BCR041301基于“武汉交警”政务微信公众号的政务微信用户采纳研究.docVIP

基于“武汉交警”政务微信公众号的政务微信用户采纳研究 摘要：微信是时代进步的产物，是一种新型的信息服务平台，随着微信的使用用户逐渐增多，政府也开始通过微信平台给群众提供公共服务，微信平台的出现顺应了我国建设服务型政府的理念和要求。信息传播的有效性、及时性、便捷性、精确性都是微信平台的特点，因此很多政府相关部门都开始通过微信建立政务微信公众号，以此来给人民群众提供公共服务。据相关调查研究表明，目前政务微信公众号的被关注量相对于其他类型公众号来说是远远不及的，面对这种现状，本文通过技术接受模型、创新扩散理论和网络外部性理论，从用户采纳的角度构建了影响政务微信用户采纳的因素模型，以“武汉交警”政务微信公众号为例，对政务微信公众号进行了研究，并且对相关用户做了一些问卷调查，从而提出了有关于如何提升政务微信用户采纳的对策。首先对国内外研究现状进行了分析，奠定了理论基础，其次通过对技术接受理、创新扩散理论、网络外部性理论这三个理论基础的分析，提出了本文的研究假设，并构建了概念模型，最后通过问卷调查的方式收集数据，然后再对这些数据进行分析，根据分析出来的结果提出了相对应的对策，从而提高政务微信公众号的被关注程度，使得政府部门更便捷在微信平台上给群众提供电子化公共服务。 关键词：“武汉交警” 政务微信 公众号 政务微信用户采纳 ABSTRACT：WeChat is a product of the era of progress, it is a kind of new information service platform, with the use of WeChat users increase gradually, the government is to provide public services to the masses through WeChat platform, WeChat platform appears complied with the concept and requirements of building a service-oriented government in China. The effectiveness of information dissemination, timeliness, convenience and accuracy are WeChat platform characteristics, so a lot of relevant government departments are beginning to build e-government by WeChat WeChat public, in order to give the people to provide public services. According to the related research indicated that the e-government WeChat public, by volume, compared with other types of public speaking is far less than the number, in the face of such situation, based on the technology acceptance model and innovation diffusion theory and the theory of network externality, constructed from the perspective of user adoption factors affecting government affairs WeChat user adoption model, with \wuhan traffic police\ government affairs WeChat public, for example, studied the government affairs WeChat, public, and made some questionnaire survey to relevant users, thus put forward about how to promote e-government WeChat user adoption of countermeasures. First analyzes the research status at home and abroad, has laid a theoretical foundation, then based on t