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The Behavior of Armenian Consumers in the Context of Online Banking Adoption

Author

Listed:
  • Gevorg Harutyunyan

    (Institute of Economics After M. Kotanyan, Armenia)

  • Karen Nersisyan

    (Institute of Economics After M. Kotanyan, Armenia)

  • Lilit Galstyan

    (Armenian State University of Economics, Armenia)

  • Lilik Beglaryan

    (Institute of Economics After M. Kotanyan, Armenia)

  • Mikayel Mikayelyan

    (Institute of Economics After M. Kotanyan, Armenia)

  • Grigor Manukyan

    (Institute of Economics After M. Kotanyan, Armenia)

Abstract

The introduction of online banking in Armenia is an important element of the digital transformation of the financial sector, providing convenient access to banking services, improving the efficiency of economic operations, and supporting the country's integration into the global financial system by complying with international standards, thereby strengthening the confidence of foreign investors and financial institutions from the United States, Europe, and other regions. Based on this, the study aimed to identify the key determinants of online banking adoption in Armenia by analyzing domestic and international literature and examining the development of online banking in the country. To assess consumer behavior, a binary logistic regression based on a sociological survey of the Armenian population was conducted, identifying the factors that significantly influence the adoption and use of online banking services.

Suggested Citation

  • Gevorg Harutyunyan & Karen Nersisyan & Lilit Galstyan & Lilik Beglaryan & Mikayel Mikayelyan & Grigor Manukyan, 2026. "The Behavior of Armenian Consumers in the Context of Online Banking Adoption," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global Scientific Publishing, vol. 18(1), pages 1-20, January.
    • Handle: RePEc:igg:jesma0:v:18:y:2026:i:1:p:1-20
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