Restricted accessResearch articleFirst published online 2025-12
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
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.
AbdallaR. A. M., KassimN. M. and YeapJ. A. L.2023. ‘Unified Access Point Integrated with UMEGA Model as Determinants of Citizens’ Behavioral Intention in E-government Services Context.’Journal of System and Management Sciences13, no. 4: 348–69. https://doi.org/10.33168/JSMS.2023.0421
2.
AbdallaR. A., KassimN. M. and YeapJ. A.2023. ‘Citizens’ Intention to Use the Palestinian E-government Services Portal—An Extension of UMEGA.’eJournal of eDemocracy and Open Government15, no. 2: 83–117. https://doi.org/10.29379/jedem.v15i2.806
3.
AbdulkareemA. K., and Mohd RamliR.2022. ‘Does Trust in E-government Influence the Performance of E-government? An Integration of Information System Success Model and Public Value Theory.’Transforming Government: People, Process and Policy16, no. 1: 1–17. https://doi.org/10.1108/TG-01-2021-0001
4.
AjzenI.1991. ‘The Theory of Planned Behavior.’Organizational Behavior and Human Decision Processes50, no. 2: 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
5.
AlkraijiA., and AmeenN.2022. ‘The Impact of Service Quality, Trust and Satisfaction on Young Citizen Loyalty Towards Government e-Services.’Information Technology and People35, no. 4: 1239–70. https://doi.org/10.1108/ITP-04-2020-0229
6.
Al-OmairiL., Al-SamarraieH., AlzahraniA. I., and AlalwanN.2021. ‘Students’ Intention to Adopt E-government Learning Services: A Developing Country Perspective.’Library Hi Tech39, no. 1: 308–34. https://doi.org/10.1108/LHT-02-2020-0034
7.
AvazovS., and LeeS.2020. ‘E-government Adoption in Uzbekistan: Empirical Validation of the Unified Model of Electronic Government Acceptance (UMEGA).’ACM International Conference Proceeding Series, November 2019338–9. https://doi.org/10.1145/3396956.3397008
8.
AvazovS., and LeeS.2022. ‘E-government Services Adoption in Uzbekistan: An Empirical Validation of Extended Version of the Unified Model of Electronic Government Acceptance (UMEGA).’Journal of Policy Studies37, no. 3: 17–39. https://doi.org/10.52372/jps37302
9.
BhuvanaM., and VasanthaS.2020. ‘Assessment of Rural Citizens Satisfaction on the Service Quality of Common Service Centers (CSCs) of e-Governance.’Journal of Critical Reviews7, no. 5: 302–5. https://doi.org/10.31838/jcr.07.05.56
10.
CompeauD., HigginsC. A., and HuffS.1999. ‘Social Cognitive Theory and Individual Reactions to Computing Technology: A Longitudinal Study.’MIS Quarterly: Management Information Systems23, no. 2: 145–58. https://doi.org/10.2307/249749
11.
DavisF. D.1989. ‘Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.’MIS Quarterly: Management Information Systems13, no. 3: 319–39. https://doi.org/10.2307/249008
12.
DeLoneW. H., and McLeanE. R.2003. ‘The DeLone and McLean Model of Information Systems Success: A Ten-year Update.’Journal of Management Information Systems19, no. 4: 9–30. https://doi.org/10.1080/07421222.2003.11045748
13.
DwivediY. K., RanaN. P., JanssenM., LalB., WilliamsM. D., and ClementM.2017. ‘An Empirical Validation of a Unified Model of Electronic Government Adoption (UMEGA).’Government Information Quarterly34, no. 2: 211–30. https://doi.org/10.1016/j.giq.2017.03.001
14.
Garcia-RioE., Palos-SanchezP. R., Baena-LunaP., and Aguayo-CamachoM.2023. ‘Different Approaches to Analyzing E-government Adoption During the Covid-19 Pandemic.’Government Information Quarterly40, no. 4: 101866. https://doi.org/10.1016/j.giq.2023.101866
15.
Government of India. 2011. Census of India 2011: Rural Urban Distribution of Population. Ministry of Home Affairs Government of India, July. http://censusindia.gov.in/2011-prov-results/paper2/data_files/india/Rural_Urban_2011.pdf
16.
GuptaK. P., and MauryaH.2020. ‘The Role of Access Convenience of Common Service Centres (CSCs) in the Continued Use of E-government.’Digital Policy, Regulation and Governance22, no. 5–6:437–53. https://doi.org/10.1108/DPRG-06-2019-0046
17.
HairJ. F., RisherJ. J., SarstedtM., and RingleC. M.2019. ‘When to Use and How to Report the Results of PLS-SEM.’European Business Review31, no. 1: 2–24. https://doi.org/10.1108/EBR-11-2018-0203
18.
HillR. J., FishbeinM., and AjzenI.1977. ‘Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research.’Contemporary Sociology6, no. 2: 244. https://doi.org/10.2307/2065853
19.
HossainM. U., ArefinM. S., and YukongdiV.2021. ‘Personality Traits, Social Self-Efficacy, Social Support, and Social Entrepreneurial Intention: The Moderating Role of Gender.’Journal of Social Entrepreneurship1–21. https://doi.org/10.1080/19420676.2021.1936614
20.
IlievaG., YankovaT., RusevaM., DzhabarovaY., ZhekovaV., Klisarova-BelchevaS., MollovaT., and DimitrovA.2024. ‘Factors Influencing User Perception and Adoption of E-government Services.’Administrative Sciences14, no. 3, 54. https://doi.org/10.3390/admsci14030054
21.
KhurshidM. M., ZakariaN. H., RashidA., AhmedY. A., and ShafiqueM. N.2019. ‘Adoption of Transactional Service in Electronic Government—A Case of Pak-Identity Service.’In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 11701 LNCS. Springer International Publishing. https://doi.org/10.1007/978-3-030-29374-1_36
22.
KilaniY.2020. ‘The Moderating Role of Innovation Valance Between Adoption and Actual Use of E-government Services: An Extension of DeLone and McLean Information Success Model.’International Journal of Business Innovation and Research, 1(1), 1. https://doi.org/10.1504/ijbir.2020.10028530
23.
Kirat RaiS., RamamrithamK., and JanaA.2020. ‘Identifying Factors Affecting the Acceptance of Government to Government System in Developing Nations—Empirical Evidence from Nepal.’Transforming Government: People, Process and Policy14, no. 2: 283–303. https://doi.org/10.1108/TG-05-2019-0035
24.
MensahI. K.2019. ‘Factors Influencing the Intention of University Students to Adopt and Use E-government Services: An Empirical Evidence in China.’SAGE Open9, no. 2. https://doi.org/10.1177/2158244019855823
25.
MensahI. K., ZengG., and LuoC.2020. ‘E-government Services Adoption: An Extension of the Unified Model of Electronic Government Adoption.’SAGE Open10, no. 2. https://doi.org/10.1177/2158244020933593
26.
MuhammadA. S., and KayaT.2023. ‘Factors Affecting the Citizen’s Intention to Adopt E-government in Nigeria.’Journal of Information, Communication and Ethics in Society21, no. 3: 271–89. https://doi.org/10.1108/JICES-05-2022-0054
27.
ParasuramanA., ZeithamlV. A., and BerryL. L.1985. ‘A Conceptual Model of Service Quality and Its Implications for Future Research.’Journal of Marketing49, no. 4: 41–50. https://doi.org/10.2307/1251430
28.
PrawatiL. D., KarinaM., and BalqisA.2022. ‘Implementation of National Samsat Online Application (SAMOLNAS): Applying The Unified Model of Electronic Government Adoption (UMEGA).’Proceedings of 2022 International Conference on Information Management and Technology, ICIMTech 2022, August, 517–22. https://doi.org/10.1109/ICIMTech55957.2022.9915135
29.
IngavaleR. D.2019. ‘Service Quality Perception: A Study of Common Service Centers Operating in Rural Areas.’Journal of Management Research and Analysis6, no. 1: 24–9. https://doi.org/10.18231/j.jmra.2019.005
30.
RahiS., KhanM. M., and AlghizzawiM.2021. ‘Factors Influencing the Adoption of Telemedicine Health Services During COVID-19 Pandemic Crisis: An Integrative Research Model.’Enterprise Information Systems15, no. 6: 769–93. https://doi.org/10.1080/17517575.2020.1850872
31.
Ramirez-MadridJ. P., Escobar-SierraM., Lans-VargasI., and Montes HincapieJ. M.2024. ‘Factors Influencing Citizens’ Adoption of E-government: An Empirical Validation in a Developing Latin American Country.’Public Management Review26, no. 1: 185–218. https://doi.org/10.1080/14719037.2022.2078500
32.
RogersEverett M., SinghalA., and QuinlanM. M.2003. ‘Diffusion of Innovations.’In An Integrated Approach to Communication Theory and Research, March. https://doi.org/10.4324/9780203710753-35
33.
SabaniA., ThaiV., and HossainM. A.2023. ‘Factors Affecting Citizen Adoption of E-government in Developing Countries: An Exploratory Case Study From Indonesia.’Journal of Global Information Management31, no. 1: 1–23. https://doi.org/10.4018/JGIM.318131
34.
SantaR., MacDonaldJ. B., and FerrerM. M.2019. ‘The Role of Trust in E-government Effectiveness, Operational Effectiveness and User Satisfaction: Lessons from Saudi Arabia in e-G2B.’Government Information Quarterly36, no. 1: 39–50. https://doi.org/10.1016/j.giq.2018.10.007
35.
SharmaR., and MishraR.2017. ‘Investigating the Role of Intermediaries in Adoption of Public Access Outlets for Delivery of E-government Services in Developing Countries: An Empirical Study.’Government Information Quarterly34, no. 4: 658–79. https://doi.org/10.1016/j.giq.2017.10.001
36.
ShayganmehrM., and Garza-ReyesJ. A.2021. ‘A Framework for Assessing Trust in E-government Services Under Uncertain Environment.’Information Technology & People36, no. 7, 2718–55. https://doi.org/10.1108/ITP-01-2021-0096
37.
ShmueliG., SarstedtM., HairJ. F., CheahJ. H., TingH., VaithilingamS., and RingleC. M.2019. ‘Predictive Model Assessment in PLS-SEM: Guidelines for Using PLSpredict.’European Journal of Marketing53, no. 11: 2322–47. https://doi.org/10.1108/EJM-02-2019-0189
38.
SungW. J., and LeeJ.2024. ‘A Longitudinal Study on the Diffusion and the Divide in the Use of E-government Services Among Vulnerable Citizens in Korea.’Government Information Quarterly41, no. 2: 101938. https://doi.org/10.1016/j.giq.2024.101938
39.
TaylorS., and ToddP.1995. ‘Decomposition and Crossover Effects in the Theory of Planned Behavior: A Study of Consumer Adoption Intentions.’International Journal of Research in Marketing12, no. 2: 137–55. https://doi.org/10.1016/0167-8116(94)00019-K
40.
UkilM. I., UllahM. S., and HsuD. K.2023. ‘Advancing the Model of Social Entrepreneurial Intention: The Role of Perceived Financial Security.’New England Journal of Entrepreneurship26, no. 1: 40–55. https://doi.org/10.1108/NEJE-07-2022-0046
41.
UthamanV. S., and VasanthagopalR.2017. ‘A Comprehensive Multidimensional Conceptual Model to Assess the e-Governance Service Quality at Common Service Centers in India.’ACM International Conference Proceeding Series, Part F127699–106. https://doi.org/10.1145/3055219.3055239
42.
VeeramootooN., NunkooR., and DwivediY. K.2018. ‘What Determines Success of an E-government Service? Validation of an Integrative Model of e-Filing Continuance Usage.’Government Information Quarterly35, no. 2: 161–74. https://doi.org/10.1016/j.giq.2018.03.004
43.
VenkateshV., MorrisM. G., DavisG. B., and DavisF. D.2003. ‘User Acceptance of Information Technology: Toward a Unified View.’MIS Quarterly: Management Information Systems27, no. 3: 425–78. https://doi.org/10.2307/30036540
44.
VerkijikaS. F., and De WetL.2018. ‘E-government Adoption in Sub-Saharan Africa.’Electronic Commerce Research and Applications30, no. February: 83–93. https://doi.org/10.1016/j.elerap.2018.05.012
45.
ZahidH., AliS., Abu-ShanabE., and Muhammad Usama JavedH.2022. ‘Determinants of Intention to Use E-government Services: An Integrated Marketing Relation View.’Telematics and Informatics68, no. October 2021, 101778. https://doi.org/10.1016/j.tele.2022.101778
46.
ZubaidahE., NurmandiA., PribadiU., and HidyatiM.2021. ‘Taxpayer Behavior in Using e-Vehicle in Indonesia.’Asia Pacific Journal of Information Systems31, no. 3: 378–91. https://doi.org/10.14329/APJIS.2021.31.3.378
