FACTORS INFLUENCING E-CRM USE IN TUNISIAN FINANCIAL SERVICES: AN EXTENDED UTAUT MODEL WITH PERCEIVED RISK
DOI:
https://doi.org/10.18623/rvd.v22.n5.3648Palabras clave:
Unified Theory of Acceptance and Use of Technology (UTAUT), Perceived Risk and Structural Equation Modeling (SEM)Resumen
The aim of this research is to identify the main factors influencing the use of e-CRM systems in the financial services sector in Tunisia by applying the UTAUT model and integrating perceived risk as an additional construct, given the importance of data security and privacy concerns. The proposed research model is based on the Unified Theory of Acceptance and Use of Technology (UTAUT). A quantitative study was conducted with 240 respondents from Tunisian financial institutions with customer databases, using a judgmental (a priori) sampling method. The results show that effort expectancy and social influence do not have a significant positive effect on behavioral intention. However, facilitating conditions and behavioral intention both have significant positive effects on e-CRM adoption, while perceived risk has a significant negative effect. Structural equation modeling (SEM) was used to design the theoretical model and test the research hypotheses. Finally, the managerial and theoretical implications of these findings are discussed, and directions for future research are proposed.
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