The Role of Trust Factors Toward Technological Innovation in Explaining the Effects of CSR Concerns on Mobile Banking Adoption: A Comparative Study Between Vietnam and South Korea

Abstract

This study will help researchers, developers, and managers to understand the major determinants of customer acceptance of mobile banking that can help banks to improve the rate of mobile banking adoption in developing country context. This study seeks to investigate the underlying factors of mobile banking in Vietnam and Korea. Thus, this study tries to analyze the underlying factors of the adoption of m-banking and the differences between developed country (Korea) and developing country (Vietnam) in terms of the adoption factors of mobile banking. The results indicated that environmental responsibility affect behavioral intention stronger than social responsibility. Therefore, Vietnamese companies as well as banks should incorporate CSR initiatives in their integrated marketing communication strategy in particular branding strategy to attract more customers. The results of the hypotheses testing showed the differences between Vietnam and South Korea and technology infrastructure difference between the two countries were the driving forces behind these different results. Managerial implications and the limitations of the study were also discussed.