Factors Influencing the Adoption of AI-Powered Chatbots in the Moroccan Banking Sector: An Extended UTAUT Model

This study investigates the factors influencing the adoption of chatbots by Moroccan bank customers using an adapted version of the Unified Theory of Acceptance and Use of Technology (UTAUT) model.The model incorporates additional variables such as perceived playfulness and perceived usefulness, which are considered relevant to the context of chatbot adoption in the banking sector.A quantitative survey was conducted among 390 Moroccan bank customers, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The results indicate that social influence, expected effort, and perceived playfulness have significant positive effects on customers' intention to use chatbots, while perceived usefulness does not.The findings also reveal that intention to use has a significant positive impact on the actual use of chatbots.Moreover, the study highlights the moderating effects of age and gender on the relationship between social influence and intention to use.The study contributes to the growing literature on chatbot adoption in the banking sector and provides valuable insights for Moroccan banks looking to enhance customer engagement through artificial intelligence.However, the study also acknowledges the limitations of the convenience sampling approach and the need for further research incorporating a broader range of variables and customer segments.