Metaphoric promotion has a positive influence on citizen involvement with e-governance, which leads to positive attitude toward e-governance, says the study.
Apeksha Hooda Nandal, Faculty of Management Studies, University of Delhi, New Delhi, India. (She is currently an Assistant Professor at Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.)
M.L. Singla, Faculty of Management Studies, University of Delhi, New Delhi, India.
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.
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.
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.
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.
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.
Published in: Transforming Government: People, Process and Policy
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