Understanding E-government Portal Use in Rural India: Role of Demographic and Personality Characteristics

Venkatesh, V., Sykes, T.A., and Venkatraman, S. “Understanding E-government Portal Use in Rural India: Role of Demographic and Personality Characteristics,” Information Systems Journal (24:3), 2014, 249-269.

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Electronic government (e-Government) is one of the most important ways to bridge the digital divide in developing countries. We develop a model of e-Government portal use. We use various individual characteristics, namely demographics and personality, as predictors of e-Government portal use. Specifically, our predictors were (1) gender, age, income and education; (2) the Big Five personality characteristics, i.e. extraversion, neuroticism, conscientiousness, agreeableness and openness to experience; and (3) personal innovativeness with information technology. We conducted a field study in a village in India. We collected data from over 300 heads of household. We found support for our model, with most variables being significant and explaining 40% of the variance in e-Government portal use.
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