Webology, Volume 19, Number 1, January, 2022

Factors affecting Intention to Use E-banking Services in the Context

of the COVID-19 Pandemic - A Case Study in Ho Chi Minh City,
Vietnam
Tran Thi Thanh Nga
PhD, Faculty of Finance and Banking, University of Finance and Marketing, Ho Chi Minh City,
Viet Nam.
E-mail: [email protected]

Received August 29, 2021; Accepted December 05, 2021

ISSN: 1735-188X
DOI: 10.14704/WEB/V19I1/WEB19105

Abstract

The Study aims to explore and test the factors affecting customers' online transaction behavior
with e-banking services in the Covid-19 pandemic, with TAM (Technology Acceptance
Model). The author used data survey from 225 people who are customers of commercial
banks in Ho Chi Minh City (HCMC). The research methods used SPSS software for EFA and
CFA analysis. The results of multivariable regression analysis determined 7 factors affecting
intention to use e-banking services: perceived ease of use, expected effectiveness, and risk.
transaction risk, bank branding, social influence, behavioral control and perceived preference.
In which, the risk component in the transaction has the most important influence on the
intention to use e-banking services, followed by the component of expected effectiveness,
followed by the component of bank brand, followed by component of bank brand followed by
the Social Influence component, then perceived ease of use, and finally behavioral control and
perceived preference. The research results also serve as a basis for a survey for Vietnamese
banks to promote using e-banking services by customers in developing electronic products in
Vietnam.

Keywords

Customer Behavior, e-banking, TAM Model.

JEL: G2, G4.

Introduction

At the end of 2019 and the first half of 2020, the spread of the COVID-19 epidemic
caused a significant impact on the economic - political situation of almost all countries in
the world, causing serious losses to the economy. COVID-19 that has spread globally is a
completely new virus, temporarily without a vaccine and specific treatment (Organization,

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Webology, Volume 19, Number 1, January, 2022

2020). During the Covid-19 pandemic, Vietnamese people had negative psychological
reactions, some suffering from mild to severe depression (Vuong, Duy Tung, Giao, Dat,
& Quan, 2020). Therefore, a healthy lifestyle is highly recommended to prevent
depression and improve quality of life during the Covid-19 pandemic (Nguyen, 2020).

In most fields, information and communication technology is strongly promoting its

dominant role such as in the business sector (Versteeg & Bouwman, 2006; Yi & Thomas,
2007), the marketing sector (Versteeg & Bouwman, 2006; Yi & Thomas, 2007). S. Malik,
Awan, & Nisar, 2020; Martin, Martin, Stumbo, & Morrill, 2011; Vilaseca-Requena,
Torrent-Sellens, Meseguer-Artola, & Rodríguez-Ardura, 2007) etc. The changes in the
banking system are different every day and the activities of traditional banks are on a
downward trend. Digital banking is always a favorite trend among customers (Singh,
Srivastava, & Sinha, 2017).

Literature Review

The bank also sees a shift in consumer preference towards digital banking (Baldwin &
Mauro, 2020). Many rumors about the spread of the virus from cash, this is one of the
important reasons why people prefer to use electronic banking services (Auer, Cornelli, &
Frost, 2020; Suariedewi & Suprapti, 2020). Aslam et al (2020) predicted the outbreak of
the pandemic and could not be fully ended and this will affect business operations, (Awan
& Aslam, 2020) policy recommendations that can be useful to improvise during the
impact of the pandemic.

Shankar & Jebarajakirthy (2019) believes that the foundation of e-banking service quality
lies in the consumer's trust in the bank through providing quality services with lower
transaction costs. Compared to competitors. Haq & Awan (2020) argues that in a
pandemic situation, the importance of technology is more and more important because
technology is not only geared towards new developments but also towards customer
retention.

The increase in e-banking platforms replacing traditional banking services in Vietnam is

observed through the studies of (Cahaya & Siswanti, 2020; Giao, Vuong, & Quan, 2020).

Up to the present time, there are still few studies to clarify the characteristics of e-banking
services quality (EBSQ) in the context of COVID-19 compared to normal conditions.
This study complements the EBSQ literature during this pandemic and captures dynamic
user behavior through technology acceptance theory (TAM).

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Theoretical Basis

Researches showed Theory of Reasoned Action (TRA), and they became useful tools in
predicting user attitudes and powerful model for modeling user acceptance of information
technology.

On the basis of different theories, the authors also suggest different components that affect
the intention to use e-banking services. Influential factors (1) Perceived ease of use, (2)
Expected effectiveness, (3) Social influence, (4) Risks in transactions, (5) Bank brand, (6)
Perceived behavioral control; (7) Sensation preference.
1. Perceived ease of use is the fact that customers think that using the E-banking
system will not need much effort (with 6 observed variables), this measure is based
on the TAM model of (Safi & Awan, 2018).
2. Performance Expectancy: is the degree to which customers believe that the E-
Banking system will help them achieve higher efficiency in banking-related tasks
(with 6 observed variables). The expected effect factors have been applied to the
research by the authors such as: (Safi & Awan, 2018).
3. Social Influence: is the degree of influence by social trends or popularity in life and
work (with 6 observed variables). Social influence was included in the study by the
following authors: (Safi & Awan, 2018; Thanh & Thi, 2014).
4. Risks in transactions. Risk aversion is inevitable when users use banking services
(with 6 observed variables) referencing the model of (Alalwan et al., 2015; Alsheikh
& Bojei, 2014; Martin et al., 2011; Oliveira et al., 2014; Safi & Awan, 2018; Takele
& Sira, 2013; Thanh & Thi, 2014) on technology acceptance. Risk perception is also
an issue of interest to many authors when researching the acceptance of e-banking
services such as (Haq & Awan, 2020; J. Kumar, Gupta, Rashid, & Shyam, 2020;
Makanyeza, 2017); G. Malik & Oberoi, 2017; Safi & Awan, 2018; Singh et al.,
2017; Suariedewi & Suprapti, 2020).
5. Bank brand: are factors related to the typical image of the bank that have an impact
on customers' acceptance of E-banking with 4 observed variables, referenced
according to the research model (Cahaya & Siswanti, 2020; Safi & Awan, 2018;
Thanh & Thi, 2014).
6. Perceived behavioral factor is the customer's perception of the E-banking system
(with 6 observed variables) referencing TBP theory of (Ajzen, 1985), research by
(Cahaya & Siswanti, 2020; Safi & Awan, 2018; Thanh & Thi, 2014).
7. Perceived preference is the perceived level of customers towards electronic banking
services (E-banking) with 4 observed variables, referencing previous studies such as
(Cahaya & Siswanti, 2020; Safi & Awan, 2018; Thanh & Thi, 2014).

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Methodology and Model

Hypotheses

H1: Perceived ease of use has a positive impact on customers' decision to use e-banking
services.
H2: Expected effect has a positive impact on customers' decision to use e-banking
services.
H3: Transaction risk has a negative impact on customers' decision to use e-banking
services.
H4: Bank brand has a positive impact on customers' decision to use e-banking services.
H5: Social influence has a positive impact on customers' decision to use e-banking
services.
H6: Perceived behavioral control has a positive effect on the acceptance of using e-
banking services
H7: Perceived preference has a positive impact on customers' decision to use e-banking
services.

Figure 1 Research model proposed by the author

Research Design

This study chooses a model based on the theory of rational action of (Ajzen, 1985), as
model suitable to research conditions at joint stock commercial banks in the area of
HCMC. Thus, the proposed research model initially includes 6 factors: (1) Perceived ease
of use, (2) Expected effect, (3) Social influence, (4) Risk in transactions, (5) Bank brand,
(6) Perceived behavioral control. Based on the results of qualitative research, after directly

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Webology, Volume 19, Number 1, January, 2022

discussing and consulting with 10 individual customer relationship specialists and 5

marketing specialists, discussing and agreeing on 06 factors that the author mentioned in
the discussion is quite exhaustive.

Research Measurement

The study was conducted from March 2021 to May 2021. Research includes preliminary
research and formal research. In the preliminary research part, after preparing the
questionnaire, the author will conduct an in-depth interview to get opinions and comments
on the questionnaire. This step will help the questionnaire to be more complete, on that
basis, accurately reflect the content of the question that the author wants to convey.
Subjects for in-depth interview included 15 employees with experience and knowledge in
customer behavior and marketing who are working at major banks in Ho Chi Minh City.
The study sample was selected according to the convenience method. The survey was sent
to individual customers, aged 18 years or older.

Survey questionnaire sent to survey 300 customers and collected 225 valid survey votes
from customers. Then, the author will use SPSS 22 software to process the collected data.
Research subjects are individual customers, aged 18 years or older.

Main Results

1. Descriptive Statistics

Table 1 Statistics of sample characteristics

Criteria Frequency (person) Ratio (%)
A. Sex 225 100%
-Male 111 49.3%
-Female 114 50.7%
B. Age 225 100%
- <= 22 age 88 39.1%
- from 23 – 40 age 70 31.1%
- >=41 age 67 29.8%
C. Income 225 100%
-<3m 4 1.8%
- From 3 - 5 m 71 31.5%
- From 6 - 10 m 76 33.8%
- >= 10 m 74 32.9%
D. Education level 225 100%
- Not graduate from high school 4 1.8%
- Graduated from high school 68 30.2%
- University 76 33.8%
- Postgraduate 77 34.2%
E. Use 225 100%
- Internet Banking 146 64.9%
- Mobile Banking 79 35.1%

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According to the results table in Table 1, the proportion of respondents distributed in the
groups of gender, age, income, and educational level of the sample is relatively consistent.
This ensures representativeness of the research results.

2. Check Scale Reliability

The results of testing the reliability coefficients of Cronbach's Alpha on the scales in
Table 2 show that all the coefficients are greater than 0.6 and the lowest total correlation
coefficient of each scale is greater than 0.3. This satisfies the reliability of the scale
(Nunnally & Burnstein, 1994).

Table 2 Test results of Cronbach's Alpha reliability coefficient of the scales

Observable Cronbach’s Lowest general variable
No. Scale
variables Alpha coefficient
1 Easy to use factor (SD) 5 0.823 .616
2 Expected performance factor (HQ) 6 0.834 .575
3 Risk factor in transaction (RR) 6 0.789 .483
4 Brand (TH) 4 0.765 .508
5 Social factor (XH) 6 0.821 .535
6 Love factor (UT) 4 0.753 .500
7 Perceived behavioral factor (CN) 6 0.828 .542
Source: made by author

3. Exploratory Factor Analysis (EFA)

In the EFA factor analysis, the method used by the author is Principal Components with
Varimax rotation (Orthogonal). A total of 37 observed variables belonging to 7 factors
were conducted to analyze the EFA discovery factor and the results are presented in
Table 3.

Table 3 Result of exploratory factor analysis (EFA) for independent variables

Group of factors
Code Observable variables
1 2 3 4 5 6 7
Online consultants have enough knowledge to answer
HQ1 0.759
customers' questions
The number of online consultants is enough to meet
HQ2 the needs of customers in the context of the Covid-19 0.708
pandemic
Using e-banking helps save more time during the
HQ3 0.769
Covid-19 pandemic
Using e-banking increases productivity and quality of
HQ4 0.746
work
Banks quickly process transactions when there is a risk
HQ5 0.729
quite quickly during the Covid-19 pandemic
the bank adjusted or changed interest rate programs for
HQ6 0.718
customers during the Covid-19 pandemic
For me, e-banking service is very useful in the context
SD1 0.752
of the current Covid-19 pandemic

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SD2 For me e-banking service is easy to use 0.739

SD3 The application interface is very easy to use 0.75
SD4 I feel that the e-banking system is very flexible 0.737
SD5 Using e-banking makes transactions easy 0.713
SD6 Using e-banking service package is very convenient 0.68
XH1 I am ready to use the e-banking service package 0.756
My friends/colleagues recommend me to use e-
XH2 0.741
banking service
XH3 Relatives recommend me to use e-banking service 0.659
XH4 I intend to use E-banking service 0.759
XH5 I intend to use e-banking services as much as possible 0.725
I intend to introduce relatives/acquaintances to use e-
XH6 0.717
banking services
The bank cares about solving the problems that
CN1 0.806
customers encounter
Online transactions using e-banking services help me
CN2 feel safer in payment transactions during the Covid-19 0.776
pandemic
E-banking service saves me time thanks to the staff's
CN3 0.759
quick handling skills
E-banking service has all necessary verifications when
CN4 0.719
I make transactions
Professional information security e-banking service
CN5 0.739
helps me always feel safe when making transactions
Going to the bank for direct transaction is more useful
RR1 0.761
than using e-banking service packages
I feel insecure about the security of my personal
RR3 0.699
information
Using e-banking services costs more than direct
RR4 0.655
transactions at banks
There are often errors that occur during
RR5 0.681
implementation on e-banking applications
There may be fraud or loss of money when using E-
RR6 0.753
banking
The bank's slogan "Commitment to the highest
TH1 0.8
benefits" made a deep impression on me
The Bank's logo has a suitable color scheme, red and
TH2 0.786
yellow are two colors that are easy to create accents
The bank's documents and website promoting
TH3 0.706
consumer credit services are complete and clear
TH4 Bank's reputation for serviceability 0.752
The bank handles the transaction at the time committed
UT1 0.806
in the contract
The handling in the service process of the staff creates
UT2 0.733
trust with customers
Counselors instruct customers on how to use e-banking
UT3 0.738
politely, courteously and thoughtfully
Transactions are processed quickly when done through
UT4 0.717
e-banking applications
KMO 0.74
Sig. 0
Initial Egienvalues 2.081
Total Variance Explained 0.56611
Source: made by author

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After the second EFA factor analysis, the research model has some changes compared to
the results of the first rotation of the matrix, the variable RR2 violates the discriminability
in the rotation matrix, so it is excluded. The risk variable in trading has only 5 observed
variables. The KMO coefficient is 0.740 (greater than the minimum 0.5 and less than the
allowable level 1) and with the statistical significance level (Sig.) of 0.000 (less than
0.05), this shows that the exploratory factor analysis is suitable. On the other hand, at
Initial Egienvalues with a value of 2,081 greater than 1, the total Variance Explained is
56.611% greater than 50%, so it explains 56.611% of the variation of the data. As such,
the interpretation of the elements is pretty good. In addition, the loading factor of each
variable is greater than 0.5, and the difference between the maximum factor loading and
any factor loading is greater than 0.3 (Jabnoun and Al-Tamimi, 2003).

4. Correlation Analysis

The results of Pearson Pearson test between 6 independent variables (CN, TH, SD, UT,
XH, RR, HQ) and 1 dependent variable (YD) are summarized in Table 4 (all less than
0.05), showing that most Most of the independent variables are strongly correlated with
the dependent variable at the 99% and 95% confidence levels.

Table 4 Correlation analysis between independent and dependent variables

CN TH SD UT XH RR HQ YD
CN 1 -0.021 -0.068 0.062 -0.01 -0.038 -0.073 .192**
TH -0.021 1 -0.094 -0.045 -0.024 -0.047 -0.025 .258**
SD -0.068 -0.094 1 -0.108 -0.034 0.013 -0.016 .217**
UT 0.062 -0.045 -0.108 1 .132* -0.016 -0.085 .245**
*
XH -0.01 -0.024 -0.034 .132 1 -0.061 -0.04 .300**
RR -0.038 -0.047 0.013 -0.016 -0.061 1 -0.027 .331**
HQ -0.073 -0.025 -0.016 -0.085 -0.04 -0.027 1 .264**
YD .192** .258** .217** .245** .300** .331** .264** 1
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Source: made by author

5. Regression Analysis

Table 5 shows that the adjusted R2 value is 0.569, showing that the regression model
explains 56.9% of the overall factors affecting the behavior of e-banking transactions.

Table 5 Summary of regression model

-adjusted g Durbin-
Model R (R Square)
(Adjusted R Square) Std. Error of the Estimate Watson
1 .763a .582 .569 .59099 1.785
a. Independent variable: constant, CN, TH, SD, UT, UT, XH, RR, HQ
Source: Author's own calculation and synthesis

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Table 6 shows that the Sig value of the F-test is 0.000 < 0.05, so the regression model is
suitable for the survey data set.

Table 6 Analysis of Variance ANOVA

ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 105.543 7 15.078 43.170 .000b
1 Residual 75.790 217 .349
Total 181.333 224
a. Dependent Variable: YD
b. Predictors: (Constant), HQ, SD, RR, XH, CN, TH, UT
Source: made by author

The results of the regression analysis are presented in Table 7 below. The VIF coefficients
are all less than 2, showing that there is no multicollinearity phenomenon.

Table 7 Analysis of the impact of factors affecting the intention to use e-banking services
during the COVID pandemic
Model of factors affecting the Unstandardized Standardized
Sig.
intention to use e-banking services Coefficients Coefficients VIF
level
during the covid pandemic B Std. Error Beta
Constant -5.37 0.491 0.000
Easy to use factor (SD) 0.401 0.058 0.306 0.000 1.016
Expected performance factor (HQ) 0.447 0.058 0.342 0.000 1.017
Risk factor in transaction (RR) 0.514 0.059 0.386 0.000 1.028
Brand factor (TH) 0.434 0.057 0.339 0.000 1.042
Social influence factor (XH) 0.44 0.061 0.322 0.000 1.024
Love factor (UT) 0.343 0.057 0.271 0.000 1.009
Perceived behavioral factor (CN) 0.279 0.05 0.246 0.000 1.016
Source: made by authors

Hence, the independent variables: Brand; Feel; Love; Use; Risk; Social and Efficiency
both have significant explanatory significance for the dependent variable “Intent to use”
and no variable is excluded from the model. Independent variabes influence (strongest to
weakest): RR (.386) > HQ (.342) > UT (.339) > XH (.322) > SD (.306) > UT (.271) > CN
(.246).

Test the impact of the characteristics of the observed groups on the intention to use
e-banking services in the context of covid. With Sig values being less than 0.05 (Table 8),
it can be concluded that there is no statistically significant difference for the group of
gender, age, income, and educational level for Intent to use- using e-banking services in
pandemic.

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Table 8 Results of testing the impact of gender, age, income, educational level on intention
to use e-banking services during the covid pandemic
Test value
Dependent variable Impact factors
Levene Statistic (Sig.) ANOVA (Sig.)
Intention to use Sex 0.051 0.821
Age 0.363 0.882
Income 0.57 0.784
Education level 0.212 0.186
Source: made by authors

Discussion and Conclusion

Recently, there have been several studies on the intention to use e-banking services in
Vietnam (Giao et al., 2020; Vuong et al., 2020) and the world (J. Kumar et al., 2020;
Suariedewi & Suprapti, 2020) apply the electronic technology acceptance model, but the
topics only refer to the pure TAM model. This study highlights the intention to use
e-banking with COVID-19, thus contributing to the academic literature in a different
approach than previous studies.

After naming the new variable with 7 factors: perceived ease of use, expected
effectiveness, transaction risk, bank brand, social influence, behavioral control and
perceived preference. The results of multivariable regression analysis determined that the
intention to use e-banking services in the context of the Covid-19 pandemic was
influenced by 7 factors: perceived ease of use, expected effectiveness, and risk.
transaction risk, bank branding, social influence, behavioral control and perceived
preference. In which, the Risk component in the transaction has the most important
influence on the intention to use e-banking services, followed by the Expected effect
component, followed by the Bank brand component, then followed by the Social
Influence component, then perceived ease of use, and finally behavioral control and
perceived preference.

This study complements the EBSQ literature during this pandemic and captures dynamic
user behavior through theories. The research results also serve as a basis for a survey for
Vietnamese banks, in order to promote the acceptance and use of e-banking services by
customers in the development of electronic products at banks.

In addition to the research results achieved, the limitation of research time and sample size
was limited to Ho Chi Minh City, so it also left many shortcomings. Subsequent studies
can widen the scope of the study to increase the level of application.

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However, the research results are limited to the e-banking environment in Vietnam and
limit the accessibility of the respondents as well as the time limit for quick research to
evaluate in difficult times. difficulties of the Covid pandemic. The next study will expand
the number of samples, subjects and research scope, recalibrate the scales to suit the
development of E-banking in Vietnam, and can consider banking data from many
countries.

Acknowledgement

Thank you editor, friends to assist this publishing.

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