• Tran Huu Ai Van Hien University, Ho Chi Minh City
  • Hong Mai Thi Dao Van Hien University, Ho Chi Minh City
  • Vinh Bui Thanh Viettin Bank
Keywords: social influence and beliefs; hedonic motivation; security awareness; favorable conditions; cost value; mobile banking services; Vietnam



The study determines the influence of transaction costs, favorable conditions, hedonic motivation, security awareness, social influence and beliefs, expected performance and trust as significant factors affecting the intention to use mobile banking services. The results of the study show that the statistically significant relations of these factors, from the highest to the lowest, are as follows: favorable conditions, hedonic motivation, the value of transaction costs, security awareness, social influence and beliefs, and finally, the expected performance.

Author Biographies

Tran Huu Ai, Van Hien University, Ho Chi Minh City

PhD, Lecturer in Economics Department, Van Hien University, Ho Chi Minh City, Vietnam.

Research interest - agricultural market, support for small and medium enterprises, organic food market, eco-economy, environmental issues of economic development and social responsibility, theory of market's function, modern trends of development, corporative management; multinational corporation in service's production: organization, strategic management, global competitive resources.

Published more than 70 articles on international journals and 40 national articles, participated 12 scientific conferences.

Hong Mai Thi Dao, Van Hien University, Ho Chi Minh City

MBA, Lecturer at the Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam.

Research interests: consumer behavior; innovative product markets; finance.

Published more than 10 papers in International journals. 

Vinh Bui Thanh, Viettin Bank

MBA, Director Viettin Bank, Tay Tien Giang Branch

Research  interests:  SMEs  functioning  and  government  support,  consumer  behavior, innovative products markets and finances. 

Published more than 10 papers in International journals


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How to Cite
Ai, T., Dao, H., & Thanh, V. (2020). FACTORS AFFECTING INDIVIDUAL CUSTOMERACCEPTANCE OF MOBILE BANKING SERVICES IN VIETNAM. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (4 (23), 45-55. Retrieved from https://euraseans.com/index.php/journal/article/view/209