luận án thạc sĩ hợp đồng ngoại thương

NEW CONTRIBUTIONS OF THESIS
Thesis topic: The factors affect intention to accept and use banking service in rural area and the
suburbs of Ha Noi.
Post graduate: Nguyen Thi Hanh
Post graduate code: NCS33.054TC
Major: Finance – Banking
Code: 62.34.02.01
Supervisor: Assoc. Prof. PhD Vu Duy Hao
Campus: National Economics University
In terms of literature and methodology:
(1)Applying the theory of consumer behavior and models researching the intention to accept the use of
a new technology/product such as: the Theory of Innovation Diffusion-TID, the Theory of Reasoned
Action TRA, the Theory of Planned Behavior TPB, the Technology Acceptance Model-TAM to build
the model researching the intention to accept and use banking service at the suburbs of Ha Noi which
include 6 factors: perceived usefulness, perceived ease of use, trust, innovation, social norm and
communication. The thesis has analyzed and studied 2 more factors affecting significantly to research
intention to accept and use banking service at the suburbs of Ha Noi which are: innovation and
communication on banking services that previous studieshardly mentioned in the model researching
intention to accept and use product/service in many different areas.
The thesis also studied the impact of communication factor on intention to use banking services
through temporary variables: perceived usefulness, perceived ease of use, trust, innovation, social
norm and communication to the intention to use banking services.
(2)Adding the scale content of innovation factor and communication on services to suit with the
conditions of study onintention to use banking services in rural area of Vietnam.
New suggestions from the thesis findings:
Verify the research model by SEM methods with two models: measurement model and structural
model. Results analysis pointed out that there are 2 most powerful influencing factors to intention to
use banking service products which are: customer trust and communication on banking services.
Customer trust is an important factor to improve the reputation of the banks. On the rural banking
service market, the target customers have particular characteristics so they always have psychological
tendency to ensure financial safety. The banks need to create risk prevention measures for banking

services to ensure safety while customers are using these services.
The lack of information tends to cause psychological insecurity about risks and not believing in
organizations providing products/services and lead to reduction to intention to use these services that is
suitable with cultural features of Vietnamese consumers. Therefore, banking service information is
propagated in various ways, among that if information from marketing and trading staff ... of the bank
is more and more careful and detailed, customers have more intentions and demands to use banking
services. To increase intention to accept and use these services, the banks also needs to enhance close
relationships with the Government, the social-political organizations like the Farmers Association,
Youth Union, the Women Association ... and with scientific research organizations in technology such
as the agricultural extension center, research institutes, ... to help people easily access to the source of
information, strengthen coordination to guide people in this area to use banking services associated
with the economic development programs.
Supervisor

Post Graduate

Vu Duy Hao

Nguyen Thi Hanh