Designing e‐government services: Key service attributes and citizens’ preference structures

Advances in Internet technologies have led to the popularity of technology‐based self‐services, with the design of such services becoming increasingly important. Using technology‐based services in the public sector as the setting, we identified the key service attributes driving adoption and use of transactional e‐government services, and citizens’ preference structures across these attributes. After identifying four key attributes, i.e., usability, computer resource requirement, technical support provision and security provision, we conducted a Web‐based survey and a conjoint experiment among 2465 citizens. In a two‐stage Web‐based survey, citizens reported their perceptions about a smartcard technology for transactional e‐government services before use, and their use and satisfaction 4 months later. Results showed that the key attributes (noted above) influenced citizens’ intentions, subsequent use and satisfaction. In the conjoint experiment, citizens reported their preferences for key service attributes for two transactional e‐government services. Further, a cluster analysis uncovered four distinct citizen segments, i.e., balanced, usability‐focused, risk‐conscious and resource‐conservative, that can inform efforts in designing e‐government services. A post hoc analysis confirmed the appropriateness of the market segmentation in understanding citizens’ adoption and use of transactional e‐government services.