Barriers to the Adoption and the Usage of Internet Banking by Tunisian Consumers

The objective of the paper is to identify the barriers to the adoption and the usage of Internet Banking by Tunisian consumers. In my study like in the other many studies in the literature an extension of the technology acceptance model (TAM) is used as the conceptual framework to measure factors of the adoption and the usage of Internet Banking by Tunisian consumers. In order to explain the reasons of weakness of Internet banking demand in Tunisia, I have conducted qualitative and quantitative research.The qualitative investigations led to the identification of hypotheses and specify the research model. The quantitative analysis allows revealing the determinants of the adoption and the usage of Internet Banking by Tunisian consumers. The comparison average's analysis and perception tests between users and non users of Internet Banking permit to identify the user's profile of Internet Banking in Tunisia. The results of the regression analyses show that, on one hand, perceived ease of use, perceived usefulness, trust and security are motivators' factors and on the other hand, perceived costs and personal features are inhibitors' factors to the adoption and the usage of Internet Banking by Tunisian consumers. Finally, I deduce that Internet costs and ATM usage are the main barriers to the adoption and the usage of Internet Banking by Tunisian consumers