DRIVERS OF DIGITAL BANKING ADOPTION IN VIETNAM: THE CASE OF A LEADING COMMERCIAL BANK

This study investigates the key factors influencing individual customers' adoption of digital banking services at the Vietnam Prosperity Joint Stock Commercial Bank (VPBank), a leading commercial bank in Vietnam's rapidly evolving digital landscape. Utilizing a quantitative approach with survey data from 315 VPBank customers in Hanoi, this research employs a model integrating constructs from established technology acceptance theories to identify and assess the drivers of digital banking usage. The findings reveal that Security and Privacy are the most significant determinant, followed by Technology Competence, Customer Attitude, Perceived Usefulness, Customer Trust, Perceived Ease of Use, and Social Influence, all of which positively and significantly impact DBS adoption. The model explains 52.4% of the variance in usage decisions. These results provide valuable empirical insights for the studied bank r Vietnamese commercial banks to formulate effective strategies aimed at enhancing digital banking adoption, thereby improving competitiveness and contributing to the nation's digital economy.