This paper is conducted in order to evaluate the factors influencing the intention to use FB of generation Y (Gen Y). Basing on the Technology Acceptance Model - TAM (Davis, 1989), our research model is recommended with five factors directly or indirectly affecting the intention to use FB of Gen Y. | International Journal of Financial Research Vol. 6, No. 4; 2015 Factors Affecting Intention to Use Facebook-Banking of Generation Y in Vietnam Dinh Xuan Cuong1, Pham Thuy Linh1 & Pham Ngoc Ha1 1 University of Economics and Business, Vietnam National University, Hanoi, Vietnam Correspondence: Dr. Dinh Xuan Cuong, University of Economics and Business, Vietnam National University, Hanoi, 144 Xuan Thuy Str., Cau Giay Dist., Hanoi, Vietnam Received: July 18, 2015 Accepted: August 8, 2015 doi: Online Published: September 4, 2015 URL: Abstract To succeed in retail banking requires banks to apply often new technologies in their business to satisfy the various demand of a great amount of individual customers. While many banks have a tendency to provide banking technology applications to customers, generation Y is quite the potential customers, particularly a completely new service called Facebook-banking (FB). Therefore, this paper is conducted in order to evaluate the factors influencing the intention to use FB of generation Y (Gen Y). Basing on the Technology Acceptance Model - TAM (Davis, 1989), our research model is recommended with five factors directly or indirectly affecting the intention to use FB of Gen Y. After analyzing the data collected from our survey, we indicate three major factors influencing Gen Y’s intention to use FB in Vietnam. According to the findings, some recommendations are suggested to banks to provide efficient FB services to Gen Y in Vietnam. Keywords: behavioral economics, generation Y, Facebook-banking, Vietnam 1. Introduction Retail banking can be defined as the directly banking services provided to small businesses, households or individuals. Promoting retail banking may help banks not only have stable profit but also reduce risks thanks to the great amount of individual customers with small-scale transactions. As a result, retail banking has .
