Research On Citizens’ Adoption Intention Of E-government Based On Social Influence Theory

With the development of market economy and social progress,the traditional mode of government management has been unable to meet the new demands of the people.Governments at all levels begin to devote themselves to the transformation of government functions,and realize the transformation from a management-oriented government to a service-oriented government.E-government construction has become an essential part of its theme.In recent years,more and more governments have launched e-government systems.Relying on big data and the Internet,they have innovated service methods,improved work efficiency,and replaced the people’s return run with the government’s relay.The development of e-government must follow the basic principle of "taking citizens as the center",and the utilization rate of e-government is an important standard to measure the success of e-government system.Therefore,how to enhance citizens’ adoption willingness of e-government,and then improve the citizens’ utilization rate of e-government is a hot topic in the current academic circle.This paper focus on discussing the relationship between social influence and citizens’ adoption willingness of e-government,despite many scholars in their study confirmed that social influence has positive effect to citizens’ adoption willingness of e-government,but the existing studies all incorporate social influence as a single dimension into the model,and most only discuss the direct influence of social influence to citizens’ adoption willingness of e-government.Whether there are intermediary variables between the them still lacks further research.The innovation of this article lies in the introduction of social influence theory into the field of e-government citizen adoption,dividing social influence into three dimensions,subjective norms,social identity,and peer effect,and incorporating perceived usefulness and perceived trust as the intermediary variables between social influence and citizens’ adoption willingness of e-government,and then construct the influence mechanism model between social influence and citizens’ adoption willingness of e-government.Based on the field survey data of 658 citizens in Nanchang,Jiangxi Province,this paper uses multiple linear regression analysis and Bootstrap test to verify the model.The results show that :(1)All dimensions of social influence can positively affect citizens’ adoption willingness of e-government.(2)Positive social influence helps to enhance citizens’ perceived usefulness and perceived trust in e-government.(3)Perceived usefulness and perceived trust can positively affect citizens’ adoption willingness of e-government.(4)Social influence and citizens’ adoption willingness of e-government are double-mediated by perceived usefulness and perceived trust.Perceived usefulness and perceived trust play a partial mediating role in the relationship between subjective norms and citizens’ adoption willingness of e-government,as well as a complete mediating role in the relationship between peer effect and citizens’ adoption willingness of e-government.(5)In terms of control variables,education level and internet age have a significant positive impact on citizens’ adoption willingness of e-government.According to the above research conclusions,policy enlightenment can be obtained,that is,the government can meet citizens’ demands from the following six aspects to improve citizens’ adoption willingness of e-government: strengthen publicity and promotion efforts to improve the construction of government affairs platform,integrate online and offline resources,optimize the performance of government affairs platform,pay attention to the construction of information security and strengthen the construction of network facilities.