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The determinants of Open Banking adoption in the Moroccanbanking sector: an empirical validation of the UTAUT-OBMmodel
[Les déterminants de l'adoption de l'Open Banking dans le secteur bancaire marocain : validation empirique du modèle UTAUT-OBM]

Author

Listed:
  • Rachid Maghniwi

    (UM5 - Université mohamed 5, Rabat)

  • Mustapha Oukassi

    (UM5 - Université mohamed 5, Rabat)

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.

Suggested Citation

  • Rachid Maghniwi & Mustapha Oukassi, 2026. "The determinants of Open Banking adoption in the Moroccanbanking sector: an empirical validation of the UTAUT-OBMmodel [Les déterminants de l'adoption de l'Open Banking dans le secteur bancaire marocain : validation empirique du modèle UTAUT-OBM]," Post-Print hal-05765188, HAL.
    • Handle: RePEc:hal:journl:hal-05765188
    DOI: 10.5281/zenodo.22922236
    Note: View the original document on HAL open archive server: https://hal.science/hal-05765188v1
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