A Study On Influencing Factors Of Users' Intention To Use Mobile Government APP

In the modern information society,Internet media and communication technology is highly developed.The government also attempts to use the new platform to provide more convenient and better services for the public.Mobile government as an extension of egovernment came into being.Mobile government APP as an important part of mobile government also increasingly attracts attention.As an important part of government informatization and a necessary stage of e-government,mobile government construction improves the way of communication between government and the masses.It also provides a more effective way to improve the efficiency of government,which effectively promotes the government management.Mode of change and innovation.However,the current literature more concentrated in the field of e-government rather than the field of mobile government.The field of government affairs for mobile government APP research is scarce.The research on e-government or mobile government is mostly based on the theory of information system,and the research from user psychology and user behavior is less.Based on this,this paper will combine the customer value as the core of the customer relationship management model,the marketing theory into the field of e-government.This paper analyzes the influencing factors of the users' intentions of the government APP from three aspects: functional value,social value,emotional value and satisfaction and loyalty.Functional value is divided into reliability,interactivity,convenience,self-relevance and aesthetics.The social value is divided into social responsibility and social influence.The emotional value is divided into trust,pleasure,political interest and political efficiency.A total of 311 questionnaires were collected online by WeChat,BBS and other channels,of which 228 were valid questionnaires.Based on the collected data,the relevant hypotheses are carried out.The results show that: reliability,convenience,interactivity,aesthetics,social responsibility,trust,pleasure,political interest and political efficacy have impact on the user's intention to use mobile government APP through customer satisfaction and loyalty.Finally,on the basis of the results of this study,the paper puts forward the policy recommendations to strengthen the construction of China mobile government APP and perfect the relevant services,and put forward the prospect.