Volume 6, Issue 2, August 2014, Pages 141–148
Salem BEN BRAHIM1
1 Faculté des Sciences Economiques et de Gestion de Tunis, Université de Tunis El Manar- Le campus universitaire, B.P 248 - El Manar II, 2092 Tunis, Tunisie
Original language: French
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Online banking is facing too many types of resistance which hinders its adoption by Tunisian customers. The objective behind this present research is to identify the barriers underlying the non adoption of online banking in Tunisia. It is based on a survey of nearly 150 Tunisian customers who are non adopters of internet banking services. This study identifies three groups of non- adopters of online banking technology: the postponers, the opponents and the rejectors. On the one hand, the results indicate that the three groups of non- adopters differ significantly with respect to psychological barriers (tradition and image). On the other hand they revele that the functional barriers (use, value and risk) have no impact on the resistance to the adoption of e- banking in Tunisia.
Author Keywords: innovation, online banking, resistance to adoption, non- adopters.
Salem BEN BRAHIM1
1 Faculté des Sciences Economiques et de Gestion de Tunis, Université de Tunis El Manar- Le campus universitaire, B.P 248 - El Manar II, 2092 Tunis, Tunisie
Original language: French
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Online banking is facing too many types of resistance which hinders its adoption by Tunisian customers. The objective behind this present research is to identify the barriers underlying the non adoption of online banking in Tunisia. It is based on a survey of nearly 150 Tunisian customers who are non adopters of internet banking services. This study identifies three groups of non- adopters of online banking technology: the postponers, the opponents and the rejectors. On the one hand, the results indicate that the three groups of non- adopters differ significantly with respect to psychological barriers (tradition and image). On the other hand they revele that the functional barriers (use, value and risk) have no impact on the resistance to the adoption of e- banking in Tunisia.
Author Keywords: innovation, online banking, resistance to adoption, non- adopters.
Abstract: (french)
La banque en ligne est confrontée à différents types de résistances qui peuvent entraver son adoption par les clients. L'objectif de la présente recherche est de déterminer les obstacles à l'origine de la non adoption de la banque en ligne. Elle est basée sur une enquête au près de 150 clients tunisiens non adoptants des services bancaires en ligne. Cette étude identifie trois groupes de non adoptants de la technologie bancaire en ligne : les postponers, les opposants et les détracteurs. Les résultats obtenus indiquent, d'une part que les trois groupes diffèrent de manière significative par rapport aux obstacles psychologiques (tradition et image) et d'autre part, que les barrières fonctionnelles (utilisation, valeur et risque) n'ont pas d'impact sur la résistance à l'adoption des services bancaires en ligne.
Author Keywords: innovation, banque en ligne, résistance à l'adoption, non adoptants, analyse typologique.
How to Cite this Article
Salem BEN BRAHIM, “Typologie de la résistance des consommateurs à l'adoption de l'e banking,” International Journal of Innovation and Scientific Research, vol. 6, no. 2, pp. 141–148, August 2014.
