Online banking adoption: An empirical analysis

Alain Yee Loong Chong, Keng Boon Ooi, Binshan Lin, Boon In Tan

Research output: Journal PublicationArticlepeer-review

192 Citations (Scopus)


Purpose: This paper aims to empirically examine the factors that affect the adoption of online banking in Vietnam. Perceived usefulness, perceived ease of use, trust and government support were examined to determine if these factors are affecting online banking adoption. Design/methodology/approach: A survey was distributed to 156 respondents in Vietnam with 103 usable samples giving a response rate of 66 percent. Data were analyzed by employing correlation and multiple regression analysis. Findings: The results showed that perceived usefulness, trust and government support all positively associated with the intention to use online banking in Vietnam. Contrary to the technology acceptance model, perceived ease of use was found to be not significant in this study. Research limitations/implications: This study was conducted in Vietnam and future research can use this model to study the adoption of online banking in other countries. Practical implications: The results allow banks' decision makers to develop strategies that can increase the adoption of online banking. Banks should improve the security and privacy of the web sites, which will increase the trust of users. Banks should also create features which are useful to users and make sure users are aware of these features. Lastly, government should also play a role to support banks in their efforts to increase online banking adoption. Originality/value: The findings allow the factors that can influence the adoption of online banking in Vietnam to be understood. Unlike existing studies based on Technology Acceptance Model (TAM), this study includes both security and government support on top of the existing variables used in TAM. Most studies on adoption of online banking are focused on developed countries. By focusing on Vietnam, this model can also be applied to other countries which are relatively new to e-commerce and online banking.

Original languageEnglish
Pages (from-to)267-287
Number of pages21
JournalInternational Journal of Bank Marketing
Issue number4
Publication statusPublished - 2010
Externally publishedYes


  • Electronic commerce
  • Trust
  • Vietnam
  • Virtual banking

ASJC Scopus subject areas

  • Marketing


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