Factors Affecting Intention to Use Facebook-Banking of Generation Y in Vietnam

Abstract

To succeed in retail banking requires banks to apply often new technologies in their business to satisfy the various demand of a great amount of individual customers. While many banks have a tendency to provide banking technology applications to customers, generation Y is quite the potential customers, particularly a completely new service called Facebook-banking (FB). Therefore, this paper is conducted in order to evaluate the factors influencing the intention to use FB of generation Y (Gen Y). Basing on the Technology Acceptance Model - TAM (Davis, 1989), our research model is recommended with five factors directly or indirectly affecting the intention to use FB of Gen Y. After analyzing the data collected from our survey, we indicate three major factors influencing Gen Y’s intention to use FB in Vietnam. According to the findings, some recommendations are suggested to banks to provide efficient FB services to Gen Y in Vietnam.