The Impact of CSR on Trust and Intention to Adopt Mobile Banking: Evidence from Developing Country

Abstract

The purpose of this paper is to propose and examine a conceptual model that best explains the key  factors influencing Vietnamese customers’ intention to adopt mobile banking (m-banking). By combining the Technology Acceptance Model (TAM) and Corporate Social Responsibility model (Economic  responsibility, Environmental responsibility  and  Social  responsibility).  Structural Equation Modeling (SEM) was conducted to analyze the data collected from the field survey questionnaires administered to a convenience sample of Vietnamese banking customers. The results showed that behavioural intention is significantly influenced by perceived usefulness, perceived ease of use, perceived risk and trust. Specially, CSR initiatives play a vital role in building customer’s trust. Therefore, this study has attempted to fill this gap by empirically examining some of the important factors influencing the adoption of m-banking from the Vietnamese customers’ perspective. Finally, practical and theoretical implications for both Vietnamese banks and researchers in the m-banking context are also discussed in the concluding section.