Citizens as consumers: Profiling e-government services' users in Egypt via data mining techniques

Abstract

This study uses data mining techniques to examine the effect of various demographic, cognitive and psychographic factors on Egyptian citizens' use of e-government services. Data mining uses a broad family of computationally intensive methods that include decision trees, neural networks, rule induction, machine learning and graphic visualization. Three artificial neural network models (multi-layer perceptron neural network [MLP], probabilistic neural network [PNN] and self-organizing maps neural network [SOM]) and three machine learning techniques (classification and regression trees [CART], multivariate adaptive regression splines [MARS], and support vector machines [SVM]) are compared to a standard statistical method (linear discriminant analysis [LDA]). The variable sets considered are sex, age, educational level, e-government services perceived usefulness, ease of use, compatibility, subjective norms, trust, civic mindedness, and attitudes. The study shows how it is possible to identify various dimensions of e-government services usage behavior by uncovering complex patterns in the dataset, and also shows the classification abilities of data mining techniques. © 2013 Elsevier B.V.