2024/07/30 by GANOUNE, AIT HEDA
paper · doi:10.48374/imist.prsm/ame-v6i4.48390
The use of e-commerce in Morocco is experiencing a gradual evolution, generating growing interest in understanding the adoption and use of this new marketing technology. To explore the use of this system, our study focuses on the Unified Technology Acceptance and Use Model (UTAUT), an extension of Davis' famous TAM (Technology Acceptance Model). The UTAUT model is widely used to understand the adoption and use of new technologies, as its extension, offers an enriched perspective, our research is anchored in the Moroccan context, aiming to reveal the specific dynamics of adoption of e-commerce. UTAUT, having already proven itself in various global contexts, serves as a conceptual framework to illuminate the determining factors in the process of acceptance and use of technology within the Moroccan market, our reaseach will be based on exploring existence littérature by conducting a systematic literature review (SLR)