Open Conference Systems, ICQQMEAS2009

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FACTORS AFFECTING INTERNET BANKING USAGE BEHAVIOR: AN EMPIRICAL INVESTIGATION OF GREEK CUSTOMERS
Apostolos Giovanis, Spyridon Binioris, Maria Tsirintani, Dimitris Novas

Last modified: 2015-09-24

Abstract


This study deals with the factors affecting customers to continue to be users of internet banking. The context of the research framework is based on the extension of the Technology Acceptance Model with concepts from Innovation Diffusion Theory. Theory was developed to identify factors that influence customers’ behavioral intentions and actual usage. The conceptual framework includes latent variables formulating customers’ perception on service’s usefulness, easy of use, risk and compatibility, which are operating as predictors of customers’ behavioral intentions to continue to use internet banking services. Survey was conducted to internet banking customers of a major Greek banking institution to gather data. Partial least square was used to examine pattern of inter-correlations among the six proposed constructs and to test related propositions empirically. Results show that service compatibility is the most important factor shaping customers’ behavioral indentations, followed by TAM constructs and perceive risk. Moreover, TAM and perceived risk constructs are operating as mediators between compatibility and customers’ behavioral intentions, while perceived usefulness mediating the relationship between perceived easy of use and customers behavioral intentions. Finally, theoretical contributions and practical implications of the findings are discussed and suggestions for futureresearch are presented

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