Factors affecting the decision on using mobile banking of university students: An empirical study in Ho Chi Minh City

Abstract:

The article studies the factors influencing the decision to use Mobile Banking among university students in Ho Chi Minh City. Through a questionnaire administered to 294 students and utilizing the TAM model as a framework, the authors proposed six factors and constructed a scale comprising 27 observational variables to assess their impact. Throughout various stages including data processing, statistical analysis, scale reliability testing, exploratory factor analysis, and linear regression, the research findings indicate that all six expected factors significantly influence the decision to use Mobile Banking. The impact of these factors decreases in the following order: perceived usefulness, perceived ease of use, social influence, transaction costs, perceived risks and lastly brand image. While most factors have a positive impact, perceived risk is the only factor negatively affecting students’ decision to use Mobile Banking. Moreover, the decision to use Mobile Banking shows no significant differences across gender, place of birth, year of study, major and income. Finally, the author proposes practical implications for bank management to enhance customer attraction and offers suggestions for future research directions.