A Study On The Factors Influencing The Adoption Behavior Of "internet+government Services" By Rural Residents In Jining District

With the advent of the "Internet+" era,the application of cloud computing and big data has brought new opportunities for the development of electronic government services in China,which has had a significant impact on the government’s public management,economic development and people’s lives.2016,the concept of "Internet+government services The concept of "Internet+government services" was formally put forward,and under the guidance of this policy,a large number of practical studies have been carried out across the country,but there is still an imbalance in the development between urban and rural areas.The "Internet+government services" in rural areas is a product of rural informatization,and making "Internet+government services" available to all people is an effective means to enhance people’s sense of access,and an important measure to build a community of destiny to serve the revitalization of the countryside in the new era.The research on the adoption of "Internet+government services" by rural residents in China is of great significance and has obvious practical value in promoting the standardization of the digital countryside.Compared with traditional public services,the construction of "Internet+government services" aims to provide rural residents with more and better government services,which can improve the information environment for rural residents to a certain extent,increase the accessibility and coverage of government services for rural residents,reduce the cost of doing business for rural residents,and effectively improve the convenience of interaction between rural residents and the government.It also reduces the cost of doing business for rural residents and effectively improves the convenience of interaction between rural residents and the government.The adoption of rural residents’ wishes is an important support for the innovative development of government work and an effective way for the government to identify and solve problems in various areas of work.In view of this,it is essential to carry out research on the adoption of "Internet+government services" in rural areas,clarify the factors influencing the adoption of "Internet+government services" by rural residents,and provide feasible suggestions for the construction of "Internet+government services" in rural areas.It is essential to provide feasible suggestions for the construction of "Internet+government services" in rural areas.This thesis uses 310 data from a field study in rural areas of Jining District to analyse the data through a quantitative model,a binary logistic model and SPSS statistical tools to verify the hypotheses proposed in the research model,and to analyse the factors influencing rural residents’ adoption behaviour from a multi-dimensional perspective of individual characteristics,self-efficacy,perceived trust,external environment and technological advantages.The findings show that rural residents are more willing to adopt the Internet+government services platform,while older age,lack of trust and insufficient government publicity are the main factors affecting rural residents’ adoption of Internet+government services.Based on the benign perspective of interaction between rural residents and the government,countermeasures are proposed to strengthen publicity and training,establish trust mechanisms and evaluation systems,provide personalised services,and strengthen the integration of online and offline development,so as to provide a theoretical and factual basis for the better promotion of "Internet+government services" in rural areas.