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Investigating the impact of metaphors on citizens’ adoption of e-governance in developing countries: An empirical study

Apeksha Hooda Nandal (Faculty of Management Studies, University of Delhi, New Delhi, India)
M.L. Singla (Faculty of Management Studies, University of Delhi, New Delhi, India)

Transforming Government: People, Process and Policy

ISSN: 1750-6166

Article publication date: 31 December 2018

Issue publication date: 12 March 2019

639

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

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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