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

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

1. Since DOI is a key innovative point, go with TAM; the integration advantage and the difference with literature could be enhanced and raised to the topic (a better and novel title could be considered). 

2. Some figures should be beautified with high-resolution pictures, like Figure 1 and Figure 7. 

3. A gap: most prior work is supply-side; demand-side factors (trust, usability, media) in developing countries remain under-explored. Authors should fully discuss if you answer and bridge this in conclusion. Is the proposed generality in other areas not developing?

4. By the way, the research questions (RQs) are missing and should be explicitly clear and concluded.  The novelty of this study should be clarified. 

5. All abbreviations should be clarified with the full title in a table (such as Table 7). The explanation about the negative finding of Co--> Me should be supported (like experts or literature). 

6. Some more digital transformation papers that are related to digital adoption, TAM, and innovation should be added (for example):

1. A digital transformation-enabled framework and strategies for public health risk response and governance: China’s experience
2. Digital transformation and the new normal in China: how can enterprises use digital technologies to respond to COVID-19?
3. Developing a Quick Response Product Configuration System under Industry 4.0 Based on Customer Requirement Modelling and Optimization Method
4. Artificial intelligence-enabled digital transformation in elderly healthcare field: Scoping review

Author Response

Comment 1: Since DOI is a key innovative point, go with TAM; the integration advantage and the difference with literature could be enhanced and raised to the topic (a better and novel title could be considered).

Response: The authors thank the reviewer for the encouraging comment. Please check the title of the article:

• Title 1: The role of media in the E-Government Adoption in Morocco: A Diffusion of Innovation and Technology Acceptance Model Perspective Using PLS-SEM.

Comment 2: Some figures should be beautified with high-resolution pictures, like Figure 1 and Figure 7.

Response: Done. Please check Figures 1 and 7 in the revised manuscript.

Comment 3: Most prior work is supply-side; demand-side factors (trust, usability, media) in developing countries remain under-explored. Authors should fully discuss if they answer and bridge this in the conclusion. Is the proposed generality in other areas not developing?

Response: The authors would like to thank the reviewer for the observation. We have checked and modified the requested observation. Please check the Conclusion section.

• The gap: “Crucially, this research addresses a documented gap in the literature: whereas most prior studies privilege the supply‑side perspective, our work foregrounds demand‑side factors, trust, perceived usability, and media influence in a developing‑country setting. This orientation enriches prevailing theoretical and empirical understandings by illuminating the behavioral and perceptual dimensions underpinning adoption decisions.

Although grounded in the Moroccan experience, the conceptual model and relationships identified may be relevant in diverse socio‑economic contexts, including advanced economies. Nevertheless, variations in institutional maturity, governance cultures, and citizen expectations warrant careful contextualisation before extrapolation. Future research should therefore replicate and refine this framework across heterogeneous settings to assess its generalisability and extend its theoretical reach.

Ultimately, advancing e‑government adoption in Morocco demands an integrated strategy that combines technological innovation with social and institutional capacity‑building. Only through such a multidimensional approach can digital transformation serve as a sustainable driver of development and democratic governance.”

Comment 4: By the way, the research questions (RQs) are missing and should be explicitly clear and concluded.  The novelty of this study should be clarified.

Response: The authors thank the reviewer for the encouraging comment. The comment has been taken into consideration. Please check the lines between 117 and 125.

This evolution raises five central research questions:

1) What is the role of media in promoting e‑government adoption?

2) Which factors influence e‑government adoption in the Rabat‑Sale region?

3) How does digitalization affect citizen satisfaction with public services?

4) In what ways does the media enhance citizens' trust in digital transformation initiatives?

5) What challenges and opportunities exist for advancing electronic public administration in Morocco?

Comment 5: All abbreviations should be clarified with the full title in a table (such as Table 7). The explanation about the negative finding of Co--> Me should be supported (like experts or literature).

Response: We would like to express our immense gratitude. The notes have been taken into consideration, and we added the abbreviation. Please check the revised manuscript Table 7, lines from 742 to 743.       

First part of the question Abbreviation:

• CO: Compatibility
• CX: Complexity
• RA: Relative advantage
• OB: Observability
• DS: Digital skills
• TR: Trust
• ME: Media
• E-gov: E-government.

Second part of the question: Explanation of the negative relationship between Co--> Me: We would like to thank the reviewer for their valuable observation and insightful comment. Please check the lines between 758 and 763.

 “Previous studies have highlighted the significant role of media in facilitating digitalization and e‑government adoption. For instance, Lemuria Carter et al. (2004) demonstrated that compatibility and trustworthiness are strong predictors of citizens’ intention to use e‑government services. Similarly, Frank K. Y. Chan (2010) reported comparable findings, showing that compatibility is a key factor in modeling citizen satisfaction with the mandatory adoption of e‑government, particularly when influenced by media channels”.

Comment 6: Some more digital transformation papers that are related to digital adoption, TAM, and innovation should be added (for example):

1. A digital transformation-enabled framework and strategies for public health risk response and governance: China’s experience
   2. Digital transformation and the new normal in China: how can enterprises use digital technologies to respond to COVID-19?
   3. Developing a Quick Response Product Configuration System under Industry 4.0 Based on Customer Requirement Modelling and Optimization Method
   4. Artificial intelligence-enabled digital transformation in the elderly healthcare field: Scoping review

Response: The authors would like to thank the reviewer for suggesting these relevant references. This remark has been considered to have included strong global/ evidence references in the introduction section. Please check line 58, the references 1 and 2.

Author Response File: Author Response.pdf

Reviewer 2 Report

Comments and Suggestions for Authors

This study links E-Government adoption and the role of media, perceived ease of use, trust, and citizen engagement, which has its insights. However, the causality among these variables are not well demonstrated. The authors need to introduce more in-depth statistical methods to explore such quantitative relationship.

Besides, there may need a mathematical model to show the behavioral mechanism. The authors can refer to some models in Economics.

In addition, since this is an international journal, for international readers, why would the study region of Morocco matter? Can this case be applied to other regions? The authors need to make more general conclusions from this study of a particular region.

Therefore, I would suggest a major revision before this study can be formally published.

Author Response

Comment 1: This study links E-Government adoption and the role of media, perceived ease of use, trust, and citizen engagement, which has its insights. However, the causality among these variables is not well demonstrated. The authors need to introduce more in-depth statistical methods to explore such a quantitative relationship.

Response:   We would like to inform the reviewer that, to examine the causal relationships among the study variables, we employed a multi-stage analytical approach. We first assessed construct reliability using Cronbach’s alpha. Next, we conducted Pearson’s correlation analysis to evaluate the strength and direction of associations. We then applied multiple linear regression analysis to test the predictive influence of the independent variables on e-government adoption while controlling for other predictors. Finally, we used Structural Equation Modeling (SEM) to assess the measurement and structural models simultaneously, capturing both direct and indirect effects as well as mediating relationships among media, perceived ease of use, trust, and citizen engagement.

Comment 2: Besides, there may need for a mathematical model to show the behavioral mechanism. The authors can refer to some models in Economics.

Response: The authors thank the reviewer for the encouraging comment.

In response to recommendations for greater theoretical precision, the behavioral mechanism underlying e-government adoption is herein formalized mathematically, drawing upon behavioral economics notation. Cronbach's alpha serves as a metric for internal consistency, reflecting the extent of relationships within groups. It is a crucial measure of scale reliability, where a higher alpha value typically indicates that the items effectively measure the same underlying construct. However, the interpretation of alpha hinges on several factors, including the item count in the scale, the strength of inter-item correlations [52], and the homogeneity of the construct under examination (Equation 1).

                                                                                                 (1)

Where :

K= is the number of items,

 = is the variance of the total score,

= is the variance of item

The structural relationships can equivalently be represented as equation 2:

                          (2)

where:

Y = E-Government Adoption (endogenous latent construct)

PEU = Perceived Ease of Use

TR = Trust in E-Government

CE = Citizen Engagement

M = Media Influence

ε = Error term

Comment 3: In addition, since this is an international journal, for international readers, why would the study region of Morocco matter? Can this case be applied to other regions? The authors need to make more general conclusions from this study of a particular region.

Response: We would like to clarify to the reviewer that this is an exploratory study; for this reason, our focus was on the Rabat-Sale region, the capital area of Morocco. In addition, Morocco is recognized as a leading country in North Africa in terms of digital transformation in public administration, supported by robust national digital strategies and substantial government investment. Conducting this study in this context represents an innovative contribution to understanding e-government adoption in the region. While our analysis is region-specific, the approach and insights are transferable to other contexts undergoing similar digital transformation processes, such as several African countries. We have also explicitly acknowledged the limitations to generalizability due to the sample size and have encouraged further cross-country studies to validate and extend our findings.

Author Response File: Author Response.pdf

Reviewer 3 Report

Comments and Suggestions for Authors

The abstract is independent information about the article, independent of the text, so there is no need to write about some unknown independent variables that are simply numbered - Q4 to Q26, this does not tell the reader anything. Also, information about internal consistency and reliability, although important for the study, is not mandatory for the abstract - here you need to present the main thing, the essence of the variables under study.

Since the main innovation of this article is the influence of media, it is necessary to devote a separate paragraph to this aspect, not limiting yourself to a brief general description. It is interesting, not only a general idea, but also specific aspects and cases presented in Morocco. It is unclear why the questions in the last block about media in the questionnaire focus only on TV advertising, ignoring social networks, news portals and other channels. Why is there only one aspect hidden behind the term media?

The study does not take into account the influence of age, education, digital literacy on the adoption of technologies.

The article should have a Discussion section, where the place of the obtained results among the information already available in science is shown, and the Limitations of this study are shown. Especially considering the skewed sample: 88.1% of respondents have higher education (Table 2), which does not reflect the real demographics of Morocco and the study of only one most developed region of Rabat-Sale-Kenitra, and the use of a voluntary (not probabilistic) method can increase bias (for example, the prevalence of digital "adepts").

Fig. 1 is not of good enough quality - the questions are almost unreadable
The graphs on pages 11 through 19 are very strange, not only do the bar charts for two indicators add nothing to what is written in the text, they are too simple to make sense (another question if different parameters were compared), but there are also no answer options or legend - it just shows the number of answers (this is hackwork). In order to understand what is being discussed, a person still has to look at the text.

Author Response

Comment 1: The abstract is independent information about the article, independent of the text, so there is no need to write about some unknown independent variables that are simply numbered - Q4 to Q26; this does not tell the reader anything. Also, information about internal consistency and reliability, although important for the study, is not mandatory for the abstract - here you need to present the main thing, the essence of the variables under study.

Response: The authors would like to thank the reviewer for the observation. We have checked and modified the requested observation. Please check the abstract.

“E-government represents a global initiative that leverages information and communication technologies (ICT) 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-Sale-Kenitra 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.”

Comment 2: Since the main innovation of this article is the influence of media, it is necessary to devote a separate paragraph to this aspect, not limiting yourself to a brief general description. It is interesting, not only a general idea, but also specific aspects and cases presented in Morocco. It is unclear why the questions in the last block about media in the questionnaire focus only on TV advertising, ignoring social networks, news portals, and other channels. Why is there only one aspect hidden behind the term media?

Response: The authors thank the reviewer for the encouraging comment.

First part of the question: 2.3. Influence of Media on E-Government Adoption in Morocco

“Based on recent search results from August 2025, the influence of media on e-government adoption in Morocco is evident through its role in promoting digital services while facing challenges from regulatory constraints [33]. E-government in Morocco involves initiatives like digital identity systems, unified portals, and partnerships for online public services, which rely on media for public awareness and adoption. Media outlets have helped highlight these advancements, such as the launch of the National Digital Services Portal, potentially increasing citizen engagement. However, media restrictions and government oversight limit critical discourse, which could hinder transparency and trust in e-services [34]. From the available data, media positively influences adoption by disseminating information about e-government tools. For instance, reports on digital portals and partnerships, like those with the DGSN and UNDP, suggest that media coverage raises awareness of services such as digital identity applications, encouraging usage in a country with high internet penetration (93%). This aligns with Morocco's efforts to expand e-government, as outlined in its Open Government Partnership commitments [35].

Conversely, the media's influence is tempered by regulatory pressures. Recent legislation, including the new social media law, reflects government concerns over "digital anarchy," which may restrict independent reporting on e-government issues [36]. Surveys indicate that while Moroccans support the media's watchdog role, they also endorse limits on information, potentially reducing critical coverage that could identify barriers to adoption, such as risks of exclusion in social targeting systems [37]. This environment might slow public trust and uptake of e-services, as seen in analyses of media freedom and digital rights. Overall, media acts as a double-edged sword: it accelerates e-government adoption through promotion but is constrained by oversight, affecting how effectively citizens engage with digital tools.”

Second part of the question: We thank the reviewer for this insightful observation and appreciate the opportunity to clarify our rationale. Our decision to focus on mass media was guided by an extensive review of the literature, which indicates that most prior research on e‑government adoption has concentrated on social media as the primary driver of user engagement. In contrast, the role of traditional mass media such as television, radio, and print media remains comparatively underexplored. Addressing this gap, we deliberately positioned our study around mass media to provide a novel and innovative perspective. We believe this approach yields valuable insights into how traditional communication channels influence awareness, trust, and the adoption of e‑government services, particularly in contexts where social media penetration is uneven or limited, according to the age of the region, and other factors.

Comment 3: The study does not take into account the influence of age, education, and digital literacy on the adoption of technologies.

Response: We sincerely thank the reviewer for this valuable comment. We recognize that these demographic variables are indeed pertinent in shaping citizens’ engagement with digital public services. As reported in the results section, the majority of respondents were aged between 20 and 30 years (55.9%), followed by those aged 40-50 years (28.9%), and generally possessed a relatively high level of education. This demographic composition reflects the population segment most frequently exposed to, and most likely to interact with, digital platforms within the Moroccan context. Consequently, the potential influence of age and education was relatively constrained in our sample due to its homogeneity in these respects. Nonetheless, we concur that examining a more heterogeneous demographic distribution would yield richer insights, particularly regarding digital literacy levels and potential accessibility barriers faced by older adults or individuals with lower educational attainment. In response, we have integrated this consideration into the Limitations and Future Research section, recommending that subsequent studies adopt a broader and more diverse demographic profile to better assess the moderating effects of these variables.

Comment 4: The article should have a Discussion section, where the place of the obtained results among the information already available in science is shown, and the Limitations of this study are shown. Especially considering the skewed sample: 88.1% of respondents have higher education (Table 2), which does not reflect the real demographics of Morocco and the study of only one most developed region of Rabat-Sale-Kenitra, and the use of a voluntary (not probabilistic) method can increase bias (for example, the prevalence of digital "adepts").

Response: The authors would like to thank the reviewer for their valuable suggestion. We wish to clarify that the discussion section is integrated with the results section, where we provide strong evidence to support and discuss the significance of our findings.

Regarding the reviewer’s question on the higher proportion of educated participants, this can be explained by the demographic and regional characteristics of our sample. As noted in the manuscript, our study specifically targeted participants aged between 20 and 30 years. Moreover, the selected region, the Rabat-Sale are,a serves as the capital of Morocco and is recognized as a highly developed and digitally advanced city. These factors naturally contribute to a higher percentage of participants with higher educational attainment.

Comment 5: Fig. 1 is not of good enough quality - the questions are almost unreadable. The graphs on pages 11 through 19 are very strange, not only do the bar charts for two indicators add nothing to what is written in the text, they are too simple to make sense (another question if different parameters were compared), but there are also no answer options or legend - it just shows the number of answers (this is hackwork). In order to understand what is being discussed, a person still has to look at the text.

Response: We would like to thank the reviewer for the comment. We already considered this observation during the modification. Please check the pages from 11 to 19.

Author Response File: Author Response.pdf

Round 2

Reviewer 1 Report

Comments and Suggestions for Authors

Most of the concerns are improved. However, Figure 1 and Figure 7 are low resolution. They need to be redepicted or repasted in high-resolution mode.

Author Response

Comment: Most of the concerns are improved. However, Figure 1 and Figure 7 are low resolution. They need to be redepicted or repasted in high-resolution mode.

Response: Done, please check figure 1 and 7, they have been replaced by figures with higher resolution.

The authors would like to thank the reviewer for the observation.

Author Response File: Author Response.pdf