Activate Climate of Change to Motivate Users toward Using Innovative Public E-Services

Purpose- The purpose of this paper is to assess the factors that motivate users toward using innovative public e-services that provided by e-governments, to enhance services and reduce costs. The effect of users' demographic characteristics on motivation factors are examined as well. Design/Methodology- A questionnaire survey was contact on sample of 676 users of public e-services, and research hypotheses were tested using variance analysis with SPSS software. Findings- The results showed that benefits, cost, risk, and opportunity have a positive significant relationship toward motivate users to use innovative public e-services. The demographic characteristics education, age, and job type have no statistically significant differences on using innovative public e-services, except gender have statistically significant effect on risk and opportunity. Originality/Value- paper extends the previous research that investigated impact of e-recruitment as one of the online services provided by organizations, innovative public e-services are important to any organization in doing services online with shortest time and less cost.