Unraveling the Role of Citizens' Concerns and Cognitive Appraisals in E‐Government Adoption: The Impact of Social Media and Trust

ABSTRACT This study explores the psychological factors influencing citizens' adoption of e‐government services through the lens of Protection Motivation Theory, focusing on the roles of challenge and threat appraisals. It examines how citizens' concerns, such as privacy risks and technology anxiety, shape cognitive appraisals and affect their willingness to engage with e‐government platforms. Additionally, it investigates how social media usage can foster trust and facilitate e‐government adoption. Data were collected from 595 respondents in southern Vietnam using a structured survey. The findings reveal that citizens' concerns decrease positive challenge appraisals and heighten threat appraisals, thereby reducing the likelihood of e‐government adoption. Conversely, e‐government trust, strengthened by the effective use of social media, significantly enhances adoption rates by alleviating perceived risks and boosting confidence in the security and reliability of these services. These results provide strategic insights for policymakers aiming to enhance e‐government adoption by addressing psychological barriers and leveraging social media to build trust and citizen engagement.