Expanding the Technology Acceptance Model to Examine Internet Banking Adoption in Tunisia Country

Wadie Nasri, Lanouar Charfeddine and Anis Allagui
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Wadie Nasri: Higher Institute of Management of Gabes, University of Gabes, Gabes, Tunisia
Anis Allagui: Université de Tunis El Manar, Ecole Nationale d'Ingénieurs de Tunis, Tunis, Tunisie

International Journal of Innovation in the Digital Economy (IJIDE), 2013, vol. 4, issue 4, 61-81

Abstract: This paper aims to empirically examine the factors that affect the adoption of Internet banking in Tunisia. In order to explain the factors, this paper extends the “Technology Acceptance Model” by adding additional external factors such as security and privacy, self efficacy, social influence, and awareness of services and its benefits. The findings of the study suggests that the security and privacy, self efficacy, social influence, and awareness of services and its benefits have significant effects on the perceived usefulness (PU), perceived ease of use (PEOU) and attitude toward Internet banking acceptance. Age and education have also significant impact on the attitude towards the likelihood of adopting online banking. These findings may provide for banks useful guidelines for developing Internet banking services and for marketing Internet banking.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jide00:v:4:y:2013:i:4:p:61-81

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