Research On The Influencing Factors Of Continued Use Behavior Of Mobile Governments

The promotion of "Internet + government service" has raised a major reform of the government administration,which further promotes the government's decentralization,optimizes the government service,improves the service efficiency,and reduces the administrative cost.At the same time,it allows the masses to get government services through the Internet and reduce unnecessary travel.Premier Li Keqiang repeatedly made important arrangements for “Internet + government services” during the meeting,emphasizing that Internet technology should be used to change “people running errands” into “information running” and “enterprise seeking everywhere” as “department coordination”.Mobile government affairs,as a typical representative of “Internet+government services” is a new way for contemporary government to provide government services.Comparing with traditional e-government,mobility government has the advantages of mobility,timeliness,interaction,and portability.All provinces,cities,and even districts and counties also followed policies and Internet trends,opened their government affairs microblogs,government affairs wechats,or government affairs APPs,etc.and moved government service platforms and dramas for a time.However,as a service target for mobile government affairs,the situation of users does not seem to be as optimistic as expected.Dr.Zheng Yueping,a researcher at the Public Administration Research Center of Sun Yat-sen University,pointed out in the “Mobile Government Services Report: Innovation and Challenges” that 66.47% of respondents never use mobile government,only 6.0% of survey respondents often use it;at the same time,the satisfaction degree of mobile government service use is 56.56%,and about 67% of users are willing to continue to use mobile government services.Continued use of mobile government affairs is the key to realize the value of mobile government affairs.It is also an important part of the development of smart cities in China.Therefore,it is of great significance to explore the factors that influence the continued use of mobile government by users and to propose corresponding countermeasures and suggestions.Through combing research literature on mobile government affairs and continued use at home and abroad,it is found that research on mobile government affairs at home and abroad is still relatively scarce,and even less is the study on the continued use of mobile government affairs.At the same time,the researches on continued use at home and abroad are mostly single perspectives and lack of multi-perspective continued use research.To this end,this thesis proposes an empirical study on the influential factors of continued use of mobile government users from the perspective of promotion and inhibition.Based on the MPP theory,the ECM-ISC model,the customary theory and the implementation intention theory,Wen Tong firstly constructed a theoretical model of the influencing factors of continued use of mobile government users from the three levels of promotion,inhibition,and will to behavior,and proposed a corresponding research hypothesis.Then,questionnaires were used to obtain 517 valid sample data.SPSS software was used to describe the sample hypotheses,including descriptive statistics,reliability and validity tests,and correlations between the variables and imputation and regression analysis.The data analysis found that,other than assuming that the H12 habit does not have a significant effect on the user's continued use of mobile government,other research hypotheses are true.That is,on the promotion level,expectation confirmation influences the continued use intention by affecting perceived usefulness and satisfaction,while perceived usefulness also influences satisfaction.Inhibitory level,mobile device dependence,perceived switching costs will affect the conversion barriers and inhibit the user to abandon the use of mobile government services,while promoting the level of satisfaction also significantly affect the conversion barrier,namely,satisfied with the lack of conversion motivation users will not easily convert use other ways of government services.In addition,executive intention has partial mediation effect between the continued use intention and continued use behavior.Finally,this study analyzes the results of various research hypotheses according to the actual situation of mobile government affairs,and finally the strategies and suggestions for improving the continued use of mobile government services in light of the analysis results and the actual situation of mobile government affairs are proposed.