Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)

Research Article: 2021 Vol: 20 Issue: 3

Explanatory Research of Customers Acceptance of Internet Banking: Case of Tunisian Banks

Hassairi Ahmed Foued, Sfax University


This article investigates the prerequisites influencing the acceptance of Internet banking among customers of Tunisian banks. This research tries to identify and test determinants of internet banking acceptance by customers. Theories and models of information technologies acceptance and some researches concerning Internet banking adoption offer a conceptual framework to apprehend keys factors that influence customers’ Internet banking use. An empirical study conducted on 165 Tunisian customers, who use Internet banking, suggests the importance of their perceptions of usefulness, ease of use, and confidentiality of their personal information as key determinants of Internet banking acceptance. Theoretical and managerial contributions for practitioners and bank authorities are deducted from the results of this study.

Keywords: Internet Banking (IB), TAM, Customer Acceptance, Usefulness, Ease of Use, Confidentiality Perception.

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