Abstract
This study aims to identify the factors that influence customers’ intention to adopt Internet banking services in Viet Nam generally and in Hue specifically. The research model was developed based on the original Technology Acceptance Model (TAM), adding Internet Experience, Social Norms and Perceived Risk. Using systematic sampling, a survey was conducted among students of Hue College of Economics yielding 540 respondents. Confirmative Factor Analysis and Structural Equation Modelling were then employed to test the validity and reliability of both constructs and research model. Results show that Perceived Ease of Use, Perceived Usefulness and Attitude all positively affect consumers’ intention to use the Internet Banking. Besides, Perceived Risk, Social Norms and Internet Experience also have some power of prediction though limited. Finally, this study contributes to providing useful implications for bank management in developing Internet Banking services in Hue, especially on student segments.
Keywords: Internet banking, Technology Acceptance Model, SEM, Hue.