نموذج تبني استخدام الإنترنت في الخدمات المصرفية في تونس

Abstract EN

This research examines empirically the factors that affect the adoption of Internet banking by Tunisian bank customers.

As base model, we use the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB).

Structural Equation Modeling is employed to examine the intercorrelations among the proposed constructs.

A survey involving a total of 150 respondents is conducted and Confirmatory Factor Analysis was used to determine the measurement efficacies.

The results indicated that the intention to use Internet banking is affected by the attitude, perceived behavior control, subjectives norms and perceived usefulness.

Theoretically, this study confirms the applicability of the TAM model and TPB in predicting Internet banking adoption by Tunisian bank customers.

The results allow banks' decision makers to develop strategies that can encourage the adoption of Internet banking.