Purpose

The Moroccan monetary authorities have implemented an Islamic banking system since 2017 as an alternative to the conventional system. However, the adoption of Islamic banking products and services is not widely accepted by customers. The purpose of this study is to propose a conceptual framework to understand the determinants of Islamic banking products and services adoption in Morocco.

Design/methodology/approach

This study develops a conceptual framework based on the diffusion of innovation theory (DOI). Thus, with reference to an extensive literature review done regarding adoption studies, the proposed research model integrates perceived attributes of innovation (relative advantage, compatibility, complexity and observability) suggested by the DOI theory. It also integrates other relevant variables that should be considered in the context of this study. These include knowledge, perceived risk and customer involvement.

Findings

The proposed conceptual framework demonstrates and justifies the relevance and the applicability of Rogers’ DOI to understand consumer decisions to adopt an innovation in general as well as Islamic banks in particular.

Originality/value

Several studies have examined the factors influencing the adoption of Islamic banks; however, those carried out in the Moroccan context remain very limited. The majority of these studies examine the intention to adopt in the future, whereas the present study seeks to establish a conceptual research model that examines the determinants of current adoption of Islamic banking in Morocco and the continuity of this adoption over time. The novelty of this study is to develop a modified model based on DOI theory which, according to the existing literature, has not yet been tested in the Moroccan context.

中文翻译：

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摩洛哥采用伊斯兰银行产品和服务的决定因素：一个概念框架

目的

自 2017 年以来，摩洛哥货币当局实施了伊斯兰银行系统，以替代传统系统。然而，采用伊斯兰银行产品和服务并没有被客户广泛接受。本研究的目的是提出一个概念框架，以了解摩洛哥采用伊斯兰银行产品和服务的决定因素。

设计/方法/方法

本研究开发了一个基于创新理论扩散（DOI）的概念框架。因此，参考关于采用研究的广泛文献回顾，所提出的研究模型整合了 DOI 理论提出的创新的感知属性（相对优势、兼容性、复杂性和可观察性）。它还整合了本研究中应考虑的其他相关变量。这些包括知识、感知风险和客户参与。

发现

拟议的概念框架展示并证明了 Rogers 的 DOI 的相关性和适用性，以了解消费者决定采用一般创新，特别是伊斯兰银行。

原创性/价值

几项研究调查了影响采用伊斯兰银行的因素；然而，在摩洛哥背景下进行的那些仍然非常有限。这些研究中的大多数研究了未来采用的意图，而本研究旨在建立一个概念研究模型，检查摩洛哥目前采用伊斯兰银行的决定因素以及这种采用随着时间的推移的连续性。这项研究的新颖之处在于开发了一个基于 DOI 理论的修改模型，根据现有文献，该模型尚未在摩洛哥背景下进行测试。