Research On The Chinese Rural-Urban Migrants’ E-Government Public Services Adoption

A great strategy was proposed in the 18th National Congress of the Communist Party of China, which is to promote a harmonized development of industrialization, Information Technology application, urbanization and agricultural modernization. Information Technology application plays leading and guiding function in the integration. The fast development of E-Government provides a chance for the "Smart City" and the innovation of public servicess. We have input large number of money and programs in E-Government, but the effects of the public usage were not as expected. Rual-urban migrants use more computers and mobile phones than before, but they seldom use the E-Government public services. There is a gap between the input and effect of E-Government, what is the reason of "e-government paradox"? Only the E-Government become popular usage amony users, can realize the true value of it. So we need to consider how to change the potential rual-urban migrant users into real users. What is their attitude and preference of the E-Government public services? What influences their adoption? How to keep their contimuous adoption? How to widen the usage of E-Government public services among rual-urban migrants? The theoretic and practical implications of promoting usage of E-Government public services among rual-urban migrants are:narrowing the Digital Divide to help the development of information vulnerable group; benefiting the equity of information to improve the information welfare; promoting the equalization of essential public services of the inclusive development and benefiting rual-urban migrants’integration into the city.Based on the information resourse theory and information theories, this paper describes the main status of rual-urban migrant information usages, then takes the logic line of adoption process (initial adoption-continuous adoption-adoption diffusion), to explore the influential factors of rual-urban migrant information adoption by using LRM, Probit, Logit. The possible innovations of the paper are: from the view of information vulnerable group demand, taking the adoption of E-Government public services as a process, that is the initial adoption of pre-adoption stage and the the post-adoption stage:continuous adoption and adoption diffusion. After studing from the level of rual-urban migrant individual decision, the paper extends the analysis level to interaction among rual-urban migrants, and to stimulate their adoption diffusion.Conclusions:(1) Factors of self-information ability cognition, E-Government services cognition, and social norm cognition show significant positive influence on the initial adoption of rual-urban migrants. E-Government services cognition factor shows significant positive influence on the initial adoption of old generation and young generation, and have stronger effections than other two factors. The factor of self-information ability cognition does not show significant influence on the initial adoption of old generation, while the factor of social norm cognition does not show significant influence on the initial adoption of young generation. (2) Three hypothesises for the continuous adoption:satisfaction plays a whole mediator role in the path of E-Government public services cognition -satisfaction-continuous adoption; satisfaction plays a partial mediator role in the path of Expectation confirmation-satisfaction-continuous adoption; E-Government public services cognition plays a partial mediator role in the path of Expectation confirmation services cognition-satisfaction. The result of robustness test for first hypothesis shows PerceivedUsefulness have the strongest influence on continuous adoption through the mediator of satisfaction, and then is the PerceivedEaseUse, PerceivedTrust takes the smallest influence. (3) Strength of the ties and some other facors has significant positive influence on the adoption diffusion of E-Government public services.Policy implications:(1) In order to improve the E-Government public services cognition of rual-urban migrants, not only pay attention to the outside facors but also the inside factors, that is to strengthen publicity on the traditional and new medias, to stir up their interesting of using E-Government services, to develop the information consciousness and improve the information abilities of rual-urban migrants, thus will promote the initial adoption of rual-urban migrants. (2) To improve the "hardware" of E-Government public services, and the "software" as well. Strenghen the safe and confidence of the E-Government services and improving E-Government public services quality will benefit form the positive expectation confirmation and high satisfaction, then will realize the continuous adoption. (3) Promoting the opinion leaders of rual-urban migrants play an active role and strongthen multiplier affect of social network extematlity by good word of mouth, to develope more nodes through strong ties & weak ties as well, and then will benefit the diffusion.