The Path to Adoption: Insights into Morocco’s Public E-Services

E-government is a worldwide strategy to cut spending, improve services and boost public sector efficiency. In Morocco, e-government has caused major changes to society and culture and the way work is done. However, e-government adoption is hindered by challenges including technology, politics, organization, culture and society. Research on e-government adoption in Morocco is lacking a framework to explain citizen behavior. The current study proposes a customized Technology Acceptance Model framework (TAM) that integrates traditional constructs and additional variables from the literature like social influence, user satisfaction and trust to identify drivers of citizens’ adoption of online public services in Morocco. Using a positivist approach and quantitative methods, the study surveyed 478 respondents and analyzed data through structural equation modelling (SEM). The eleven hypotheses were put to empirical test. The resultant data demonstrated the relevance of the adapted TAM model in elucidating the behavioral intentions of the citizens in the sample under consideration. Importantly, our results showed that six of the eleven hypotheses were supported. This highlighted key drivers. However, it also revealed some unexpected points, like the lesser direct role of trust and social influence in this model. Thus, this study offers advice for Moroccan policymakers. It suggests how to improve digital public services with user-focused design. Furthermore, it points to ways to overcome adoption barriers, thereby improving inclusivity, efficiency, and public trust.