Designing a Smart Communication and Electronic Service Management Model with Citizens Based on the Stimulus–Organism–Response (S-O-R) Approach
Keywords:
Smart communication, Electronic services, S–O–R model, Digital governance, Citizen engagement, Structural equation modeling (SEM)Abstract
This study aims to design and validate a smart communication and electronic service management model for citizens using the Stimulus–Organism–Response (S–O–R) framework. The research employed a mixed-method exploratory design consisting of qualitative and quantitative phases. In the qualitative phase, in-depth Delphi interviews with experts were conducted to identify components, indicators, and dimensions related to smart communication and digital service delivery. The interviews were analyzed using open, axial, and selective coding, and the extracted indicators were refined through iterative expert validation. In the quantitative phase, a researcher-developed questionnaire—based on qualitative findings—was administered to a sample of 384 employees selected through Cochran’s formula. Content validity, construct validity, and reliability were examined using confirmatory factor analysis, Cronbach’s alpha, composite reliability, and AVE. Structural Equation Modeling (SEM) via SmartPLS was used to test model fit and hypothesized relationships among variables. Kolmogorov–Smirnov tests indicated non-normal data distributions across all variables, supporting the use of variance-based SEM. Measurement model evaluation confirmed factor loadings above 0.40 and significant t-values, indicating strong construct validity. Convergent validity was supported with AVE values exceeding 0.50, and internal consistency reliability was demonstrated by Cronbach’s alpha and composite reliability values surpassing 0.70. Structural model assessment showed that marketing strategies, environmental website factors, and external socio-economic factors significantly predicted perceived value, perceived quality, perceived security, and perceived ease of use. These organismic states, in turn, strongly influenced behavioral responses, including electronic loyalty, interaction, and information sharing. The GOF index (0.765) indicated excellent overall model fit. The validated S–O–R–based model demonstrates that coordinated digital stimuli and enhanced perceived experience dimensions significantly shape citizens’ digital engagement behaviors, providing a comprehensive framework for improving smart communication and electronic service delivery.
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Copyright (c) 2025 Sara Javan Javidan (Author); Amir Babak Marjani; Farshad Hajalian, Mansoureh Moradi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
