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

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

Author

Listed:
  • Thuy Phan Chung

    (University of Economics Ho Chi Minh City, School of Banking, College of Business)

  • Loan Nguyen Thi Ngoc

    (University of Finance – Marketing (UFM), Faculty of Banking and Finance)

  • Linh Nguyen Thi My

    (University of Finance – Marketing (UFM), Faculty of Banking and Finance)

  • An Vu Xuan

    (University of Economics Ho Chi Minh City, School of Banking, College of Business)

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 .

Suggested Citation

  • Thuy Phan Chung & Loan Nguyen Thi Ngoc & Linh Nguyen Thi My & An Vu Xuan, 2023. "The Effect of Word – of – Mouth on the Adoption Behavior of Mobile Banking in Vietnam," Advances in Economics, Business and Management Research, in: Tra Lam Pham & Quang Huy Pham (ed.), Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in the World of Uncertainties (ICECH 2022), pages 480-500, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-150-0_31
    DOI: 10.2991/978-94-6463-150-0_31
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