Title: Expanding e-government adoption in an emerging market economy: an exploratory segmentation based on socio-demographic and behavioural variables

Authors: Bilal Chebaro; Rania Fakhoury; David S. Baker

Addresses: Lebanese University, Beirut, Lebanon ' United Nations Development Programme, Office of the Minister of State for Administrative Reform, Beirut, Lebanon ' Moody College of Business, University of Louisiana at Lafayette, Lafayette, LA, USA

Abstract: This exploratory study builds on previous research in the area of e-government implementation within the context of the emerging market economy of Lebanon. Because of ongoing advances in e-government, many governments intend to serve all citizens, including the marginalised, with available and efficient electronic services. Design of these e-services requires objective consumer segment adapted variables in order to facilitate targeted education on the personal and public value of e-government. This study contributes analysis toward the selection of socio-demographic and behavioural variables to identify segment clusters of e-service consumers. The results suggest targeted public consumer segmentation in order to better serve marginalised populations in emerging market economies. The study is based on an online survey of 262 Lebanese citizens. The hierarchical segmentation analysis revealed three distinct segments with key characteristics to improve access to e-services.

Keywords: e-government; public e-services; marketing; segmentation; public sector; emerging market.

DOI: 10.1504/IJBEM.2020.109574

International Journal of Business and Emerging Markets, 2020 Vol.12 No.3, pp.243 - 258

Received: 12 Jun 2019
Accepted: 21 Dec 2019

Published online: 15 Sep 2020 *

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