政务“两微一端”用户使用的关键影响因素

A study on the key factors of user behaviour in government affairs“blog-wechat-client”

为了获取政务微博、政务微信、政务客户端(简称政务"两微一端")用户使用的关键影响因素,综合考虑内外各种影响因素,从政务"两微一端"的运维管理、平台、内容和用户4个方面,识别出用户使用的19个影响因素,并以陕西省政务"两微一端"为例,应用决策试验和评价实验室方法,分析各因素间的影响关系,依据原因度和中心度找出关键影响因素。结果表明,成本效益感知、交互体验、需求程度和服务水平是决定用户使用的关键因素。提出打造坚实的制度基础、营造有利于用户群体内传播的生态环境,实施个性化服务,改善用户交互体验,降低用户成本,提高用户核心效益等促进政务"两微一端"用户使用的策略。

Based on the analysis of the perspective internal and external factors,19 factors of 4 kinds are identified as the key factors of user behaviour in government affairs ＂blog-wechatclient＂.Taking Shaanxi province as an example,the relationships and the influence of key factors are analysed based on the method of decision making trial and evaluation laboratory（DEMATEL）.Experiment results show that cost benefit perception,interactive experience,demand and service level are the four key factors of user using behaviours.In accordance with the conclusions,some promotion strategies such as consolidating institutional foundation,creating a good dissemination environment of user groups,implementation of personalized service,improvement of user interaction experience,reduction of user costs and improvement of user core benefits are put forward to stimulate the use behaviour.