Building User Habits And Engagement In E-Government Through The Hooked Model Approach
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Abstract
The low level of public engagement with digital public services highlights the need for strategies that
encourage repeated use of e-government systems. This article employs a conceptual literature review approach
to examine the application of Nir Eyal’s Hooked Model which consists of trigger, action, variable reward, and
investment elements in designing digital public services that foster habitual use. The study focuses on the
Electronic Customs Declaration (e-CD) application developed by the Directorate General of Customs and
Excise (DJBC) as a case for analysis. The findings reveal that the current e-CD system has yet to fully adopt a
structured approach to digital habit formation, as reflected in the low rate of pre-arrival completion by users.
The analysis based on the Hooked Model proposes development strategies including data-driven triggers,
simplified user actions, symbolic rewards, and digital investment features. These insights suggest that
behavior-based approaches can serve as an innovative foundation to enhance user engagement with
government digital services in a sustainable manner.
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