Quantifying Factors Influencing the Adoption of Internet Banking Services in Greece

Quantifying Factors Influencing the Adoption of Internet Banking Services in Greece

M. Makris (Business College of Athens (BCA), Greece), V. Koumaras (Business College of Athens (BCA), Greece), H. Koumaras (Business College of Athens (BCA), Greece), A. Konstantopoulou (Business College of Athens (BCA), Greece) and S. Konidis (Business College of Athens (BCA), Greece)
Copyright: © 2009 |Pages: 13
DOI: 10.4018/jea.2009010102
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A growing phenomenon in the Internet is the rising exploitation of sophisticated security means (e.g. cryptography, digital signatures etc.) toward the development of novel commerce services for providing electronic transactions, collaborating with business partners or serving customers, regardless of geographical and time limitations. This paper discusses, presents and elaborates on the various factors that affect the adaption of Internet banking services in Greece. In particular, it deals with the factors that have been developed within the framework of providing e-banking services over an insecure shared medium like the Internet and affect the Internet Banking customer acceptance. A factor analysis is performed based on the gathered results provided by customer-questionnaires of ALPHA Bank branch in Greece in order to quantify the various parameters that affect the use of an Internet Banking System. The findings of the analysis show that despite the fact that Internet Banking in Greece is steadily increasing its penetration, factors like security, ease of use and perceived usefulness of a system play a major role on the final decision of the customer to adopt an Internet Banking System.

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