Psychological traits and loyalty intentions towards e-Government services

Purpose

Having been rated the world's leader in e-Government Readiness in 2002, 2004, and 2005, Taiwan sought to capitalize on its experience in e-Government implementation by launching, in 2007, a new Government-to-Citizen service entitled “e-Housekeeper”. The success of this service has since then become an important focus for practitioners.

Methodology

The reported research utilizes a psychological approach that is different from the classical models that dominate the existing literature, by examining how citizens’ adaptive–innovative cognitive styles and involvement jointly influence their loyalty intentions towards e-Housekeeper. The style/involvement model is tested by means of information from a sample of 206 Taiwan citizens.

Findings

While innovators initiated e-Housekeeper significantly earlier than others, their usage did not last for long. In contrast, more-involved citizens have shown higher loyalty intentions. More specifically, a combination of decision-making style and involvement significantly influences both when citizens try the service and whether they continue to use it: more-involved adaptors reported the strongest loyalty intentions.

Originality/value

Practical implications of the findings for the style/involvement model are suggested in the context of enhancing the strategic performance of e-Government services. The value of the style/involvement model is enhanced as a social scientific approach to the analysis of consumer innovation.     

The 2006 Benjamin Franklin Medal in Life Science presented to Fernando Nottebohm, Ph.D. for demonstration of Central Neurogenesis in Adult Avians, with Concomitant Implications for the Theory of Memory and for the Future of Neurological Repair in Injury and Disease

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