Unité de Recherche et d'Applications en Marketing



Tunisian use of credit cards for payment purposes is acutely misused. This research investigates explaining factors. It builds on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to propose a theoretical model to explain Tunisian customers’ intention to use credit card. Influencing effects of perceived usefulness, perceived ease of use, subjective norms, perceived behavior control, and attitude are examined. Data was collected using a face-to-face administered survey. The proposed model was tested by mean of PLS-SEM approach. Results show that perceived usefulness, perceived ease of use, subjective norm, perceived behavior control, and attitude are prominent predictors of the behavioral intention to use credit card for payment purposes. The findings may provide Tunisian companies’ decision makers information that could be useful in creating a positive attitude toward credit card and attracting customers to use it more frequently.

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