Research On Influencing Factors Of Citizens' Continuance Intention Toward Government Microblogging From The Perspective Of Interactivity

In recent years,the widespread application of social media has tremendously changed the way humans produce and live,and has also led to a paradigmatic change of public management.Government social media applications have attracted the attention of governments around the world,and the number of government social media accounts has been continuously growing.Government microblogging is a common type of government social media.Government departments timely release information,interact with people,and collect public opinions through the government microblogging channel.Government microblogging provides an important platform for accessing public services,and the number of users has been increasing.It is of great importance to retain current government microblogging users and enhance their continuous use for an sustainable development of government microblogging.Although government microblogging provides a new platform for the interaction between government and citizens,there is a lack of a comprehensive analysis of the effect of interactivity in the study of government social media continuance.In this thesis,the influencing factors of citizens' continuance intention toward government microblogging are explored from the perspective of interactivity,which provides an implication for the managerial practices of government microblogging.On the basis of interaction theory,this thesis synthetically integrates theories related with satisfaction,trust,and user behavior into the research model of citizens' continuance intention toward government microblogging.Based on a classic stimulus-organism-response(SOR)framework,the model considers four dimensions of perceived interactivity(control,playfulness,connectedness,and responsiveness),which are set in the stimulus layer.Public satisfaction and public trust are considered as the affective response variables in the organism layer.Continuance intention is set in the response layer.Based on an extensive review of related literature,hypotheses are proposed.The data of the study are obtained through the questionnaire survey,and the hypotheses of the model are analyzed and verified by using the structural equation modeling method.Furthermore,the importance of variables are sorted based on an artificial neural network analysis.By analyzing mutual relationships between perceived interactivity,satisfaction,trust,and continuance intention,a comprehensive understanding of the formation mechanism of the citizens' continuance intention toward government microblogging are obtained.Moreover,some suggestions for the practices of government microblogging management are proposed.First,the research background,the significance of the topic,and a brief introduction of the research contents,methods and innovativeness of this thesis are described.In the second part,related concepts of this research are defined,a comprehensive review of government social media literature is presented,and the main theoretical framework and model are introduced.In the third part,according to related theories and models,a research model of citizens' continuance intention toward government microblogging is proposed,which includes seven constructs,i.e.,control,playfulness,connectedness,responsiveness,satisfaction,trust,and continuance intention.Based on previous studies,the research hypotheses are therefore proposed.Data of this study are obtained using a questionnaire survey.In this part,the design of the questionnaire and the data collection process are introduced in detail.In the fourth part,a descriptive statistical analysis is conducted using SPSS,AMOS,and other analytical software.Reliability and validity analyses of the sample data are conducted.The structural model and the research hypotheses are tested.The test results are discussed thoroughly.In the fifth part,an introduction of artificial neural networks including their features and functions are presented.Based on the hypothesis test results of the research model and the theory of artificial neural network,the artificial neural network models of government microblogging continuance are proposed.The accuracy of the artificial neural network models are evaluated based on the Root Mean Square of Error(RMSE)values and the sensitivity of the artificial neural network models are analyzed.By discussing the analysis results in detail,some suggestions for government microblogging management are proposed.Finally,the research work and the main contributions of this thesis are summarized and the shortcomings of this research as well as the future research directions are presented.The main contributions of this thesis are:1)A research model of citizens' continuance intention toward government microblogging is proposed from the perspective of interactivity.This model considers four dimensions of interactivity as well as the intermediate effect of trust.The introduction of factors related to interactivity into the analysis of citizens' continuance intention toward government microblogging helps understanding the value of the high interactivity of social media in public management.2)The two-stage SEM-artificial neural network approach are applied to analyze and validate the research model of citizens' continuance intention toward government microblogging.Since the application of this method is rare in the government social media literature,an explorative work has been done in this thesis.The results prove the practical value of this method.3)The results of this study show that the four dimensions of perceived interactivity have different effects on the two intermediate variables of satisfaction and trust,which further affect continuance intention toward government microblogging.Trust is a more important determinant of continuance intention than satisfaction.These results help understanding the formation mechanism of citizens' continuance intention toward government microblogging from the perspective of interactivity.Based on the empirical results,relevant policy suggestions are proposed.