The aim of the study is to understand the consumer’s intention toward internet banking adoption in Vietnam emerging economy by integrating two theories; theory of technology acceptance model (TAM), theory of planned behavior (TPB) and an additional construct, ie. customer service. A survey involving a total of 450 respondents is conducted in year 2019 and Reflective Measurement Model is used to analyse. The study’s result shows that perceived ease of use, perceived usefulness, customer service, subjective norm, perceived behavoral control and customer satisfaction significantly positively influence over intention to adopt internet banking. The finding will be useful for Vietnam bank managers in devising strategies and policies related to develop internet banking. The study also contributes to extend the literature of customer’s behavior.

Keywords: Reflective measurement model, theory of planned behavior, intention to adopt, boostrap results.