Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in The World of Uncertainties (ICECH 2022)

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The Effect of Word – of – Mouth on the Adoption Behavior of Mobile Banking in Vietnam

Authors
Thuy Phan Chung1, *, Loan Nguyen Thi Ngoc2, Linh Nguyen Thi My2, An Vu Xuan1
1School of Banking, College of Business, University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, District 3, Ho Chi Minh City, 700000, Vietnam
2Faculty of Banking and Finance, University of Finance – Marketing (UFM), 778 Nguyen Kiem, Phu Nhuan District, Ho Chi Minh City, 700000, Vietnam
*Corresponding author. Email: phanthuy@ueh.edu.vn
Corresponding Author
Thuy Phan Chung
Available Online 23 May 2023.
DOI
10.2991/978-94-6463-150-0_31How to use a DOI?
Keywords
Word-of-Mouth; mobile banking; adoption behavior; Vietnam
Abstract

The effect of Word-of-Mouth on customer behavior has been studied in many countries. However, this effect hasn't been found, especially in the Vietnamese banking industry . This study, therefore, aims to examine whether Word-of-Mouth is the main driver of the adoption behavior of mobile banking in Vietnam. The study includes a data sample of 272 Vietnamese mobile banking customers, which was collected through a convenient sampling method. The data were then submitted to PLS-SEM for testing the research hypothesis and model. The results show that Word-of-Mouth is the main driving factor in explaining the adoption behavior of Vietnamese customers towards mobile banking. However, other factors, including Perceived Usefulness, Trust, and Social Influence, also significantly affect their Intention to use mobile banking. Surprisingly, Perceived Usefulness has the most substantial effect in our research model. The results highlight the importance of the related Word-of-Mouth marketing strategies in promoting mobile banking services .

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in The World of Uncertainties (ICECH 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
23 May 2023
ISBN
10.2991/978-94-6463-150-0_31
ISSN
2352-5428
DOI
10.2991/978-94-6463-150-0_31How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Thuy Phan Chung
AU  - Loan Nguyen Thi Ngoc
AU  - Linh Nguyen Thi My
AU  - An Vu Xuan
PY  - 2023
DA  - 2023/05/23
TI  - The Effect of Word – of – Mouth on the Adoption Behavior of Mobile Banking in Vietnam
BT  - Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in The World of Uncertainties (ICECH 2022)
PB  - Atlantis Press
SP  - 480
EP  - 500
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-150-0_31
DO  - 10.2991/978-94-6463-150-0_31
ID  - PhanChung2023
ER  -