Analysis of the Variables Influencing People's Propensity to use Online Banking Services in Albania

Abstract

Examining the reasons why Albanians use internet banking services is the focus of this paper. Due to recent technological developments, Albania's banking industry is utilizing technology for an increasing number of banking procedures. We started by presenting some of the key elements that have been identified as having a significant impact on the literature regarding the adoption of online banking, including demographic, socioeconomic, and other elements based on the technology adoption model (TAM). For our empirical research, we used primary data that was collected through surveys that various bank customers in Albania completed. The decreased desire to utilize cash appears to be a key element influencing the rise in the usage of online banking applications and services. Other important factors are the application technical issues and reduction of banking operations time as well as the application security level. The findings of this study will help banks better understand their customers' needs and will provide them with suggestions on how to make technology development plans easier.