Drivers of E-Government adoption in Fujian Province China within an extended UTAUT model

This study investigates citizens’ adoption intention and self-reported Use Behavior regarding e-government services in Fujian Province, China. While the Unified Theory of Acceptance and Use of Technology (UTAUT) is widely applied, it often lacks public sector-specific constructs. This research aims to identify the key drivers of adoption by extending the UTAUT model with Public Value, Trust in the Government, and Trust in the Internet. Specifically, it seeks to elucidate how these factors influence behavior through rational psychological evaluation (mediated by Behavioral Intention) or direct environmental activation. A quantitative approach was employed, collecting data from 405 adult citizens in Fujian Province. This method allowed for the systematic assessment of both the measurement model and the structural model. The analysis suggests a “Dual-Path Mechanism” driving e-government adoption. Performance Expectancy influenced Use Behavior through the mediation of Behavioral Intention, supporting the rational path. Public Value functioned as a bridge, combining a modest direct effect with partial mediation through Behavioral Intention (VAF = 34.2%). Social Influence and Trust in the Internet exhibited strong direct effects on Use Behavior, with mediation by Behavioral Intention playing a minor role (VAF below 20%), suggesting the environmental activation path. This paper contributes to the literature by providing empirical evidence consistent with the coexistence of “rational” and “environmental” paths in digital governance. It questions the traditional assumption that intention is the sole driver of behavior, suggesting that social influence and trust in the internet are directly associated with usage, in addition to any effect operating through intention.