuyn?
2. Yu t ri ro cm nhn c l g v n c n c tc ng nh th no n
nh chp nhn v tip tc s dng dch v ngn hng trc tuyn?
3. C hay khng s khc bit v nh chp nhn v tip tc s dng dch v
ngn hng trc tuyn da trn cc yu t v nhn khu hc ( tui, trnh , kinh
nghim, vn ha) ?
4. Nhng vn g cn kin ngh gi chn khch hng tip tc s dng dch v
ngn hng trc tuyn ?
3. i tng v phm vi nghin cu:
i tng l cc c nhn/doanh nghip v ang s dng dch v ngn hng trc
tuyn trn phm vi khu vc Tp.HCM
thc hin cuc nghin cu ny, s liu ly t ngun s cp v th cp:
Ngun s cp: thc hin cuc kho st cc khch hng ang s dng dch v ngn
hng trc tuyn ti Tp.H Ch Minh, thng qua cc bng cu hi c pht n cc khch
hng cc phng ch ti cc quy giao dch ca cc Ngn Hng trn a bn Tp.H Ch
Minh.
Ngun th cp: s liu c ly t tng cc thng k, cc phng ban ca cc
ngn hng thng mi, cc bi bo nghin cu trn cc tp ch chuyn ngnh.
Thi gian thc hin cuc nghin cu t thng 9-10/2016.
4. Thc trng cc yu t li ch v ri ro ca dch v ngn hng trc tuyn:
Ngy nay cng vi s bng n cng ngh thng tin, cc dch v v sn phm cng
nhanh chng c giao dch qua Internet. Theo Santos (2003) v Voss (2003), Internet
cung cp mt chc nng tng tc vi khch hng v cho php cc dch v in t c
u tin pht trin hng u. Rust v Kannan (2003) cho rng dch v in t l s tng
tc, dch v khch hng da trn Internet v tp trung ni dung, c k kt bi khch

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

hng, tch hp k thut v cc qu trnh h tr khch hng mt cch c h thng nhm
mc ch tng cng mi lin h gia khch hng v nh cung cp dch v. Dch v in
t khc vi dch v truyn thng vi ba phng din: (1) s vng mt ca nhn vin bn
hng, (2) s vng mt ca yu t hu hnh truyn thng v (3) tnh t phc v ca khch
hng.
Cc nh qun l trong ngnh ngn hng hin nay xem Ngn hng trc tuyn l
dch v cn ch trng u t bi knh phn phi sn phm v dch v mi ny em li
nhiu thun li cho c ngn hng v khch hng. Theo Jayawardhena v Foley (2000),
nhng u im ca dch v Ngn hng trc tuyn mang n cho ngn hng bao gm:
1

Tit kim chi ph: phn phi sn phm dch v qua Internet t chi ph hn so vi

cch phn phi dch v thng qua vic u t xy dng cc chi nhnh ngn hng phn b
rng khp khu vc ng dn c.
2

Gia tng kh nng tip cn khch hng: ngi s dng Internet hin ti l khch

hng tim nng c gi tr.

3

Tng kh nng ty bin: phn phi sn phm dch v qua knh Internet em li

kh nng iu chnh linh hot ph hp vi nhu cu ca khch hng.

Xt t quan im khch hng, Ngn hng trc tuyn em n li ch nh: tit kim
thi gian, chi ph, khng ph thuc vo khng gian, kh nng p ng v ci thin dch
v nhanh chng to s tin li cho khch hng khi s dng cc ng dng ca ngn hng
(Turban & ctg, 2000; zdemir & ctg, 2008). Mc khch hng chp nhn s dng dch
v Ngn hng trc tuyn ch yu c xc nh bi k vng ca mi c nhn lin quan
n an ton, chnh xc, tc giao dch, giao din thn thin v s tin li m khch
hng cm nhn c (Sayar v Wolfe, 2007).
Theo thng k ca Hip hi Ngn hng Vit Nam, tnh n ht nm 2014, tng s
ngn hng cung cp giao dch trc tuyn l 43/47 ngn hng thng m, s lng khch
hng s dng dch v l khong 6 triu ngi, nhng t l hot ng ch c 30%, tc
khong 2 triu khch hng thc s hot ng. S lng khch hng trn s th ATM pht
hnh ng k dch v l 8,5%; s lng khch hng m ti khon cc nhn t 12%. T
l s dng dch v IB trn tng dn s ch l 8,5% trong khi mc trung bnh trn th

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

gii l 25% v khu vc Chu l 18%.
Hin nay cc ngn hng thng mi (NHTM) Vit Nam ang y mnh pht trin
dch v ngn hng trc tuyn vi nhiu tin ch vt tri. Mt s dch v ngn hng trc
tuyn c s dng nh: Thanh ton qua POS (Point of Sale); Dch v ngn hng ti nh
(Home Banking); Dch v ngn hng qua Internet (Internet Banking); Dch v ngn hng
t ng qua in thoi (Phone Banking); Dch v ngn hng qua thit b di ng (Mobile
Banking); Dch v Kiosk ngn hng (Kiosk Banking).
Dch v ngn hng trc tuyn mang li rt nhiu tin ch cho khch hng. Tuy
nhin bn cnh nhng tin ch l ri ro (risk) m khch hng phi thc c. Ri ro l
mt phn quan trng trong vic ra quyt nh s dng dch v ca khch hng. Khch
hng xem xt v nhn din v nguy c c nhn, x l ri ro khc nhau t phn ng
li ph hp (Anita Lifen Zhao, 2008). Vic ra quyt nh ca khch hng lin quan n
ri ro cc giai on khc nhau, v d nh trc, trong hoc sau khi s dng dch v
trc tuyn (Cunningham v cng s, 2005).
in hnh mt s ri ro lin quan giao dch trc tuyn xy ra ti Vit Nam
trong thi gian gn y:
-

Chim ot s in thoi, cp lun hng chc triu trong ti khon

Vo khong 20h ngy 10/7/2014, anh ng Thanh Hi (TP HCM) bng dng nhn c
tin nhn t u s 155 ca Viettel, cho bit s thu bao ang s dng s c i sang
sim mi. Ngay lp tc, th sim trn my in thoi ca anh b kha v khng th s dng
c. Lin h vi tng i, thu bao c bit c ngi thng bo mt sim v xin cp
li chnh chic sim anh ang dng. S in thoi b cp c anh ng k s
dng cc giao dch Internet v SMS banking. Nghi ng c th b mt tin, ngay trong
m anh ra ATM ca Maritime Bank v kim tra pht hin ti khon bc hi 30
triu ng vi 3 giao dch ng ng. Sau khi trnh bo v c cc bn vo cuc, k
chim ot sim ca anh Hi cng b ln ra v x l, song s vic cng li bi hc ln
cho khch hng, nh bng v nh mng.
Cc chuyn gia vin thng v ngn hng sau cho rng, c 2 k h trong v vic
ng tic ny. Th nht l thng tin ch th b l v th hai, quy trnh cp li sim s ca

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

nh mng c vn , qu s si v n gin. Tuy nhin, c nh bng ln nh mng u
cho rng khch hng t l thng tin c nhn khin k gian li dng.
-

Chim thng tin th ri thc hin giao dch nc ngoi

Ch Trang sinh sng v lm vic ti TP HCM, cha tng n nc Anh. Nm 2013,

ch nhn c tin nhn thng bo tr tin ca ngn hng d th tn dng vn nm yn
trong v. K gian c cc giao dch mua thc phm tn nc Anh vi gi tr 174 bng
(khong 5,7 triu ng).
Sau khi ch Trang gi ln ngn hng pht hnh kha th, k gian vn thc hin 3
giao dch khc nhng khng thnh cng. Ngn hng Si Gn Thng Tn Sacombank
(ni pht hnh th tn dng) cho bit yu cu n v chp nhn thanh ton cung cp
cc chng t lin quan. Sau khi kim tra, Sacombank cho bit khng th hon tin cho
khch trong trng hp ny. Do giao dch c thc hin trn Internet, chng t i l
phn hi l thng tin mua sn phm dinh dng, hng c cung cp ngay sau khi thc
hin nn chng t hp l, ngn hng gii thch.
Tng t, Nguyn Tng Dng (Nam nh) cng b hack hng chc triu ng ti
Anh th Visa Debit d th c ct trong t, co sch 3 ch s cui. Dng m th
Visa Debit ca Ngn hng Chu (ACB) t thng 7/2015 vi mc ch nhn chuyn tin
qua Paypal. n cui thng 9, ti khon ca anh c hn 48 triu ng. Ti 30/9, Dng
nhn cuc gi t nhn vin ACB thng bo c nhng giao dch l lin tc mua hng
nc ngoi t ti khon Visa Debit. C th, 5 giao dch thanh ton online u bng bng
Anh cho cc dch v nh: Apple Store, Uber Tng thit hi t 5 giao dch ny l hn
48 triu ng.
Vi c hai trng hp nu trn, thng tin th ca khch hng b l thng tin dn
n cc trng hp mt tin trong ti khon.
-

Ti khon ngn hng bc hi 500 triu ng sau mt m

Ch Na Hng (H Ni) nhn c tin nhn thng bo c tt c 7 giao dch chuyn tin
t s th ca mnh ti Vietcombank sang mt s th khc trong m, vi tng s tin ln
ti 500 triu ng. Vietcombank xc nh ch Na Hng lm mt thng tin v mt
khu do truy cp vo mt trang web gi mo. Bn cnh , Vietcombank cho bit ch

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

c chuyn sang hnh thc xc thc mt khu bng Smart OTP m khng h hay bit.
Theo gii thch ca mt i din Vietcombank, trong ln truy cp website gi mo ngn
hng, ch Na Hng v tnh cung cp c tn ti khon, mt khu vo Internet Banking
m OTP k gian kch hot Smart OTP trn mt thit b di ng khc. Smart OTP l
mt phn mm c ci t trn cc thit b di ng (in thoi di ng, my tnh bng),
cho php ngi dng ch ng ly m xc thc OTP cho cc giao dch.
Cc v vic nu trn dn n nhiu thit hi cho c ngn hng ln khch hng.
Theo Iictnews th nn thng mi in t c doanh thu trn 4 t USD ang c nhng
hoang mang, khi vn bo mt ang khin ngi dng nghi ngi, sau hng lot s c
lin quan n cc ti khon th s dng dch v Internet Banking v ti khon quc t
Visa, hoc Master Card do cc ngn hng pht hnh.
5. C s l thuyt:
5.1 L thuyt nn tng:
Thuyt hnh ng hp l (Theory of Reasoned Action):
Thuyt hnh ng hp l ca Fishbein and Ajzen 1975 l mt m hnh tm l x
hi nhm xc nh nhng yu t quyt nh nhng hnh vi d nh c thc ca mt
ngi. Theo m hnh TRA th nhng hnh ng c th ca mt ngi c xc nh da
trn nhng hnh vi d nh ( Behavioral Intention) m h s cn c vo thc hin
thnh nhng hnh vi c th v cc yu t quyt nh l thi ca ngi ( Attitude)
v Chun mc ch quan ( tp tc/ Subjective Norms) (Davis v cc cng s, 1989) .
Nim tin v hnh vi v nh gi

Thi
Hnh vi d nhHnh vi C th

m tin v chun mc chung v ng lc thc hin

Chun ch quan

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Hnh 1: M hnh Thuyt hnh ng hp l TRA

(Ngun: Davis v cc cng s, 1989)
Thi ca mt ngi chnh l nhng nim tin ca h v kt qu s nhn c khi
thc hin hnh vi v nhng nh gi ca h v kt qu ca hnh vi (Fishbein and
Ajzen 1975). Chun ch quan l nhng nim tin v chun mc chung ca mt ngi v
ng lc h thc hin hay khng thc hin nhng chun mc da trn k vng ca
mt c nhn hay nhm nh hng no (Fishbein and Ajzen 1975).
Hnh vi d nh dng xc nh sc mnh ca nh thc hin mt hnh vi c th :
BI = A + SN (Fishbein and Ajzen 1975).
M hnh TRA l mt m hnh tng qut, tuy nhin m hnh ny ch yu dng d
bo hnh vi ch khng xc nh c kt qu ca cc hnh vi (Foxall, 1997). Nhng
nghin cu vin khi s dng m hnh ny cn phi xc nh nhng nim tin chnh lin
quan n nhng hnh vi m nghin cu vin mun iu tra kho st (Davis v cc cng
s, 1989). Ngoi ra m hnh TRA trong nghin cu hnh vi chp nhn cng ngh cn c
nhng yu t bn ngoi c th tc ng gin tip n hnh vi ca mt ngi thng qua
Thi hay chun ch quan nh: c im thit k ca h thng, c im ca ngi
dng, vn ha t chc. (Davis v cc cng s, 1989)
Thuyt hnh vi d nh (Theory of Planned Behavior ):
Thuyt hnh vi d nh ca Ajzen (1991) l mt m hnh m rng ca m hnh TRA. M
hnh c a ra nhm gii quyt nhng gii hn ca m hnh TRA trong trng hp m
mt ngi c th hon ton kim sot mun ca h. Trong m hnh TPB, Ajzen a
thm vo yu t kim sot hnh vi cm nhn ( perception of behavioral control ) tc ng
n hnh vi d nh v c hnh vi c th ca mt ngi.
Nim tin v hnh vi v nh gi

Thi
Hnh vi d nhHnh vi C th

tin v chun mc chung v ng lc thc hin

Chun ch quan

Nim tin v s t ch Nhn thc Kim sot hnh vi

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Hnh 2 M hnh Thuyt hnh vi d nh TPB

(Ngun: Ajzen, 1991)
Yu t Nim tin v s t ch l nim tin v s hin hu (hay khng hin hu) ca
nhng nhn t m n c th thc y hay ngn cn vic thc hin cc hnh vi ( Ajzen
1991). Khi mt C nhn s hu nhiu ngun lc v nhng tr ngi mong i (hay khng
mong i) m c nhn gp phi cng t th c nhn c th kim sot hnh vi ca
mnh mt cc d dng ( Ajzen 1991). Eagly v Chaiken (1993) cng khng nh rng
c mi quan h nhn qu gia PBC v Hnh vi d nh iu ny c ngha l mt c nhn
ch thc hin hnh vi khi h tin rng mnh c kh nng t c iu .
M hnh chp nhn cng ngh (Technology Acceptance Model):
M hnh chp nhn cng ngh (TAM) c Davis v cc cng s a ra vo nm
1989, da trn nn tng v k tha t Thuyt hnh ng hp l TRA. M hnh TAM
c a ra nhm xc nh nhng yu t quyt nh n hnh vi chp nhn vic s dng
cng ngh ca mt ngi. Trong m hnh TAM, nhng yu t nh Cm nhn v s hu
dng (perceived usefulness, Cm nhn v s d s dng (perceived ease of use) l
nhng yu t chnh tc ng n hnh vi d nh ( Behavioral Intention) ca mt ngi
(Davis v cc cng s 1989)
Cm nhn v s hiu qu
Yu t bn ngoi

Thi

Hnh vi d nhHnh vi C th

Cm nhn v s d s dng

Hnh 3: M hnh Chp nhn cng ngh - TAM

(Ngun: Davis v cc cng s, 1989)

10

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Cm nhn v s hu dng (perceived usefulness) l nhng nh gi ca mt ngi
khi s dng ng dng ca cng ngh thng tin l hu ch hay khng hu ch trong mt
bi cnh c th no (Davis v cc cng s 1989) Cm nhn v s d s dng
(perceived ease of use) dng xc nh kha cnh m ngi dng mong i khi s dng
h thng m khng phi tn nhiu n lc thc hin (Davis v cc cng s 1989).
Tuy nhin trong m hnh TAM c s khc bit so vi m hnh TRA l Hnh vi d
nh ca mt ngi c xc nh da trn thi v Cm nhn v s hiu qu ca
ngi . iu c ngha l mt ngi d nh thc hin hnh vi c th no ch khi
no h nhn c mt tc ng tch cc (Davis v cc cng s 1989). Trong m hnh
TAM ny khng c yu t chun ch quan, l do l rt kh xc nh tc ng ca yu
t chun ch quan ln hnh vi d nh thng qua Thi (Davis v cc cng s 1989). V
chun ch quan c th tc ng gin tip thng qua thi hay trc tip thng qua s
tun th ca mt ngi (Kelman 1958; Warshaw 1980b) . V d nh mt nhn vin s
dng my tnh lm vic i lc l do p lc t cp trn ca h ch khng phi xut
pht t nim tin v cm nhn ca h. Ngoi ra m hnh TAM cn c cc yu t bn ngoi
c th tc ng n hnh vi d nh thng qua PU v PEU, v d nh nhng yu t nh l
giao din s dng, biu tng, menu hay mn hnh cm ng ca mt h thng my tnh l
nhng yu t ngoi tc ng ln PU v PEU.
5.2 Li ch v ri ro khch hng cm nhn c.
Li ch m khch hng cm nhn c (Perceived benefit) chnh l vic dch v
ngn hng qua mng ngy cng tr nn ph bin gip cho khch hng c th thc hin
giao dch ca mnh mi lc, mi ni v khin cho khch hng cm nhn l ngn hng
ang hot ng bn cnh ni lm vic ca h. Li ch ca ngn hng trc tuyn l gia
tng mc p ng v mt thi gian, chnh xc khi ngi dng cn ra quyt nh
trong mi trng c cng hot ng cao (Kesharwani v cc cng s, 2011). Ngoi
ra nhng li ch m ngn hng trc tuyn c c nh l cung cp dch v nhanh hn, d
dng hn v tin cy hn thng qua mt giao din giao dch trc tuyn (Al-Somali v
cc cng s, 2009; Pikkarainen v cc cng s, 2004). Theo Lee (2009) th li ch m
ngn hng trc tuyn mang li bao gm 2 loi: trc tip v gin tip. V d nh khi khch

11

Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

hng s dng dch v IB, h s nhn c nhng li ch nh thi gian giao dch nhanh,
tit kim chi ph giao dch, li sut tin gi cao, khng phi thc hin cc th tc giy
rm r. Cng theo Lee (2009) li ich gin tip ca IB rt kh o lng v xc nh , v
d vi dch v IB 24h th khch hng s c nhiu c hi u t hn vi vic thng tin v
cc loi chng khon v gi c ca chng c cp nht nhanh chng.
Trong nhng nghin cu v hnh vi ca ngi dng i vi h thng cng ngh thng
tin, m hnh TAM ca Davis v cc cng s (1989) c s dng trong kh nhiu nghin
cu ( Lee, 2009; Kesharwani v cc cng s, 2011; Maditinos v cc cng s, 2013;
Normalini v cc cng s, 2015) . Trong m hnh ny, Davis l nu ln hai yu t l
Cm nhn v s hu dng (perceived usefulness) v Cm nhn v s d s dng
(perceived ease of use) l nhng li ch m khch hng phi nhn c. Bi v khch
hng khi s dng dch v ngn hng trc tuyn th h s cm thy rng dch v hiu
qu hn so vi cch truyn thng v h khng cn phi mt nhiu thi gian v n lc
hc cch s dng n.
Nhn thc v ri ro cm nhn c (Perceived risk):
Tuy l dch v ngn hng trc tuyn c nhiu thun li, nhng song song vi thun li th
dch v ny cng tim n nhiu nguy c v ri ro khin cho nhiu khch hng t chi s
dng dch v ny (Kuisma v cc cng s, 2007; Littler v Melanthiou, 2006). Yu t
nhn thc v ri ro cm nhn c c dng gii thch hnh vi ca ngi tiu
dng t nm 1960. Nhn thc v ri ro c th c hiu l nhng tn tht tim nng c
th xy ra khi ngi tiu dng theo i mt kt qu m mnh mong mun (Featherman
and Pavlou 2003). Hu ht cc nghin cu u cho rng vic yu t Nhn thc v ri ro
cm nhn c l nim vi nhiu bnh din o lng. Su bnh din xc nh nhn
thc v ri ro cm nhn l: ti chnh, hiu qu, x hi, bo mt/kn o, thi gian, tm
l (Featherman and Pavlou 2003).
Ri ro do sn phm hay dch v b li v n khng th hin ng
Ri ro v hiu qu

nh nhng g nh cung cp cng b v li ch n mang li cho

ngi dng cng khng t yu cu nh mong mun (Grewal et
al., 1994)
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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Ri ro v ti chnh

Ri ro v thi gian

Ri do do b mt nhiu chi ph mua sn phm so vi mc gi

ban u v chi ph bo tr lin tip sn phm
Ri ro do ngi dng mt nhiu thi gian quyt nh nghin
cu v mua sn phm, thi gian tm hiu cch s dng sn
phm v thi gian tm kim sn phm thay th nu li ch
khng nh mong i
Ri ro do hnh nh ca sn phm khng ging nh hnh nh m

Ri ro v mt tm ngi tiu dng hnh dung. Ngi tiu dng cm thy khng
l

Ri ro v x hi

khn ngoan khi dng sn phm khng tt ny v h cm thy

tn hi n bn thn do vic mua mt sn phm khng tt
Ri ro mt hnh nh ca c nhn i vi bn b hay ngi thn

khi s dng dch v, hay sn phm

Ri ro v bo mt Ri ro khch hng mt thng tin c nhn khi s dng nhng dch
thng tin
v hay sn phm
Bng 1 M t su bnh din ri ro
(Ngun: Featherman and Pavlou 2003)
5.3 Cc nghin cu tin :
Nghin cu Factors influencing the adoption of internet banking: An integration of
TAM and TPB with perceived risk and perceived benefit ca Le (2009).
Trong nghin cu ny tc gi tch hp m hnh TAM ca Davis 1989 v TPB ca Azjen
1991. Ngoi ra tc gi cn xem xt s tc ng ca yu t ri ro cm nhn c nhm
cung cp mt m hnh c tnh tng qut trong vic xc nh s chp nhn s dng dch
v ngn hng trc tuyn ca khch hng. Mc ch ca nghin cu ny l xc nh yu t
ri ro v cc li ch cm nhn c tc ng nh th no n nh chp nhn s dng
dch v ngn hng trc tuyn ca khch hng. ng thi xc nh r xem yu t no c
nh hng nhiu nht n quyt nh s dng dch v ngn hng trc tuyn v nh gi
xem liu s tch hp ca m hnh TAM v TPB c th a ra mt c s l thuyt vng
chc xc nh s chp nhn s dng dch v ngn hng trc tuyn ca khch hng hay
khng.

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Cm nhn v li ch

Cm nhn v s hu dng

H1
H13
H5

H14
H2

Thi chp nhn nh s dng dch v IB

H8A

H7

H6

Cm nhn v s d s dng
H8B

Ri ro v hiu qu

H4
H10A

Ri ro v x hi

Nhn thc kim sot hnh vi

H11

H3
H10B

Ri ro v thi gian

Chun ch quan

H9A
H9B

Ri ro v ti chnh
H12A

Ri ro v bo mt

H12B

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Hnh 4- M hnh nghin cu ca Lee (2009)

Kt qu ca nghin cu l yu t Thi chp nhn dch v IB c ch s R 2 l 76% v
nh s dng dch v IB c ch s R 2 l 80% , iu ny c th khng nh rng m hnh
ny c th gii thch c nh chp nhn dch v IB vi t l tng i cao. Cc yu t
ri ro v bo mt, ri ro v ti chnh, ri ro v x hi, ri ro v thi gian, ri ro v hiu
qu c tc ng m n nh chp nhn dch v IB. Cc yu t cm nhn v s hu
dng, cm nhn v s d s dng, Chun ch quan, Nhn thc kim sot hnh vi, Cm
nhn v li ch u c tc ng dng n nh chp nhn dch v IB. Thng qua kt
qu nghin cu, tc r nhn nh rng m hnh xut c th d on tt c nh s
dng dch v trc tuyn ca ngi dng. Vi cc nghin cu tip theo, chng ta nn xem
xt cn thn trc khi khi qut kt qu ca nghin cu ny. L do u tin l phng
php ly mu ca phng nghin cu ny l phi ngu nhin thun tin, do trong cc
nghin cu tng lai nn s dng phng php ly mu c tnh i din hn. L do th
2 l tc gi cho rng c mi quan h nhn qu tim nng gia yu t cm nhn v s hu
dng v cm nhn v li ch, tuy nhin vn cha c bng chng no chng minh cho s
tn mi quan h gia 2 yu t ny v trong tng lai s c cc nghin cu chng mnh
iu ny. L do th 3 l khi a vo 2 yu t bn ngoi l ri ro cm nhn c v Li
ch cm nhn c, tc gi lu rng 2 yu t ny c th c s khc bit ty thuc vo
vn ha ca ngi c kho st v tng nn vn ha khc nhau th ngi dng s c
cch chp nhn ri ro khc nhau (Bontempo 1997; Weber and Hsee 1998). Tuy nhin
hin tng ny cn c iu tra thm c c s chng thc. Do vic m rng
nghin cu ny cho cc nn vn ha khc nhau l cn thit cho vic khi qut ha nhng
khm ph ny.
Nghin cu An examination of the critical factors affecting consumer acceptance
of online banking A focus on the dimensions of risk ca Maditinos v cc cng s
(2013)

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Trong nghin cu ny tc gi s dng m hnh TAM m rng ca Davis (1989) nhm
xc nh cc nhn t tc ng n nh chp nhn s dng dch v internet banking ca
ngi dng ti Hy Lp.

H4

Cm nhn v s yu thch
Cht lng ca kt ni internet

Cm nhn v s hu dng

H2

H5

H1

H6

H7
nh s dng dch v IB

Cm nhn v s d s dng
H3
H8a, 8b, 8c, 8d, 8e
Ri ro hiu sut Ri ro x hi Ri ro thi gian Ri ro ti chnh Ri ro bo mt

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Hnh 5 M hnh nghin cu ca Maditinos v cc cng s ( 2013)

Kt qu ca nghin cu chng minh rng yu t cm nhn v s hu dng, Cm nhn
v s vui thch c tc ng dng n nh chp nhn s dng dch v IB trong khi yu
t Cm nhn v s d dng li khng c tc ng trc tip, iu ny c th l gii da
vo c im c nhn ca cc p vin l nhng ngi dng c kinh nghim rt cao v
thng xuyn s dng dch v Internet Banking nn i vi h s d s dng ca h
thng Internet Banking hon ton khng c ngha. Yu t Cht lng ca kt ni
internet cng khng c tc ng trc tip n nh chp nhn s dng dch v IB. Cn
yu t ri ro cm nhn c th ch c Ri ro v bo mt v Ri ro v hiu qu c tc
ng m n nh chp nhn s dng dch v IB. Ri ro v ti chnh b xa b do trong
qu trnh phn tch nhn t, cc bin ca yu t ny b xa b do c h s ti nhn t
qu thp cho nn khng c kt lun g v yu t ny. Ri ro v mt x hi, ri ro v thi
gian khng c tc ng n nh chp nhn s dng dch v IB, vic ny cng c th
l gii do ngi dng c kinh nghim s dng rt thng xuyn dch v ny, khi s c
xy ra th h c th d dng x l m khng mt thi gian, i vi h vic s dng dch
v IB thc hin cc giao dch l rt bnh thng, s ph bnh t nhng ngi khc
khng ng h dch v IB hon ton khng c ngha vi h. Tuy nhin tc gi cng tha
nhn nghin cu ny cng c nhng hn ch nht nh l thiu tnh a dng trong khi
ly mu nghin cu. Trong nhng nghin cu tng lai, tc gi xut nn kho st thm
nhng nhm ngi dng c kinh nghim hay cha c kinh nghim s dng v c
nhng ngi cha s dng c nhng kt qu c th hn cho tng nhm ngi dng.
Nghin cu Perceived Risk Factors Influence on Intention to Continue Using
Internet Banking among Malaysians ca Normalini Md Kassim v cng s (2015)

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Nghin cu s dng m hnh TAM m rng ca Davis (1989) vi mc tiu l xem xt
bnh din cm nhn v ri ro, cm nhn v li ch v cm nhn v s d dng s dng tc
ng nh th no n thi chp nhn dch v internet banking v t tc ng n
d nh tip tc s dng dch v internet banking ti Malaysia.
Ri
Ri
Ri
Ri
Ri
Ri
Ri

ro
ro
ro
ro
ro
ro
ro

vt l
chc nng
x hi
thi gian
ti chnh
v chi ph c hi
v thng tin

H1,H2,H3,H4,
H5,H6,H7

Thi
chp nhn

H8

H10 tip tc s dng dch v IB

nh

Cm nhn v s hu dng
H9
Cm nhn v s d s dng

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Hnh 6 M hnh nghin cu ca Normalini Md Kassim v cng s (2015)
Kt qu ca nghin cu xc nh rng ri ro v chi ph c hi, ri ro v thi gian, ri
ro v x hi tc ng m n thi chp nhn ca ngi dng, cm nhn v s hu
dng tc ng dng n thi chp nhn ca ngi dng. Cm nhn v s d dng li
khng c tc ng thi chp nhn ca ngi dng. V thi chp nhn ca ngi
dng cng c xc nh l nhn t tc ng tch cc n vic ti s dng dch v
internet banking ca ngi dng ti Maylaysia. Trong nghin cu ny, ri ro x hi li c
tc ng m n thi chp nhn dch v internet banking. y l im khc bit vi
cc nghin cu tng t trc ca Maditinos (2013) v Lee (2009). Tc gi l gii
iu ny da trn lp lun rng do li sng ca ngi Malaysia c tnh cng ng rt cao,
h thng lun quan tm n kin v quan im ca bn b, gia nh hay ng nghip.
Phn ln nhng p vin trong nghin cu ny l cng ng gc Malaysia rt cao s
cng nhn ca x hi. Ri ro v thi gian cng c tc ng m n n thi chp nhn
dch v internet banking v li c s khc bit vi nghin cu ca Maditinos (2013), l
gii cho iu ny tc gi lp lun rng Cc ngn hng Malaysia thit k nhng website
cung cp dch v IB vi giao din khng thn thin vi ngi dng, gy kh khn cho
ngi s dng cho nn khch hng phi mt thi gian lm quen v s dng thnh tho.
Ri ro v chc nng li tc ng dng n thi chp nhn dch v internet banking
trong khi nghin cu ca Lee (2009) li c tc ng m, l do ca s khc bit ny tc
gi cho rng ngi dng Malaysia tin tng vo h thng website ca cc ngn hng
vn hnh v bo tr rt tt, hn na h l ngi dng c kinh nghim nn hiu c cch
cc website vn hnh nh th no v khi no th ngn hng thc hin cc bo tr nng
cao tnh an ton ca h thng. V cc ri ro v thng tin, ri ro v ti chnh cng cho kt
qu khc so vi nghin cu ca Lu (2005 v Lee (2009) do h thng cng ngh thng tin
Malaysia vn hnh rt tt. V hn ch ca nghin cu tc gi cng tha nhn rng
nghin cu ny ch kho st cc ngi dng Peninsular Malaysia, trong tng lai
nghin cu ny nn c thc hin nhiu khu vc a l kt qu nghin cu s mang
tnh i din hn cho mi trng s dng dch v Internet Banking Malaysia. Tc gi

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

cn xut nn kho st nhng ngi dng nhng quc gia khc c th xc nh
yu t vn ha c gy ra s khc bit hay khng.
5.4 M hnh nghin cu xut:
Nghin cu ny xut s dng m hnh TAM m rng bi cc l do sau y:
M hnh TAM c s dng nhiu trong nhng nghin cu v hnh vi chp nhn s dng
cng ngh ca ngi dng v rt ph hp d on hnh vi ca h( Lee, 2009;
Kesharwani v cc cng s, 2011; Radormir v cc cng s, 2013; Maditinos v cc
cng s, 2013; Tsai v cc cng s, 2014; Normalini v cc cng s, 2015; Arahita v
cc cng s, 2015). V theo Mathieson (1991) kt lun rng m hnh TAM th rt thch
hp d on hnh vi ca ngi dng hn so vi m hnh TPB.
Hn na, m hnh TAM c th gii thch t l trung bnh l 54.7% s bin thin v thi
v xu hng chp nhn dch v IB ca ngi dng (Normalini v cc cng s, 2015),
vi nghin cu Kesharwani v cc cng s 2011 th tng phng sai trch l 70% cho
nhn t nh s dng dch v IB, nghin cu ca Maditinos v cc cng s 2013 th
tng phng sai trch l 78% cho nhn t nh s dng dch v IB.

Cm nhn v li ch
Cm nhn v s hu dng

H2
H1

Cm nhn v s d s dng H3

Ri ro v hiu sut

Thi
Hnh
H9 vi d nh tip tc s dng dc
chp nhn

H4
H5

Ri ro v ti chnh

H6

Ri ro v thi gian
Ri ro v x hi
Ri ro v bo mt

H7
H8
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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Hnh 7- M hnh nghin cu xut cc yu t li ch v ri ro khch hng cm

nhn c nh hng n nh tip tc s dng dch v Internet Banking.
Cm nhn v li ch (PB): Dch v IB vi chi ph giao dch thp, nhanh v thng tin kp
thi cng vi mc p ng lin tc trong vng 24h. c nhng bng chng trong
cc nghin cu v thng mi in t chng minh rng Cm nhn v li ch c tc ng
tch cc n thi v hnh vi chp nhn ca ngi dng (Zheng v cc cng s,2006).
Lee (2009) xc nh rng Cm nhn v li ch l mt trong nhng yu t c tc ng
cng chiu n thi chp nhn ca ngi dng. Do chng ti gi thuyt rng:
H1: Cm nhn v li ch (PB) c tc ng dng n thi chp nhn ca
ngi dng.
Cm nhn v s hu dng (PU): y l yu t trong m hnh TAM ca Davis (1989).
Khi ngi dng tin rng s dng h thng cng ngh s mng li nhng tin ch hn
s vi cch s dng truyn thng th yu t cm nhn v s hu dng l yu t tc ng
n thi chp nhn ca ngi dng. Kt qu nghin cu ca Kassim v cc cng s
(2015) cho thy yu t Cm nhn v s hu dng tc ng cng chiu mnh nht n
thi ca ngi dng so vi cc yu t tc ng cng chiu khc Do chng ti gi
thuyt rng:
H2: Cm nhn v s hu dng c tc ng dng n thi chp nhn ca ngi
dng.
Cm nhn v s d s dng (PEU): y l yu t th hai trong m hnh TAM ca
Davis (1989). Nu ngi dng cm thy tng s dng h thng cng ngh ny m khng
cn phi mt thi gian hay n lc hc hi th kh nng cng ngh c chp nhn
rt ln. Lee (2009) v ca Kassim v cc cng s (2015) cng xc nh rng yu t
Cm nhn v s d s dng cng c tc ng tch cc n thi ca ngi dng. Do
chng ti gi thuyt rng:

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

H3: Cm nhn v s d s dng c tc ng dng n thi chp nhn ca
ngi dng.
Nhn thc v ri ro cm nhn c:
Ri ro v hiu sut l ri ro m dch v cung cp khng ng vi nhng g m nh sn
xut nu ra Featherman and Pavlou (2003) . C ngha l nu mt h thng cng ngh
khng t c hiu qu nh thit k th kh nng s b khch hng t chi s dng.
Ri ro v mt ti chnh l ri ro m khch hng s mt nhiu hn khi dng h thng
cng ngh mua sn phm vi gia m nh cung cp a v c th nhiu hn so vi
phng php truyn thng v iu c th khin khch hng t chi s dng h thng
cng ngh ny Featherman and Pavlou (2003)
Ri ro v thi gian l ri ro m khch hng c kh nng mt nhiu thi gian, cng sc
s dng sn phm dch v ny v iu c th khin khch e ngi v kh khn khi
chp nhn dch v ny Featherman and Pavlou (2003)
Ri ro v bo mt l ri ro khi khch hng giao dch thng qua h thng cng ngh c
th b nh cp thng tin c nhn Featherman and Pavlou (2003). Vic thng tin c nhn
b nh cp lm cho khch hng c th khng tin tng v khng s dng dch v.
Ri ro v x hi l ri ro m khch hng c th mt i hnh nh ca mnh trong mt
mi ngi Featherman and Pavlou (2003). Nu mt ngi cm thy khi s dng dch v
ny lm cho mnh b n iu so vi cng ng th kh nng c nhn t chi s dng
dch v l rt cao.
Kassim v cc cng s (2015) xc nh ri ro v hiu qu, ri ro v ti chnh, ri ro v
thi gian, ri ro v bo mt, ri ro v x hi c tc ng ngc chiu n thi chp
nhn dch v IB ca ngi dng ti Malaysia Do chng ti gi thuyt rng:
H4: Ri ro v hiu sut c tc ng m n thi chp nhn ca ngi dng.
H5: Ri ro v ti chnh c tc ng m n thi chp nhn ca ngi dng.
H6: Ri ro v thi gian c tc ng m n thi chp nhn ca ngi dng.
H7: Ri ro v bo mt c tc ng m n thi chp nhn ca ngi dng.
H8: Ri ro v x hi c tc ng m n thi chp nhn ca ngi dng.
Thi chp nhn ca ngi dng:

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Lp MBA015B Nhm 1 Mn Phng php nghin cu Cp nht 01/11/2016

Thi ca mt ngi chnh l nhng nim tin ca h v kt qu s nhn c khi thc
hin hnh vi v nhng nh gi ca h v kt qu ca hnh vi (Fishbein and Ajzen
1975). Kassim v cc cng s (2015) pht biu rng khi mt c nhn c mt thi
tch cc v dch v IB th iu s gp phn vo vic thc y h c hnh vi d nh
tip tc s dng dch v IB. Do chng ti gi thuyt rng:
H9: Thi chp nhn ca ngi dng c tc ng dng n nh ti s
dng dch v ca ngi dng.

23