5. Factors affecting individual customers’ decisions to make online savings deposits at Saigon – Hanoi Commercial Joint Stock Bank, Dong Nai Branch
DOI:
https://doi.org/10.61591/jslhu.28.1203Từ khóa:
Online savings deposits; Deposit decision; Individual customers; Digital banking; SHB Dong Nai Branch.Tóm tắt
This study examines factors associated with individual customers’ decisions to make online savings deposits at SHB Dong Nai Branch. The model includes perceived usefulness, perceived ease of use, trust, security and perceived risk, social influence, and incentive policies and interest rates. A mixed-methods design combined qualitative discussions with seven banking officers and a survey of 475 customers who had used online savings deposits. Data were analyzed using Cronbach’s Alpha, Exploratory Factor Analysis, and multiple linear regression. All six factors were positively and statistically significantly associated with online savings deposit decisions. In this sample, incentive policies and interest rates (β = 0.428) and security/perceived risk (β = 0.425) had the two largest standardized coefficients. Because the difference between these coefficients was not formally tested, the study does not claim that the former is significantly stronger than the latter. The findings inform managerial implications concerning financial attractiveness, transaction security, trust, and digital service experience.
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