A Comparative Study On Young Users' Continuance Intention Of Government Microblogs And Government WeChat Accounts

With the rapid development and maturity of social media,government microblogs and government WeChat accounts have become important platforms of China's Internet plus government services.The operation of government microblogs and government WeChat accounts has developed to the normal and long-term direction based on the practice in recent years,and the user's continuance use behavior of them is the key of their long-term successful operation.This thesis research on the main users of microblogs and WeChat--the young people' continuance intention of the government microblogs and the government WeChat accounts.On the basis of Motivation Theory and Uses&Gratifications Theory,the "Perceived Usefulness" variable in Expectation Confirmation Model of IS Continuance(ECM-IT)subdivided into four parts:"Perceived Usefulness-Infor-mation","Perceived Usefulness-Service","Perceived Usefulness-Sociality" and"Perceived Usefulness-Entertainment",after that expand the ECM-IT build a young user' continue use government microblogs and government WeChat accounts intention influencing factors model,and combine with the questionnaire survey results,use the AMOS21.0 verify and correct the hypothesis model.Finally,this thesis analyzes and compares the path of government microblogs and government WeChat accounts models,they have some similarities:?There is a significant relationship between the expectation confirmation and the dimensions of perceived usefulness(information,services,entertainment,and sociality);? The usefulness awareness of information,service and entertainment have a positive impact on satisfaction;?Satisfaction is a critical one in all factors that affects the user's continuing intention directly.They also have several differences:?Government microblogs users' expectations confirm a significant positive impact of satisfaction,but the government WeChat accounts does not exist this apparent significant relationship;?The path of perceived usefulness of sociality effect satisfaction significantly in the government WeChat accounts model is not exist in the government microblogs model;?Among the four dimensions of perceived usefulness,service and entertainment directly affects the government microblogs user's continuance intention,information and sociality directly affects the government WeChat accounts user's continuing intention.Based on research results,this paper proposed some suggests of the government microblogs' and the government WeChat's management optimization direction and the integration of them optimization from the information and services aspects.