Despite sustained investment in digital infrastructure, citizen uptake of Moroccan e-government platforms remains below expectations, and existing Moroccan studies typically examine single determinants or single services rather than an integrated behavioral model. This article addresses that gap through a structured narrative synthesis of 22 sources (17 peer-reviewed studies published in 2019–2025 and five foundational works) on e-government adoption in Morocco, Africa, and comparable developing countries, from which it builds a conceptual model integrating perceived usefulness, perceived ease of use, trust in e-government, digital literacy, social influence, facilitating conditions, and institutional quality as antecedents of behavioral intention and actual use. Relative to the three closest existing integrations of these constructs (Zeebaree et al., 2022; Li, 2021; Abdulkareem & Oladimeji, 2024), the model’s distinctive contribution is to treat institutional quality — the transparency, responsiveness, coordination, and data-protection practices of the providing administration — as a multidimensional, supply-side antecedent of trust and usefulness in its own right, rather than folding it into citizen-side trust measures. Twenty hypotheses and a quantitative survey design using structural equation modeling are proposed to test the model among Moroccan citizens. The article’s theoretical contribution is this citizen-centric, behaviorally grounded framework for a developing-country digital-governance context; its managerial and policy contributions lie in change-management, communication, and institutional-reform levers for Moroccan public organizations, framed so that their conditions of transferability to other developingcountry settings are made explicit rather than assumed.

Behavioral Factors Influencing Citizen Adoption of Digital Public Services in Morocco

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