Abstract:

Online banking is facing too many types of resistance which hinders its adoption by Tunisian customers. The objective behind this present research is to identify the barriers underlying the non adoption of online banking in Tunisia. It is based on a survey of nearly 150 Tunisian customers who are non adopters of internet banking services. This study identifies three groups of non- adopters of online banking technology: the postponers, the opponents and the rejectors. On the one hand, the results indicate that the three groups of non- adopters differ significantly with respect to psychological barriers (tradition and image). On the other hand they indicate that the functional barriers (use, value and risk) have no impact on the resistance to the adoption of e- banking in Tunisia.