Drivers of digital banking solutions adoption by Moroccan consumers

Les facteurs d'adoption des solutions digitales bancaires par les consommateurs marocains

Machkour Badr and Abriane Ahmed
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Machkour Badr: Faculté des sciences juridiques, économiques et sociales d’Agadir
Abriane Ahmed: Faculté des sciences juridiques, économiques et sociales d’Agadir

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Abstract: Today, the evolution of information and communication technologies as well as the democratization of the Internet have offered consumers new distribution channels. This evolution has given rise to a new consumer profile, namely the digital consumer or the online consumer. Thus, the use of these technologies and digital platforms by Moroccan banks is now an unavoidable modality. However, their acceptance and adoption by Moroccan consumers arenot always guaranteed, which justifies the failure of several initiatives to integrate NICTs in other sectors.In our research, we drew inspiration from the main adoption models, namely the TAR, the TAM, the TDI and the UTAUT. The methodological approach used to frame this study resulted in a literature review ofthe factors of adoption of new technologies. Then we supported this paper with an exploratory qualitative study by conducting semi-structured interviews with professionalsin the banking sector.In terms of illustration, we studied the adoption factors of digitalbanking solutions in eight Moroccan banks in seven different cities, a total of 182 bank branches.The results of this study identified seven main factors, namely: perceived usefulness, communication, perceived cost, convenience, social influence, perceived risk, Covid-19.The results revealed that perceived usefulness, communication, perceived cost, social influence, and convenience of digital banking solutions have a positive impact and perceived risk has a negative impact on behavioral intention to adopt and behavioral intention and Covid 19 have a positive impact on the adoption behavior of these solutions.

Keywords: Digital solutions; adoption factors; Moroccan banking sector; Moroccan consumers; Digitalization; Covid-19; Solutions digitales; facteurs d'adoption; secteur bancaire marocain; consommateur marocain; digitalisation (search for similar items in EconPapers)
Date: 2022
Note: View the original document on HAL open archive server: https://hal.science/hal-04725049v1
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Published in International Journal of Accounting, Finance, Auditing, Management and Economics, inPress, 3 (1-2), pp.549-568. ⟨10.5281/zenodo.5902568⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04725049

DOI: 10.5281/zenodo.5902568

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