Perceived Trust Factor (PT)

From the descriptive analysis, PT has a positive effect on citizens’ intention to adopt and use m- government services, which is clearly demonstrated in Table 5.28. The composite of the PT factor was 2.3586 with the result indicating that PT is influential on citizens’ intention to adopt and use m-government services. This supports the hypothesized relationship (H4) between PT and intention to use m-government services.

H4: Perceived Trust positively influences intention to use m-government services.

The correlation was computed between Perceived Trust and intention to use m-government services to investigate the strength and the direction of the relationship. The result of the normality test, assessed by skewness and kurtosis for both factors was normally distributed. The Pearson correlation coefficient assumptions (normality) were considered in this case to assess the relationship between the two factors (see Table 5.26). The result of the Pearson correlation coefficient indicates a statistically significant positive relationship between PT and ITU, rs =.376, n=1286, p<0.01. This relationship shows a high level of PT is linked with a high level of intention to use m-government. Figure 5-16 below shows the trendline that demonstrates the positive relationship between PT and ITU. This is one of the most significant factors that correlate positively with citizens’ intention to use m-government service.

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Figure 5-16: The relationship trend line between PT and ITU

The graph above illustrates a positive relationship between the two factors. As the score for perceived trust increases, the score for intention also increases; thus supporting the hypothesis for this factor.

This positive relationship between Perceived Trust and intention to use m-government services is reflected by other, related research. For instance, Sellitto et al. (2016) discovered that Perceived Trust was one of the factors that determined consumer adoption of m-payment services in Thailand. Moreover, one survey of a wide range of citizens at a US community event indicated that trust was an important factor; and elements such as trust in the internet and the government correlates positively to citizens’ intention to use E-government (Carter and Belanger, 2005). Furthermore, Alkhaldi (2016) empirically investigated the adoption of m- banking services in Saudi Arabia. The researcher found that privacy and security issues were considered as obstacles which influenced the adoption and acceptance of m-banking services negatively. Weerakkody et al. (2013) also suggested that trust played an important role in E- government adoption. Syed Zamberi Ahmad and Khalizani Khalid (2017) studied the acceptance of m-government services from the citizens’ perspectives in the UAE. Their findings revealed that trust was linked positively with users’ intention to adopt m-government services.

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5.3.2.3

Social Influence (SI)

It is clear from the descriptive analysis in Table 5.28 that it is highly probable that Social Influence positively affects citizens’ intention to adopt and use m-government services. The composite of the SI factor was 1.6516, a result that indicated that SI has a very positive influence on users’ intention to use m-government services. This result positively supports the hypothesized relationship (H5) between Social Influence and Intention to Use m-government services.

H5: Social Influence affects intention to use m-government services.

The correlation was computed between SI and intention to use m-government services to investigate the strength and direction of the relationship. The result of the normality test assessed by skewness and kurtosis for both factors was normally distributed. In this case, the Pearson correlation coefficient assumptions (normality) were considered to assess the relationship between the two factors. The result of the Pearson correlation coefficient indicates that statistically there is a significant positive relationship between SI and ITU, rs =.621, n=1286, p<0.01. This relationship shows a very high level of Social Influence is linked with a high level of intention to use m-government. Figure 5-17 shows the trendline that demonstrates the positive relationship between SI and ITU. This factor is thus one of the most significant that correlates positively with citizens’ intention to use m-government service.

Figure 5-17: The relationship trend line between SI and ITU

The diagram above illustrates a positive relationship between Social Influence and citizens’ intention to use m-government since, as the SI score increases, the score for intention also does;

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The positive relationship between the Social Influence and intention to use services is echoed by other similar research, and this factor is considered to significantly impact on users’ behavioural intention to adopt and accept technologies. For instance, a study was conducted in the UEA that aimed to determine factors that affected the adoption of m-government services from the citizens’ perspectives. The results of their study revealed that social influence is positively associated with intention to adopt m-government services (Ahmad and Khalid 2017). Furthermore, Tao Zhou and Bin Wang (2010) showed that users’ adoption of mobile banking in China was positively affected by social influence. Also, Al-Hujran et al. (2014) examined factors influencing Saudi college students' intentions to use m-learning technology, and the results showed that social influence has a positive impact on students’ intention to adopt and use m-learning. Alain et al. (2012) explored which factors could predict consumers’ behavioural intentions to adopt m-commerce in China and Malaysia based on these countries’ cultural differences. Their research findings confirmed that the social influence was significant in predicting consumers’ decisions to adopt m-commerce in both countries. Moreover, research by Liu et al. (2014) in China that explored how rural populations’ perceptions affected the adoption of mobile government services, stated that Social Influence directly influenced the intention to use m-government.

5.3.2.4

Perceived Compatibility (PCOM)

From the descriptive analysis shown in Table 5.28, it is highly probable that Perceived Compatibility influences citizens’ intention to adopt and use m-government services positively. The composite of the PCOM factor was 1.5638, with the result suggesting that PCOM is very influential on citizens’ intention to use m-government services. This result means that the hypothesized relationship between Perceived Compatibility and intention to use m-government services (H6) is supported.

H6: Perceived Compatibility positively influences intention to use m-government services.

The correlation also was computed to investigate the strength and the direction of the relationship between these factors. The result of the normality test, assessed by skewness and kurtosis for both factors was normally distributed. The Pearson correlation coefficient assumptions (normality) for this correlation were considered to assess the relationship between two factors. The result of the Pearson correlation coefficient indicates a statistically significant positive relationship between PCOM and ITU, rs =.651, n=1286, p<0.01, which means that citizens’ perceived compatibility correlated very significantly to their intention to use m- government services. Figure 5-18 shows the trendline that demonstrates the positive relationship between PCOM and ITU.

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Figure 5-18: The relationship trend line between PCOM and ITU

The diagram above illustrates a high positive level of relationship between the perceived compatibility of government services and citizens’ intention to use them, since if the score for PC increases, so will the score for intention; thus, supporting the hypothesis for this factor. This positive relationship between Perceived Compatibility and intention to use services is in line with other related research that shows a high level of compatibility with the innovation will increase users’ intention to adopt and use it. Indeed, it is very important that the new technology or its solutions be compatible with people's work style and lifestyle (Almuraqab, 2017). Perceived Compatibility is considered one of the critical aspects in innovation adoption because it has a significant impact on individual intention to adopt a new technology, not just in the context of general information technology but also when considering the services that can be provided by mobile phones (Chen, 2008). Moreover, Abu-Shanab and Haider (2015) stated that PC was one of the most important predictors of intention to use m-government in Jordan; and Carter and Bélanger (2005) argued that Compatibility significantly predicted citizens’ intention to use E-government services. Sellitto and Fong (2015) investigated factors that might influence Thai consumers’ intention to adopt mobile payment services. Their research revealed that Compatibility was one of the factors that significantly influenced consumers to adopt mobile payment services. Moreover, Abdelghaffar and Magdy (2012) empirically investigated factors that could affect the adoption of m-government services in developing countries, especially Egypt. Their results demonstrated that compatibility was significant in predicting participants’ use of m-government. This research, which unlike other previous studies, included a high

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number of Saudi female participants, demonstrates how using m-government is perceived as compatible to a lifestyle where using mobiles occurs daily. In a society where contact between sexes is sensitive related to religious and cultural reason, conducting government transactions on their phones arguably gives Saudi women both privacy and removes the need for any face-to- face interactions with male government officials.

5.3.2.5

Awareness (AW)

It is clear from Table 5.28, which provides a descriptive analysis of this factor, that AW is likely to positively influence citizens’ intention to adopt and use m-government services. The composite of the AW factor was 2.1763, which indicated that AW influences the level of citizens’ intention to use m-government services. The correlation was computed between the AW and intention to use m-government services to investigate the strength and the direction of the relationship. The result of the normality test, assessed by skewness and kurtosis for both factors was normally distributed. The Pearson correlation coefficient assumptions (normality) were considered to evaluate the relationship between two factors. The result of the Pearson correlation coefficient indicates that statistically a significant positive relationship exists between AW and ITU, rs =.270, n=1286, p<0.01. Although the correlation coefficient was low and close to moderate level according to Cohen’s guide (see Chapter 4) (Cohen, 1988), the findings for this relationship show a positive correlation between the two factors; and thus the hypothesized relationship (H7) is supported.

H7: Awareness positively influences intention to use m-government services.

Figure 5-19: The relationship trend line between AW and ITU

The graph above shows a positive relationship between Awareness of m-government services and citizens’ intention to use them since when the score for Awareness increases, the score for

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intention does too; this supports the hypothesis for this factor.

In addition, related to the Awareness factor, participants were asked about which advertising methods could affect citizens’ awareness of m-government services and encourage their use. Public awareness could be enhanced in various ways including interactive advertising and social media campaigns as well as traditional advertising methods such as newspapers, brochures, TV, messages on public transport and subway. Participants rated advertising methods (shown in Figure 5-20) as follows: social media (20.5%), advertisements in public areas (19.5%), TV and radio channels (17.2%), government agencies’ websites (14.03%), email and text messages (16.5%) and finally, newspapers and magazines (11.0%).

72.8% 54.4% 39.1% 61.0% 69.4% 58.6% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

Social Media Governmental Agencies’ Websites

Newspapers and Magazines TV and Radio Channels Public Areas Emails and Text Messages

P a r t ic ipa nt s P e r c e nt a g e

Awareness Advertising campaign

Figure 5-20: Awareness advertising campaigns

The correlation coefficient for the Awareness factor was very close to reaching a moderate level. This indicates that as citizens’ awareness of m-government services, potential and benefits increases their intention to use also increases. Awareness is the first step in user experience of a new service offered by the government. Users need to know what services are available, how these services are relevant to them, and how they can access and use these services. The impact of awareness on users’ behavioural intentions has been confirmed by scholars in different research contexts, especially in developing countries. Our result for the Awareness factor is incompatible with some previous empirical studies. For example, Alkhaldi (2016) explored the adoption of mobile banking in Saudi Arabia; and his research showed that customers did not widely accept m-banking services due to the lack of awareness. The lack of awareness could

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increase the digital divide and lead to E-government failure (Shareef et al., 2011). For example, in Jordan, a significant lack of awareness was found to be one of the factors that prevented Jordanian citizens from adopting E-government services. Also, Abdelghaffar and Magdy (2012) stated that awareness was one of the significant factors predicting participants’ intention to use m-government. Moreover, Shareef et al. (2011) found that awareness was a significant determinant of E-government adoption. Furthermore, one study revealed that in Kuwait, AW correlates positively with willingness to use E-government systems; and another revealed the same for E-government services in Oman (AlAwadi and Morris, 2009; Alshihi, 2005). Furthermore, Mariam Rehman and Vatcharaporn Esichaikul (2011) demonstrated that awareness was a significant variable influencing citizens’ intention to use E-government services. Also, Sabah Abdullah Al-Somali and Roya Gholami (2009) stated in their study that awareness significantly impacted on customer attitudes toward acceptance of online banking in the Saudi commercial banks.

Therefore, our research recommends that the government needs to raise awareness about the main goals of m-government, the available m-government services and the advantages and benefits gained from the use of m-government services to conduct various transactions. Public awareness could be enhanced in various ways including interactive advertising and social media campaigns as well as traditional advertising methods such as newspapers, brochures, TV, messages on public transport and subway. The current research implies that an increase in Saudi citizens’ awareness would contribute significantly to increasing their willingness and intention to adopt and use m-government services.