Số 230 | Tháng 5/2025
Phân tích ảnh hưởng của yếu tố trò chơi hóa và nhận thức rủi ro về quyền riêng tư đến ý định sử dụng của người dùng ngân hàng số tại Việt Nam
Đoàn Thanh Hà, Trần Việt Tâm
Tóm tắt:
Mục tiêu của nghiên cứu này nhằm khám phá ảnh hưởng của các yếu tố trò chơi hóa (GM), nhận thức quyền riêng tư đến ý định sử dụng ngân hàng số (NHS) của người dùng tại Việt Nam. Về mặt lý thuyết, các giả thuyết được phát triển dựa trên sự kết hợp mô hình chấp nhận công nghệ (TAM) ban đầu với những yếu tố GM, nhận thức rủi ro quyền riêng tư (PPR) và nhận thức giá trị (PV). Phương pháp PLS-SEM được sử dụng để tìm ra mối quan hệ giữa các yếu tố có ảnh hưởng đến việc người dùng chấp nhận sử dụng NHS tại Việt Nam với 615 kết quả khảo sát. Kết quả cho thấy yếu tố trò chơi có ảnh hưởng thuận chiều đến ý định sử dụng NHS, đồng thời PV đóng vai trò trung gian trong việc hình thành ý định sử dụng NHS của người dùng. Tuy nhiên, kết quả cũng cho thấy PPR không có tác động trực tiếp đến ý định sử dụng NHS. Nghiên cứu đóng góp lý thuyết và giá trị thực tiễn cho các nhà hoạch định chính sách về mức độ tác động của những yếu tố trong mô hình nghiên cứu. Những gợi ý cũng được đưa ra cho các nghiên cứu khác trong tương lai để tăng cường sự hiểu biết trong lĩnh vực NHS.
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Analyzing the Impact of Gamification, Privacy Risk on Usage Intention of Digital Banking Users in Vietnam
Abstract:
Objective of this study explores the impact of gamification factors and privacy perception on digital banking users' intention. Hypotheses are developed based on the combination of the original technology acceptance model with gamification factors, privacy risk perception and value perception. PLS-SEM method is used to find the relationship between factors affecting users' acceptance of digital banking in Vietnam with 615 survey results. The results show that gamification factors have a positive impact on users' intention to use digital banking while value perception plays a mediating role in forming users' intentio. However, the results also show that privacy risk perception does not have a direct impact on users' intention. The study contributes to the theory and practical value for policy makers on the impact level of factors in the research model. Suggestions are also given for future research to enhance understanding in the digital banking field.