The Relevance of Subjective Norm in Adopting E-government: A Theoretical Framework

Governments are continuously developing and providing public services through the Internet. The sustainability of these initiatives depends on the level of citizen adoption. Traditionally, technology adoption models have been used to explain this adoption. However, the role of a key variable in these models (subjective norm) remains unclear. To move on this topic, this work reviews the role of subjective norm in different adoption models and proposes a theoretical framework defining the impact of subjective norm on citizens' behavior as well as characterizing three main determinants of subjective norm in this context: interpersonal influence, mass media and Public Administration communications