Factors Affecting Electronic Word of Mouth on the Acceptance of Digital Banking: An Evidence in Vietnam

This research investigates the impact of electronic word of mouth (eWOM) on customer acceptance and usage intentions of digital banking applications in Vietnam, aiming to provide nuanced insights within the unique cultural context of the country. Key factors influencing eWOM acceptance, such as attitude toward eWOM, reliability, quality, quantity, information need, and user proficiency, are identified. The study establishes a positive relationship between attitude toward eWOM and the intention to use digital banking, emphasizing the pivotal role of eWOM in shaping consumer perceptions and driving widespread adoption. Data collection involved direct qualitative interviews and adjusted quantitative survey questionnaires. Although the non-probability convenient sampling method was selected primarily for its efficiency, the study managed to obtain 368 valid responses through an online survey distributed via email to bank customers in Ho Chi Minh City. The utilization of SME for meticulous data entry and validation procedures significantly enhanced response validity, thus satisfying the scientific significance criteria necessary for subsequent analysis, including the examination of the measurement model and hypotheses. From a practical standpoint, the findings have substantial implications for practitioners, managers, and electronic marketers, offering a deeper understanding of the impact of eWOM on consumer behavioral intentions in the digital banking realm. The identification of critical factors empowers marketers to develop more effective strategies for leveraging eWOM within the specific context of digital banking in Vietnam.