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Exploring the Influence of Personalization on Digital Banking Adoption: A Case Study of Vietcombank

In: Innovating Finance for a Sustainable Future Integrating FinTech, Blockchain and Generative AI

Author

Listed:
  • Wissem Ajili Ben Youssef
  • Najla Bouebdallah
  • Thi Ngoc Lan BUI

Abstract

This study investigates the effect of personalization on the intention to use digital banking services, with a specific focus on Vietcombank. By extending the Unified Theory of Acceptance and Use of Technology (UTAUT), personalization is introduced as a moderating variable. Data were collected from 339 retail banking customers in Hanoi using a structured questionnaire. The results indicate that personalization significantly moderates the relationship between effort expectancy and perceived value in shaping users’ intention to adopt digital banking. Conversely, personalization has a negative moderating effect on the relationship between privacy concerns and habitual behavior. These findings suggest that Vietcombank can strengthen its personalization strategies by enhancing privacy protection mechanisms and offering tailored pricing models. Such initiatives may enhance user engagement and promote the broader adoption of digital banking services.

Suggested Citation

  • Wissem Ajili Ben Youssef & Najla Bouebdallah & Thi Ngoc Lan BUI, 2026. "Exploring the Influence of Personalization on Digital Banking Adoption: A Case Study of Vietcombank," World Scientific Book Chapters, in: Wissem Ajili Ben Youssef & Najla Bouebdallah (ed.), Innovating Finance for a Sustainable Future Integrating FinTech, Blockchain and Generative AI, chapter 7, pages 199-226, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781800618572_0007
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    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • G23 - Financial Economics - - Financial Institutions and Services - - - Non-bank Financial Institutions; Financial Instruments; Institutional Investors
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • G28 - Financial Economics - - Financial Institutions and Services - - - Government Policy and Regulation

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