The determinants of Open Banking adoption in the Moroccanbanking sector: an empirical validation of the UTAUT-OBMmodel

Les déterminants de l'adoption de l'Open Banking dans le secteur bancaire marocain: validation empirique du modèle UTAUT-OBM

Rachid Maghniwi () and Mustapha Oukassi
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Rachid Maghniwi: UM5 - Université mohamed 5, Rabat
Mustapha Oukassi: UM5 - Université mohamed 5, Rabat

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Abstract: his research investigates the determinants of Open Banking adoption intention amongMoroccan banking clients. Drawing on a sequential explanatory mixed-methods design—aquantitative survey of 500 clients in the Rabat-Salé-Kénitraregion and 25 semi-structuredexpert interviews—the study develops and validates the UTAUT-OBM model, an extensionof UTAUT2 that raises institutional trust and perceived risk to the status of direct determinants.Structural equation modelling confirmsthe six hypotheses and explains 57% of the variance inintention. Performance expectancy (β=0.48) and trust (β=0.40) are the main drivers, whileperceived risk (β=-0.31) and effort expectancy (β=-0.25) are the main barriers. A segmentationdistinguishes three profiles: enthusiasts (32%), cautious pragmatists (45%), and skepticalresisters (23%). As Open Banking is not yet deployed in Morocco, the dependent variableremains a stated intention rather than actual behaviour. The study offers propositions for futureresearch and outlines a responsible, inclusive deployment roadmap towards 2030.

Keywords: Moroccan banking sector; perceived risk; institutional trust; Open Banking; adoption technologique; confiance institutionnelle; risque perçu; secteur bancaire marocain Open Banking; technology adoption (search for similar items in EconPapers)
Date: 2026-09-04
New Economics Papers: this item is included in nep-ara and nep-pay
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Published in Revue Française d'Economie et de Gestion , 2026, 7 (9), ⟨10.5281/zenodo.22922236⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05765188

DOI: 10.5281/zenodo.22922236

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