The Perceptions of Prospective Digital Transformation Adopters: An Extended Diffusion of Innovations Theory

Abstract

This study investigated the effects of factors that influence users' perceptions to adopt digital transformation. Eight hypotheses were proposed and tested employing the Structural Equation Modeling. 248 government personnel, instructors, and students were recruited to answer the questionnaires through Google Form. The experimental results indicated that facilitating conditions, policy, social influence, and knowledge all had a positive and significant impact on digital transformation adoption. Meanwhile, policy was found to have a positive effect on social influence. In turn, social influence positively affected knowledge. In addition, awareness was verified to be a reliable predictor of knowledge. The notable exception was that the awareness factor was shown to have no effect on digital transformation adoption. Thus, traditional reaching to citizens via television, news, broadcast needed to re-examined. Overall, the model accounts for 52.5 percentage of the variation in the data. Four recommendations were proposed for practitioners, and limitations were roughly discussed. Future study is needed to re-examine the unexpected effect of awareness on digital transformation adoption.