Factors Driving Consumers’ Adoption of Internet Banking in an Emerging Market

The primary objective of this study is to examine how the technology acceptance model (TAM) affects the intention to utilize online banking products and services of Vietnamese customers, incorporating perceived risk and consumer innovativeness. Data were collected from 475 respondents who used internet banking in Vietnam, and CB-SEM method was utilized for analyzing the data. The findings show that consumers’ intention to use internet banking services is positively influenced by their perceived usefulness and consumer innovativeness. Perceived ease of use has a significantly positive impact on consumer intention, which is mediated by perceived usefulness, while the impact of perceived risk is adverse. The findings validated the expanded TAM and verified its reliability in forecasting customers’ intention to use online banking services. This study adds to the literature by developing and verifying the TAM for predicting internet banking service adoption. The results provide helpful information for bank management in developing internet banking service marketing strategies.