Factors influencing the adoption of m-banking in Greece
Authors: Giovanis, Apostolos 
Athanasopoulou, Pinelopi 
Issue Date: 1-Jun-2017
Conference: 5th International Conference on Contemporary Marketing Issues (ICCMI), 21-23 June 2017, Thessaloniki, Greece 
Book: Proceedings of 5th International Conference on Contemporary Marketing Issues ICCMI 
Abstract: 
M-banking is considered as an emerging technology-based service in which banks invest considerable amounts of money in order to provide better services and cut their operations costs. The current study is an attempt to investigate the factors that influence consumers’ intention to adopt m-banking by extending the framework of Decomposed Theory of Planned Behavior with the effects of perceived risk as an attitude’s component and as a behavioral intention’s determinant as well. To test the validity of the model, data was gathered from 931consumers from Greece and analyzed with partial least squares path methodology. Results indicate that attitude is the most important factor that positively affects m-banking adoption, followed by subjective norms and perceived behavioral control, while perceived risk negatively affects behavioral intentions. Compatibility, perceived usefulness and perceived easiness have a positive effect on attitude, while perceived risk has a negative effect on attitude. The effect of internal influence on social norms’ formation is bigger than that of external influence, while self-efficacy and facilitating conditions equally contribute to the formation of perceived behavioral control. Finally, several implications of the findings are discussed and directions for further research are provided.
ISBN: 9602871563
9789602871560
URI: https://uniwacris.uniwa.gr/handle/3000/2548
Type: Conference Paper
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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