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.

In this study, we attempted to understand the dynamics underlying the process of adoption of the innovation by adding resistance opinion leaders and WOM Negatives to a model of market growth. We found that once the resistance was triggered, advertising gives only limited effect, and positive opinions of leaders have little impact on market growth. We have shown that not only the leaders of the resistance Hawking negative WOM reach significantly reduce the size of the end market, but their existence could even completely erase the positive effect of opinion leaders.