Activate Climate of Change to Motivate Users Toward Using Innovative Public E-Services

Activate Climate of Change to Motivate Users Toward Using Innovative Public E-Services

Yas A. Alsultanny
Copyright: © 2018 |Pages: 13
DOI: 10.4018/IJEGR.2018070104
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The purpose of this article is to assess the factors that motivate users toward using innovative public e-services that provided by e-government, to enhance services and reduce costs. The effect of users' demographic characteristics on motivation factors were examined as well. A questionnaire survey was conducted on a sample of 676 users of public e-services, and the research hypotheses were tested using variance analysis. The results showed that the benefits, cost, risk, and opportunity have a positive significant relationship toward motivate users to use innovative public e-services. The demographic characteristics education, age, and job type have no statistically significant differences on using innovative public e-services, except gender have statistically significant differences on risk and opportunity. This article extends previous research that was investigated impact of e-recruitment as one of the online services. Innovative public e-services are important to any organization in doing services online with shortest time and less cost.
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Today, information technologies have influenced and changed our lives in different ways. Countries are facing great and multiple challenges, which create more stress and produce many obstacles, when dealing with public and private services for organizations and governments. The organizations are required to change their methods of traditional management and adopt modern concepts, if they want to achieve their goals efficiently and effectively in order to reach development and distinction (Waaer, 2010).

Government agencies around the world are increasingly making their services available online. E-government services are very important in reducing costs and improving services compared to traditional modes of government services delivery (Carter & Belanger, 2005). The provision of suitable public e-services is the factor affecting users’ satisfaction and consequently, customer maintenance, and customer’s satisfaction with provided services leads to recommending the products/services to others by the customers (Mansoori & Baradaran, 2010). Organizations in the public sector are under increasing pressure to demonstrate that their services are customer-focused, and that continuous performance improvement is being delivered (Ramseook-Munhurrun et al., 2010).

The public sector is facing large and fast changes that require a quick business process response, which can be secured by management applications and information integration by the governmental institutions, to guarantee the satisfaction of the customers and to itself sustain within the fields of competition, survival, and development. The benefit of public e-services is speed and convenience, while taking public approval or opinions, and thus helping to enhance government services (Dhindsa et al., 2013).

The purpose of this paper is to evaluate the factors that motivate users to use innovative public e-services by examining the climate of change that the governmental organization can provide to users. Survey data collected from a sample of Arabic countries has been used e-services to examine users’ motivation.

Factors identification will be used to guide designs of e-government implementation especially for Arabic countries. The results of this paper will support and help in enhancing e-services, it can be a feedback to the e-services developers to improve e-government services. The results are particularly important for its compatibility with the directives of the Arab countries governments to have higher international ranking in their e-services compared with the other world countries.

A number of researchers have studied the factors influence on public e-services by proposing many models, these models can serve as a roadmap for adopting e-government services. For purpose of this paper, the COBRAS model developed by Osman et al. (2011) was selected to examine the effect of the COBRAS model factors: benefits, cost, risk, and opportunity on motivate users to use innovative public e-services. The users’ demographic information was added to the COBRAS model, because from the experience of the researcher the: gender, education, age, and job type can have an effect on motivate users to use innovative public e-services in Arabic countries.

The results of this paper can give feedback to the e-government mangers to be aware of their e-services points of strength and weakness to meet users’ demands. It can help in understanding the users’ needs and improve the quality of the e-services.

The paper consists of five sections. After the introduction, the research model is explained and research propositions are developed. Next, research methodology is presented, including sample description and research instrument. Data analysis and main research findings are provided in the fourth section. Finally, research results are discussed and directions for future researches are introduced.

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