DIGITAL PERSUASION FACE OF ONLINE PURCHASING BEHAVIOR IN THE LOCAL PRODUCT MOROCCAN CONTEXT

The advent of digital technology, particularly e-commerce, has significantly altered the ways consumers interact and make purchasing decisions (Bertino & Foster, 2015). Noting an institutional shift towards social innovation aimed at enhancing competitiveness and market efficiency (Juan et al., 2020), Moroccan terroir cooperatives are adapting to these commercial changes. This adaptation introduces new research questions about the digital persuasion of Moroccan consumers towards terroir products. Through an exploratory study, this research seeks to analyze the determinants of persuasive buying behavior for products from Moroccan terroir cooperatives online, our article is grounded in the Technology Acceptance Model (TAM) (Davis, 1989) and Fogg's Behavior Model (2009). Our methodological approach is quantitative, involving a sample of 267 respondents. The primary objective is to identify the variables that influence persuasive buying behavior for terroir products from Moroccan cooperatives in an online setting. To model and analyze the relationships between the variables in the research model, we employed the Partial Least Squares (PLS) method. The results indicate that respondents exhibit a positive persuasion and perceive a significant utility in purchasing terroir products online, our study faces constraints such as limited access to comprehensive datasets and potential biases in respondent selection. Future research should explore broader demographic groups and incorporate longitudinal data to understand trends over time. The perspectives offered by this research highlight the importance of digital literacy and targeted marketing strategies for enhancing the online presence of Moroccan terroir cooperatives.