Factors Influencing G-SMS Adoption by Jordanian
Citizens
Emad A. Abu-Shanab
College of Business & Economics, Qatar University, eabushanab@qu.edu.qa
Shurouq A. Shihadeh
MIS Dept., IT College, Yarmouk University, shurouq96@yahoo.com
Abstract: Governments utilized mobile technologies and wireless
infrastructure to facilitate the provision of governmental services.
The success of such initiative depends on citizens’ adoption,
which is influenced by more than one factor. This research tested
a model for predicting the intention to use SMS services provided
by governments. The major proposed predictors are perceived
usefulness, subjective norms, perceived ease of use, self-efficacy,
as well as trust. A quantitative research was conducted, where
400 surveys were distributed to collect the research data. 386 of
them were returned and analyzed. Results indicated that all
proposed factors were significant predictors of the intention to
use SMS services. Unfortunately, subjective norm failed to be a
significant predictor of intentions. The last section includes
research conclusions and future work.
Keywords: Mobile government; SMS; Jordan; adoption; TRA;
TAM; SCT; trust
I. INTRODUCTION
Mobile technologies and services have revolutionized the
service sector and forced new models for governments to
provide their services to citizens. Due to the integration
between diverse types of ICT and social media, mobile
government evolved as a strong channel for providing
services. Such channel can reach citizens from any place and
24/7. Mobile applications are being utilized by many sectors
like: M-health, M-commerce and M-government [1]. M-
Government means the utilization of technology within the
administration of governments to deliver services and
information to citizens. Mobile government provides mobility,
portability, convenience, real time information, and
personalized accessibility to users [2].
The adoption of m-government is one of the best indicators of
the success of such initiative. The adoption research used the
intention to use the technology as a surrogate of use. Based on
that, research investigated the factors influencing use or the
intention to use e-government or m-government. Classical
theories of technology adoption are well researched and even n
many cases were extended with new and robust factors. A long
list of theories are reported in the literature [3, 4].
This empirical study will investigate five factors that are
expected to predict the intention to use mobile government in
Jordan. The technology under consideration in this work is
short messages services (SMS) only, and the research method
is built around such channel. We proposed a model that
merged few factors from three technology acceptance domains
and they are the Theory of Reasoned Actions (TRA), the
Technology Acceptance Model (TAM), and the Social
Cognitive Theory (SCT). The research question answered by
this study is:
RQ: What are the factors influencing users’ acceptance of
SMS governmental services?
The following part will review the available studies on the
topic, followed by a description of the research model
proposed and research hypotheses. The fourth section
describes the data analysis and results, followed by
conclusions and proposed future work.
II. LITERATURE REVIEW
Recently, many governments have realized the benefits
obtained from applying electronic government (e-
government), and started moving more towards mobile
government. It is important to improve public services by
adding a new service delivery channel, and start moving
toward mobile government [5]. Governments adopting m-
government as a service delivery channel are concerned about
several things including: data gathering administration,
accessibility and authenticity, data storage and retrieval, and
location based service management [6]. These governments
have utilized SMS as a channel for providing services for
many reasons like: reducing time and cost, and improve the
communication channel with their citizens [7].
A. Overview of m-government
The last decade has witnessed a rapid development and
widespread of mobile and wireless technologies, which
encouraged governments to enhance the quality of service
provision through moving toward m-government [8]. The
main objective of e-government is to exploit innovative
information technology such as web-based Internet
applications to handle public activities. Exploiting mobile and
wireless technology is creating new opportunities for
governments and opening doors to better mobile and
convenient communications [9].
Kushchu and Kuscu [10, p. 3] defined mobile government as
"the utilization of all kinds of wireless and mobile technology,
services, applications and devices for improving benefits to the
parties involved in e-government including citizens". M-
government could also be defined as an extension of all e-
government applications that apply features that can be
facilitated by mobile or wireless technologies and
infrastructure such as cellular phones, personal digital assistant
(PDAs), and laptops for the purpose of providing citizens,
businesses, and governmental institutions, with a location
based government information and services at real time and at
the place they are in (24/7) [11, 12].
M-government is considered as a reforming, reengineering,
and restructuring tool for public services that adds some
features to existing e-government services which leads to
enhanced competitive applications [9]. Based on that, m-
government is an extension to the traditional e-government.
The main difference between e-government and m-
government is related to the accessibility and delivery mode.
E-government utilizes wired technologies and web
applications to deliver its services, while mobile government
gains its value from applying mobility concepts through its
wireless mode [13].
The key component and enabler of m-government is mobility,
which enables the public to access services and exchange
information from anywhere and at any time. Furthermore, real
time information access, convenience accessibility, and
personalization are guaranteed benefits from using m-
government services [2]. Mobility reflects the ability of
technologies to perform communication and information
accessibility in a motion state. Mobility is the main feature of
m-government, which enables governments to use and deliver
services through portable wireless devices anywhere and at
any time [14].
The benefits of m-government include designing an extended
proactive way for citizen services in order to facilitate the
processes of providing real time information for the public and
increase the opportunity of interaction with citizens. M-
government benefits are based on the utilization of the benefits
gained from mobile applications that enable users to do
multiple functions while being on the move. The major feature
of m-applications is that they support providing real time
information to a wider audience and improve the quality of
service [15].
Mobile applications are considered an easy way for
governments to bridge the digital divide and reach more
categories of citizens [16, 17]. Governments have exploited
mobile technologies as a feasible channel used in emergency
situations to disseminate information and warnings. Such
channels could be on the form of SMS and CBS (Cell
Broadcast Service), that provide a geographical specific
purpose services for all kinds of mobile devices [18].
B. M-government issues
M-government transaction models are classified into the
following forms; (a) mG2G, reflects the communication
between government agencies; (b) mG2C: refers to
government and citizens interaction; (c) mG2E: reflects the
communication between governments and its employees; (d)
mG2B: represent the interaction between businesses and
government [19]. A study classified the transformation process
from e-government to m-government into three forms: (1)
penetration of mobile device; (2) transformation from wired
Internet into wireless telecommunication; and (3) trend toward
transferring data and moving into 3G services [10].
Regardless of the many benefits of m-technology, countries
are facing one of two types of barriers: technical and non-
technical ones [13]. Technical barriers are related to the
following: (1) infrastructure limitations, (2) security and
control, and (3) limitations related to compatibility between
existing e-government systems and mobile system. Non-
technical barriers are related to: (1) people who manage,
develop, and/or use mobile government services, (2)
environment of the system, and (3) the culture. Governments
would face some concerns, issues, risks when they implement
mobile government services based on the nature of wireless
networks (vulnerability and instability), the lack of required
interoperability between mobile devices, and the cost of
implementing mobile services.
C. SMS public services
Supporting e-government with SMS services is done through
the establishment of a center called: short message gateways
[20]. Such center handles information queries, and administers
and examines the process of transmitting information that
concerns peoples’ lives. As an example, the Australian
government uses SMS to notify users about public
transportations. Citizens prefer simple and easy to use
channels, with low cost, and support users’ native language
and reading skills [21]. Using SMS channels to deliver public
services is widely used in developing and developed countries,
where they enhance the delivery and accessibility of
governmental services provided to citizens, businesses, and
governmental institutions. This channel enables the
government to use SMS to deliver the traditional e-
government Internet-based services to citizens [22]. A
classification of SMS services is reported in the literature with
six evolution stages: notifications, communications,
transactions, pull based services, listening, and integration
level [23].
SMS is considered as a suitable option to disseminate and
publish information quickly during natural disasters, service
outages, or terrorist attacks. SMS provides citizens with
efficient, effective, and simple way to interact with their
government in a two way communication. Such channel also
will grant citizens the opportunity to forward their voice and
recommendation to their government. Another major attribute
for using SMS is its ubiquity, where nearly 100% of mobile
phones support text messages [24].
D. M-government in Jordan
Jordan adopted m-government concept efficiently to enhance
the level of providing demand-based services. Such step will
contribute to achieving the major objectives of e-government
such as reducing cost and improving convenience, efficiency,
flexibility, public sector modernization, and citizens'
satisfaction. Using mobiles will provides services
approximately to all categories of population like, disabled
citizens, women, and people who live in remote and rural
areas [17]. Similarly, citizens who suffer from limitations
related to the accessibility to public services will benefit from
m-government concepts.
Mobile penetrated in Jordan and reached 140% in 2014, with
approximately 8.984 million subscriptions (trc.gov.jo, 2015).
Researchers expect that this number will increase to reach
200% in the next few years. According to the statistics
published on the TRC’s website, which indicates that the
Jordanian Internet penetration was 67% by the end of 2012,
while it was only 50.5% by the end of 2011. The reported
distribution of subscriptions are: 691,619 for mobile
broadband, 923 leased line, 3.434 TV cable, 192.738 ADSL,
828 dial up connection, and 103.198 Wi-Max (trc.gov.jo,
2015). The mobile penetration and the existence of a good
mobile infrastructure have encouraged the Jordanian
government to adopt m-government as a major channel for
service and information provision. The government started this
initiative by a project called SMS gateway, which aims to
enhance the quality of communication among citizens and
governments. Such initiative enabled the government to reach
all citizens and provide them with needed service and
information [25].
Based on that, the Jordanian government decided to launch the
initiative of the SMS gateway, in which citizens can benefit
from public services through SMS. In its preliminary stage, the
gateway offered 13 services provided from 7 governmental
institutions. These services could be provided for citizens and
institutions [26]. Using SMS channel, citizens are able to
obtain information in a quick and easy manner. Nonetheless,
the m-government in Jordan is based only on information
provision, and as it is still at its initial level of maturity, it is
facing serious challenges that hinder its transformation
processes into a higher level of maturity. These challenges are
related to security and privacy, cost of mobile service
accessibility, infrastructure, lack of population’s awareness,
and legal issues [16].
III. RESEARCH METHODOLOGY
In this section, we present the proposed research model used in
the study, which depicts our understanding the variables that
influence the intention to use SMS public services. The
variables utilized are adopted from previously researched
models. The Theory of Reasoned Actions (TRA) contributed
to our model with subjective norms [27]. Perceived ease of use
(PEOU) and the perceived usefulness (PU) and intention to
use (ITU) were adopted from the TAM [28, 29, 30]. Self-
efficacy is adopted from the Social Cognitive Theory (SCT)
[31, 32]. Finally, Trust is adopted from the work of Gefen et
al. [33] and Abu-Shanab [3, 34]. Figure 1 depicts the research
model proposed.
This study will apply a quantitative research approach, which
involves a numerical representation or variables to describe
and explain the phenomena. The data collected from a survey
measured the items that describe the variables used in the
model. The following hypotheses are formulated depending on
the model proposed and the survey of literature:
FIGURE 1: THE PROPOSED RESEARCH MODEL
H1. Perceived subjective norm will have a positive
influence on the intention to use SMS governmental
services.
H2. Perceived usefulness will have a positive influence on
the intention to use SMS governmental services.
H3: Perceived ease of use will have a positive influence
on the intention to use SMS governmental services.
H4: Perceived trust will have a positive influence on the
intention to use SMS governmental services.
H5: Self-efficacy will have a positive influence on the
intention to use SMS governmental services.
A. Survey used and the sampling process
A questionnaire instrument was developed from the literature
and translated into Arabic language. The use of Arabic
language survey is recommended by research in countries
where the native language is Arabic [35]. The survey utilized a
Likert scale using a 5 points span. The response of 1
represents a strong disagreement, and a response of 5
represents a strong agreement. The content validity of
instrument was realized through the strong literature review
and a thorough inspection by the authors and few faculty
members in the Yarmouk University. The questionnaire
structure included two parts: the first included questions
related to demographic characteristics of subjects. The second
one included statements or questions that measure the model
variables. Based on social sciences research and practices, and
when using a 5 point scale, a value between 1 and 2.33 will be
denoted as low, between 2.33 to 3.66 will be denoted by
moderate, and a value between 3.66 to 5 will be denoted by
high.
The sampling process targeted a random sample from
university students in order to determine whether mobile
government services are adopted by the sample and tested the
research model. The sample size targeted in this study reached
400 surveys. The suitable sample size reported in the literature
can be estimated by multiplying the number of variables by
10, with a base value equal to 50 (approximately 60 surveys).
Our sample is far larger than minimum needed [36, 37]. The
same resources recommended a sample larger than 100 to
generalize the results. We used SPSS software to conduct the
recommended analysis.
The sample consisted of 386 usable surveys, where gender
was distributed as follows: 208 males (53.9%), and 178
females (46.1%). The age category was distributed in the
following pattern; age between 20-40 years percentage was
69.2% of the sample size, while, only one respondent was
more than 60. To extend the sample size to a larger size, the
sample included university students, where it is expected to
see a large size below 20 years (18.4% of the total size).
Finally, 78.5% of respondents have a bachelor degree, and
13% of respondents have less than a bachelor degree.
The survey used included a question asking if the respondents
have used and benefited from the government services
provided in the form of SMS. Responses indicated that there
are 376 valid answers and 10 not reported. 151 responses
indicated that they have used the SMS governmental services
(represents 39.1%), while, 225 have not used the SMS services
before (representing 58.3%). This indicates a substantial
reluctance toward using governmental services.
B. Data Analysis
The analysis process started with an estimation of Cronbach’s
Alpha to guard for any changes in the survey items. The
values of Cronbach’s alpha were all more than the acceptable
value. Cronbach’s alpha is used to estimate the internal
consistency or the items average correlation between the study
variables in order to ensure their reliability. Reliability is
important and its absence risks the results of using such
instrument to measure the variables. The Cronbach’s alpha of
the overall items of the study (for all variables) is 0.888, which
is a value above the recommended threshold. Such result
indicates that the measures are reliable and valid for
identifying the intention to use SMS governmental services.
Table 1 shows the variable values for Cronbach’s alpha.
TABLE 1: CRONBACH’S ALPHA VALUES
Construct Number of Items Cronbach’s
Alpha
Intention to use SMS IU1, IU2, IU3 0.875
services
Perceived Usefulness PU1, PU2, PU3, PU4 0.695
Perceived ease of use PEOU1, PEOU2, PEOU3, 0.840
PEOU4
Trust T1,T2, T3, T4, T5 0.841
Subjective norm SN1, SN2, SN3, SN4 0.854
Self-efficacy SE1, SE2, SE3, SE4 0.797
The second step in the analysis process was to see the
relationships between each two variables. Pearson’s
correlations matrix is used to determine the bivariate
relationships between the study variables (subjective norms,
perceived usefulness, perceived ease of use, trust, self-
efficacy, and intention to use). The purpose of such step is to
inspect if excessively high correlations between them, or f
they are supported by the research model. Table 2 illustrates
the correlation matrix results, which indicates that all the study
variables correlations were significant at the 0.01 level. Such
results mean that all variables were important in determining
the level of citizens’ intention to use SMS governmental
services. In addition, no correlations are above 0.8, which
indicates that a multi-collinearity issue is present.
TABLE 2: PEARSON’S CORRELATION MATRIX
Construct SN PU PEOU T SE
Perceived
Usefulness 0.633**
Perceived Ease of
Use 0.560** 0.640**
Trust 0.484** 0.511** 0.608**
Self-Efficacy 0.531** 0.529** 0.613** 0.597**
Intention to Use 0.525** 0.576** 0.607** 0.621** 0.638**
in order to inspect the influence of the predictor variables
(subjective norms, usefulness, ease of use, trust, and self-
efficacy) and how they influence the dependent variable
(intention to use SMS services). Multiple regression technique
is based on the assumption that there is a relationship between
the dependent and independent variables. Multiple regression
technique aims at estimating the explained dependent variable
variance by using the independent variables.
Multiple regression analysis was applied; where it indicated
that usefulness, ease of use, trust, and self-efficacy were
significant predictors of the intention to use SMS
governmental services. Subjective norm was not significant,
which means that individuals intention to use SMS
governmental services is not influenced by others opinions
about it. The coefficient of determination R2 measures how the
data fits the proposed prediction regression line. Regression
results indicated that the R value is equal to .744, the adjusted
R square value of the model is equal to 0.548 which is
considered a good value (R square is equal to 0.554, with an F
value = 91.8815,375 and p <0.001). Such result means that the
model has explained 55.4% of the variance in intention to use
SMS services. Table 3 shows the coefficient table of
regression.
The second objective of the regression analysis is to build the
prediction equation. The general regression equation of the
proposed model is the following:
ITU= β0+ β1*SN+ β2*PU+ β3*PEOU+ β4*T+ β5*SE + e
As subjective norm failed to be a significant predictor of ITU
SMS services, the estimated regression equation based on the
coefficient table of regression is the following:
IU= - 0.455+ 0.188*PU + 0.173*PEOU + 0.324*T +
0.342*SE + e
TABLE 3: THE COEFFICIENT TABLE OF REGRESSION
Unstand. Values Stand. t Sig.
Construct B Std. Error Beta
(Constant) -.455 0.187 -2.433
Subjective norms 0.105 0.056 0.089 1.887
Perceived Usefulness 0.188 0.064 0.15 2.927
Perceived Ease of Use 0.173 0.062 0.145 2.789
Trust 0.324 0.06 0.254 5.411
Self-Efficacy 0.342 0.06 0.275 5.724
Dependent variable: Intention to Use SMS
IV. CONCLUSIONS AND RECOMMENDATIONS
In order to address the research question, this study developed
a model, which integrates some variables adopted from TRA,
TAM, and SCT, and extended with trust. The model was a
result of extensive literature review. To empirically test the
proposed model, a quantitative method was applied. The
analysis results supported the proposed model, which
consisted of five independent variables to predict the intention
to use SMS services. The proposed variables were reliable
with an acceptable Cronbach’s alpha. The model explained
55.4% of the variance in intention to use SMS governmental
services (adjusted R square value = 0.548). The set of
hypotheses stated were all supported except for the first one.
Table 3 shows the hypotheses testing results.
TABLE 3: RESEARCH MODEL TESTING
H Hypothesis
H1 Perceived subjective norms will positively influence
the intention to use SMS governmental services
H2 Perceived usefulness will positively influence the
intention to use SMS governmental services
H3 Perceived ease of use will positively influence the
intention to use SMS governmental services
H4 Perceived trust will positively influence the intention
to use SMS governmental services
H5 Perceived self-efficacy will positively influence the
intention to use SMS governmental services
The research results supported previous work related to such
domain in other countries [38, 39. Our inspection of the SMS
domain in Jordan and our results of this empirical model
suggest that decision makers need to address such issue with a
smart strategy to improve the level of mobile government
adoption. Thus, the study has the following set of
recommendations:
1- The study results indicate that the Jordanian government
needs to pay attention to the perceived usefulness from
the provided services. In addition, services should be on
time, and location based services.
2- The government, in collaboration with the private sector,
should provide an easy to use service. Services should be
easy to use, available for all categories (bridging the
digital divide concerning gender [17] and age [40].
3- It is important for the government of Jordan to provide a
trustworthy public service through mobile technology.
0.015 Such effort is can be successful by improving
0.06 government transparency and accountability.
0.004 4- Our results indicate that citizens are not influenced by
0.006 others’ opinion when related to using SMS governmental
000
service. Such thing means more research is needed, and if
000
supported means that citizens need to use such services
by themselves. The government should conduct extensive
campaigns to improve citizens’ awareness.
5- SMS services are important channel to be utilized by
government considering the ubiquity of such service and
the abundance of mobile phones in the country.
6- Utilizing different channels will improve the level of
service and thus citizens’ satisfaction with the service.
Such satisfaction will contribute to improved adoption.
This study calls for more research to see why Jordanians social
influence is a minor factor in influencing the intention to use
SMS services. The second issue is the sample size and the
validation of the instrument. Such issue is important for
researchers to open doors for future research.
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