Determining the Factors Influencing Internet Banking Adoption: An Empirical Study in Morocco

This study investigates customer?s perception and adoption of Internet banking IB in Morocco. We developed a theoretical model based on the Technology Acceptance Model (TAM) with Perceived Risk construct. A questionnaire was designed to collect data from a randomly selected sample of Moroccan banking customers and obtained 280 usable responses. Structural equation modeling (SEM) was used for data analysis. The results indicate that PU, PEOU and ATT have a significant effect on customer?s acceptance of Internet Banking (IB), while Perceived Risk has no significant impact on adoption and attitude. The findings of this study provide important implications for bank management in formulating sound IB marketing strategies and enhancing banking adoption in Morocco.