Vai trò gián tiếp của cá nhân hóa trong ý định sử dụng ngân hàng thuần số của thế hệ Z
DOI:
https://doi.org/10.24311/jabes/2026.37.6.1Keywords:
Mô hình UTAUT2, Thế hệ Z, Cảm nhận bảo mật, Tính cá nhân hóa, Ngân hàng thuần sốAbstract
This study investigates the role of personalization in shaping Generation Z's intention to use neobanking services, employing Partial Least Squares Structural Equation Modeling (PLS-SEM). Grounded in the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, the study selects constructs relevant to Generation Z consumers and the neobanking context, and extends the model by incorporating two additional variables: personalization and perceived security. The results reveal that social influence, hedonic motivation, and price value exert significant positive direct effects on the intention to use neobanking services. While personalization does not demonstrate a statistically significant direct effect, it exerts a significant indirect effect on intention to use through perceived security, hedonic motivation, and price value.
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