How Does the Unified Model of Electronic Government Acceptance and Service Quality Frame Rural Citizens’ Continuous Behavioural Intention and Attitudes Towards E-government Services in the Indian Context

Abstract

This research study employed the Unified Model of Electronic Government Acceptance (UMEGA) theoretical model to examine rural citizens’ attitudes and continuous behavioural intentions towards e-government service to enhance sustainable livelihood in Karnataka, India. The present studies employed quantitative and convenient sampling methods to collect 497 self-reported survey samples from rural citizens in Karnataka, India. A partial least square-structural equation modelling method was used to analyse survey data and hypothesis testing. Findings suggest that performance expectancy, information quality, social influence, trust in village-level entrepreneurs (VLEs), service quality and facilitating conditions significantly influence rural citizens’ attitudes towards the continuous intention of digital public service. Hence, perceived risk negatively affects rural citizens’ attitudes towards the continuous intention of e-government services. Furthermore, rural citizens’ trust in VLE factors moderates between attitudes and continuous intention. This study was the first to explore an integrated analysis of UMEGA, service and information quality and trust in framing rural citizens’ continuous behavioural intention towards e-government services. These findings contribute to government, appointing agencies, academic, rural social communities and local panchayats to implement policymaking decisions to reach more accessible Grama One public service to rural and remote area peoples in the Indian context.

Keywords

Common service centres e-government services rural citizen attitudes service quality UMEGA village-level entrepreneurs

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