Integrating trust and personal values into the Technology Acceptance Model: The case of e-government services adoption

The Technology Acceptance Model (TAM) is considered one of the best frameworks to understand technology-related adoptions that can be extended and adapted to the different features of many diverse situations. This work analyzes the adoption of e-government services and proposes that trust and personal values contribute to better understand such adoption. Specifically, this study proposes an integration of trust into the TAM, due to the online context characteristics (i.e., uncertainty). In addition, since these services are provided to the whole citizenry, two personal values very much related to e-government advantages (citizens’ time consciousness and environmental concern) are proposed as moderators of the aforementioned relationships. Results reveal the mediating role of trust into the TAM framework which is confirmed by a rival models analysis. Besides, citizens’ personal values moderate the influence of some antecedents of the intention to use e-government services, which suggests some interesting implications for public administration strategic marketing.