Research On User Behavior Characteristics And Personalized Information Service Strategy Of Mobile Government APP

In order to realize the sustainable development goal,the period of the "14th Five-Year Plan" proposes to accelerate the government digital transformation development,accelerate the government service innovation and reform.As an important part of the digital transformation of government affairs,mobile government affairs is also the main carrier for the government to create smart government services and innovate governance models.Therefore,district,county and city departments have invested a large amount of funds to support the construction of government APP.However,in contrast to the massive investment in human and financial resources,the software services did not keep up in time,resulting in frequent problems such as poor user experience.At present,with the attention to this problem,how to ensure the effect of the use of government APPs on the basis of user-centered has become the top priority of government work.In this context,it is particularly important to understand the characteristics of user behavior and explore the influencing factors of user behavior,which can provide direction guidance and theoretical support for the construction and iteration of government affairs APP.Based on S-O-R theory,attachment theory and cognitive load theory are introduced in this paper,and mobile government APP is taken as the research object to establish structural equation model and hypothesis.Then,according to the research standards,questionnaires were issued and data collected.Then,SPSS27.0 software was used to conduct descriptive statistical analysis on the demographic characteristics of users of mobile government APP and the behavioral characteristics of users of mobile government APP.Based on AMOS26.0 software,The structural equation model was used to study the influencing factors of user behavior of government affairs APP,and the interaction mechanism between them was explored.The research found that Chinese mobile government APP users generally have problems in the use of life services(job hunting,rental,news comments),insufficient updating speed,worry about personal privacy disclosure,difficulty in booking offline service outlets,lack of information resources to share community experience,questions not answered in time,intelligent recommendation needs to be strengthened,etc.The research verifies that the internal cognitive load evaluation,external cognitive load evaluation and usefulness evaluation have a significant positive correlation with user satisfaction,and the trust level and need satisfaction level have a significant positive correlation with emotional attachment.Satisfaction and emotional attachment have a significant positive impact on the usage behavior of mobile government APP users.Usefulness had no significant positive effect on affective attachment.