The Importance of Perceived Benefits in Intentions to Use Internet Banking among Greek PC Users
Abstract:This paper aims to identify factors affecting the intention of personal computer (PC) users to use Internet banking (IB) in Greece. Specifically, the study investigates the role of 'perceived benefits' in affecting intention to use this e-service. The research uses the 'technology acceptance model' (TAM) as a conceptual basis for a questionnaire administered to 428 PC users in the Athens region through a telephone survey. In addition to the standard TAM variables, other factors included in the measurement model relate to fears regarding Internet security, need for human contact, and customers' educational level. In addition, perceived usefulness was measured with a new scale based on the perceived benefits of the service.
Based on the data analysis, the perceived benefit of IB is found to be the most important variable affecting the attitude and the intention of consumers to use Internet banking services. This finding is in accordance with the basic principles of marketing, according to which consumers choose products and services on the basis of the utility they expect to gain.
Document Type: Research Article
Publication date: December 1, 2006
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