Online banking is facing various types of resistance that may hinder its adoption by\nconsumers. This paper aim to identify barriers to the origin of non-adoption of e banking\nand to provide a better comprehension of online bankig non adoption it is based on a survey\nof nearly 150 Tunisians bank customers non-adopters of e banking. This study identifies\nthree groups of non- adopters of online banking: postponers, opponents and rejecters. The\nresults indicate, first, that these groups of non- adopters differ significantly with respect to\npsychological barriers (tradition and vision). They highlight on the other hand that\nfunctional barriers (use value and risk) have no impact on resistance to e banking. The\nresults provide managerial implications for Tunisian executives to better profile their\ncustomers.
Loading....