A Study of Barriers to E-Commerce Adoption Among Cooperatives in Morocco

Bighrissen B.

International Conference on Business and Technology (ICBT), İstanbul, Turkey, 6 - 07 November 2021, vol.485, pp.557-570, (Full Text) identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 485
  • Doi Number: 10.1007/978-3-031-08093-7_37
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.557-570
  • Keywords: Ecommerce, Barriers, Cooperatives, Adoption, PLS modeling, Morocco, PLS-SEM
  • Middle East Technical University Affiliated: No

Abstract

This paper aims to identify and empirically examine the main factors hindering the cooperatives to adopting Ecommerce solutions in Agadir region. The conceptual model developed was based on previous researches. The research utilized the convenience sampling to gather data from 102 cooperatives. The Structural Equation Modeling technique was applied to analyze the data using the software of SmartPLS version 3.2.8. The research findings reveal that technical, economical and external barriers are the critical factors inhibiting Ecommerce adoption among cooperatives.