INTEGRATING THE TECHNOLOGY ACCEPTANCE MODEL AND THE HEALTH BELIEF MODEL TO EXPLAIN CIVIL SERVANTS’ ADOPTION OF DIGITAL COMMUNICATION MEDIA
DOI:
https://doi.org/10.18623/rvd.v23.7160Keywords:
Technology Acceptance Model, Health Belief Model, E-Government Adoption, Civil Servants, SEM-PLSAbstract
The digital transformation of local government depends on whether civil servants (Aparatur Sipil Negara, ASN) actually adopt the digital communication media provided to them. This study integrates the Technology Acceptance Model (TAM) and the Health Belief Model (HBM) to explain the adoption of the local government digital platform (the official website ecosystem) by ASN in Tulang Bawang Regency, Lampung Province, Indonesia. Data were collected through a structured questionnaire from 368 ASN distributed across all regional apparatus organisations (OPD), and analysed using variance-based structural equation modelling (SEM-PLS) with SmartPLS 4.0. The measurement model satisfied convergent validity, discriminant validity and reliability criteria. The structural model explained 87.4% of the variance in behavioural intention (BI) and 75.1% of the variance in actual use (AU), with a predictive relevance (Q²) of 0.993. Of twenty hypotheses, ten were supported. Perceived usefulness (PU) was the strongest predictor of intention (β = 0.534), and self-efficacy (SE) was the strongest determinant of perceived ease of use (β = 0.701). The HBM constructs did not influence intention directly; perceived susceptibility (PS) and self-efficacy shaped intention indirectly, fully mediated by PU and PEOU. Cues to action (CTA) influenced actual use directly (β = 0.287) without passing through intention, whereas perceived severity (PSev) and perceived barriers (PBar) were not significant on any path. The findings reveal a dual-path adoption mechanism that combines a deliberative cognitive route (TAM) with a compliance-driven normative route characteristic of hierarchical bureaucracies. The study contributes an integrated, context-sensitive framework for e-government adoption in a developing-country setting and offers practical guidance for digital-transformation policy at the regional level.
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