Contextualizing mGov in the digital age: a moderated model of mGov adoption using eGov experience and social media attitude

Abstract

Social media has become an essential component of m-government services. However, in order for these services to be implemented and adopted successfully, the government must first understand citizens’ perceptions toward the use of social media (SM Attitude). As a result, the study attempted to investigate the influence of predictors of m-government adoption, as well as the moderating role of SM attitude toward government use of this platform and prior electronic government experience on the adoption of m-government services. For this purpose, primary data is gathered using a questionnaire, with a total of 1101 responses collected and then analyzed using the Covariance Based Structural Equation Modelling technique. The findings demonstrated the importance of predictors such as relative advantage, compatibility, image, social influence, and trust in predicting behavioral intention to use m-government services. Furthermore, the moderation analysis revealed the presence of differences in perception among individuals with stronger and weaker social media attitudes on the variables social influence and image, and its relationship with m-government adoption. © The Author(s) 2025.