The Moderating Effects of Awareness on Antecedents of Behavioral Intention to adopt Mobile Government Services: The Moderating Effects of Awareness

Abstract

The motives behind this study were to examine the moderating effect of awareness as well as direct effect of several determinants on behavioral intention to adopt m-government services. A quantitative survey was conducted in Tanzania rural area to collect data used in this study. Stratified and multi-stage sampling techniques were employed to select unit of interest. 407 usable questionnaires were collected and analyzed by using structural equation modelling. The results show that awareness does not have moderating effect on the specified model's paths. Furthermore, the study shows that relative advantage, ease-of-use, compatibility and government support have significant direct influence on rural farmers' behavioral intention to adopt m-government services. This study expands scholars' knowledge on the moderating effect of awareness on the adoption of m-government technologies, furthermore the study provides useful practical implications to policy makers on how to increase the adoption of m-government services in Tanzania rural areas.