GROUP-6

MARKET RESEARCH PROJECT

Evaluating Citizen Acceptance of Unique

Identification Number in India

Harsh Agarwal – PGP/21/021

Jayendu Bhaskar – PGP/21/023
Kumar Abhishek – PGP/21/028
Raghvendra P S Chauhan– PGP/21/036
 Table of Contents

I. EXECUTIVE SUMMARY ........................................................ 2

II. PROBLEM DEFINITION ........................................................ 3
III. APPROACH TO THE PROBLEM ........................................ 4
Verbal Model ................................................................................. 5
Graphical model ............................................................................. 5
Mathematical model ....................................................................... 5
IV. RESEARCH DESIGN ............................................................ 6
V. DATA DESCRIPTION ............................................................. 7
VI. DATA ANALYSIS AND RESULTS ....................................... 7
VII. DISCUSSION AND CONCLUSION ..................................... 9
VIII. LIMITATIONS AND RECOMMENDATIONS .................... 9
IX. REFERENCES ....................................................................... 9
X. ABOUT THE RESEARCHERS .............................................. 10
 I. Executive Summary
The national identification scheme popularly known as the Aadhaar scheme is a flagship
initiative of government to integrate the e-governance services in the country. Government is
increasingly promoting the use of Aadhaar as the medium of transacting with government and
availing any government services. This project aims to enroll all the citizens into a single
database through a unique identification (UID) number.
The aim of this study is to understand the acceptance of UID among Indian citizens, using
technology acceptance model (TAM). The survey data was collected from 99 UID users and
analysed using factor analysis, reliability analysis and finally regression model. The study also
provides possible explanation for the significant relationships among the constructs and how
this information and be utilised to improve the acceptance of this scheme in India.
II. Problem Definition
Advances in the field of Information Technology have led to affordable and ubiquitous
Technologies have made innovations in governance feasible. Electronic e-governance has
involved as an information model that seeks to utilise appropriate information Technologies to
perform tasks and processes at various levels of the government for the purpose of stimulating
good governance. E-governance can be referred to as the intensive use of information
technology for the timely provision of Government information, public services, promotion of
Democratic values, enables people to access information without Bureaucracy and
improvement in managerial effectiveness. Does e-governance can play a key role in
modernizing public administration which can help in building citizen-centric cooperative.
An innovation in e-governance has been a system that can identify and authenticate every
individual uniquely, does improving the effectiveness of e-governance services. This system
can act as a source to access a range of databases to track a person across different activities
such as taxes, employment, and health.
The use of Unique Identification database offers great opportunities for improving access to
government services by the citizens, managing the increasing mobility of people in the society
and introducing transparency through that timely disclosure access and use of high-quality
Government information.
The Government of India has implemented a scheme through which a UID number assigned
to each citizen. UID scheme has often been pressed for its usefulness and simplicity, which
leads to a first question:
How does usefulness and ease of use of UID numbers Indian citizens to actually use them?

Despite various advantages, trust in the system can be a potential barrier to the widespread use
of Technical Innovations. Trust is the expectation that the trusted party will accomplish the
task reliably. It has also been claimed that such schemes portion food security this to the
country and violet citizens right to privacy. The Supreme Court of India has recently ordered
government not to deny social benefits to those without a UID number. Does the success of
such schemes lies not only in the way it is implemented but also in its social acceptance. In
light of the view that the perceived trust level can affect the motivation of people to accept the
system, raise the second question:
How does the how does the citizens perception of Trust encourage or hinder their intention
to accept the UID?
III. Approach to the Problem

Technological acceptance model (TAM)

TAM is a popular Framework that explains the role of human behaviour in adopting an
information system. The users motivation to use and try any new system can be explained by
Perceived ease of use (PEOU) , Perceived usefulness (PU) and Attitude towards using (ATU).

PU is defined as the extent to which a person believes that using a particular system would
enhance his or her performance. PEOU is the degree to which a person believes that using a
particular system would be free of effort. Perceived usefulness and Perceived ease of use can
be considered cognitive factors. ATU is the degree to which an individual evaluates and
associates the target system with his or her job.
Review of the literature on UID schemes reveals that it was introduced to provide good
governance. The scheme is intended to provide various benefits in such a manner that citizens
are free form repeatedly proving identity by presenting documents when accessing government
services, such as obtaining a passport, driver's license etc. Citizens will perceive the UID to be
useful if it helps them perform government related efficiently effectively and without trouble.
The above arguments latest believe that UID is very useful for the citizens. Additionally, for
an information system PU has been established as one of the major factors impacting ATU.

Various researchers have found PEOU as a significant factor impact acceptance of any
government service therefore, it is highly important that users perceive UID to be simple and
easy to use.

Various studies have explored the role of trust in e-governance context. The very purpose of
any government system will be defeated if it is not trusted by the users. UID is meant to reduce
corruption by introducing transparency and hence prove useful for citizens and government.
Just a believe that the usage of the UID number will keep the personal data safe and secret and
help them in utilising legitimate government services write the acceptance of UID. Therefore
it is hypothesized that higher the trust in using e-governance services the greater is its perceived
usefulness and positive attitude towards using it.
 Verbal Model
The perceived ease of use, perceived usefulness, perceived trust and attitude influence the
intention of the citizen to use UID as a medium of transacting with Government & availing any
government services.

Graphical model

Perceived
Trust

Attitude
Perceived Intention to
towards
Usefulness Use UID
Usage

Perceived
Ease of Use

Mathematical model

ATU = a0 + b1PEOU + b2PU + b3PT

IV. Research Design
The task of measurement development was carried out in such a manner that the principal
constructs were based on existing literature.
The target audience of this survey was millennials who are more prone to using e-governance
services. The survey utilized a seven point Likert scale ranging from (1) ‘strongly disagree’ to
(7) ‘strongly agree’. The details of the constructs and their corresponding questions are
illustrated below.

Table 1 Constructs and measurement items

Constructs Measurement items Description

Perceived PU1 I believe UID will reduce turnaround time to
Usefulness (PU) perform government transactions
PU2 I believe UID is useful
PU3 UID will enable me to transact with government
effectively ( in terms of time and money)
Perceived ease PEOU1 It will be easy to use UID
of use (PEOU) PEOU2 I believe it will be simple and understandable to
use UID for performing most government
transactions
PEOU3 I believe UID will be designed in a manner that
it will be trouble-free to use
Attitude towards ATU1 I have a favourable attitude towards using UID
using (ATU) (Adhaar)
ATU2 I believe UID is an innovative scheme by the
Indian government
ATU3 I believe capturing biometric data is important
Intention to use IU1 I will certainly use UID to perform government
(IU) transactions
IU2 If I were asked my opinion of UID, I would say
something favourable
IU3 I intend to use UID in my government
transactions as often as possible
Perceived Trust TR1 UID is a trustworthy government scheme
(TR) TR2 I can count on UID to protect my privacy
TR3 I can count on UID to protect citizens' personal
information from unauthorised use
TR4 UID scheme can be relied upon to keep its
promises
 V. Data Description
UID for e-governance is a promising scheme yet its implementation is in its nascent stage, and
most Indians are still not availing e-governance facilities. Data was collected via Qualtrics
online survey and it was majorly targeted towards the millennials. A total of 99 people
responded. Following are the sample characteristics.
Table 2 Sample characterstics

Variable Category Number of Percentage

Respondents
Age 18-21 16 16.16%
22-25 60 60.61%
26-29 16 16.16%
above 30 7 7.07%
Gender Male 65 65.66%
Female 34 34.34%

VI. Data Analysis and Results

The survey data was analysed using factor analysis on SPSS software. The measurement was
checked for reliability; a Cronbach’s  value greater than or equal to 0.7 is generally considered
sufficient for reliability Post which a regression analysis was run on the constructs Keeping
ATU as the dependent variable and PU, PEOU and PT as dependent. Post regression, ATU
construct was checked for correlation IU(intention to use) construct. Following tables show the
results of the analysis.
Table 3 Factor Analysis

Factor Description PU+PEOU PT

I believe UID will reduce turnaround time to perform government 0.791
transaction
I believe UID is useful 0.779

UID will enable me to transact with government effectively 0.821

It will be easy to use UID. 0.852

I believe it will be simple and understandable to use UID for performing 0.813
most government transaction
I can count on UID to protect my privacy -0.977

I can count on UID to protect citizens' personal information from -0.988

unauthorised use
UID scheme can be relied upon to keep its promises -0.889
Note: Kindly note that factors for constructs PU and PEOU were loading on a single
component, hence we combined both the constructs and from hereon they will be treated as a
single construct.

Table 4 Reliability Analysis

Construct Cronbach’s 
PU+PEOU 0.890
PT 0.965
ATU 0.761
IU 0.888

As all the values of Cronbach’s  are greater than 0.7, the constructs are reliable.

Table 5 Regression Analysis

Unstandardized Standardized t Sig.

Coefficients Coefficients
B Std. Error Beta
(Constant) 0.972 0.378 2.572 0.012
PUPEoU 0.658 0.08 0.604 8.27 0.000
PT 0.198 0.049 0.298 4.084 0.000

As seen from the table the significant level of both the constructs is less than 0.05 hence they
are significant. Thus the coefficients of PUPEoU and PT are ascertained.
The regression equation is as follows:
ATU = 0.972 + 0.658*PUPEoU + 0.198*PT

Table 6 Correlation matrix

IU
ATU Pearson correlation 0.842
Sig. (2-tailed) 0.000
N 99

As it can be seen from the table that Pearson correlation is 0.842, which is significant (0<0.05)
Thus, it can be written that:
UI= 0.842*ATU
VII. Discussion and Conclusion
Various countries are relying on technology in order to provide government services fairly to
the citizens. UID is a new concept in India and to be successful it should be accepted by the
citizens at the earliest. As a lack of acceptance of such schemes can cause them to be scrapped.
This study examines the acceptance of UID among Indian using TAM. The study suggest that
the core constructs of TAM have strong impact the citizens intentions of using UID and this
information can be leveraged to promote UID further.
Trust had a significant impact on ATU after perceived ease of use which father had a significant
impact on intention to use UID.

VIII. Limitations and Recommendations

One of the limitations of the study is that the data collection was restricted to the people having
internet access since the survey was floated online.
Another limitation is that there is a lack of published research. In this study, review on UID
majorly relied on media reports and government websites for finding the facts. Future studies
may not have to face this limitation.

IX. References
1. Shareef, Mahmud Akhter, et al. “e-Government Adoption Model (GAM): Differing
Service Maturity Levels.” Government Information Quarterly, no. 1, 2011.
2. Orgeron, Craig P., and Doug Goodman. “Evaluating Citizen Adoption and Satisfaction
of E-Government.” E-Government Services Design, Adoption, and Evaluation, pp.
259–280., doi:10.4018/978-1-4666-2458-0.ch015.
3. Salmi, Muatasim Al, and Norlena Hasnan. “E-Government Analysis: Sultanate of
Oman Case.” Open Journal of Social Sciences, vol. 04, no. 03, 2016, pp. 35–40.,
doi:10.4236/jss.2016.43006.
4. Sahu, Ganesh P., and M. P. Gupta. “Users' Acceptance of E-Government.” Electronic
Government, doi:10.4018/9781599049472.ch197.
X. About the researchers
Harsh Agarwal : A graduate from MANIT, Bhopal in Civil engineering, Harsh has exposure
of working in the IT industry as a consultant for about two years. He has looked after operations
in a gardening based startup. He is passionate about dramatics especially street theatre
.Currently he is pursuing post graduate diploma in management (PGDM), from IIM
Kozhikode.

Jayendu Bhaskar: A civil engineer graduate from NIT Jamshedpur, Jayendu had an
experience of managing interiors project as an assistant manager at Godrej for near about 2
years. In leisure he delves deep into cricket commentaries and loves playing chess. He is
currently pursuing post graduate diploma in management (PGDM), from IIM Kozhikode.

Kumar Abhishek: A graduate from NIT, Jamshedpur in Electronics engineering, Abhishek

has exposure of working in the BFSI industry as a consultant for two years. He likes to play
chess and like to cook in leisure time. Currently he is pursuing post graduate diploma in
management (PGDM), from IIM Kozhikode.

Raghvendra Pratap Singh Chauhan: A Mechanical Engineering graduate has two and half
years of core sales and marketing experience before starting up his own venture, which he is
still managing alongside his studies. In the past, he has handled presales, client interaction,
vendor management, business development alongside with franchisee setups. He is currently
pursuing post graduate diploma in management (PGDM), from IIM Kozhikode.