Role of Web Personalization in Consumer Acceptance of E-Government Services

Consumer acceptance of technology is vital for understanding the motivating factors involved in technology acceptance and adoption. Whereas most academic attention has gone to understanding user acceptance of technology in organizations, some recent studies have extended this research to consumer context. The evolution of Internet commerce and its wide adoption resulted in academic research on recommendation systems and web personalization. This study seeks to understand how web personalization influences consumer technology acceptance in an E-Government setting. A recent theory of consumer acceptance was extended to study the impact of Web Personalization as a moderator. Our results show that personalizing the web by self-reference and content relevance has a significant moderating effect on the relationship between the determinants of intention to use and user acceptance in certain cases.