SỐ 205 | THÁNG 4/2023
Các nhân tố ảnh hưởng đến ý định chấp nhận thanh toán bằng mã phản hồi nhanh tại ứng dụng di động của các ngân hàng thương mại Việt Nam
Trần Thị Lệ Hiền, Nguyễn Đông Phương
Tóm tắt:
Mục đích của nghiên cứu này là để xác định các yếu tố ảnh hưởng đến ý định của khách hàng khi sử dụng phương thức thanh toán di động bằng mã phản hồi nhanh (QR) do hệ thống ngân hàng thương mại (NHTM) Việt Nam cung cấp. Bài viết xây dựng mô hình nghiên cứu dựa trên học thuyết tiếp nhận, sử dụng công nghệ giữa lý thuyết thống nhất và chấp nhận công nghệ (UTAUT), kết hợp với mô hình chấp nhận công nghệ (MTAM), và sử dụng phương pháp lấy mẫu có chủ đích. Dữ liệu bao gồm 278 phiếu khảo sát hợp lệ được thu thập từ 300 khách hàng đã trải nghiệm, hoặc có dự kiến sử dụng thanh toán di động mã QR. Sau đó, dữ liệu được đánh giá thông qua mô hình đo lường, mô hình cấu trúc và bước cuối là kiểm định giả thuyết kỹ thuật Bootstrapping trong Smart PLS. Kết quả nghiên cứu cho thấy, kỳ vọng hiệu quả (PE), nhận thức hữu ích giao dịch (PTC), điều kiện thuận lợi (FC), giá trị (PV), bảo mật công nghệ (TS) và ảnh hưởng xã hội (SI) có tác động cùng chiều đáng kể đến ý định thanh toán bằng mã QR. Ngoài ra, kết quả kiểm định cho phát hiện mới là nhận thức hữu ích giao dịch có tác động cùng chiều trực tiếp đến kỳ vọng hiệu quả PE và tác động gián tiếp đến ý định sử dụng phương thức thanh toán mã QR. Tương tự, nhân tố bảo mật công nghệ có tác động cùng chiều trực tiếp đáng kể đến điều kiện thuận lợi FC và gián tiếp tác động đến ý định sử dụng phương thức thanh toán mã QR. Tuy nhiên, nhân tố thói quen không có ảnh hưởng trực tiếp đến ý định sử dụng thanh toán mã QR. Trên cơ sở kết quả nghiên cứu, nhóm tác giả đề xuất hàm ý chính sách phù hợp.
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Factors Affecting the Intention to Accept Payments by Quick Respone Code at the Mobile Application of Vietnamese Commercial Banks
Abstract:
The purpose of this study is to identify the factors that influence how customers choose to use QR- Quick Response Code mobile payment methods provided by the Vietnamese commercial banking system. The research model is based on the doctrine of receiving and using technology (UTAUT) with (MTAM), the intentional sampling method that has been used. The data includes 278 valid surveys collected from 300 customers who have experienced or are expected to use QR code mobile payments. After that, the data will be evaluated by the measurement model and the structural model evaluation, and the final step is to test the bootstrap hypothesis in Smart PLS. Research results show that PE performance expectancy, PTC perceived transaction convenience, FC Facilitating Conditions, PV price value, TS technology security, and SI social influence significantly the behavioural intention to pay with QR codes. In addition, the test results show that PTC-perceived transaction convenience directly affects PE performance expectancy and indirectly impacts the behavioural intention to use QR code payment methods. Similarly, the TS technology security factor has a significant direct positive impact on FC facilitating conditions, indirectly impacting the behavioural intention to use a QR payment method. However, there is a theory that the HT habit factor does not directly influence the behavioural intention to use QR code payments. Based on the research results, the authors propose appropriate policy implications.