Factors Influencing Adoption of Online Payment via E-Commerce Platforms

Abstract

In this study, the research group applied the Technology Acceptance Model (TAM) by Davis (1989) to analyze factors influencing customers’ intention to use the online payment via e-commerce platforms as well as to encourage Vietnamese consumers to adapt this means of payment. Besides Perceived Ease of Use and Perceived Usefulness in the original model of Davis (1989), three additional dependent factors (Subjective Norm, Trust, Risk) were added to the model. The new model proposed by the research group aims to give a more well-rounded explanation on Vietnamese consumers’ attitude and intention towards the online payment. Using sample data including 448 consumers in the Northern region of Vietnam, the research group has been able to validate the hypothesis model and prove that independent and dependent variables (Attitude towards Use and Intention to Use) are positively correlated. Among the 5 dependent variables, Subjective Norm is found to be the most significant factor contributing to promote online payment attitude and intention through e-commerce websites of Vietnamese consumers.

Keywords: TAM, online payment, online shopping, e-commerce

DOI: 10.7176/EJBM/13-8-19

Publication date: April 30th 2021