Drivers of digital banking solutions adoption by Moroccan consumers

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 are not 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 of the factors of adoption of new technologies. Then we supported this paper with an exploratory qualitative study by conducting semi-structured interviews with professionals in the banking sector.

In terms of illustration, we studied the adoption factors of digital banking 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.

JEL Classification: O3; O32; O33

Type of the article: Empirical research.