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Les facteurs d'adoption des services bancaires islamiques en Tunisie

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  • Souheila Kaabachi

    (EBS Paris - European Business School Paris)

Abstract

À la lumière de la théorie de la diffusion de l'innovation de Rogers (1995) et d'une étude quantitative menée sur un échantillon de 239 individus, non utilisateurs de l'offre bancaire islamique, cet article vise à déterminer les facteurs influençant l'adoption des services bancaires islamiques par la clientèle bancarisée tunisienne. Les résultats mon-trent que l'avantage relatif perçu de ces services bancaires et leur compatibilité avec les croyances, les valeurs, les habitudes bancaires et les besoins financiers des individus sont les principales variables qui motivent leur adoption. En revanche, la complexité perçue des produits et des services et une incertitude élevée liée à leur usage expliquent la réticence des individus à les choisir. Cette recherche exploratoire con-tribue à l'enrichissement des travaux appliquant la théorie de la diffusion de l'innova-tion de Rogers au contexte des services bancaires islamiques. Elle met l'accent sur la nécessité pour les banques islamiques de procéder à une meilleure éducation des indi-vidus dans le domaine de la finance islamique et de communiquer davantage sur les bénéfices distinctifs de leurs services et sur leur mode de fonctionnement.

Suggested Citation

  • Souheila Kaabachi, 2012. "Les facteurs d'adoption des services bancaires islamiques en Tunisie," Post-Print hal-01878310, HAL.
    • Handle: RePEc:hal:journl:hal-01878310
    Note: View the original document on HAL open archive server: https://hal.science/hal-01878310
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    References listed on IDEAS

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