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

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.

Explaining mobile government social media continuance from the valence perspective: A SEM-NN approach

“…Extant studies tend to explored the mobile GSM usage behaviors based on the leading TAM (technology acceptance model) and its extensions [7,8]. Some researchers argued that these technology performance-based theories cannot explain "why and how" people decide to use a specific social media to satisfy their needs [9].…”