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Consumer)Trust)and)Active)
Citizenship)Related)to)E-
Government)Services)In)An)
Emerging)Market
Dr.$Rania$Fakhoury,$D.B.A.
United$Nations$Development$Program$(UNDP)
Beirut,$Lebanon
Dr.$David$S.$Baker$$D.B.A.
Hesse/BORSF$Endowed$Associated$Professor$of$International$Business$and$
International$Marketing
University$of$Louisiana$at$Lafayette,$$USA
Overview
•Purpose:$Investigate*acceptance*of*e-government*technology*within*the*
consumer*context*in*the*emerging*market*of*Lebanon.
•Objective:$Te s t * a n d * v a l i d a t e * a n * e -government*adoption*model*that*
integrates*theoretically* justified*factors*constructs*of*active*citizenship*
and*governmental*trust*with*the*potential*for*use*in*future*comparative*
international* studies.*
•Design/Method:$$Single*country,*cross-sectional* sur vey*of*454*citizens.* *
Final*useable*sample*of*296*respondents.**Standard*validity*testing*and*
confirmatory*SEM*used*to*test*the*constructs,*model,*and*hypotheses.
•Key$Contributions$to$Research:$$
•Research$into$Active$Citizenship$as$direct$antecedent$to$behavioral$intent$to$
utilize$e-government$services$within$developing$country$high$in$corruption.*
(136th out*of*175*countries*on*the**Transparancy.org*Corruption*Perceptions*
Index*2014)
•Investigation$of$trust$in$government$as$an$indicator$of$Performance$
Expectancy.$
•Very$strong$pre dictive$model.
•Implications$related$to$the$relationship$between$building$active$citizenship,$
habit$transition,$and$trust$in$internet$will$increase$success$of$e-government$
investments$in$a$developing$market$such$as$Lebanon.$
Literature
•E-Government*has*the*“ability$to$transform$relations$with$citizens,$
businesses,$and$other$arms$of$government”$(World*Bank*2003).
•Resulting*benefits,*particularly*in*Emerging*Markets*“can*be*less*
corruption,*increased*transparency,*greater*convenience,*revenue*
growth,*and/or*cost*reductions.**(World*Bank*2003).
•Despite*its*potential,*even$where$infrastructure$is$present$e-
government$adoption$is$lagging,$particularly$in$developing$
countries.*(Heeks*and*Bailur*2007).
•Thus,*research*is*necessary*to*better*understand*variables*that*
relate*to*consumer*motivation*to*use*e-government*services*
(Bhatnagar*2010;*Almahamid*et*al.*2010;*Patel*et*al.*2008).
•Specifically,$Lebanon$has$issues$with$“Wasta”,$which$is$pervasive$in$
dealing$with$the$government.$$The*United*Nations*Development*
program*has*shared*in*the*funding*of*e-government*services*
development*in*Lebanon,*but*lacks*research*on*the*factors*directly*
related*to*low*utilization.*(UNDP*2014).
Key)Terms)and)Definitions
Determinants$
Definitions
Performance*
Expectancy
The*degree*to*which*using* a*technology* will*provide*benefits* to*
consumers* in*performing*certain*activities* (Venkatesh* et*al.,*2012)
Effort*expectancy
The*degree*of*ease*associated*with*consumers’* use*of*technology
Habit*
The*extent*to*which*people* tend*to*perform*behaviours* automatically*
because* of* lear ning ”*(Venkat esh* et*a l.,*2012)
Facilitating*conditions
Consumers’* perceptions* of*the*resources*and*support* available*to*
perform* a*behaviour* (Venkatesh* et*al.,*2012)
Trust$of$th e$Internet
Trust$in $th e$security $meas u res , $s a fety $net s $an d $per forman c e$
structures$of$this$electronic$channel$(Carter$and$Belanger$2008)
Trust$of$th e$
Government
Percep tions$regarding$the$integrity$an d$ability$of$the$agency$providing$
the$service$(Carter$and$Belanger,$2008)
Active$Citizenship$
Participation$in$civil$society,$community$and/or$political$life,$
characterised$by$mutual$respect$and$non
-violence$and$in$accordance$
with$human $rights$an d$democracy”$(Hoskins$&$Mascherini,$2008,$p.$
462).
Behavioural*Intentions*
to*Use*E
-Government*
Services*
Person’s* intention**to*perform*various* behaviours* (Ajzen*&*Fishbein,*
1975,*p.*12)
The)Model
Figure 1: The Research Model
Behavioral*
Intentions*to*
use*e-
government*
services
*
Performance*
Expectancy
Habit
Facilitating*
Conditions
Effort*
Expectancy
H3
H1
Active*
Citizenship
Trust*of*the*
Government
Trust*of*the*
Internet
H5
H6
H7
H8
H2
H4
Hypotheses
Hypotheses
H
1: Effort expectancy has apositive effect on behavioural intentions to use e
-
government
services
H
2: Performance expectancy has apositive effect on behavioural intentions
to
use
e-government services
H
3: Habit has apositive effect on behavioural intentions to use e-
government
services
H4: Facilitating*conditions* has*a*positive* effect*on*behavioural* intentions* to*use*
e
-government* services.
H5:$
Trust*of*the* government* has*a*positive* effect*on* performance*expectancy.
H6:
Active*citizenship*has*a*positive* effect*on* performance* expectancy.
H7:
Trust*of*the*Internet*has*a*positive* effect*on* effort*expectancy.
H8:$
Trust*of*the*Internet*has*a*positive* effect*on* facilitating*conditions
Final)Model)Testing)Results
Behavioral*
Intentions*to*
use*e-
government*
services
*
Performance*
Expectancy
Habit
Facilitating*
Conditions
Effort*
Expectancy
H3
H1
*β*=0.163
*β*=0.403
*β*=0.186
*β*=0.242
Active*
Citizenship
Trust*in*
Government
Trust*in*
Internet
*β*=0.128
*β*=0.277
*β*=0.474
*β*=0.393
H5
H6
H7
H8
H2
H4
*Chi-square/df*=*1.999
CFI*=**0.995
RMSEA*=*0.058
R2*Adjusted*
=*74*%
Hypothesis)Testing
Hypotheses Results
H
1: Effort expectancy has a positive effect on behavioural intentions to use e-
government
services
Strongly
Suppo rted
β
=0.403
H
2: Performance expectancy has a positive effect on behavioural intentions to use e
-
government
services
Marginally
Suppo rted
β
= 0.163
H
3: Habit has a positive effect on behavioural intentions to use e-government services
Marginally
Suppo rted
β
=0.186
H4:$ F aci li tati ng$con ditions$ha s$a$pos iti ve$eff ect$on$ behavioural$i ntenti ons$to$us e$e
-
government$ s ervice s.
Suppo rted
β
=0.242
H5:$Trust$of$the$government$ has$a$positive$effect$on$
performance expectancy.
Supported
β=0.277
H6:$Active$citizenship$ has$a$positive$effect$on$
perf ormance $ expectanc y.
Margina lly
Supported
β
=0.128
H7:$Trust$of$the$Internet$has$a$positive$effect$on$effort$expectancy.
Stro ngly
Supported
β
=0.474
H8:$Trust$of$the$Internet$has$a$positive$effect$on$facilitating$conditions
Stro ngly
Supported
β
=0.393
Results
•First,*this*model*confirms$and$supports$previous$research$on$
technology$acceptance$within$the$context$of$e-government$
utilization.
•Effort*Expectancy,*Perf ormance*Expectancy,*and*F acilitating*
Conditions*all*show*antecedent*significance* to*Behavioral*Intent*to*
utilize*E-Government*services*within*this*emerging*market*cross-
sectional* sample.
•Trust$in$Government$showed$a$strong$relationship$to*performance*
expectancy.
•Active$Citizenship$showed$significance$to$performance$expectancy,$
but$it$was$only$moderate.
•Trust$in$the$Internet$has$a$very$strong$relationship$to$both$
facilitating$conditions$and$effort$expectancy.$$
•Post$hoc$analysis$showed$strong$relationships$between$Effort$
Expectancy$and$Performance$Expectancy$and$Trust$in$Government$
and$Trust$in$the$Internet.
•However,*these*relationships*were*not*originally*hypothesized.
Implications
•This*research*ties$trust$in$government,$active$citizenship$and$trust$
in$the$internet$directly$to$increased$behavioral$intent$to$utilize$e-
government.*
•It*implies*that*e-government*success$will$have$a$better$chance$of$
success$with$active$citizens.$$
•However,*the*moderate*support*for*the*hypothesis*suggests*further*
research*is*necessary*into*this*important*variable.*
•It*suggests*that*without$a$comprehensive$consumer$education$
programs$to$coincide$with$the$introduction$of$an$e-government$
initiative,$it$is$likely$to$have$low$uptake.
•For*example,*the*direct*link*between*trust*in*the*government*and*
performance*expectancy*could*be*mitigated*with*a*consumer$
education$program$related$to$the$benefits$of$increased$reliability$
and$security$of$e-government$services.*
•Early$Adopters$should$be$targeted$in$active$citizen$engagement$
programs.**These*early*adopters*can*form*the*basis*of*higher*trust*in*
the*internet* e-government*programs*when*the*early*adopters*are*
seen* utilizing*the*benefits* of*the*serv ices* by*others.***
Limitations)and)Future)
Research
•Single*country,*cross-sectional*sample.**Generalization*beyond*
Lebanon*is*therefore*a*limitation.
•A*future*multiple*country*comparative*study*would*provide*
further*validation*of*the*model*and*make*the*study*more*
international*in*nature.*
•This*research*was*effectively*exploratory*before*proceeding*to*
more*comprehensive*comparative*studies.
•It*suggests*further*refinement*of*the*model*is*warranted.
•While*the*model*provided*very*strong*predictive*power,*this$
study$suggests$that$modeling$of$antecedent$factors$
specifically$related$to$Performance$Expectancy$are$
warranted.$$
•For*example,*antecedents*or*moderators*to*Active*Citizenship,*
Trust*in*Government,*and*Trust*in*the*Internet*should*be*
researched*in*the*context*of*e-government*services.
Thank$you!$
Questions?
Analysis)and)Results
•Initial*model*had*some*fit*issues*related*to*theoretically*
justifiable*correlation*of*errors*between*some*constructs*.**
•Research*supports*utilization*of*modification*indices*in*
instances*where*modifications*made*to*the*original*model*are*
substantively*meaningful*and*justified .**(Hoyle*1995)
•Re-specification*utilizing*theoretically*justified*correlations*
resulted*in*an*acceptable*fit*without*significant*change*to*the*
original*factor*loadings*or*R*square*statistics.
Analysis)and)Results
Beta /p-value
(Before Modification)
Beta /p-value
(After Modification)
PE > BI
0
.544/0.000
0
.403/0.000
EE > BI
0
.218/0.000
0
.163/0.002
FC > BI
0
.249/0.000
0
.186/0.000
Habit > BI
0
.324/0000
0
.242/0.000
ACCI > PE
0
.245/0.000
0
.128/0.001
Trust Gov > P E
0
.253/0.000
0
.277/0.000
Trust I > EE
0
.475/0.000
0
.477/0.000
Trust I > FC
0
.394/0.000
0
.393/0.000
R2
R
2Adjusted Before modifica tio n 73.7
%
R
2Adjusted after modification 74%
Ta bl e 9 : Str uc t ur a l Model (before and after Modification)