社会影响理论视角下电子政务公民采纳意愿研究

Research on Citizens’Adoption Intention of E-government From the Perspective of Social Influence Theory

基于社会影响理论,利用江西省南昌市658名公民的实地调查数据,采用有序Logistic回归模型分析社会影响与电子政务公民采纳意愿的关系。研究结果表明,社会影响的三个维度:主观规范、社会认同、同伴效应均对电子政务公民采纳意愿产生显著的正向影响;在控制变量中,受教育程度和网络使用时间对电子政务公民采纳意愿有显著的正向影响。进一步的边际效应分析显示,各变量在较高意愿水平上对电子政务公民采纳意愿的影响更大;相比其他变量,主观规范对电子政务公民采纳意愿的影响程度最大。

This paper based on the theory of social influence,using the field survey data of 658 citizens in Nanchang,Jiangxi Province,an ordinal logistic regression model is used to empirically analyze the relationship between social influence and citizens’adoption intention of e-government.The research results show that the three dimensions of social influence,that is subjective norms,social identity,and peer effects all have a significant positive impact on citizens’adoption intention of e-government;among the control variables,education level and network usage time have a significant positive impact on citizens’adoption intention of e-government.Further marginal utility’s analysis shows that each variable has a greater influence on citizens’adoption intention of e-government at a higher level of intention;compared with other variables,subjective norms have the greatest influence on citizens’adoption intention of e-government.