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Online banking adoption: an empirical analysis

Alain Yee‐Loong Chong (Faculty of Computing and IT, INTI University College, Putra Nilai, Malaysia)
Keng‐Boon Ooi (Faculty of Business & Finance, University Tunku Abdul Rahman, Malaysia)
Binshan Lin (College of Business Administration, Louisiana State University in Shreveport, Shreveport, Louisiana, USA)
Boon‐In Tan (Faculty of Business & Finance, University Tunku Abdul Rahman, Malaysia)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 15 June 2010



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.


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.


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.


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.



Yee‐Loong Chong, A., Ooi, K., Lin, B. and Tan, B. (2010), "Online banking adoption: an empirical analysis", International Journal of Bank Marketing, Vol. 28 No. 4, pp. 267-287.



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