Understanding e‐Government portal use in rural India: role of demographic and personality characteristics

Electronic government (e‐Government) is one of the most important ways to bridge the digital divide in developing countries. We develop a model of e‐Government portal use. We use various individual characteristics, namely demographics and personality, as predictors of e‐Government portal use. Specifically, our predictors were (1) gender, age, income and education; (2) the Big Five personality characteristics, i.e. extraversion, neuroticism, conscientiousness, agreeableness and openness to experience; and (3) personal innovativeness with information technology. We conducted a field study in a village in India. We collected data from over 300 heads of household. We found support for our model, with most variables being significant and explaining 40% of the variance in e‐Government portal use.