An Empirical Study of User Acceptance Behaviours of Internet Banking in Tunisia Using UTAUT2 Model

Wadie Nasri
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Wadie Nasri: Université de Gabès, Tunisia

International Journal of Innovation in the Digital Economy (IJIDE), 2021, vol. 12, issue 4, 16-34

Abstract: The conceptual model proposed was based on the extended unified theory of acceptance and use of technology (UTAUT2). The proposed model was empirically tested using survey data provided by 203 respondents and was analyzed using a structural equation model (SEM). The analysis results indicated that performance expectancy, effort expectancy, social influence, and facilitating conditions show a significant positive impact on the users' behavioural intention to use internet banking services. However, price value, hedonic motivation, and habit do not positively influence the behavioural intention. This study offers Tunisian banks some guidelines to develop strategies and to improve their services in order to increase the adoption of mobile banking by their customers.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jide00:v:12:y:2021:i:4:p:16-34

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