2025/01/05 by GARGARI, OUALID, MAKLOUL, YOUSSEF
#BEHAVIORAL #INTENTION #MOBILE COMMERCE #MOBILE USERS #UTAUT
paper · doi:10.48376/imist.prsm/remarem-v16i2.53967
In this article, our main objective is to explore the barriers and facilitators likely to hinder or promote the adoption of mobile commerce in the Moroccan context. To achieve this, we selected a sample of data from 15 different newspapers. These newspapers were chosen because they contain a large number of articles dealing with the adoption of mobile commerce. Using the UTAUT2 (Unified Theory of Acceptance and Use of Technology 2) model as a conceptual framework and from a positivist epistemological perspective, our study aims to examine several determinants such as expected performance, expected effort, social influence, facilitating conditions, hedonic motivation, habit, and trust. The underlying research problem is to understand the expected behaviors of mobile users in the process of adopting mobile commerce while considering the social, cultural and technological specificities of our country; Morocco. This study is therefore a critical analysis and synthesis of existing work on the subject. It aims to examine the different points of view of the authors in order to gain an overview and identify the key variables that need to be integrated into future research in order to better define the dynamics of mobile commerce adoption in Morocco. This exploratory work therefore lays the foundations for a deeper understanding of the determinants of mobile commerce adoption and contributes to a better understanding of this phenomenon in the Moroccan context.