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Econometric investigation of internet banking adoption in Greece

Georgia Giordani (Department of Economics and Finance, University of Portsmouth, Portsmouth, UK)
Christos Floros (Department of Economics and Finance, University of Portsmouth, Portsmouth, UK)
Guy Judge (Department of Economics and Finance, University of Portsmouth, Portsmouth, UK)

Journal of Economic Studies

ISSN: 0144-3585

Article publication date: 8 July 2014




The purpose of this paper is to examine if high branch fees, branch dissatisfaction as well as any previous experience of Greek banking customers with other banking technologies (i.e. Automated Teller Machines (ATMs)) have any impact on the probability of internet banking adoption. Further, the authors comment on the socio-economic and demographic characteristics of Greek banking customers, which effect the decision to adopt internet banking services.


The authors employed the logistic regression model to examine the probability of Greek customers adopting internet banking based on certain demographic characteristics but also due to high branch fees, any dissatisfaction with branch services or due to previous experience of electronic banking technologies (ATMs).


After estimating a logistic model, the authors report that branch dissatisfaction and high branch fees have no impact to the internet banking adoption in Greece, therefore Greek customers prefer to visit branches and are willing to pay high fees for the transactions. However, the authors find that ATM users are more likely to adopt internet banking services in Greece.

Research limitations/implications

The authors should employ a technology acceptance model, to test the effect of perceived ease-of-use, perceived usefulness and technology self-efficacy of customers on the probability of e-banking adoption. The authors should also examine other hypotheses using recent data from other European countries and compare the results with those from Greece.

Practical implications

The findings are strongly recommended to Greek bank managers.


The research is primarily motivated by the lack of similar studies to explain empirically the characteristics of Greek bank customers which affect the adoption of internet banking.



Giordani, G., Floros, C. and Judge, G. (2014), "Econometric investigation of internet banking adoption in Greece", Journal of Economic Studies, Vol. 41 No. 4, pp. 586-600.



Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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