This study aims to analyze the impact of consumption values on the adoption of NBG’s mobile banking services and the role of customers’ motivation and app adoption in this process. The study reveals users’ attitudes and behavior towards mobile banking by establishing significant connections between selected UTAUT constructs. Based on a critical case of the m-banking services of a leading Greek financial institution, we gathered 418 full-answered questionnaires from a convenience sample of 654 customers to test 18 research hypotheses. The research results confirm that the three selected UTAUT constructs, are antecedents of behavioral intention, supporting the initial assumption. This study analyzes the factors that drive the adoption and usage of mobile banking apps, providing valuable insights for marketing academia and managers.

本研究旨在分析消费价值观对 NBG 移动银行服务采用的影响以及客户动机和应用程序采用在此过程中的作用。该研究通过在选定的 UTAUT 结构之间建立重要联系来揭示用户对移动银行的态度和行为。基于希腊一家领先金融机构的移动银行服务的一个关键案例，我们从 654 名客户的便利样本中收集了 418 份完整回答的调查问卷，以测试 18 个研究假设。研究结果证实，选定的三个 UTAUT 结构是行为意图的前因，支持了最初的假设。本研究分析了推动移动银行应用程序采用和使用的因素，为营销学术界和管理者提供了宝贵的见解。