FACTORS INFLUENCING THE ADOPTION OF E-GOVERNMENT SERVICES IN PAKISTAN

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Ahmad Muhammad Ovais Jouni Markkula Markku Oivo Factors influencing the adoption of e-government services in Pakistan

description

E-government provides opportunities to deliver various services more effectively and better serve citizens. In developing countries, e-government initiatives provide services that have been previously inaccessible to their citizens. However, e-government initiatives in developing countries are still in their infancy and face a wide range of barriers that restrict wide-spread use. Like many other developing countries, Pakistan has a low level of e-government services adoption. Previous research has investigated e-government services in developing countries from the organizational perspective. However, the research stream suffers from an absence of studies that have investigated e-government from a citizen’s perspective. The success of e-government services depends on government support as well as on citizen’s adoption. This paper aims to fill this gap by exploring the challenges and barriers of e-government services from the user’s perspective. In this study, an amended version of the UTAUT model is used to investigate the factors influencing the uptake of e-government services in Pakistan. The results show that the factors influencing the adoption of e-government services in Pakistan are related to ease of use, usefulness, social influence, technological issues, lack of awareness, data privacy, and trust. Implications for e-businesses and government policy decision makers are also considered in this study.

Transcript of FACTORS INFLUENCING THE ADOPTION OF E-GOVERNMENT SERVICES IN PAKISTAN

Page 1: FACTORS INFLUENCING THE ADOPTION OF E-GOVERNMENT SERVICES IN PAKISTAN

Ahmad Muhammad Ovais

Jouni Markkula

Markku Oivo

Factors influencing the adoption of e-government

services in Pakistan

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The Structure of The Presentation

• Motivation

• Background

• Theoretical Framework

• Research Methodology

• Results

• Conclusions

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Motivation

• E-government: The use of ICTs to provide access to government information and delivery of public services to citizens and business partners.

• Around 98% of governments worldwide have websites.

• 173 out of 190 countries use contemporary ICTs to deliver services (UN, 2010).

• low-level of adoption of e-government services in developing countries.

• Currently a large segment of the published research was conducted in developed countries, less in developing countries e.g., Pakistan

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Continue….

• E-government two research streams

• Supply Side (Organizational perspective)

• Demand Side (User perspective)

• Existing e-government literature ignores the users perspective.

• The success of e-government depends on the citizens willingness to adopt.

• In Pakistan context existing e-government studies focus on supply side.

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Background: E-government in various countries

• Most developed countries benefit from e-government services, but there is still much room for

improvement globally (UN, 2010).

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Country E-government ranking

in South Asia

2005 2008 2010

Maldives 77 95 92

Sri Lanka 94 101 111

India 87 113 119

Pakistan 136 131 146

Bhutan 130 134 152

Bangladesh 162 142 134

Nepal 126 150 153

Afghanistan 168 167 168

E-government usage in various countries

Australia 46%

Canada 48%

Finland 49%

Ireland 26%

Poland 27%

Hungary 23%

Singapore 53%

Kuwait 23%

Taiwan 40%

US 52%

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Unified Theory of

Acceptance and Use

of Technology

(UTAUT) (Venkatesh et al. 2003)

Theory of

Planned Behavior

(TPB) (Ajzen 1991)

Technology

Acceptance Model

(TAM) (Davis 1989)

Social Cognitive

Theory

(SCT) (Compeau and Higgins 1995)

Combined

TAM and TPB

(C-TAM-TPB) (Taylor and Todd 1995)

Model of

PC Utilization

(MPCU) (Tompson et al. 1991)

Innovation

Diffusion Theory

(IDT) (Moore and Benbasat 1991)

Theory of

Reasoned Action

(TRA) (Fishbein and Ajzen 1975)

Motivation Model

(MM) (Davis et al. 1992)

Attitude toward behavior

Subjective norm

Perceived usefulness

Perceived ease of use

Subjective norm

Extrinsic motivation

Intrinsic motivation

Attitude toward behavior

Subjective norm

Perceiver behavioral control

Attitude toward behavior

Subjective norm

Perceiver behavioral control

Perceived usefulness

Job-fit

Complexity

Long-term consequences

Affect towards use

Social factors

Facilitating conditions

Relative advantage

Ease of use

Image

Visibility

Compatibility

Results Demonstrability

Voluntariness of use

Outcome expectations – performance

Outcome expectations – personal

Self-efficacy

Affect

Anxiety

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Theoretical Framework

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Theoretical Framework

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Amended UTAUT model

Performance

Expectancy

Effort

Expectancy

Social

Influence

Facilitating

Condition

E-government

services adoption

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Technology

Acceptance Model

(TAM) (Davis 1989)

Social Cognitive

Theory

(SCT) (Compeau and Higgins 1995)

Model of

PC Utilization

(MPCU) (Tompson et al. 1991)

Innovation

Diffusion Theory

(IDT) (Moore and Benbasat 1991)

Motivation Model

(MM) (Davis et al. 1992)

The degree to which an

individual believes that

using the system will help

him/her to attain gains in

job performance.

(Perceived usefulness, use

will benefit me?)

i.e. Using the system would

improve my job performance.

Outcome

Expectations

Relative

Advantage

Job-fit

Extrinsic

Motivation

Perceived

Usefulness

Performance

Expectancy

Effort

Expectancy

Social

Influence

Facilitating

Condition

E-government

services

adoption

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Technology

Acceptance Model

(TAM) (Davis 1989)

Model of

PC Utilization

(MPCU) (Tompson et al. 1991)

Innovation

Diffusion Theory

(IDT) (Moore and Benbasat 1991)

The degree of ease associated

with the use of the system.

(Perceived ease of use, should

be easy to use?)

i.e. Learning to operate the system

would be easy for me.

Perceived

Ease of Use

Complexity

Ease of Use

Performance

Expectancy

Effort

Expectancy

Social

Influence

Facilitating

Condition

E-government

services

adoption

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Theory of

Planned Behavior

(TPB) (Ajzen 1991)

Technology

Acceptance Model

(TAM) (Davis 1989)

Combined

TAM and TPB

(C-TAM-TPB) (Taylor and Todd 1995)

Model of

PC Utilization

(MPCU) (Tompson et al. 1991)

Innovation

Diffusion Theory

(IDT) (Moore and Benbasat 1991)

Theory of

Reasoned Action

(TRA) (Fishbein and Ajzen 1975)

The degree to which an

individual perceives that

important others believe

he or she should use the

new system.

i.e. People who are

important to me think

that I should use the

system.

Subjective

Norm

Subjective

Norm

Subjective

Norm

Subjective

Norm

Social

Factors

Image

Performance

Expectancy

Effort

Expectanc

y

Social

Influence

Facilitating

Condition

E-government

services

adoption

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Theory of

Planned Behavior

(TPB) (Ajzen 1991)

Combined

TAM and TPB

(C-TAM-TPB) (Taylor and Todd 1995)

Model of

PC Utilization

(MPCU) (Tompson et al. 1991)

Innovation

Diffusion Theory

(IDT) (Moore and Benbasat 1991)

The degree to which an

individual believes that an

organizational and technical

infrastructure exists to

support use of the system.(I

will have help if needed?)

i.e. I have the

resources necessary

to use the system. Perceived

Behavioral

Control

Perceived

Behavioral

Control

Facilitating

Conditions

Compatibility

Performance

Expectancy

Effort

Expectancy

Social

Influence

Facilitating

Condition

E-government

services

adoption

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Research Methodology

• Quantitative research approach

– Web survey

• Question were based on four factor’s of UTAUT model

– Performance expectancy

– Effort Expectancy

– Social Influence

– Facilitating condition

• The measurement was based on five-point Likert-type scale

• Pakistani university students were selected as the survey population

• Communication channel

– Personal email and various groups on social media websites for Pakistani students

– Universities mailing list

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Characteristics of respondents

Variables

Characteristics

f %age

n 115 %

Gender Male

Female

90

25

78%

22%

Age 18-30

31- above

100

15

86.9%

13%

Education Bachelor

Master

PhD

49

58

08

42.6%

50.4%

07%

Preferred

Communication

Channel

Online (e-services)

Direct govt. offices

Telephone & Subsidiaries

84

20

09

73%

17%

10%

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• Almost all of the respondent are experience user of internet and have own

internet connection

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Results

Performance

Expectancy (n=32) Mean

Quick Task completion 4.09

Easier contact 3.75

Time Saver 3.88

Effort Expectancy

(n=32) Mean

Easy to learn 3.84 Easy to use 3.81 Useful 4.00 Cost Effective 3.94 Clear Interaction 3.59

Social Influence (n=32) Mean

More prestige by using e-

government services 3.41

People who are

important suggest me to

use

3.31

Mean= 3.9

Mean= 3.8

Mean= 3.3

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Performance

Expectancy

Effort

Expectancy

Social Influence

Facilitating

Condition

E-government

services

adoption

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Issues in Facilitating Condition

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Conclusions

• First study to inspect the broad factors of e-government uptake from a user’s

perspective in Pakistan

• Previous studies are mainly concerned with the organizational and services

development point of view

• Existing research and this study shows few factors which leads to low level of e-

government services adoption :

– Lack of citizen’s awareness/knowledge

– Poorly updated government websites

– Lack of Proper help and guidelines

– Lack of Infrastructure (i.e. Internet connection problem’s)

– Lack of Trust on existing government and it’s services

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References

• Ahmad, M. O., Markkula, J., & Oivo, M. (2012). Factors influencing the adoption of

e-government services in Pakistan. In Proceedings of the 9th European,

Mediterranean & Middle Eastern Conference on Information Systems.

• Ahmad, M. O., Markkula, J., & Oivo, M. (2013). Factors affecting e-government

adoption in Pakistan: a citizen's perspective. Transforming Government: People,

Process and Policy, 7(2), 225-239.

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Thank you!

Questions ?

[email protected]

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