LÝ DO CẢN TRỞ KHÁCH HÀNG SỬ DỤNG DỊCH VỤ NGÂN HÀNG TRỰC TUYẾN (INTERNET BANKING) - MỘT NGHIÊN CỨU TẠI TP. HCM
Authors: Xuan Le Thi Thanh 
Published: September 2018

Internet banking (IB) is believed to bring a lot of banefits to customers and is provided by most of the banks in Vietnam, but the number of users is still limited. The purpose of this study is to investigate the reasons and consumption-decision structure why not many people in Vietnam is willing to use the service. The study is based on Mean Means-End Chain theory (MEC) and uses laddering interview to collect data. Data from a sample of 71 respondents are analysed by employing Association Pattern Technique (APT) and then are demonstrated on Hierarchical Value Map (HVM). The research findings show that there are 06 attributes, leading to 05 consequences, driving to Unsafety and Inconvenience as 02 crucial values which prevent customers from using IB. Some recommendations are proposed accordingly to improve IS usage.
Keywords
Internet banking, Means-end chain theory, soft/hard laddering interview
References
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