The effect of behavioral factors and demographics upon acceptance of M-government services

The ubiquitous nature of mobile communications and handsets provides an opportunity to render cost effective and convenient access to governmental services. However, designing acceptable mobile government (m-government) services requires understanding the behavior of its users across all segments of society. This study investigated the influence of behavioral factors on users’ acceptance of m-government services, focusing on Pakistan’s context. Behavioral factors including awareness, perceived usefulness, perceived ease of use, trust, technology readiness, and hedonic motivation, were assessed for their impact on users’ behavioral intentions to accept
m-government services. A quantitative research approach was employed to collect a total of 434 responses through stratified sampling from respondents in provincial and federal capitals across the country. Structural Equation Modelling (SEM) was utilized for data analysis, including the moderating effect of four demographic variables—gender, age, income, and education on the relationship between these behavioral factors and users’ behavioral intentions. The findings indicated that all behavioral factors significantly influence users’ behavioral intentions to accept m-government services. The study also revealed gender differences affecting the relationship between trust, perceived usefulness, perceived ease of use, technology readiness, and users’ behavioral intentions to adopt m-government services. Age factor was identified as a moderator of the relationship between awareness, perceived usefulness, perceived ease of use, technology readiness, and users’ behavioral intentions. Income factor was found to moderate the relationship between trust, perceived usefulness, perceived ease of use, technology readiness, and users’ behavioral intentions. Moreover, education factor was identified to moderate the relationship between hedonic motivation, trust, perceived usefulness, perceived ease of use, technology readiness, and users’ behavioral intentions. This research offers insights for future studies aiming to explore moderating effect of demographic variables on behavioral factors. Furthermore, policymakers can utilize these findings to prioritize functional areas of m-government platforms, thereby fostering greater citizen acceptance of m-government initiatives.