Resistance to Internet Banking Adoption in Tunisia: A Grounded Theory Approach

Adoption of online banking has been studied in detail with respect to theories of consumer behavior, yet the adoption of Internet banking still provides an attractive area of research. A new wave of research supports the importance of understanding consumer behavior within the perspective of resistance, and attempts to address the theoretical knowledge gap between technology acceptance and adoption. In this respect, this research examines the factors that inhibit people to adopt and use Internet banking as a complementary financial service. An abductive investigation based on the grounded theory methods has been used. Findings suggest that the important factors which slow the adoption of Internet banking were the lack of information about the service, and the satisfaction with the existing alternative that individuals are currently using (bricks-and mortar, ATMs, and mobile banking). Other influential factors are highlighted. Implications for academicians and practitioners are discussed.