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期望一致与技术接受:公众对政务数字人接纳意愿研究

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[目的/意义]政务数字人作为数字政府建设的重要组成部分,其应用效果与公众接纳意愿密切相关.本研究旨在探讨影响公众对于政务数字人接纳意愿的因素及路径,为改善政务数字人服务和提升用户体验提供参考.[方法/过程]整合期望一致理论(ECT)和技术接受模型(TAM),在ECT的基础上扩展用户感知因素,采用结构方程模型从整体上解释公众接纳意愿的影响因素及其关系,利用中介效应模型检验影响因素的作用路径机制.[结果/结论]公众期望一致能够提升公众对政务数字人的满意度,公众满意度正向影响接纳意愿.感知信息质量、感知智能、感知便利、感知吸引力、感知有用性、人工智能信任在公众期望一致、满意度以及接纳意愿之间存在链式中介作用.
Expectation Confirmation and Technology Acceptance:A Study of the Public's Attention to Accept the Government's Digital Human Avatar
[Purpose/Significance]In the digital age,government digital avatars represent a significant innovative application of the integration of generative artificial intelligence and digital government.These digital avatars aim to enhance the efficiency,accessibility,and responsiveness of public services.This study aims to explore the factors and pathways that influence public acceptance of government digital avatars,providing a theoretical basis and practical insights for improving these services and enhancing the user experience.Unlike previous studies that have focused primarily on technological and functional aspects,this research emphasizes users'perceptions and expectations,filling the gap in existing research on user experience.This innovation of this paper lies in the integration of the Expectation Confirmation Theory(ECT)and the Technology Acceptance Model(TAM)and the extension of other user perception factors to systematically analyze how these factors together influence public acceptance.[Method/Process]The study adopts a comprehensive approach,integrating the Expectation Confirmation Theory(ECT)and the Technology Acceptance Model(TAM),and extends the framework to include additional user perception factors such as perceived information quality,perceived intelligence,perceived convenience,perceived attractiveness,perceived usefulness,and AI trust.Structured questionnaires were used to collect data from a diverse sample,measuring constructs such as expectation confirmation,satisfaction,and various user perception factors.The data were analyzed using structural equation modeling(SEM),which provides robust statistical insights into the relationships between these constructs.In addition,mediation effect models were used to examine indirect effects,providing a comprehensive understanding of how these factors influence public acceptance.Data were collected from a diverse group of respondents to ensure the findings are broadly applicable and representative.[Results/Conclusions]The results suggest that expectation confirmation significantly increases public satisfaction with government digital avatars,which in turn positively affects their acceptance.Perceived information quality,perceived intelligence,perceived convenience,perceived attractiveness,perceived usefulness,and AI trust serve as critical mediators in this relationship.In particular,high levels of perceived quality and intelligence significantly increase satisfaction and acceptance,while convenience and attractiveness also play an important role.AI trust emerges as a critical factor,mediating the impact of user perceptions on acceptance.However,the study does have some limitations.First,the lack of understanding of the professional backgrounds of the research population may lead to differences in acceptance between different professional groups.Future research should look more closely at different occupational groups to gain a fuller understanding.Second,the sample consisted mainly of respondents from younger demographic groups,which may affect the generalizability of the conclusions.Future research should broaden the geographical and demographic coverage of the sample to increase diversity and representativeness.In addition,the lack of qualitative research limits the depth of understanding of users'deep-seated views and needs about government digital avatars.Future research should include qualitative components,such as in-depth interviews and focus group discussions,to explore the actual experiences and specific needs of users and to complement the quantitative findings.This study provides practical recommendations for improving user satisfaction and acceptance,and for supporting the development of effective digital governance solutions.By specifically optimizing government digital avatar services,public satisfaction and trust in digital government services can be increased,further promoting the application and development of digital avatar technology in digital government.

government digital human avatardigital governmentpublic acceptance intentionECTTAM

陈璟浩、贾枫、刘乾玺

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广西大学 公共管理学院,南宁 530004

广西大学 区域社会治理创新研究中心,南宁 530004

政务数字人 数字政府 公众接纳意愿 期望一致 技术接受

国家社会科学基金重大项目

22&ZD326

2024

农业图书情报学报
中国农业科学院农业信息研究所

农业图书情报学报

影响因子:0.48
ISSN:1002-1248
年,卷(期):2024.36(6)
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