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