FACTORS AFFECTING INDIVIDUAL CUSTOMERACCEPTANCE OF MOBILE BANKING SERVICES IN 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.
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International College Suan Sunandha
Rajabhat University, Bangkok, Thailand