Investigating the impact of metaphors on citizens’ adoption of e-governance in developing countries: An empirical study
Transforming Government: People, Process and Policy
ISSN: 1750-6166
Article publication date: 31 December 2018
Issue publication date: 12 March 2019
Abstract
Purpose
This paper aims to investigate the effect of metaphor “Digital India-Power to Empower” on citizens’ intention to adopt the e-governance while taking citizens’ attitude and emotional attachment with Digital India as mediating variables between citizens’ involvement and intention to adopt e-governance.
Design/methodology/approach
After reviewing the extant literature and using the learning from Technology Acceptance Model-Extension (TAME), a conceptual model has been proposed. The model is empirically tested on 224 respondents from India using structural equation modeling technique.
Findings
The paper suggested that the metaphoric promotion of E-Governance leads to a higher intention to adopt E-Governance. Metaphoric promotion has a positive influence on citizen involvement with E-Governance, which leads to positive attitude toward E-Governance. This positive attitude leads to citizens’ emotional attachment with E-Governance, which in turn leads to citizens’ positive behavioral intention to adopt E-Governance. In addition, there is a significant difference in attitude toward E-Governance with respect to education level and metro city dwelling, but there is no difference in intention to adopt E-Governance with respect to education and metro city dwelling.
Research limitations/implications
As there is a dearth of research on the usage of metaphor by government and its effect on citizens’ adoption of E-Governance, a conceptual model has been prepared by using learning from metaphor studies majorly in non-government services.
Originality/value
As marketing and metaphors are rarely spoken words in E-Governance research, present study starts the much-needed conversation. In the past, adoption of E-Governance is studied in terms of technology attributes using TAM Model. The present study is first to explore the behavioral impact of E-Governance metaphoric promotion on citizens’ intention to adopt E-Governance based on TAME model. It raises the issue of marketing foundation of E-Governance in mobilizing the citizens’ intention to adopt the E-Governance.
Keywords
Citation
Hooda Nandal, A. and Singla, M.L. (2019), "Investigating the impact of metaphors on citizens’ adoption of e-governance in developing countries: An empirical study", Transforming Government: People, Process and Policy, Vol. 13 No. 1, pp. 34-61. https://doi.org/10.1108/TG-04-2018-0026
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited