Research On The Initial Adoption And Continuous Intention To Use Mobile Government Services ——A Perspective Of Use Transfer And Value Co-Creation

Mobile government service is an important way to improve the level of public electronic services in China.The development of government microblog,mobile government APP,and government We Chat mini apps has attracted the attention of the government.With its outstanding convenience and immediacy,mobile government has become an important tool for the government.In recent years,more and more people registered to use mobile government with the continuous popularization of mobile Internet.How to improve the utilization rate and maintain a high continuous utilization rate has become a problem of management practical significance in the process of mobile government development.The use behaviors generated by the integration of information between different government products can stimulate users to use new products.At the same time,due to the emphasis on the collaborative governance between the government and the public,the concept perspective of value co-creation has been absorbed by the field of public management.There has been no empirical analysis and research on the value co-creation perspective in the field of mobile government.This article empirically analyzes the influencing factors of the initial adoption intention and continuous usage intention to mobile government APP from the perspective of usage transfer and value co-creation respectively,so that it can provide useful references for management practice activities.Different mobile government service products influence each other to a certain extent.This paper firstly studies the impact of government microblog service quality on mobile government APP from the perspective of usage-transfer behavior and then constructs a mobile government APP initial adoption intention model combined with the use context fit theory.This model reflects the actual use behavior transfer process between government microblog and mobile government APP.It also describes the impact of its perceived integration degree on initial use intention and considers the impact of perceived value in the case of use context fit.The initial adoption intention is an important part of the development of mobile government APP.The subsequent continuous usage rate will affect the ultimate success or failure of the mobile government APP development.Mobile government APP has become an important tool for communication between the government and the public because of its convenience.Actually,two-way communication is the value co-creation process of the government and the public.Therefore,based on the value co-creation theory and transaction cost theory,this paper combines the important factors that affect the initial adoption from the first part to construct a mobile government APP continuous usage intention model,which is aimed to explore the influencing factors of value co-creation intention and mobile government APP continuous usage intention.The contributions of this article are mainly as follows.First,this paper builds the initial adoption intention model of mobile government APP from the perspective of usage behavior transfer and usage context fit theory,which enriches the practical application of usage behavior transfer in the field of mobile government.The research results show that the public’s perception of the usage of government microblogs will affect the public’s perception of the mobile government APP,which in turn affects the initial usage intention.The perceived value under the perspective of use context is also an important factor affecting the public’s intention to use.Second,this paper takes the value co-creation theory as the main basis when constructing the mobile government APP continuous use intention model,which enriches the practical significance of value co-creation theory for mobile government.At the same time,the service process is regarded as a transaction process between the government and the public or between the public and the public.This process will inevitably incur costs.The addition of transaction cost theory makes the explanatory power of the research model more adequate.The results show that practical value,reciprocity,altruism,and information search costs are all important antecedents of the intention to continuous use.Value co-creation intention has significant influence on continuous use intention and mediating effect exists in the model.