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

• Autores: Daniel Belanche Gracia, Luis V. Casaló Ariño , Carlos Flavián Blanco
• Localización: Cuadernos de economía y dirección de la empresa, ISSN 1138-5758, Vol. 15, Nº 4, 2012, págs. 192-204
• Idioma: inglés
• DOI: 10.1016/j.cede.2012.04.004
• Texto completo no disponible (Saber más ...)
• Dialnet Métricas: 3 Citas
• Resumen
  • español

    El Modelo de Aceptación Tecnológica (TAM) es conocido por ser uno de los mejores marcos conceptuales que puede adaptarse a las características de diferentes escenarios de adopción tecnológica. Este trabajo analiza la adopción de servicios de administración electrónica y propone que la confianza y los valores personales contribuyen a entender mejor este proceso. Concretamente, dada las características del entorno online y la variedad de usuarios potenciales, se propone una integración de la confianza en el TAM y se analiza como dos valores personales de los ciudadanos (la conciencia de tiempo y la conciencia medioambiental) moderan las relaciones anteriores en este contexto. Los resultados revelan que la confianza desempeña un papel mediador en el modelo TAM, lo que se confirma con el análisis de modelos rivales. Asimismo, los valores personales moderan la influencia de las variables TAM sobre la intención de uso, sugiriendo algunas implicaciones de interés para el marketing estratégico de las Administraciones Públicas.

  • English

    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.

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