Virtual Community Based Destination Marketing with YouTube: Investigation of a Typology

Abstract

Electronic Government implementation and adoption of its services are in early stage in many developing countries. The fruitful outcome of this effort not only depends on the government side but also the citizen’s side as well. This study amended and used Unified Theory of Acceptance and Use of Technology (UTAUT) model to identify the factors influencing citizens’ adoption of electronic government and moderating effect of citizens’ internet experience. University students from Sri Lanka were the participants of the study. The real data disclosed that factors such as performance expectancy, effort expectancy and social influence determine the participants’ behavioural intention to use electronic government services, and these factors are influenced by the participants’ internet experience.