The Role of Media in the E-Government Adoption in Morocco: A Diffusion of Innovation and Technology Acceptance Model Perspective Using PLS-SEM

E-government represents a global initiative that leverages information and communication technologies (ICTs) to enhance public service delivery and strengthen interactions between governments and citizens. While adoption is critical to realizing the potential benefits of e-government, research from the demand-side perspective remains limited, particularly regarding how individuals engage with these systems, the factors shaping their trust, and the role of media in promoting awareness and uptake. This study examines the influence of media exposure on e-government adoption by assessing its impact on trust, perceived ease of use, satisfaction, relative advantage, complexity, and observability. A quantitative survey was conducted among residents of the Rabat-Salé-Kénitra region, and the proposed model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The model demonstrated robust reliability (Cronbach’s alpha = 0.710), and ANOVA results (p < 0.001) confirmed the substantial explanatory power of the independent variables in predicting adoption. The model accounted for 65.7% of the variance in adoption and 67.2% in trust. Media exposure and digitalization exerted strong positive effects on trust, which emerged as the most influential predictor of adoption. Additionally, observability and relative advantage positively influenced adoption, whereas complexity had a negative effect. Notably, 72.86% of respondents expressed an intention to adopt e-government services in the future. These findings underscore the pivotal role of media as a catalyst for digital transformation and offer actionable insights for policymakers aiming to enhance citizen trust and engagement with e-government services.