An Empirical Study On The Factors Of User Satisfaction In WeChat Public Account Of Government Afairs

E-Government WeChat public number applied by government agency is the application account on the WeChat public platform.As a new mode of public administration under the e-Government 2.0,e-Government WeChat public number which develops rapidly in China has become a "connector" between the government and people's livelihood,people and public services.However,as a new thing,the WeChat public number of the government also has some problems in the process of development,which results in that the level of the customer satisfaction is not high.Therefore,this article aims to identify the key factors that determine the customer satisfaction of e-Government WeChat public number.And policy advice also be provided for the operators and managers of the public numbers.The WeChat public number of the government has the characteristics of e-Government and social media.Based on an extensive review of relevant literature,this paper,combining the characteristics of the government WeChat,constructs a research model of the customer satisfaction of e-Government WeChat public number and puts forward the research hypothesis that integrats the e-Government and the social media.In the process of demonstration research,this paper takes the “Happy Tour in Nanchang” as an example,which takes the owner of Nanchang as the respondents,and uses "the star of questionnaire " to post the questionnaire.A total of 419 questionnaires were received in this survey,of which 233 were valid and the effective rate was 55.6%.In this paper,descriptive statistical analysis and reliability validity test are carried out.At the same time,it carries out the path analysis and hypothesis test of the research model by using the structural equation analysis.The results show that the quality of information,the quality of the system,the quality of service,the awareness of public services,the social impact and the trust have a positive and significant impact on the customer satisfaction of e-Government WeChat public number,while the security and privacy have no significant effect on the customer satisfaction.Moreover,the impact of information quality,the quality of public services and awareness on the customer satisfaction of e-Government WeChat public number is very significant.Based on the results of the study,this paper provides some policy advice for designers,operators and managers of the WeChat public number of the government on how to increase user satisfaction.First,the designers of e-Government WeChat publicnumber should focus on improving the quality of the system;second,the operators should strive to provide high-quality information and services to the public;third,the operators and managers should increase publicity efforts of the public number through various channels;Fourth,the operators of the WeChat public number should strive to raise the public's confidence;Fifth,the government and relevant agencies may entrust a third party to conduct a user satisfaction assessment of the WeChat public number of the government at all levels,identify problems and make suggestions for improvement.The research of this paper not only provides a new perspective for the study of e-Government WeChat,but also provides a new application field for the study of user satisfaction.It helps the managers of the e-Government WeChat public number to understand the user needs of micro-Service more comprehensive and in-depth,thereby,guides the operators and designers of the public number to improve its service content,form and quality targeted for increasing customer satisfaction.