An Empirical Study On The Influencing Factors Of A Government Wechat Public Account

Since 2011,Tencent's WeChat public platform has provided new ideas for government services.On the other hand,the overall advancement of e-government work has prompted the government's focus on government affairs to gradually tilt toward the WeChat public account.How to improve the public attention of the public number has become an important issue in improving the work of the WeChat public account.A customs public number "Customs Release" was created on January 27,2016.The initial purpose was to better carry out the government information disclosure service,and to pass the latest customs related policies and documents in the first time to facilitate personal and business operations..The content setting of the public number not only has the ordinary information push function,but also provides a new,more convenient and quick query channel.This paper takes the expectation confirmation theory and technology acceptance model as the theoretical basis,uses the information system to continuously use the research classic model,and combines the service content and actual operation situation of the government WeChat public number to construct the research model of the influential factors of the government WeChat public number,according to the model design.Measurement indicators and questionnaires.The questionnaire is a combination of online distribution and paper questionnaire distribution.The sample scope is mainly enterprise employees,public servants and students in the school,so that the occupational distribution of the questionnaire is even,and the sample of the questionnaire may be reduced in some usage behaviors.The preference to avoid bias in the questionnaire data.After the questionnaire was collected,the data was statistically analyzed and collated,and SPSS software was used for statistical analysis.Through the structural equation test of the model,of the 13 hypotheses of this study,10 were verified and 3 were not verified.The study found that perceived usefulness,perceived ease of use,and satisfaction have a positive impact on continued use intentions.The new influencing factors in this study: driven and interactive,have positive effects on continued willingness to use.The impact of interactivity on satisfaction is not supported,and expectations to confirm the impact on perceived ease of use and interactivity are not supported.Based on the questionnaire survey and research results,this paper proposes countermeasures for the development of the future government WeChat public number from four aspects: perceived usefulness and satisfaction,perceived ease of use,and interaction.The recommendations point out that from the perceived usefulness and satisfaction,the public number is required to improve its own block design and content update and improve,and provide more practical functions to meet the user's constantly updated needs.Starting from the perceived ease of use,timely changes are made to the current unreasonable settings and poorly-fitted parts,and the operation of the public number is monitored in real time,and the parts that are in poor operation are discovered and improved in time.Starting from the interaction,we pay attention to interaction with users,improve the psychological input of users,and increase the continuous attention of users.From the perspective of being driven,the publicity of the public number is strengthened,and the uniqueness and reliability of the public number are emphasized to the user,and the “driven” feeling of the user is increased.A preliminary feasibility analysis was carried out on the proposed recommendations.