Nhân tố ảnh hưởng tới quyết định sử dụng dịch vụ Mobile Banking: Nghiên cứu tại thành phố Nha Trang

This study was conducted to ascertain the factors that influence the adoption of Mobile Banking services in Nha Trang City. A survey involving 242 residents in Nha Trang was carried out, and data was subjected to analysis using Cronbach’s Alpha, Exploratory Factor Analysis (EFA), and regression analysis with the assistance of SPSS 22 software. The research findings reveal that five factors directly affect the decision to use the service, including: (i) Perceived usefulness, (ii) Perceived ease of use, (iii) Perceived risk, (iv) Perceived cost, and (v) Customer trust. Among these, "Perceived usefulness" emerges as the most influential factor driving users' decisions to adopt Mobile Banking services. Furthermore, the research suggests several solutions to promote customer behavior in using Mobile Banking services. Keywords: Mobile Banking Services, Customer Behavior, Usage Decision