Ý định tiếp tục sử dụng ví điện tử của khách hàng Việt Nam và vai trò quan trọng của niềm tin

Thảo Hoàng Thị Phương; Ngọc Nguyễn Kim

doi:10.24311/jabes/2022.33.03.01

Các tác giả

Hoàng Thị Phương Thảo Trường Đại học Mở TP. Hồ Chí Minh Tác giả
Nguyễn Kim Ngọc Trường Đại học Mở TP. Hồ Chí Minh Tác giả

DOI:

https://doi.org/10.24311/jabes/2022.33.03.01

Từ khóa:

Ví điện tử, Niềm tin, Ý định tiếp tục sử dụng

Tóm tắt

Trong bối cảnh số hóa, ví điện tử phát triển mạnh ở thị trường thanh toán điện tử Việt Nam với số lượng lớn khách hàng. Tuy nhiên, các nhà cung cấp ví điện tử cũng phải đối mặt với sự cạnh tranh gay gắt từ các ngân hàng và những người chơi mới để có thị phần. Do đó, việc giữ chân khách hàng là chiến thuật tối ưu của các nhà cung cấp ví điện tử. Nghiên cứu này nhằm giải quyết mối quan tâm thực tế trên bằng cách điều tra các nhân tố ảnh hưởng đến ý định tiếp tục sử dụng ví điện tử dựa trên mô hình xác nhận kỳ vọng (ECM), lý thuyết hành vi có kế hoạch (TPB), lý thuyết niềm tin và tự tin khả năng bản thân. Kết quả phân tích 510 bản khảo sát hợp lệ cho thấy: Niềm tin, sự hài lòng, nhận thức dễ sử dụng, nhận thức hữu ích, tự tin khả năng bản thân, và ảnh hưởng xã hội có tác động trực tiếp đến ý định tiếp tục sử dụng. Nghiên cứu cũng chỉ ra tác động điều tiết của niềm tin trong mối quan hệ giữa sự hài lòng và ý định tiếp tục sử dụng ví điện tử của khách hàng Việt Nam.

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