Issue: Số 4 - Tháng 2 - 2025Tài chính - Ngân hàng - Bảo hiểm
Intention To use embedded financial services on e-commerce platform in Vietnam
Published: July 26, 2026
doi:10.62831/202504016
Abstract
This study explores the intention to use embedded financial services on e-commerce platforms in Vietnam. Employing a quantitative research approach based on the Technology Acceptance Model (TAM), data were collected from 280 customers and analyzed using SmartPLS 4.0 software. The findings reveal that perceived ease of use, perceived usefulness, facilitating conditions, and attitudes positively influence both the attitude toward and the intention to use embedded financial services. These insights provide valuable implications for commercial banks
and e-commerce platforms in developing more effective digitalization strategies, ultimately enhancing customer engagement with embedded financial services and online shopping platforms.
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