Determinants of E-Government Service Adoption: An Innovation Diffusion Perspective

Ranking the world\´s top E-Government Readiness in 2002, 2004, and 2005, Taiwan\´s experience in promoting e- government could provide worldwide governors a practical knowledge for planning and implementation. Further, given the e-government services, e.g. tax e-filing system (TEFS) can be seen as an innovation for taxpayers to adopt, Taiwan\´s experience has also become a sensible example in innovation marketing. This study used three diffusion models, i.e. external, internal, and mixed influence models, to reveal whether the diffusion of TEFS in Taiwan was affected by mass media advertising, interactions among acquaintances, or a combination of both. Findings indicated that the mixed influence model is the best fit, but acquaintances influence is the dominant factor. The authors therefore argue that governors should consider "Source-Strategy Fit", i.e. it is essential to understand TEFS\´ features and its influential sources when promoting the G2C e-government services. Only when the adequate marketing strategies are developed, the huge investments in building e-government infrastructure can bring about citizens\´ convenient digital life and government efficiency to the full.