Why Initial Users Use Online Government Services under the Promotion Policy:Contextualized Explanation Based on Network-Platform-Individual
Although governments at all levels are vigorously promoting the application of online government services,increasing user utilization is still an ongoing challenge of digital government.As a classical issue,most of the existing studies have conducted a highly homogeneous analysis of influencing factors with a random sample of the general public,lacking consideration of the attention of the initial users and the promotion context.This paper constructs a theoretical model of the factors influencing willingness and behavior of initial users,selects the promo-tion of contactless transactions by the Market Supervision Bureau of Z District of Shandong Province in 2020 as the research context,and uses the survey data of individual and commercial households to empirical tests.We found that:all factors from the network,platform and individual are significant to positively predict the initial users'will-ingness to use;social influence and usage ability are still significant to positively influence the usage behavior even under the interference of promotion policy,that is,a rational decision which combines"external push"and"internal drive".In addition,usage willingness is significant to positively influence on usage behavior and mediate the effects of social influence and usage ability completely.Therefore,to increase the usage rate of online government services among the initial users,it is not only necessary to do basic work such as platform popularization and cultivation of usage skills,but also to follow objective laws and improve their willingness to use from the network,platform and individual.
Initial UsersPromotion PolicyOnline Government ServicesUsage WillingnessUsage Behav-ior
NETL
NSTL
万方数据
