A Study On User Intention Model For Social Media Of Government Agencies

With the rapid development of information communication technologies (ICTs) in recent years, the Internet and the Web 2.0 attaches great importance to users with more ways to communicate, sharing information for our life. In 2014,31.17 million Internet users were created throughout the whole year. Network space provides users the "new public sphere" to express their opinions. All kinds of social media became the main platform for people to spread information. While as the people has gradually paid more attention to the E-government, so as intention the Chinese government. In recent years, the Chinese government has been actively guiding and advocating the network political participation. The broad masses of netizens comment on current events through Internet channels, reflecting the livelihood of the people, and making recommendations. As a result, the Internet has become an important force of socialist democratic politics construction. Compared with the previous way of supervision by public opinion, E-government has upgraded the ratio of timeliness, equality and participation.At the same time, e-government brings the benefits with effectively cultivating the spirit of citizens, bettering safeguard the "Four Rights", (the right to know, the Participation right, the right to expression, the right of supervision).The user’s behavior depends on their intention to use. In this paper, the writer take the user intention of government social media as the research object, trying to explore the construction of the social media user behavior model, analyzing the influencing factors of user behavior. Throughout the analysis of the relationship between behavior and its influencing factors and the degree of their impact, the writer try to explain the citizens’use traits of using the government social media, and provides a reference for improving the government social media.Firstly, review on the research status both at home and abroad on the research ideas and methods of this article comprehensively, defining the research problem and the concepts, overview the article of the research framework. Secondly, the writer continues to construct studying the influence on the model of government behavior study of social media users, and analyzed the relationship between the eight factors, which including pay expectations, social impact, anxiety, social evaluation, performance expectations, perceived credibility, willingness to use. Finally, with function of using SPSS and Amos statistical of data through the 439 valid questionnaire. The author makes an empirical study on the theoretical model and tests the hypotheses.It is found that the two main factors influencing usage intention are social evaluation, social influence. Performance expectations and perceived credibility, through the evaluation of the social impact, anxiety and effort expectancy effect does not significantly. The results show that:1) The social relations of government effect social media promotion significantly;2) At present, in terms of personal privacy and speech management protection there exist some problems, the public is not sensitive to for these potential problems;3) public expectations of government social media benefit the whole society(such as improving government transparency, etc.)The main contributions of this paper are:1)The article selects certain user groups in the way of empirical study and analyzed the influence factors that affect the user’s willingness to use social media. It should be a brand new research that the survey found that currently there is no empirical studies of empirical research in this filed.2)The article is based on UTAUT model as the theoretical basis. According to the characteristic of research, the writer increased three observation dimensions like anxiety, social evaluation, perceived credibility. So the article is more comprehensive and authentic with a formation of government social media user behavior model.3)The article obtained conclusions valuable through analyzing and verifying the actual sample data of the model, which also provide the corresponding opinions and suggestions to the China’s government social media operations.