Dự đoán ý định sử dụng dịch vụ ngân hàng di động tại Ấn Độ
Tóm tắt
Mục đích của bài báo này là xác định các yếu tố ảnh hưởng đến việc áp dụng dịch vụ ngân hàng di động ở Ấn Độ và phát triển cùng xác thực thực nghiệm một mô hình giải thích ý định hành vi sử dụng dịch vụ ngân hàng di động trong lĩnh vực ngân hàng Ấn Độ.
Trong nghiên cứu này, một mô hình được phát triển và đề xuất nhằm giải thích ý định của khách hàng sử dụng dịch vụ ngân hàng di động. Mô hình bao gồm sáu cấu trúc, đó là: cảm nhận về tính dễ sử dụng, tự tin vào khả năng sử dụng máy tính, ảnh hưởng xã hội, chi phí tài chính cảm nhận, an ninh, và niềm tin. Mô hình cũng mô tả mối quan hệ giữa cảm nhận về tính dễ sử dụng và tự tin vào khả năng sử dụng máy tính, cũng như giữa an ninh và niềm tin. Mô hình đề xuất đã được thử nghiệm bằng phương pháp khảo sát, với một mẫu gồm 855 khách hàng ngân hàng từ các ngân hàng công, tư, nước ngoài và hợp tác xã tại Ấn Độ. Phân tích mô hình phương trình cấu trúc được thực hiện bằng AMOS 16.0.
Mô hình lý thuyết đề xuất được tìm thấy có khả năng dự đoán, với ý nghĩa thống kê, ý định sử dụng dịch vụ ngân hàng di động, giải thích 76,9% biến thiên trong biến phụ thuộc. Các kết quả cho thấy an ninh, tự tin vào khả năng sử dụng máy tính, cảm nhận về tính dễ sử dụng, và chi phí tài chính cảm nhận, theo thứ tự ảnh hưởng, ảnh hưởng đến ý định của khách hàng trong việc áp dụng dịch vụ ngân hàng di động.
Các kết quả thu được sẽ giúp cho các nhà nghiên cứu học thuật và thực tiễn giải thích, hiểu rõ và phân tích tình trạng dịch vụ ngân hàng di động tại Ấn Độ, cũng như giúp họ xây dựng các chiến lược để thúc đẩy việc sử dụng ngân hàng di động.
Việc áp dụng dịch vụ ngân hàng di động tại Ấn Độ đang ở giai đoạn sơ khai so với các quốc gia phát triển như Hoa Kỳ, Vương Quốc Anh và Phần Lan, nhưng dự kiến sẽ tăng hoặc vượt qua tỷ lệ áp dụng dịch vụ ngân hàng qua Internet tại những quốc gia này. Hơn nữa, cho đến nay chỉ có một nghiên cứu hạn chế đã xem xét việc áp dụng dịch vụ ngân hàng di động tại Ấn Độ, đặc biệt là các yếu tố thúc đẩy và cản trở việc áp dụng dịch vụ ngân hàng di động.
Từ khóa
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