Factors influencing the decision to use accounting services among small and medium-sized enterprises (SMEs) in Thu Duc City

This study aims to identify and assess the factors influencing the decision to use accounting services among small and medium-sized enterprises (SMEs) in Thu Duc City, Ho Chi Minh City within the context of economic integration, digital transformation, and a rapidly changing business environment. Using quantitative research methods, data were collected from 291 SMEs currently utilizing accounting services. The results reveal seven factors that exert a positive and statistically significant influence on the decision to adopt accounting services: (i) knowledge of business owners (β = 0.241); (ii) referrals from acquaintances (β = 0.157); (iii) service quality (β = 0.153); (iv) service cost (β = 0.144); (v) perceived benefits (β = 0.135); (vi) professional qualifications of accounting personnel (β = 0.133); and (vii) reputation of service providers (β = 0.108). Based on these findings, the study proposes several managerial implications to enhance the adoption and effectiveness of accounting services among SMEs in the evolving digital economy.