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Factors Influencing the Adoption of Internet Banking in Tunisia

By Wadie Nasri


The purpose of this paper is to determine those factors that influence the adoption of internet banking services in<br />Tunisia. A theoretical model is provided that conceptualizes and links different factors influencing the adoption<br />of internet banking. A total of 253 respondents in Tunisia were sampled for responding: 95 were internet bank<br />users, 158 were internet bank non users. Factor analyses and regression technique are employed to study the<br />relationship. The results of the model tested clearly that use of internet banking in Tunisia is influenced most<br />strongly by convenience, risk, security and prior internet knowledge. Only information on online banking did not<br />affect intention to use internet banking service in Tunisia. The results also propose that demographic factors<br />impact significantly internet banking behaviour, specifically, occupation and instruction. Finally, this paper<br />suggests that an understanding the factors affecting intention to use internet banking is very important to the<br />practitioners who plan and promote new forms of banking in the current competitive market

Topics: LCC:Business, LCC:HF5001-6182, LCC:Commerce, LCC:HF1-6182, LCC:Social Sciences, LCC:H, DOAJ:Business and Management, DOAJ:Business and Economics
Publisher: Canadian Center of Science and Education
Year: 2011
DOI identifier: 10.5539/ijbm.v6n8p143
OAI identifier:
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