The Research Of Influencing Factors Of The Public Usage Intention To The Governmental Portal Website

Through over ten years development, the governmental portal website have formed a government website system that is under the leadership of Chinese government website and covers the range of ministries, provincial governments, municipal governments and government agencies at county or town level. Besides, these governmental portal website have become a platform for disclosing information, interpreting policies and processing public affairs online with public participation. The portal website of governments already became the online representative of government agencies in the eyes of the netizens in China and it is a platform for governments to perform their responsibilities. As the online representative of governments, the portal website not only has to reflect the government’s image, but also needs to play its role as network platform. To be specific, it shall be developed into a channel for government-citizen interaction.As a concept that aims to implement public service, the establishment and popularization of government portal website is the single window that offers e-management and services for the public, and gradually becomes an important work for the active promotion of e-government construction. The purpose for establishing government portal website is to ensure that the public could get relevant governmental information and services at soonest without the limitation of time and place through effective information classification, so as to shorten the distance between governments and citizens, make it easier and convenient for citizens to acquire governmental information and reduce governmental expenses. However, whether these advantages can be fully played or not mainly depends on the public’s intention to use services offered by the government portal website. Besides, at present, phenomenon like low website performance and utilization rate of government portal website exist. In order to establish a service system for the public-oriented government portal website, it is very necessary to study which factors have affected the public’s intention to use government portal website.The paper, firstly, relevant concepts and basic theories about the public’s intention in using government portal website were narrated and rationality behavior theory, technology acceptance model and trust theory were introduced. Then, from four aspects, namely, technology acceptance factors, innovation diffusion factors, perceived entertainment factors and trust factors, factors that have affected the public’s intention to use government portal website was analyzed. In model construction and study assumption, variable definition and theoretical assumption have been used as the theoretical basis for model construction. The design of questionnaire survey was made, which includes design principle, design process and selection of investigated objects. For empirical data analysis, it includes sample data analysis, questionnaire reliability analysis, correlation analysis, regression analysis and result analysis, and it was found that the consistency, reliability, perceived usefulness, perceived ease of use and government image have big impact on the public’s intention to use government portal website. In the end of this paper, based on the analysis results, several corresponding suggestions have been proposed, which have great theoretical value and actual significance for improving the public’s intention to use government portal website. Besides, a systematic conclusion about the research results have been made, and it narrated the expectation for the improvement of public’s intention in using government portal website in the future.