"The Integration of Web 2.0 Technologies in the Banking Communication system: An Investigation of Stakeholders’ Perspectives on the Nature of Online Banking and Factors Influencing its Adoption"

Abstract

Web 2.0 technologies have enabled banks to remove the constraints of time and place, cut down costs, and enhance reach. However, despite the bank great efforts, some Moroccan customers are skeptical to adopt these technologies to communicate with their banks. The objective of this research is to investigate the perceptions and the implications of Web 2.0 technologies as effective communicative channels in the Moroccan banking sector as well as analyze the factors affecting bank customers’ decision to adopt Internet banking (online banking) in Morocco, including the security aspect, usefulness, ease of use, and attitude. To achieve the research objective, a mixed-methods approach to data collection and analysis is employed to triangulate the data which is collected using a survey and semi-structured interviews. To analyze data collected both descriptive and inferential statistics are adopted using Statistical Package for Social Sciences (SPSS) and the Statistical Package Moment of Structure (AMOS). We developed a conceptual model based on the Technology Acceptance Model (TAM) with an added construct Perceived Risk (PR). The model was empirically tested and was further analyzed using Structural Equation Modeling (SEM). The analysis results indicated that the model has a good fit in the context of Internet banking adoption. The study empirically conclude that individual intention to adopt Internet banking is positively influenced by Perceived Usefulness, Perceived Ease of Use and Attitude; whereas, Perceived Risk shows an insignificant effect on attitude and adoption behavior. The results also reveal that Moroccan banking customers have a positive perception of Web 2.0 technologies and that these tools are the key to business communication excellence. The findings contribute to the literature of user acceptance of Information Technologies in a developing country, i.e. Morocco. Besides, the outcome provides useful information for bank management to develop sound strategies, improve their services, create solid digital relationship with their stakeholders, and increase the take-up of Internet banking services.