CITIZENS AS CONSUMERS: PROFILING E-GOVERNMENT SERVICES’ USERS IN EGYPT VIA DATA MINING TECHNIQUES

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. Multi-layer perceptron neural network (MLP), probabilistic neural network (PNN), classification and regression trees (CART), and multivariate adaptive regression splines (MARS) 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.