USER ACCEPTANCE OF BANCASSURANCE AT BAO VIET BANK IN VIETNAM

Abstract

Bancassurance has strong growth in the world, but in Vietnam, especially in Baoviet Bank, bancassurance revenue was going down in 3 years from 2010 to 2012. This research reports key findings about user acceptance of bancassurance service at Baoviet Bank by examining the effects of innovation attributes on bancassurance products and determined the factors that influence customers’ acceptance towards the new products. The researcher adopted “Diffusion of innovation model” to measure the user acceptance of bancassurance. There were 307 respondents who participated answering questionnaire. To analysis the data, the researcher used factor analysis and multiple regression model. The findings highlight the Compatibility and Convenience, Observability, Trialability and Information Seeking have some extents that influence user acceptance of bancassurance at Baoviet Bank in Vietnam. Based on the finding, the researcher concluded and gave some suggestions for Baoviet Bank and further research.