The Effects Of Anthropomorphism On Users’ Satisfaction Of Government Information Service

In the context of increasing demand for the mobile public and the continuous leap in the quality of business information service,the public’s requirements for the higher quality of government information service have increased accordingly.As to the public,there is an urgent need for better service,such as service of better information quality,service of more stable system quality,one-stop service,and instant consulting service.In the context of the government’s continuous promotion of service-oriented government construction,the mode of government information service should be changed from the one-way information transmission to the two-way information transmission.And the reasonable standard for measuring the quality of service construction should be public satisfaction.Anthropomorphism is a strategy that can be used to establish the emotional connection between the government and the public.To a certain extent,it can weaken the public’s stereotyped image of the government’s seriousness and alienation,and establish a good mass foundation for the government.In practice,anthropomorphism is widely used in government information services,such as the use of virtual idols,anthropomorphic interaction or chatbots,but these efforts are not always fruitful.Negative events concerning anthropomorphism occur frequently,which arouse people’s resentment and doubts.Therefore,this paper first combs the related research at home and abroad,and summarized the results and shortcomings of the existing research on users’ satisfaction of government information service.And then,combing the related research on anthropomorphism.Due to the research on users’ satisfaction of government information service is very limited,this study “situational experiment”and "depth interview" to gather original materials of users’ usage behavior,needs,and evaluation of government information services.Then the grounded theory is used to construct the conceptual model of the formation mechanism of users’ satisfaction of government information service.The model includes factors related to service carrier,service process,service result,service situation,and service object.Considering that most of the existing research focuses on the aspects of information quality and system quality,and ignores the in-depth research on interaction quality,this paper focuses on the interaction quality dimension.This paper establishes an empirical model based on the conceptual model to study the effects of anthropomorphism on users’ satisfaction of government information service.In empirical research,237 valid data are obtained through online Virtual Situational Experiment & Questionnaire,and Smart PLS2.0 is applied to test hypotheses and model.The results show that competence,warmth,and emotional empathy all positively affect social presence.In the context of standardized services,the influence of ability is stronger,while in the context of non-standardized services,the influence of warmth is stronger.Cognitive empathy and emotional empathy positively affect information fluency,and the degree of standardization will negatively regulate the effect of emotional empathy.Social presence and information fluency positively affect perceived enjoyment,and the degree of standardization,and the degree of standardization play a regulatory role.Information fluency also positively affects perceived usefulness.Perceived usefulness positively affect cognitive satisfaction.Cognitive satisfaction and perceived enjoyment positively affect emotional satisfaction.According to the research results,this paper provides some practical suggestions for government departments,as well as government information service designer and operators to improve users’ satisfaction.