Research On Influence Factors Of Government Microblog Users’Particioation Intention

As the continual advance of the application of the government microblog in public administration, government microblog are playing a more and more significant role in guiding the public to participate in governmental affairs and public management. In order to give full play of the government microblog, it’s really important to pay close attention and encourage the public to take actively participate into the interaction with government microblog. However, the existing study of user behavior with government microblog is too few to give out effective support, and yet there is no study from the view of the subjective need of user intention of participating the government microblog. Therefore, this study uses the Use and Gratification theory, from angle of the users’ subjective needs to explore the motivation of user of participating the government microblog.This study reviews the literature in social media users participate behavior, bring information seeking, self-identity, social networking. And from review the literature of the e-government studies, we involve trust and public management participation in to the research model. Through the questionnaire survey, we have received139effective samples, using SPSS20.0for the model validation. The results show that information seeking, public management participation, trust significantly impact the users’ participation intention (PI) of government microblog. At the same time, these factors indirectly affect the PI through satisfaction. What’s more, the impact of self-identity, social networking on PI is not significant. Finally, according to the results of this study, practical inspiration in the promotion, content, operation of the government microblog are provided.