Factors Affecting Customers' Intention to Use Chatbots at Commercial Banks in Vietnam

Abstract

Chatbots have emerged as an effective interaction tool between commercial banks and their customers in banking operations in Vietnam. This study aims to explore the key factors influencing customers' intention to use chatbots at these banks. The authors systematically reviewed theoretical issues related to chatbots and customer behavior concerning product and service usage, employing the Technology Acceptance Model (TAM) as the foundation for the theoretical research framework. A survey targeting individuals intending to use banking chatbots yielded 192 valid responses. The collected data were coded, processed, and analyzed using the PLS-SEM method via SmartPLS 4.0 software. The results indicate that chatbot quality, perceived usefulness, perceived ease of use, privacy/security perception, and customer loyalty impact the intention to use chatbots. Based on these findings, the study proposes solutions for the future development of bank chatbot systems, aiming to contribute to stable and sustainable business growth, and thereby enhance service quality and market position within the financial sector.