The impact of E-government service quality on nation brand: the roles of perceived value, public trust and digital literacy

Purpose This study aims to examine how e-government service quality influences citizen-based nation brand perception in an emerging digital government context. Specifically, it investigates the mediating roles of perceived value and public trust, as well as the moderating role of digital literacy, in explaining how micro-level digital service experiences translate into macro-level governance evaluations. Design/methodology/approach Drawing on the E-GovQual model, customer value theory, institutional trust theory, public value theory and the Nation Brand Hexagon, this study proposes a process-oriented research model. Survey data were collected from 600 Vietnamese citizens with recent experience using e-government platforms. The proposed relationships were tested using partial least squares structural equation modeling (PLS-SEM), incorporating mediation and moderation analyses. Findings The results reveal a structured evaluative mechanism in which e-government service quality enhances perceived value, which subsequently strengthens public trust, ultimately shaping citizen-based nation brand perception. This indicates that citizens interpret digital service experiences through value-based assessments before forming broader institutional and national-level evaluations. Additionally, digital literacy negatively moderates the relationship between service quality and perceived value, suggesting diminishing marginal returns of service improvements among more digitally skilled users. Research limitations/implications This study relies on cross-sectional data and a non-probability, urban-oriented sample, which may limit causal inference and generalizability. Future research could use longitudinal designs, probability sampling and comparative cross-country approaches to further validate the proposed model. Practical implications The findings highlight the importance of improving the reliability, efficiency and support functions of digital public services, alongside enhancing citizens’ digital literacy, to strengthen public trust and governance-related reputation. Originality/value This study contributes by linking micro-level digital service experiences to macro-level nation brand perceptions, introducing citizen-based nation brand as a novel outcome in e-government research. By validating a sequential value–trust mechanism, this study offers a new perspective on how digital governance performance shapes broader perceptions of state capability and modernization in emerging economies.