Factors Influencing Customers’ Behavioral Intention in Online Banking: Second Order PLS-SEM

The aim of this study is to investigate the factors that influence the behavioral intentions of Moroccan consumers when it comes to using online banking services. The data for this research was gathered through a survey conducted among 109 customers from various banks, using a convenient sampling method. The analysis model employed in this study is based on structural equations (SEM) and estimated using the partial least squares (PLS) approach. The findings of this study indicate that performance expectancy (PE), effort expectancy (EE), and facilitating conditions (FC) positively impact behavioral intentions, whereas social influence (SI), perceived benefits (PB), and perceived risk (PR) do not have a positive effect. Moreover, the results of this study can provide valuable insights for banking marketing professionals, enabling them to better comprehend the factors that shape the behavioral intentions of online banking users. This knowledge can assist them in effectively guiding their efforts toward encouraging long-term adoption.