Personalization has a Price,Controllability is the Currency: Predictors for the Intention to use Personalized eGovernment Websites |
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| Authors: | Lex van Velsen Thea van der Geest Lidwien van de Wijngaert Stéphanie van den Berg Michaël Steehouder |
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| Institution: | 1. Telemedicine Cluster, Roessingh Research and Development, Enschede, The Netherlands;2. Biomedical Signals and Systems Group, Telemedicine Cluster, University of Twente, Enschede, The Netherlandsl.vanvelsen@rrd.nl;4. Department of Media, Communication, &5. Organization, University of Twente, Enschede, The Netherlands;6. Department of Research Methodology, Measurement, &7. Data Analysis, University of Twente, Enschede, The Netherlands;8. Department of Communication Science—Corporate and Marketing Communication, University of Twente, Enschede, The Netherlands |
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| Abstract: | Content personalization on government websites provides individuals with a personal selection of information. In this study, we determine the role of trust in a government organization, trust in the technology, and perceived controllability on the intention to use content personalization for eGovernment websites. A total of 1141 participants were presented with scenarios describing a nonpersonalized webpage and one of four approaches to online content personalization, followed by an online survey. Results were analyzed by means of structural equation modeling. Perceived controllability is the most important antecedent of the intention to use online content personalization for eGovernment; trust in the technology also has a considerable influence. Trust in the government organization plays a minor role. The adaptable approach to online content personalization has the highest likelihood of citizen acceptance. When designing personalized eGovernment information services, designers should instill a feeling of controllability over the coming about of tailored content and trust in the technology. |
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| Keywords: | eGovernment personalization user acceptance trust controllability government information |
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