Determinants of intention to use e-government services: An integrated marketing relation view

The E-government development index (2020) for the southern Asian region is below the world average, with Pakistan placing seventh out of eight nations. Although Pakistan's government developed the Electronic Government Directorate (EGD) in 2005, the country's adoption rate of e-government services is extremely low. This research aimed to expand the decomposed theory of planned behavior (DTPB), which is based on the Unified Model of electronic government adoption (UMEGA), to more comprehensively understand the determinants of e-government adoption behaviour among 396 citizens in Pakistan. The extension is implemented by adding the impact of relational bonds (economic, social and structural) on trust. The findings show that the following four factors have a significant effect on citizens intention to adopt e-government services: (a) attitude, (b) subjective norm, (c) perceived behaviour control (d) trust. These four factors are predicted by effort expectancy and performance expectancy, mass media influence and family influence, self-efficacy, economic, structural and social bonds, respectively. Furthermore, this research validates the applicability of the DTPB model and demonstrates that the extended DTPB model, which is based on the UMEGA model, has excellent predictive power in understanding citizens intention to adopt e-government services. Based on these findings, implications for policymakers and recommendations for further future research are offered.