Correspondence: Christos Koritos, Athens University of Economics and Business, Department of Marketing and Communication, Laboratory of Research in Marketing, Greece. Tel: +30 210 8203852; Fax: +30 210 8203851; e-mail: ccoritos@aueb.gr

¹is assistant professor of marketing at the Department of Marketing and Communication (Athens University of Economics & Business, Greece). He holds a PhD from the same university and an MSc from the University of Strathclyde (UK). His research interests pivot around marketing of services, internal marketing, tourism marketing, key account management, retail marketing and logistics, relationship marketing and market orientation development. He has published in various International Journals including Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Journal of Business and Industrial Marketing, Journal of Services Marketing, Journal of Product Innovation Management, etc.

²is Lecturer and Research Associate, at the Department of Marketing & Communication (Athens University of Economics & Business, Greece). He holds a PhD (2006) from the same university, and an MSc from the University of Stirling (UK). His research interests revolve around the adoption and use of technological innovations by consumers. His work has been accepted for publication by the International Journal of Bank Marketing, while it appears at the proceedings of European Marketing Academy Conferences and Strategic Developments in Services Management Conference.

Received 27 February 2008; Revised 27 February 2008.

Abstract

The presumed dominant role of usability attributes (ie usefulness and ease of use) in predicting consumer adoption of a technologically based innovation (eg internet banking — IB) is reexamined, by using an extended framework, which, apart from usability, incorporates the social and psychological aspects of the adoption process. Furthermore, given that IB has been around for almost a decade, it is high time to update the profile of the potential adopters. Results, underscore the role of social factors as predictors of potential IB adopters, whereas the demographic profile of future IB adopters displays important differences compared to that of those already using IB. Possible explanations are discussed, along with implication for practitioners and suggestions for future research.