[ Une cartographie de la résistance à l'adoption du M-Banking en Tunisie ]
Volume 8, Issue 1, September 2014, Pages 1–18
Tarek Abdellatif1, Chtioui Jinene2, and Nessrine Khazmi3
1 Expert Consultant Stratégie E-Marketing, A.2.W.M Vanves, France
2 Doctorante, IHEC Carthage, Tunisia
3 Doctorante, IHEC Carthage, Tunisia
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.
The mobile bank (M-Banking) is confronted to various kinds of resistances which can hind his adoption by the Tunisian customers. This study identifies three groups of non adopters of the technology M-Banking: postponers, opponents and detractors. This work is based on a cognitive approach which reconciles the qualitative and quantitative studies to reach the objectives of our research work.
The results of this study indicate that the non adopters groups differ in a significant way with regard to obstacles of use, the value and the image. Also, the barriers of risk and the tradition did not show statistical meaning, but, the barrier of the received risks is, generally, important. Significant relations between the barriers of use, risks and the image with the sex and the level of the education were relived.
Finally, our results show a clear mapping to let appear the cultural dimensions of the resistance in the adoption of resultant M-Banking of the study. These results are important for the future projects of M-Banking and E-Banking in Tunisia and in the other countries in development.
Author Keywords: M-Banking, E-Banking, Résistance to the innovations, Kernel.
Volume 8, Issue 1, September 2014, Pages 1–18
Tarek Abdellatif1, Chtioui Jinene2, and Nessrine Khazmi3
1 Expert Consultant Stratégie E-Marketing, A.2.W.M Vanves, France
2 Doctorante, IHEC Carthage, Tunisia
3 Doctorante, IHEC Carthage, Tunisia
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
The mobile bank (M-Banking) is confronted to various kinds of resistances which can hind his adoption by the Tunisian customers. This study identifies three groups of non adopters of the technology M-Banking: postponers, opponents and detractors. This work is based on a cognitive approach which reconciles the qualitative and quantitative studies to reach the objectives of our research work.
The results of this study indicate that the non adopters groups differ in a significant way with regard to obstacles of use, the value and the image. Also, the barriers of risk and the tradition did not show statistical meaning, but, the barrier of the received risks is, generally, important. Significant relations between the barriers of use, risks and the image with the sex and the level of the education were relived.
Finally, our results show a clear mapping to let appear the cultural dimensions of the resistance in the adoption of resultant M-Banking of the study. These results are important for the future projects of M-Banking and E-Banking in Tunisia and in the other countries in development.
Author Keywords: M-Banking, E-Banking, Résistance to the innovations, Kernel.
Abstract: (french)
La banque mobile (M-Banking) est confrontée à différents types de résistances qui peuvent entraver son adoption par les clients Tunisiens. Cette étude identifie trois groupes de non adoptants de la technologie M-Banking : les postponers, les opposants et les détracteurs.
Ce travail est basé sur une approche cognitive qui concilie les études qualitatives et quantitatives pour atteindre les objectifs de notre travail de recherche.
Les résultats de cette étude indiquent, d'une part, que les trois groupes non adoptants diffèrent de manière significative par rapport à des obstacles d'utilisation, la valeur et l'image.
D'autre part, les barrières de risque et de la tradition n'ont pas montré de signification statistique, mais, la barrière des risques reçus reste généralement importante.
Des relations significatives entre les barrières d'utilisation, des risques et de l'image avec le sexe et le niveau de l'éducation ont été notées.
Enfin, les résultats ont permis une cartographie claire pour laisser apparaitre les dimensions culturelles relatives à la résistance à l'adoption du M-Banking résultants de l'étude. Ces résultats peuvent servir les futurs projets de M-Banking et de E-Banking en Tunisie et dans les pays en voie de développement.
Author Keywords: M-Banking, E-Banking, résistance à l'innovation, Kernel.
How to Cite this Article
Tarek Abdellatif, Chtioui Jinene, and Nessrine Khazmi, “Mapping of resistance to the adoption of M-Banking in Tunisia,” International Journal of Innovation and Scientific Research, vol. 8, no. 1, pp. 1–18, September 2014.
