An Empirical Study On The Public’s Willingness To Continue Using Government Microblogging From The Perspective Of User Experience

Government microblogging is the product of the Internet and government services,an important channel for communication between the government and the public,and a key measure to build a digital government in the new era.The public is the main participant and user of government microblogging,and their experience and feeling in the process of using and whether they are willing to continue to use government microblogging are the key indicators to measure whether the construction of government microblogging is perfect or not.Therefore,it is of great practical significance to study the public’s willingness to continue using government microblogging from the perspective of user experience.This study mainly focuses on the influencing factors of the public’s willingness to continue using government microblogs from the perspective of user experience.The research on government microblogs at home and abroad lacks a public perspective,so the research is conducted from the direction of user’s continuous use.First of all,the relevant documents of domestic and foreign government microblogging are sorted and analyzed,and the definition and types of new government media and government microblogging are explained,providing a theoretical basis.Secondly,based on the expectation confirmation model,user experience theory and the research conclusions of relevant scholars,the original model is supplemented by introducing six experience variables: functional experience,interactive experience,sensory experience,content experience,trust experience,and entertainment experience.At the same time,combined with the public’s mind,the "use habit" variable is introduced,and a model of the public’s willingness to continue using government microblogging from the perspective of user experience is constructed and corresponding research assumptions are put forward.Finally,the sample data of 350 valid questionnaires collected in this study were analyzed by descriptive statistics,reliability and validity tests,model fitting analysis and structural model path relationship analysis.The research results show that the assumed path relationship is consistent with the actual measurement data,that is,the theoretical model of the public’s willingness to continue using government microblogging from the perspective of user experience has a good fit.The eight hypotheses put forward in the study are all valid,that is,functional experience,interactive experience,sensory experience,content experience,trust experience and entertainment experience have a positive impact on the satisfaction of government microblogging,and satisfaction and user use habits have a positive impact on the user’s willingness to continue using.Based on the results of data analysis,this study puts forward feasible suggestions to optimize the public’s willingness to continue using government microblogs from two aspects of improving satisfaction and user usage habits.