Embedded Banking in E-Commerce Distribution: Navigating Consumer Intention

Purpose: Business on the e-commerce channel has great potential for development. To provide better service, embedded bankingservices have been incorporated to bring many conveniences to customers. However, research on intentions to use this service is stillminimal. This study was conducted to understand the intention to use embedded banking services on e-commerce platforms in Vietnam. Research Design, Methodology and Approach: The article uses quantitative research methods, based on the technology acceptancemodel. Data for the study was gathered from 780 consumers and processed in two stages using the SEM linear structure model andSmartPLS 4.0 software. Results: The results show that perceived ease of use, perceived usefulness, and facilitating conditions had apositive relationship with the attitude towards using embedded banking and intention to use embedded banking. Attitude towards usingembedded banking is found to play a mediating role in the relationship between perceived ease of use, perceived usefulness, facilitatingconditions and the intention to use embedded banking services. Conclusions: The results of this study help commercial banks and ecommerce platforms build more effective digitalization strategies. It can attract more customers to use embedded banking services aswell as online shopping platforms.