Research On The Influencing Factors Of Public Continued Use Behavior Of “Internet+ Government Services”

"Internet + government service" is the deep integration of "Internet +" and government administration.It is the performance of "Internet +" rooted in the political field."Internet +" promotes the improvement of the quality of government service and is an important step to promote government development and change.Internet +" development has unique advantages and created a stronger platform for government service.Through the new media under the "Internet +" environment,the government's channels for providing government services are constantly expanding,the form is constantly changing,and the content is increasing.The citizen-centered service concept makes the openness,transparency and centralization of government affairs,in line with the development direction of the government in the new era.On the other hand,the development of "Internet +" not only enables the public to have a comprehensive and holistic understanding of the Internet and government services,but also helps the public to obtain information,conduct business,and interact with the government through the "Internet + Government Services" platform.The meaning of "Internet + government service" depends on public use behavior.How to improve the public's continuous use behavior to create maximum value is an issue worthy of further study.Domestic and foreign researches on users' continuous use behavior are mostly based on the continuous use of information system,focusing on the research from the perspective of external rational decision-making and internal irrational decision-making,and few scholars discuss the public's continuous use behavior from the perspective of internal driving.Therefore,this article is based on information system model,flow theory,the continuous use habit,behavior intention theory,from the aspect of external driving factors,internal driving factors level and continue to use behavior level three aspects set up the public continues to use "Internet + e-government service" the influence factors of behavior model,put forward the research hypothesis,and to verify this hypothesis.SPSS24.0 was used to conduct an empirical analysis,and it was found that external drivers,except for perceived usefulness,had a significant impact on the public's intention to continue using,while internal drivers,except for habits,had a significant impact on the public's intention to continue using.In addition,the research hypothesis of the generation level of continuous use behavior is also verified.Finally,based on the results of hypothesis verification,the paper puts forward Suggestions to improve the public's continuous use of "Internet + government services".