SILPAKORN UNIVERSITY JOURNAL OF SOCIAL SCIENCES, HUMANITIES, AND ARTS, Vol 15, No 2 (2015)

The Adoption of Personal Internet Banking in Vietnam

Manh Hung Hoang




Abstract


Based on previous studies a model of the determinants of an individual’s intentions to use Personal Internet Banking (PIB) services was formulated, tested and developed to arrive at a final model. Independent determinants included an individual’s personal characteristics, personality traits, and level of trust in the bank. New findings stressed the important mediation roles played by Perceived Ease of Use and Perceived Usefulness in the total effect of Trust on Behavioral Intention while all of the personal characteristics, except for Position Description, were found to be less important than in several previous studies. Among the personality traits the direct effect of Agreeableness on Perceived Ease of Use and Neuroticism on Behavioral Intention had not been reported in previous PIB studies and the same was true for other significant correlations involving Extraversion, Conscientiousness, and Openness to Experience. Based on the final causal model practical implications of the findings are
discussed.

Keywords: Five-Factor Model, Personal Internet Banking, Structural
Equation Modeling, Technology Acceptance Model

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