Factors affecting the decision to use mobile payment service of startup companies in Vietnam

coefficients in the model with 1000 observations shows microscopic. 5. DISCUSSION 5.1. Recommendations - Model accreditation: There are 6 factors that are confirmed to influence customers’ decision in using mobile payment. They are: Perceived Usefulness, Perceived Ease Of Use, Perceived Security, Perceived Compatibility, Individual Mobility, Social Influence. All factors achieved credibility with market data. This shows that the research model was well designed and progressed from the original model, the scales were developed properly based on preliminary research and the second qualitative research. The results showed that the consumers have positive attitude toward mobile payment service. SEM results also showed that all the hypotheses were accepted. The impact of each factors on the customers intention varies. As a result, the Perceived Usefulness had the highest rate, followed by the Individual Mobility, Perceived Compatibility, Perceived Ease Of Use, and Social Influence, and the lowest is Perceived Security. - Recommendations: although our main aim was to redesign the TAM model to discover factors contain influence on the customers’ decision, from the results of our research we can suggest some recommendations 511 INTERNATIONAL CONFERENCE STARTUP AND INNOVATION NATION for businesses and management agencies. Researches demonstrate that Perceived Usefulness affected significantly to the customers’ intention in using mobile payment service. Therefore, service providers need special attention to solutions that strengthen the usefulness of mobile payment services. In addition, one of the biggest concerns of customers when using mobile payment service are security issues. Customers can change their decisions of using the service when they sense the security protocols not guaranteed, vendors require solution to increase safety awareness to customers. At the same time, the State Bank of Vietnam should strive for solutions to develop mobile payment service in Vietnam. Completing legal corridors and policy mechanism is one of the top priorities for the State Bank of Vietnam at the current time. Commercial banks must also put efforts on and implement development plans to propagate and multiply the form of mobile payment. Additionally, they could spread mobile payments to rural areas, due to large proportion of civilians in rural areas which do not access to mobile payment services. Finally, the authorities are obliged to promote information, propaganda, guidance and consumer protection in non-cash payments in pursuits of being comfortable and understandable when using moblie payment of consumers. - Based on the results of this study, the major findings have significant managerial implication. This finding reveals the importance of understanding the behavioral intention toward using Fintech Service. Be being able to identify setting performance, the enterprises managers may be able to alter customers’ experiences in order to maximize their attitude toward using Fintech Service and then increase behavioral intention toward using Fintech Service. By understanding the relationships between the technology services provided, and how they affect customers, the enterprises managers should be better equipped all to satisfy and to retain clients. For the success of marketing new technology, thus, it is suggested that the marketers should focus on building the relationship between customers about the enterprise’s brand and service trust. Not only let customers perceive usefulness of the new technology, but also perceive ease of use of the new technology; because they can be fundamental factors increasing satisfaction with setting performance and activity. Expect to affect the customer’s attitude toward using, and behavioral intentions to use, so that the new technology can be accepted by customers. 5.2. Limitations Achived a great number of meaningful consequences, many limitations still exists within the research. One of the hardship is limited given time and financial constraints. To gain more detailed look, the sample size (416 samples) is insufficient to determine the whole of Vietnam in general and Hanoi and Ho Chi Minh City in particular. In addition, the majority of customers were the youth aged from 18 to 30, followed by middle-aged people aged from 31 to 40, accounting for 19.6%, so there was no diversity on ages. . . Moreover, the topic only covers factors that affects individual customers, leaving households and businesses untouched. The author had expanded the TAM model with the following variables: Perceived Security, Perceived Compatibility, Individual Mobility, Social Influence, Demographic (Age, Gender, Education, Income). However, the customers’ use of mobile payment services can be influenced by a great quantity of other factors due to the needs and the development of society over time. Additionally, the topic took advantage of the quantitative research method with the method of delivering questionnaires to the customers. However, the audience could not clearly comprehend on mobile payment services leaving answers emotional, not representing inner drive and accurate. Hence, the scales only showed relatively little on the factors affecting the decision in using mobile payment services. Finally, due to insufficient study time and financial constraints, the number of sample was limited which had led to many shortcomings in the modeling, scaling and editing of questionnaires. 512 HỘI THẢO KHOA HỌC QUỐC TẾ KHỞI NGHIỆP ĐỔI MỚI SÁNG TẠO QUỐC GIA 5.3. Further research directions - For subsequent researches contains same topic can be modeled with various appropriate factors such as geographic variables, technology infrastructure, banking policies, - Subsequent researches need to investigate with larger sample size, wider scope for researches could boasts rigorousness and accuracy on the level of impact of factors on the customers’ decision. REFERENCES Book: Paul Gerhardt Schierz, Oliver Schilke, Bernd W. Wirtz. Understanding consumer acceptance of mobile payment services: An empirical analysis. 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