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Internet Banking user acceptance : Evidence from Greece and Bulgaria

Up to now, research studies in Greece and Bulgaria have not paid sufficient attention in exploring the reasons affecting the acceptance of Internet Banking services in those countries. Using the decomposed Theory of Planned Behaviour (decomposed TPB) and based on data collected from a sample of 247 respondents of both countries – 118 from Bulgaria and 129 from Greece, we found, in general, an overall good fit of the sample while the hypotheses acceptance varied from country to country. Overall, we showed that in both countries, subjective norm, along with attitude and perceived behavioral control, were able to explain adequately the users’ behavioral intention.