The determinants of Open Banking adoption in the Moroccanbanking sector: an empirical validation of the UTAUT-OBMmodel
Abstract
his research investigates the determinants of Open Banking adoption intention amongMoroccan banking clients. Drawing on a sequential explanatory mixed-methods design—aquantitative survey of 500 clients in the Rabat-Salé-Kénitraregion and 25 semi-structuredexpert interviews—the study develops and validates the UTAUT-OBM model, an extensionof UTAUT2 that raises institutional trust and perceived risk to the status of direct determinants.Structural equation modelling confirmsthe six hypotheses and explains 57% of the variance inintention. Performance expectancy (β=0.48) and trust (β=0.40) are the main drivers, whileperceived risk (β=-0.31) and effort expectancy (β=-0.25) are the main barriers. A segmentationdistinguishes three profiles: enthusiasts (32%), cautious pragmatists (45%), and skepticalresisters (23%). As Open Banking is not yet deployed in Morocco, the dependent variableremains a stated intention rather than actual behaviour. The study offers propositions for futureresearch and outlines a responsible, inclusive deployment roadmap towards 2030.
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BibTeX
@article{maghniwi2026determinants,
title = {{The determinants of Open Banking adoption in the Moroccanbanking sector: an empirical validation of the UTAUT-OBMmodel}},
author = {Rachid Maghniwi and Mustapha Oukassi},
journal = {Revue Française d'Economie et de Gestion},
year = {2026},
month = sep,
doi = {10.5281/zenodo.22922236},
url = {https://hal.science/hal-05765188v1},
note = {CC BY-NC 4.0},
}
RIS
TY - JOUR
TI - The determinants of Open Banking adoption in the Moroccanbanking sector: an empirical validation of the UTAUT-OBMmodel
AU - Rachid Maghniwi
AU - Mustapha Oukassi
PY - 2026
DA - 2026/09/04
JO - Revue Française d'Economie et de Gestion
DO - 10.5281/zenodo.22922236
UR - https://hal.science/hal-05765188v1
AB - his research investigates the determinants of Open Banking adoption intention amongMoroccan banking clients. Drawing on a sequential explanatory mixed-methods design—aquantitative survey of 500 clients in the Rabat-Salé-Kénitraregion and 25 semi-structuredexpert interviews—the study develops and validates the UTAUT-OBM model, an extensionof UTAUT2 that raises institutional trust and perceived risk to the status of direct determinants.Structural equation modelling confirmsthe six hypotheses and explains 57% of the variance inintention. Performance expectancy (β=0.48) and trust (β=0.40) are the main drivers, whileperceived risk (β=-0.31) and effort expectancy (β=-0.25) are the main barriers. A segmentationdistinguishes three profiles: enthusiasts (32%), cautious pragmatists (45%), and skepticalresisters (23%). As Open Banking is not yet deployed in Morocco, the dependent variableremains a stated intention rather than actual behaviour. The study offers propositions for futureresearch and outlines a responsible, inclusive deployment roadmap towards 2030.
SN - 2728-0128
ER -