This study aims to investigate reasons why customers are reluctant to use e-payment and how these reasons explain their impacted values, with the following research objectives: (1) to identify characteristics of electronic payment generating the resistance of customers to this E-payment; (2) to explore the connections between those characteristics and values of individuals through the consequences from these characteristics; (3) to propose suggestions for service providers and financial institutes to develop appropriate strategic plans to motivate e-payment in Vietnam. To address these research objectives, the means-end chain (MEC) theory is employed with hard laddering interviews as data collection methods. Then, the collected data are analysed by Association Pattern Technique (APT) and used to build the Hierarchical Value Map (HVM). | Reasons for customers reluctance to use electronic payments – A study in Hochiminh city
