Title: Understanding the moderating role of trust on continuance intention towards smartphone banking services: empirical evidence from Vietnam

Authors: Truong-Thanh-Nhan Dang; Thu-Hien Thi Dao; Van-Hanh Thi Nguyen; Van-Dung Ha

Addresses: Head of Department of Business Administration, Faculty of Business Administration, Ho Chi Minh University of Banking, Vietnam ' Ho Chi Minh University of Banking, Ho Chi Minh City, Vietnam; Head of Department of International Business, Faculty of Business Administration, Nguyen Tat Thanh University, Vietnam ' Marketing Department, Group Marketing Director, Hop Tri Investment Corporation, Ho Chi Minh City, Vietnam ' Faculty of International Economics, Ho Chi Minh University of Banking, Ho Chi Minh City, Vietnam

Abstract: This study explores how trust moderates the relationships between performance expectancy, effort expectancy, social influence, innovativeness, and continuance intention toward smartphone banking services. Based on a unified theory of acceptance and use of technology (UTAUT) and incorporating a trusted perspective, this study proposes and validates a research model using convenience sampling (n = 518) and a paper-based survey of smartphone banking users in Vietnam. The SmartPLS4 package was utilised for data analysis. The research findings reveal that 1) performance expectancy, effort expectancy, social influence, and innovativeness significantly affect continuance intention, and 2) while trust moderates the relationships between effort expectancy and innovativeness with continuance intention, it has no impact on the link between social influence and continuance intention. The study enriches the information technology continuance literature by providing theoretical and managerial implications. Banks should focus on critical variables to maintain strong relationships and develop marketing strategies in the competitive financial sector.

Keywords: continuance intention; smartphone banking; UTAUT; trust; personal innovativeness; Vietnam.

DOI: 10.1504/JIBED.2024.139136

Journal for International Business and Entrepreneurship Development, 2024 Vol.16 No.1, pp.4 - 33

Received: 15 Dec 2023
Accepted: 14 Mar 2024
Published online: 14 Jun 2024 *

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