5.4 Quantitative Data Analysis and Results
5.4.3 Analysis of Determinants of Citizens’ Adoption of m-Government Services in Tanzania
5.4.3.5 Hypothesis Testing
This section presents results on the testing of the ten hypotheses of the study using regression analysis. Table 5.17 provides a summary of the hypotheses testing, which indicates some structural paths were insignificant, thus not supporting the hypothesized relationship in the context of Tanzania. While all variables loaded on the structural model, only four relationships were statistically confirmed to be significant; thus, the null hypothesis (H0) is rejected. The factors that were statistically confirmed to be significantly influencing behaviour intention included Attitudes (BI←AI), Subjective Norms (BI←SN), Technology Influences (BI←TI)
107 and Financial Influences (BI←FI).
Conversely, four factors were statistically insignificant in predicting behaviour intention to use m- government services, for which the null hypothesis (H0) was accepted. The insignificant relationships were performance expectancy (BI←PE), hedonic value (BI←HV), self-efficacy (BI←SE), and facilitating conditions (BI←FC) on behaviour intention to use m-government services in Tanzania. Furthermore, the influence of self-efficacy on attitude was also established to be insignificant in the context of Tanzania. However, while only four factors are statistically significant, the influence of other factors is not ignored but demonstrated to be insignificant in the case of Tanzania. The fact that all eight factors loaded significantly on the proposed structural model implies all eight do affect citizen’s decision, but the effect was insignificant for PE, HV, FC and SE as compared to AI, SN, TI and FI.
H4: The Influences of Attitudes on Citizens’ Behavior Intention to use
Table 5.17 indicates that attitudes significantly influence citizen's intention to adopt m- government services (H4, β= 0.109, T=3.304, p< 0.01); therefore, the null hypothesis (H0) is rejected. This finding implies that formed opinions and subsequently developed habits significantly influence behaviour intention to use m-government services in Tanzania. However, the moderating effect of age and experience with similar services on the influences of attitudes on citizens’ behavioural intention, were found to be statistically insignificant (Appendix K).
Therefore, to influence citizen’s adoption of m-government services in Tanzania, provisioning organisations need to focus on building positive attitudes towards technology and government services.
H5: The Influences of Subjective Norms on Behavior Intention to use
Subjective norms were found to have a significant impact on behaviour intention (H7, β= 0.261, T=3.815, p< 0.001). This finding indicates that the experiences and opinions of other people in the society informs and significantly affects respondents' decisions on accepting and using m- government services. Similarly, they would offer their opinions and experiences to others, consequently influencing their adoption decisions as well. It is thus essential for provisioning organisations to acknowledge that experiences and opinions of others in the community or society have a decisive impact on ones’ intention to use m-government services.
Figure 5.1: Path Diagram with Use Behavior (Use) as a Dependent Variable
S E
.56
S E 3 e1
.75
.88
S E 2 e2
.94
.78
S E 1 e3
.88
H V
.76
HV 3 e4
.87 .86
HV 2 e5
.93
.76
HV 1 e6
.87
P E
.67
P E 3 e7
.82
.72
P E 2 e8
.85
.53 P E 1
e9
.73
.14 .53 A I
A I3
e10 .73
.88
A I2 e11
.94 .64
A I1
e12 .80
S N
.58
S N6 e13
.61 .76
S N5 e14
.59 S N4 .78
e15
.77 .65
S N3
e16 .81
.70
S N2
e17 .83
.55
S N1 e18
.74
T I
.52
TI6 e19
.62 .72
TI5 e20
.79 .76
TI4 e21
.87 .71
TI3
e22 .84
.85 TI2
e23 .92
.70
TI1 e24
.84
F C
.70
TS 4
e25
.83
.72
TS 3
e26
.85
.76
TS 2
e27
.87
.57
TS 1
e28
.76
.49
F C5
e29
.70
.50
F C4
e30
.71
.47
F C3
e31
.68
.54
F C2
e32
.73
.43
F C1
e33
.66
F I
.43
F I5
e34
.65
.53
F I4
e35
.73
.76
F I3
e36
.87
.85
F I2
e37
.92
.69
F I1
e38
.83
.57
B I
.73
B I1 e39
.86
.79
B I2 e40
.89 .88
B I3 e41
.94 -.04 .02 -.03
.11
.27
.22
-.04 .42
.15
.34
e42 e43
.02
USE
-.11
e44
-.14 .16
109 Table 5.17: Results on hypotheses testing
Path Hypothesis Hypothesis Statement
Path Coefficients
(β)
T Statistics
(T)
Remarks
BI←PE H1
H0: Performance expectancy insignificantly influences citizens’
behaviour intention to use m- government services
-0.042 1.130 Accept H0
BI←HV H2
H0: Hedonic value insignificantly influences the citizens’ behaviour intention to use m-government
services.
-0.03 -1.484 Accept H0
BI←SE H3
H0: Self-efficacy insignificantly influences citizens’ behaviour intention to use m-government
services
0.027 1.097 Accept H0
BI←AI H4
H0: Attitudes insignificantly influences citizens’ behaviour intention to use m-government
services
0.109** 3.304** Reject H0
BI←SN H5
H0: Subjective norms insignificantly influence citizens’ behaviour intention to use m-government
services
0.261*** 3.815*** Reject H0
BI←TI H6
H0: Mobile technology insignificantly influences citizens’
behaviour intention to use m- government services
0.226*** 5.566*** Reject H0
BI←FC H7
H0: Facilitating conditions insignificantly affect citizen's behaviour intention to use m-
government services
-0.034 0.533 Accept H0
BI←FI H8
H0: Financial influences insignificantly affect citizens’
behaviour intention to use m- government services
0.416*** 4.566*** Reject H0
AI←SE H9 H0: Self-efficacy insignificantly
affects attitudes 0.149 1.681 Accept H0 AI←SN H10 H0: Subjective norms insignificantly
affect attitudes 0.337*** 6.618*** Reject H0 Note: ∗∗∗significant at p< 0.001; ∗∗ significant at p<0.01
110
However, this effect was moderated by gender; Table 5.18 statistically confirms the moderating effect of gender on the influences of subjective norms on behaviour intention.
The moderating effect of subjective norms was found to be significantly higher on women than men. For a unit increase in the effect of subjective norms, behaviour intention increases by 74.6% for females and by 54.2% for males (Table 5.18). Specifically, women experienced a positive moderation effect on the positive influence of subjective norms on respondents' behaviour intention to use m-government services (β= 0.696, p< 0.001). The findings in Table 5.18 thus imply women are much more susceptible to opinions, suggestions and experiences of other people around them in shaping their decisions towards the adoption of m-government services than men.
Table 5.18: Moderation effect of gender (using the regression method)
Unstandardized Coefficients
Standardized Coefficient
t Sig.
Moderated Relationship
Moderating
variable Indicator B Std.
Error Beta
BI <--- SN Gender Male 0.542 0.062 0.500 8.687 0.000
Female 0.764 0.061 0.696 12.496 0.000
H6: The Influences of Mobile Technology on Citizens’ Behavior Intention to use
Table 5.17 shows the impact of technology, more specifically, the mobile technology effect on behaviour intention to use m-government services to be positively significant (H8, β=
0.226, T=5.566, p< 0.001). This result implies that respondents are more susceptible to the mobile technologies effect on interaction. Specifically, 'the mobility' aspect, namely 'instant connectivity and access', 'time and space efficiency', 'on the go access', 'location independence' and 'the twenty-four hours seven days a week' access to government organisations significantly impact respondents' intention to use m-government services.
Aspects like ‘routine usage’; ‘ability to repeatedly access information’ and ‘the addictive nature of mobile technology’ were identified to influence citizen's adoption decisions significantly. Moreover, age and gender were found to have an insignificant moderation effect on the influences of technology on behaviour intention to use m-government services (Appendix K).
111 H8: Financial Influence on Behavior Intention
Table 5.17 reveals that the most significant influence is experienced from financial influences on behaviour intention (H10, β=0.416, T=4.566, P=0.001). This result implies Tanzanians are more cautious about finance-related issues concerning the use of m- government services, such as price, pricing strategies and their inclusion in the service pricing process. A negative perception of financial issues related to m-government services demoralizes citizens' intention to adopt m-government services. Furthermore, the moderating effect of age and gender on the influences of finance in predicting behaviour intention was established to be insignificant (Appendix K). Therefore, to encourage citizens’ acceptance and use of m-government services, provisioning organisations need to ensure a positive attitude towards service pricing, which may include transparency and citizens’ inclusion in services pricing processes.
H10: Subjective Norms affect Attitudes
In confirming the effect of the relationship between independent and dependent variables, that is, factors influencing behaviour intention, the relationship between independent variables was also examined. Results in Table 5.17 support the relationship between subjective norms and attitudes (AI← SN), but does not support the relationship between self- efficacy and attitudes (AI ←SE). Results indicate a significant effect of subjective norms on attitudes exists (H2, β= 0.337, T=6.618, p< 0.001), whereas that of self-efficacy on attitudes was found to be insignificant (H1, β= 0.149, T=1.681, p<0.001). It implies that respondents' attitudes are shaped by how others perceive them, their social status and the social capital that they derive from using m-government services that reflects their ability to manage to navigate and use the technology.