Title Page
Contents
ABSTRACT 11
Chapter 1. Introduction 12
1.1. Background 12
1.2. Research questions and objectives of the study 15
1.3. Significance of study 16
1.4. Thesis structure 18
Chapter 2. Literature Review and Theoretical Background 19
2.1. Vietnamese market at a glance 19
2.2. Overview of banking sector in Viet Nam 19
2.2.1. Short history of banking sector 19
2.2.2. Growth in retail banking 21
2.2.3. Growing Vietnamese card payment channel 22
2.2.4. Regulation related to mobile banking in Vietnam 23
2.2.5. Current usage and customers behavior on mobile banking in Vietnam 24
2.3. Mobile banking background 25
2.3.1. Mobile banking definition 25
2.3.2. Review of theories and models based on mobile banking adoption and usage. 26
2.4. Corporate social responsibility (CSR) 39
2.4.1. CSR definition 39
2.4.2. CSR domains 40
2.5. Effects of CSR 44
2.5.1. Effects of CSR on customers' attitudes 44
2.5.2. Effects of CSR on customers' behaviors 46
2.6. Picture of CSR activities in Viet Nam 47
2.7. Important variable definition of extended TAM 52
2.7.1. Perceived usefulness 52
2.7.2. Perceived ease of use 52
2.7.3. Perceived cost 52
2.7.4. Perceived risk 53
2.7.5. Trust 53
2.8. Trust and online banking adoption 54
Chapter 3. Model and Hypotheses 57
3.1. Research model 57
3.2. Hypotheses development 62
3.2.1. CSR initiatives 62
3.2.2. Trust 65
3.2.3. Perceived risk 66
3.2.4. Perceived ease of use 68
3.2.5. Perceived usefulness 69
3.2.6. Perceived cost 70
Chapter 4. Research Methodology 72
4.1. Population 72
4.1.1. Target population 72
4.1.2. Sample and data collection 72
4.1.3. Measurement and scaling 74
4.2. Data Analysis Method 76
Chapter 5. Results 79
5.1. Demographic results 79
5.2. Frequencies 81
5.3. Exploratory factor analysis 81
5.4. Reliability analysis 84
5.5. Construct validity analysis 85
5.6. Structural results: Hypothesis testing 87
5.7. Sub model (CSR model) analysis 89
5.8. Mediation analysis 91
5.9. Additional study in South Korea 94
5.9.1. Demographic results 94
5.9.2. Hypotheses testing in South Korea 95
5.9.3. Difference between Vietnam and South Korea 97
Chapter 6. Conclusion 101
6.1. Conclusion 101
6.1.1. Vietnam context 101
6.1.2. South Korea context 106
6.2. Theoretical contribution 107
6.3. Practical contribution 108
6.4. Implications 109
6.5. Limitation and future research 112
Reference 114
Appendix 122
Table 1. Summary of the previous empirical studies 36
Table 2. Summary Research Findings of Various Domains in CSR Activities 41
Table 3. Summary of Research Hypothesis 71
Table 4. Measurement scale 75
Table 5. Descriptive statistics of respondent's characteristic 80
Table 6. Top three mostly used m-banking banks 81
Table 7. Top three activities for using m-banking (Multiple responses) 81
Table 8. KMO and Bartlett's Test 82
Table 9. Pattern Matrix 83
Table 10. KMO and Bartlett's Test 83
Table 11. Pattern Matrix 84
Table 12. Reliability with Cronbach's alpha 84
Table 13. Composite reliability, AVE and correlation of constructs' values 86
Table 14. Unstandardized structural paths 87
Table 15. Summary of Research Hypothesis 88
Table 16. Unstandardized structural paths 89
Table 17. Results of Model testing 93
Table 18. Direct and indirect effects of mediated model 94
Table 19. Descriptive statistics of respondent's characteristic 94
Table 20. Comparison results Vietnam versus South Korea 98
Figure 1. Conceptual model 62
Figure 2. Structure of the model and inter-relationships among latent variables 86
Figure 3. Results of testing Hypotheses of Viet Nam 88
Figure 4. Results of testing CSR Model 90
Figure 5. Results of testing Hypotheses of South Korea 96