Understanding customer behavioral intentions towards bank virtual assistants evidence from Vietnam

Abstract

This paper explores the intention to use virtual assistants in Vitenamese commercial banks. The study employed the TRA, TPB, and TAM theories as the theoretical framework and used a survey questionnaire to collect opinions from 340 individuals who have used bank virtual assistants. The data was analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 4.0 software. The results indicate that the intention to use virtual assistants in banks is positively influenced by attitude. Attitudes are positively impacted by subjective norms, perceived ease of use, perceived trust, and perceived usefulness. Based on these findings, several managerial implications were proposed to enhance customer behavioral intentions. The findings expand the existing theoretical research on customer behavioral intentions towards virtual assistants and offer practical insights for bank managers.