政府网站的公众初始采纳:从意向形成到行为产生

摘要

[目的/意义]政府网站作为电子政务的组成部分,提升其建设效率、促进公众采纳已成为实现国家治理现代化的重要环节.[方法/过程]政府网站的公众采纳首先要解决的是公众的初始采纳问题,因此,基于技术接受模型,结合信任理论、行为执行意向理论和现状偏好理论,构建出政府网站公众初始采纳行为研究模型,旨在解释初始采纳行为是如何产生,以及揭示意向与行为间的关系黑箱.[结果/结论]通过定量的实证分析,证实信任、感知有用性正向影响初始采纳意向,初始采纳意向正向影响初始采纳行为;发现初始采纳执行意向在初始采纳意向与初始采纳行为的关系间发挥中介效用,现状偏好对初始采纳行为的负向影响及对初始采纳意向与初始采纳行为之间的调节效应显著.这为政府采取措施来促进公众采纳政府网站提供了新的理论参考,为电子政务领域的采纳研究提供了新的研究模型.%[Purpose/Significance]Government website is a part of E-government, so it is of great importance to achieve governance modernization by improving the construction efficiency and promoting public adoption of government website.[Method/Process]For the problems of the public's adoption of government website to be solved, the problem of initial adoption ranks the first.Therefore, based on TAM, integrated with trust theory, status quo bias theory and implementation intention, this paper constructs a research model of public initial adoption of government website, aiming at explaining how the initial adoption behavior is produced and revealing the relationship between intention and behavior.[Result/Conclusion]Through quantitative analysis, this paper confirms that trust and perceived usefulness positively affect initial adoption intention, and initial adoption intention positively affects initial adoption behavior;it also finds out that implementation intention of initial adoption has a mediating effect between initial adoption intention and initial adoption behavior.Besides, status quo bias negatively affects initial adoption behavior and it has a significant moderating effect on the relationship between initial adoption intention and initial adoption behavior.The paper provides a new theoretical reference for the government taking measures to promote the adoption of government website, and contributes a new model for the adoption research of E-government.