Acceptance of Internet Banking in Tunisian Banks: Evidence From Modified UTAUT Model

Abstract

The purpose of this study is to examine the factors which affect internet banking adoption acceptance in Tunisian banks by using the modified unified theory of acceptance and use of technology (UTAUT) model by adding attitude, trust, perceived risk, and perceived internet banking services quality. The proposed model was empirically tested using survey data provided by 203 respondents and was analyzed using a structural equation model (SEM). The analysis results indicated that performance expectancy, attitude, facilitating conditions, social influence, and perceived internet banking services quality show a significant positive impact on the users' behavioural intention to use internet banking services. This study contributes to the literature by providing a new research model for understanding internet banking adoption in Tunisia, and its findings provide useful guidelines to develop strategies and to improve their services in order to increase the adoption of mobile banking by their customers.