Technology Acceptance Model in Focus: An Analysis of G2C Service Adoption in Kosova

Abstract

The benefits of e-Governance are evident, but challenges in acceptance persist, requiring continuous efforts to encourage the adoption and use of these services by the intended users. This research employs the TAM model as a foundation to pinpoint the factors impacting citizens' willingness to embrace and engage with services on the e-Kosova platform, expanding the analysis with two variables: trustworthiness and image. The study emphasizes the importance of PU, PEOU, and perceived trustworthiness factors, which positively impact citizens' willingness to accept and adopt these services. However, there was insufficient support found for the perceived impact of image improvement on the use of electronic services in this context. A quantitative research approach was employed to gather data from students and employees of the University of Applied Sciences in Ferizaj, through a closed-ended questionnaire. The questionnaire was distributed among a simple random sample of 310 subjects from a population of 1,545 students and 57 academic and administrative staff of university. The contribution of this research adds significant insights to the field of e-Governance, especially within the framework of the Republic of Kosovo, by focusing on understanding the factors influencing citizens' adoption and use of electronic government systems.