Sustainability of Government Microblog in China: Exploring Social Factors on Mobile Government Microblog Continuance

Chenyuan Ni, Shuiqing Yang, Yanqin Pan, Jianrong Yao, Yixiao Li and Yuangao Chen
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Chenyuan Ni: School of Information Management and Engineering, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, China
Shuiqing Yang: School of Information Management and Engineering, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, China
Yanqin Pan: School of Information Management and Engineering, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, China
Jianrong Yao: School of Information Management and Engineering, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, China
Yixiao Li: School of Information Management and Engineering, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, China
Yuangao Chen: School of Information Management and Engineering, Zhejiang University of Finance and Economics, Xiasha Higher Education Zone, Hangzhou 310018, China

Sustainability, 2019, vol. 11, issue 24, 1-15

Abstract: The sustainable development of mobile government social media depends citizens’ continued use. Based on the Stimulus-Organism-Response framework and social response theory, the present study investigated the impacts of perceived similarity and anthropomorphic cues on citizens’ mobile government microblog continuance. A research model of mobile government microblog continuance was developed and empirical tested by using dataset collected from 428 mobile government microblog citizens in China. The results of structural equation modeling demonstrated that perceived similarity (including external similarity and internal similarity), and anthropomorphic cues (including social interaction value, visual appearance, and identity attractiveness), have positive influences on both cognitive and affective involvement, which further determinate mobile government microblog continuance. Considering the path coefficient and significant levels, the impact from affective involvement on mobile government microblog continuance is stronger that from cognitive involvement.

Keywords: mobile government microblog; social response theory; anthropomorphic cues; perceived similarity; continuance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
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