As electronic payment methods continue to diversify, Mobile Money (MM) has emerged as a particularly advantageous option because it allows users to conduct cashless transactions without relying on traditional banking services. In Vietnam, MM has been in a pilot phase since 2021 and has experienced considerable growth. This research investigates the factors that shape individuals’ intentions to adopt MM in developing economies, using Vietnam as the primary case study. An extended Technology Acceptance Model (TAM), supplemented with user-centric constructs, was employed to examine these influences. Survey data gathered from 528 MM users indicate that the TAM framework provides a strong explanation for users’ Behavioral Intention (BI) to engage with MM services. The analysis further shows that personal variables—namely Brand Awareness, Personal Innovativeness, Social Influence, and Celebrity Endorsement—play significant roles in predicting BI. Additionally, Celebrity Endorsement strengthens the positive association between Brand Awareness and BI. The study concludes with several recommendations aimed at policymakers and MM providers based on these empirical findings.
