Title: Does national culture orientation influence eGov acceptance? Evidence from a North African country

Authors: Rachid Oumlil; Abderazak Aderkaoui

Addresses: National School of Business and Management of Agadir, Ibn Zohr University, Hachtouka Street, Salam District., P.O. Box 37/S, 80000, Agadir, Morocco ' National School of Business and Management of Agadir, Ibn Zohr University, Hachtouka Street, Salam District., P.O. Box 37/S, 80000, Agadir, Morocco

Abstract: In today's rapidly changing digital world, civil servants' acceptance of e-government (eGov) is crucial for its success. Therefore, understanding the factors influencing acceptance is critical. The COVID-19 pandemic highlighted the challenges of introducing eGov and emphasised the need to consider cultural factors. This study analyses the influence of national cultural orientation on eGov acceptance among 136 civil servants from 12 regional public organisations in Morocco, a North African country. The authors used a model based on the technology acceptance model (TAM) and included Hofstede's uncertainty avoidance cultural dimension. Using partial least squares-path modelling (PLS-PM), they found a strong positive effect on the intention to accept eGov for attitude and perceived ease of use, explaining 38% of the intention variance. Furthermore, perceived usefulness indirectly influenced the intention, while uncertainty avoidance negatively influenced it.

Keywords: technology acceptance model; TAM; eGov acceptance; public sector; social development; national culture; organisational culture; North African country.

DOI: 10.1504/EG.2025.147211

Electronic Government, an International Journal, 2025 Vol.21 No.4, pp.436 - 460

Received: 26 May 2023
Accepted: 29 May 2024
Published online: 11 Jul 2025 *

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