Influence of Citizens’ Social Media Usage on e-Government Adoption: The Mediating and Moderating Roles of Psychological Factors

Citizen adoption of e-government services remains a persistent challenge, particularly in emerging markets. This study explores how social media usage (SMU) influences e-government adoption, focusing on both its direct effects and the mediating and moderating roles of key psychological mechanisms. Drawing on the Technology Acceptance Model (TAM) and literature on social media behaviour, we develop a conceptual model that integrates TAM constructs with psychological factors linked to SMU. Using survey data from 519 Indian citizens and applying PLS-SEM, we test 17 hypothesised relationships. Our results support 12 relationships, highlighting the pivotal role of SMU and its psychological dimensions in shaping e-government adoption. These findings advance the literature on digital government by demonstrating how citizen-driven online engagement shapes public service uptake, offering actionable implications for scholars and policymakers.