The determining factors of the adoption of E-Commerce by Moroccan SMEs

Abstract

In a globalized and highly competitive context, the use of information and communication technologies (ICTs) has become imperative for small and medium-sized enterprises (SMEs), including the commercial sector. The adoption of E-commerce, thus, proves to be a strategic necessity for these companies, allowing them to reduce transaction costs, explore new distribution channels and get the access to inaccessible markets and potential customers. In addition to this, this research aims to identify the factors influencing the adoption of E-commerce in small and medium-sized enterprises (SMEs) in Morocco. The focus will be based on an approach, which consists of combining the T-O-E theoretical framework (Tornatzky, Fleischer & Chakrabarti, 1990) and the individual and perceptual dimensions of the company manager. This study carried out using a hypothetico-deductive approach within the positivist framework, adopted a quantitative methodology. A conceptual model was developed and tested with 214 SMEs in the eastern region and Casablanca through a questionnaire, the data of which was analysed using SPSS software. We developed a research model whose validation was carried out using the multiple linear regression analysis method. The results revealed several variables positively influencing the adoption of E-commerce by Moroccan SMEs, including the perceived advantage, ease of use, available technological infrastructure, staff ICTs knowledge, competitive pressure, state support, the COVID-19 crisis, as well as the leader's attitude and interest in ICTs. These findings offer important insights to guide future policies and strategies aimed at encouraging the adoption of E-commerce by SMEs in Morocco.

Keywords : E-commerce, adoption, SMEs, T-O-E, ICT.

JEL Classification: O33, O44

Paper type: Empirical research