Eureka! Institutional Repository

Mobile Banking (M-banking) is an innovative banking channel that has grown particularly in recent years, however its adoption rates by Greek consumers remain low. The purpose of this study is to investigate the factors that affect the attitudes of Greek consumers towards mobile banking, but also the extent to which attitudes predict intention of use, based on the Technology Acceptance Model (TAM). The subject is initially investigated on a theoretical level through the review of Greek and international bibliography and then on an empirical level through a primary research, using a questionnaire, in a sample of 60 consumers of bank customers in Thessaloniki region. The results of the analysis showed that the attitudes of Greek banking consumers are positive towards the use of m-banking, which foresees the intention to use it in the future. The perceived ease of use, perceived usefulness, compatibility with lifestyle and work, and social influence were important factors that predicted consumer attitudes towards m-banking, while consumer attitudes were an important predictor of intent to use. The perceived risk of using m-banking has not been associated with consumer attitudes towards its use. These results largely coincide with those from previous surveys and it is important been taken into account by banking institutions implementing m-banking services as well as from those, that are responsible for the design of these systems in order to increase the rates of adopting m-banking in GREECE.