Factors Influencing the Adoption of Internet Banking in Tunisia

The purpose of this paper is to determine those factors that influence the adoption of internet banking services in Tunisia. A theoretical model is provided that conceptualizes and links different factors influencing the adoption of internet banking. A total of 253 respondents in Tunisia were sampled for responding: 95 were internet bank users, 158 were internet bank non users. Factor analyses and regression technique are employed to study the relationship. The results of the model tested clearly that use of internet banking in Tunisia is influenced most strongly by convenience, risk, security and prior internet knowledge. Only information on online banking did not affect intention to use internet banking service in Tunisia. The results also propose that demographic factors impact significantly internet banking behaviour, specifically, occupation and instruction. Finally, this paper suggests that an understanding the factors affecting intention to use internet banking is very important to the practitioners who plan and promote new forms of banking in the current competitive market.