Study of the impact of the determinants of the adoption of participatory banking in the Moroccan context: an application of the PLS-SEM technique[Étude de l'impact des déterminants de l'adoption de la banque participative dans le contexte marocain : une application de la technique PLS-SEM]

The main objective of this study is to examine the factors that have an impact on consumers' intention to adopt participatory banking services in Morocco. Rogers' (2003) theory of the diffusion of innovation was used to guide the study. The impact of relative advantage, compatibility, complexity, observability, testability of uncertainty and social influence was examined in this study. A quantitative study was carried out using a self-administered questionnaire with a representative sample of 499 customers of conventional Moroccan banks. The data collected were analyzed using two statistical software packages called Smart PLS and SPSS, and the statistical results are presented using tables, graphs and figures. The results revealed that compatibility, testability and social influence have a positive and significant impact on the Moroccan consumer's intention to adopt participatory banking. In addition, uncertainty was found to have a negative and significant impact on the Moroccan consumer's intention to adopt participatory banking.