Social networks, cultural orientations and e-government adoption behavior: A Fijian study

Research demonstrates that social networks have an intrinsic relationship with culture. However, very limited research – theoretical or empirical – has examined how social networks, along with cultural orientations, influence e-government adoption. In this paper we seek to address the gap. Based on social network theory, as well as the culture models of Hofstede (2001) and House et al. (2004), we develop a research model to study the relationships between social networks, cultural orientations and e-government adoption behavior. We then test the model empirically by means of a survey in Fiji where community-based social networks are an integral part of people’s lives. Our results demonstrate in detail how social networks and cultural orientations influence e-government adoption. The theoretical and practical implications of the study are discussed.