影響民眾持續使用社交型電子化政府服務之因素

Factors Influencing Citizen Continuous Use of Government Social Media Services

蘇毅寬(Su, Yi kuan)

指導教授 ： 洪新原

國立中正大學/管理學院/資訊管理學系/碩士(2013年)

摘要

近年來，電子化政府服務已從 Web 1.0 躍進到了 Web 2.0，得力於社群網站平台之推波助瀾，媒體築於社群平台之上，似已形成一股勢不可擋之潮流。台灣政府目前正推行政府社群互動服務，希望促進民眾與政府之間的合作、參與、分享，以期近一步接近過去美國林肯總統及中華民國國父孫中山所闡述的民有、民治、民享之理念。本研究就民眾接受電子化政府服務、政府與社群媒體關係、期望確認理論、創新擴散理論等觀點，來探討民眾持續使用政府社群之原因。

研究模型以資訊系統持續使用為基本模型，結合十個外生變數，來探討從合作、分享、參與、玩樂、使用者特質 五個方面對持續使用政府社群意願所造成的影響。本研究以政府粉絲團為樣本來源，以網路問卷方式收集填答資料，回收有效樣本為 338 份，分析結果顯示：回應性、溝通品質、社交互動，對服務確認有顯著影響；知覺樂趣對滿意度有顯著影響；滿意度、朋友數量及自願使用的特性則對持續使用意願有顯著影響。本研究最後並提出實務與研究上的建議。

關鍵字

期望確認理論 ； 社群媒體 ； 電子化政府服務 ； 實證研究

並列摘要

Recently, E-Government service has been transformed into E-Government 2.0. In the last few years, social media services have been widely developed. Engagement of social interaction on Internet has become popular. Currently, Taiwanese Government deploys government social media services in Taiwan. Thus, understanding of factors influencing citizen continuous use of overnment social media services becomes an important issue.

This study adopted Information System Continuance model to develop a research model. Ten exogenous variables were selected from Collaboration, Share, Participation, Perceived Playfulness, and Innovation Diffusion studies. Through a well-designed Web survey, 338 usable responses were collected. The analytical results indicated that:

(1) Responsiveness, communication quality, and social interaction positively affect confirmation.
(2) Perceived playfulness positively affects satisfaction.
(3) Satisfaction, number of peers, and personal innovativeness positively affect continuous use.

Finally, implications for practitioners and academics are also provided.

並列關鍵字

Information System Continuance Model ； Social Media ； E-Government service ； Empirical Study

參考文獻

行政院研考會 (民100b)。政府網站Web 2.0營運作業參考指引(社會網絡篇)。

行政院研考會 (民100c)。第四階段電子化政府計畫。

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