Determinants Affecting Consumer Acceptance and Adoption of Internet Banking in Developing Countries : The Case Study of Kosovo

This paper aims to examine how the demographic characteristics affect the level and intention to use and the level of usage of online banking services in Kosovo. A selfadministered survey was conducted with 600 questionnaires sent, from which 510 participants responded to it and were considered accurate and appropriate for the study. The data for this research started at the end of 2020 until the middle of 2021 and a probable stratified sample was used, whereas closed-end questions were prepared through a structured questionnaire. The study adopted the technology acceptance model with additional constructs (i.e. consumer innate innovativeness (II), domainspecific innovativeness (DSI), and perceived security risk (PR)). Results showed that even though the participants appreciated the benefits of online banking as the perceived usefulness factor exerts the greatest direct effect, they yet hesitate to fully adopt the online banking system. It is recommended that banks should develop an information campaign to inform their customers about the total effects of the perceived ease of use and the security related to the online banking system. The study is limited to users of a particular region of Kosovo, which should be further widened in future studies by including other countries from the SEE. Furthermore, the study limits itself in determining consumers’ intention to acceptance of online services offered by banks in a pandemic situation and, as such, may be affected by the overall chaotic situation created in the given period