Research On Public's Continuance Usage Intention Of The Online Business Hall Of Guangdong Province

To develop the government online services is the necessary requirement of accelerating the transformation of government functions and building a service-oriented government in the new period, the intensive construction of online business hall has thus arises at the historic moment, the governments of the provinces and cities began to explore the intensive construction of a unified online business hall.The Online Business Hall of Guangdong Province was officially opened on October 19, 2012,it opened five functional modules of the government affairs open, legal matters, personal matters, the interaction between the government and the people and efficiency supervision, focusing on handling affairs and the approval function. Although the functions of the Online Business Hall of Guangdong Province is more, but the actual usage rate of these functions is very low. This phenomenon has exposed the risks and problems of construction and management on the Online Business Hall of Guangdong Province. How to understand the public's adoption of the Online Business Hall of Guangdong Province, and then take effective ways to improve the usage rate of online business hall, has become an urgent problem that need to study and solve.This article references e-government services adoption research, Unified Theory of Acceptance and Use of Technology, trust theory, and online business hall overview both at home and abroad, combines with the specific construction of the Online Business Hall of Guangdong Province, and through basing on Unified Theory of Acceptance and Use of Technology and integrating trust theory and other theoretical model's variables, constructs the model of public's continuance usage intention of the Online Business Hall of Guangdong Province. And the corresponding research hypothesis is proposed combined with the previous research. The questionnaire survey is used to collect data from the public in Guangzhou city. SPSS20.0 statistical software is used for analysis of the questionnaire data in detail. Firstly, descriptive statistical analysis is carried out on the samples' basic information; secondly, the reliability and validity of the cognitive variables are analyzed; then, the variance analysis is used to explore the relationship between the individual characteristics of the respondents and the intention to continue to use and its influencing factors of the Online Business Hall of Guangdong Province; and the correlation analysis and path analysis are used to verify the research hypothesis. Finally, six countermeasures and suggestions to improve the usage rate of the Online Business Hall of Guangdong Province are put forward according to the statistical analysis results.Empirical results show that performance expectancy, effort expectancy, social influence and trust plays significant roles in public's continuance usage intention of the Online Business Hall of Guangdong Province; compatibility, functionality and avoidance of personal interaction significantly affect performance expectancy; self-efficacy significantly affects effort expectancy and facilitating conditions; convenience significantly affects effort expectancy. Research results show that through strengthening the publicity and promotion of online business hall and popularizing the application of online business hall, strengthening inspection and supervision, taking public's demand as the center, improving the service functions of the online business hall, improving the public's information literacy, strengthening training and performance evaluation of the online business hall's staffs, and meanwhile the construction and improvement of the online business hall need to introduce the integration development pattern of government-led, social participation and marketability operation, thus improves the usage rate of online business hall.