The Behavior Intention of Tunisian Banks’ Customers on using Internet Banking

Lanouar Charfeddine and Wadie Nasri
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Wadie Nasri: Faculty of Economic Sciences and Management of Tunis, The Higher Institute of Management of Gabes, University of Gabes, Gabes, Tunisia

International Journal of Innovation in the Digital Economy (IJIDE), 2013, vol. 4, issue 1, 16-30

Abstract: This paper examines empirically the factors affecting the adoption of internet banking in Tunisia using the Theory of Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). Security and privacy construct were selected as additional factors because of their potent influence on the use of internet banking system. For this purpose, a Structural Equation Modelling (SEM) is employed to examine the inter-correlations among the seven proposed constructs. A survey involving a total of 284 respondents is conducted and confirmatory factor analysis used to determine the measurement efficacies. This study confirms the appropriateness of TAM, TPB, and the security and privacy construct in predicting intention to use internet banking in a Tunisian banking environment. This research reveals that TAM and TPB could be used to provide a solid theoretical foundation of internet banking in Tunisian acceptance case. The study contributes to the literature of internet banking in Tunisia.

Date: 2013
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