Factors affecting intention, adoption and use of mobile banking services in Morocco Based on TAM Model

The objective of this research is to study the behavioral intention of Moroccan consumers towards mobile banking. Based on the technology acceptance model (TAM),  we tried to explore the relevant factors that influence the intention to adopt mobile banking services in Morocco, including perceived ease of use (PEU), perceived usefulness (PU), perceived trust (PT), perceived risk (PR), and social influence (SI).

The literature review  allowed us to formulate a set of hypotheses to test, a quantitative study targeting a sample of 110 Moroccan consumers was carried out. We used the PLS-SEM approach and SmartPLS 4 software. The results of our PLS regression model indicate that perceived usefulness (PU), perceived trust (PT) and social influence (SI) have a positive and significant influence on the adoption intention of Fintech services. On the other hand, perceived ease of use (PEU) and perceived risk (PR) have an insignificant effect on the adoption intention of mobile banking services.