E-commerce adoption by local cooperatives in Morocco based on Technology Acceptance Model Adoption du commerce électronique par les coopératives locales au Maroc sur la base du modèle d'acceptation technologique

International audience E-commerce has become an increasingly popular form of consumption, with many factors influencing consumeracceptance. The paper is a systematic literature review to explore the adoption of e-commerce by localcooperatives in Morocco and to identify the factors that influence this adoption process based on the technologyacceptance 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 externalfactors such as social pressure and resource availability can influence e-commerce adoption. We conductedextensive searches in electronic databases such as Scopus, Web of Science, and Google Scholar using apredefined 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 isinfluenced by several factors, including perceived usefulness, perceived ease of use, perceived trust, perceivedrisk, and social influence. Moreover, the results suggest that the majority of local cooperatives in Morocco arestill in the early stages of e-commerce adoption, and face significant challenges related to infrastructure, internetconnectivity, and lack of technical skills. The practical implications of this study are significant, as it providesvaluable 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 technologicalinfrastructure, enhancing trust and security measures, and providing training and support to their members toincrease their technical skills and knowledge.