EGOVERNMENT DIGITAL ADOPTION: CAN THE ADOPTIVE BEHAVIOUR OF INDIVIDUALS BE PREDICTED?

The shift of public sector services to digital platforms has had ongoing impacts on individuals interactions with government entities and services. This research explores the effectiveness of encouraging non-digital service users to shift to digital services to lodge their annual income tax return in Australia. Through the application of a quasi-randomised control trial, tested whether or not encouraging historically non-digital lodgers will shift to digital channels for a treatment group compared to those who did not receive the message. This small study suggests that individuals are encouraged to use digital services by Government support, are more likely to change from non-digital to digital. Furthermore, there are two characteristics which predict the who will shift. Through the use of strategically placed encouragement and digital assistance, makes an individual more likely to shift to digital channels. However, this research demonstrates predictive analytics has a place in the long term adoption of eGovernment services.