Customers' acceptance for use of Chatbot: Case study at Vietnam prospectus joint stock commercial bank Hue branch

Nghiên cứu nhằm mục đích khám phá sự chấp nhận sử dụng ứng dụng chatbot của khách hàng trong lĩnh vực ngân hàng. Tác giả khảo sát 125 khách hàng đã trải nghiệm sử dụng chatbot của ngân hàng Việt Nam Thịnh vượng chi nhánh Huế bằng phương pháp chọn mẫu thuận tiện. Thống kê mô tả, phân tích nhân tố và hồi quy đa biến được sử dụng để phân tích dữ liệu. Mời các bạn cùng tham khảo!
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Customers’ acceptance for use of Chatbot: Case study at Vietnam prospectus joint stock commercial bank Hue branch CUSTOMERS’ ACCEPTANCE FOR USE OF CHATBOT: CASE STUDY ATVIETNAM PROSPECTUS JOINT STOCK COMMERCIAL BANK HUE BRANCH Nguyen Thi Thuy Dat, Nguyen Van Phat*, Le Thi Thuy, Ngo Viet Minh Quang University of Economics, Hue University Email: nvphat@hce.edu.vnAbstract: This study aims to investigate customers acceptance of using a chatbot in thebanking sector. The author collected opinions of 125 customers who experienced chatbotsat Vietnam Prosperity Commercial Joint Stock Bank, Hue branch by the convenientsampling. Descriptive statistics, factor analysis, and multivariate regression were appliedto analyze the collected data. The results show that perceived usefulness and attractivenesspositively influence the acceptance of chatbot while perception of risk has a negativeeffect. Based on the results, the authors propose some implications to stimulate customersto use chatbot applications at banks.Keywords: Acceptance, Chatbot, banking SỰ CHẤP NHẬN CỦA KHÁCH HÀNG ĐỐI VỚI CHATBOT: TRƯỜNG HỢP NGHIÊN CỨU TẠI NGÂN HÀNG THƯƠNG MẠI CỔ PHẨN VIỆT NAM THỊNH VƯỢNG CHI NHÁNH HUẾTóm tắt: Nghiên cứu nhằm mục đích khám phá sự chấp nhận sử dụng ứng dụng chatbotcủa khách hàng trong lĩnh vực ngân hàng. Tác giả khảo sát 125 khách hàng đã trảinghiệm sử dụng chatbot của ngân hàng Việt Nam Thịnh vượng chi nhánh Huế bằngphương pháp chọn mẫu thuận tiện. Thống kê mô tả, phân tích nhân tố và hồi quy đa biếnđược sử dụng để phân tích dữ liệu. Kết quả cho thấy nhận thức sự hữu ích, sự hấp dẫn cótác động tích cực đến sự chấp nhận sử dụng chatbot trong khi đó nhận thức rủi ro có mốiquan hệ ngược chiều đối với sự chấp nhận sử dụng. Từ đó, các hàm ý chính sách được đềxuất nhằm thúc đẩy sự chấp nhận sử dụng chatbot trong ngân hàng.Từ khóa: Sự chấp nhận, chatbot, ngân hàng1. Introduction The development of science and technology has had a remarkable impact onconsumer behavior. According to We Are Social (2022), the global population is 7.91billion people, of which more than 67% have mobile phones, more than 60% connect tothe Internet, and 58.4% have social media accounts. In addition, consumers increasinglyprefer quick responses (Forbes, 2016; Mero, 2018) and anytime, anywhere (Chung et al.,2018). In addition, customers pay attention to highly personalized messages and servicesolutions (Taylor, 2020). The chatbot has risen since 1950 (Turning, 1950). Chatbot is defined as a computerprogram that can mimic human communication using natural language and computer 909learning programs (Araujo, 2018). ). The first known chatbot was Eliza (Weizenbaum,1966). Chatbots have had continuous innovation over the years with different technologies,and today chatbots are virtual assistants, such as Siri of Apple) or Alexa of Amazon(Adamopoulou & Moussiades, 2020). Chatbots have brought benefits to businesses as well as users. As for the company,chatbots provide 24/7 service, increase touch points, collect data, personalize data, interactone-one, and reduce service and support costs (Zumstein & Hundertmark, 2018). Inaddition, customers can use the service at all times, save time and cost in communication,and obtain relevant information (Zumstein & Hundertmark, 2018). Chatbots are seen as services, powered by rules and sometimes artificial intelligencethat you interact with through a chat interface (Schlicht, 2016). Chatbots are used in a varietyof industries, including healthcare, e-commerce, retail, insurance, and customer service.etc.The studies on chatbots are also conducted such as on “the interaction of Chatbots withconsumers in the banking sector” (Mogaji et al., 2021), “the level of consumer acceptance ofChatbots for consumers in the retail industry” (Rese et al., 2020) or “customer experienceusing Chatbots has an impact on brand love” (Trivedi, 2019). In Vietnam, the Bank industry has undergone many changes in the application oftechnology to optimize the experience and meet customers needs. Currently, chatbots aredeveloped and used in some banks such as Vietinbank, Vietcombank, and VietnamProsperity Bank (VPBank). VPBank, established in 1995, is one of the largest joint stockcommercial banks in Vietnam. VPBank owns a large transaction network with 230transaction points, 61 branches, and 166 transaction offices. To grasp the generaldevelopment trend of the banking industry, Vietnam Prosperity Joint Stock CommercialBank is one of the pioneer banks to build a Chatbot system on Fanpage to optimize workand reply quickly to customers inquiries. It results in the improvement of bank servicequality. However, ...