Global Journal of Economic and Finance Research

Digital banking has become a strategic priority for commercial banks in the context of rapid digital transformation. This study examines the factors influencing customers’ behavioral intention and use behavior toward digital banking services in Vietnam. Drawing on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the study extends the model by incorporating security, trust, and personalization to better reflect the characteristics of digital banking in an emerging market. Data were collected from 630 valid respondents and analyzed using SPSS 22 and AMOS 20 through reliability analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The results show that security, personalization, habit, trust, and social influence significantly affect behavioral intention, while behavioral intention, personalization, and habit significantly influence actual use behavior. In contrast, performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, and price value do not have significant effects in the structural model. The findings contribute to the digital banking literature by extending UTAUT2 in the Vietnamese context and suggest that banks should prioritize security enhancement, trust building, and personalized service design to strengthen customer adoption and continued use of digital banking services.

digital banking services, behavioral intention, use behavior, UTAUT2, security, trust, personalization, Vietnam

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