E-commerce adoption by local cooperatives in Morocco based on Technology Acceptance Model

Abstract

E-commerce has become an increasingly popular form of consumption, with many factors influencing consumer acceptance. The paper is a systematic literature review to explore the adoption of e-commerce by local cooperatives in Morocco and to identify the factors that influence this adoption process based on the technology acceptance model (TAM) which is often used to study e-commerce adoption, focusing on his two key factors: Recognized technology usefulness, Ease of use of perceived technology. Research also shows that external factors such as social pressure and resource availability can influence e-commerce adoption. We conducted extensive searches in electronic databases such as Scopus, Web of Science, and Google Scholar using a predefined set of keywords. We included qualitative and quantitative studies published between 2015 and 2022. The findings of this review indicate that the adoption of e-commerce by local cooperatives in Morocco is influenced by several factors, including perceived usefulness, perceived ease of use, perceived trust, perceived risk, and social influence. Moreover, the results suggest that the majority of local cooperatives in Morocco are still in the early stages of e-commerce adoption, and face significant challenges related to infrastructure, internet connectivity, and lack of technical skills. The practical implications of this study are significant, as it provides valuable insights for local cooperatives in Morocco to develop and implement effective e-commerce strategies. Specifically, our findings suggest that local cooperatives need to invest in improving their technological infrastructure, enhancing trust and security measures, and providing training and support to their members to increase their technical skills and knowledge.

Keywords: E-commerce, Local cooperatives, local Product, Technology Acceptance Model

JEL Classification: M31

Paper type: Theoretical Research