社会遵从视角下的移动政务用户转移行为

A Social Compliance Perspective on the Switching Behavior of Mobile Government Users

探究移动政务用户转移行为的驱动因素和驱动路径对促进移动政务良性发展、优化政务环境具有重要意义。文章从社会遵从视角构建转移行为驱动因素的分析框架,采用PLS结构方程分析和模糊集定性比较分析的混合研究方法,探究影响移动政务用户转移行为的驱动因素及组态效应。研究发现:移动政务用户转移行为可归因于政府支持、群体规范、转移认知的共同作用,其中政府支持与群体规范通过用户的转移认知正向影响转移意愿与转移行为;移动政务用户转移行为存在多重并发和殊途同归的因果路径,即政府驱动型和群体遵从型。

To explore the driving factors and driving paths of mobile government users' switching behavior is of great significance to promote the healthy growth of mobile government and optimize the government environment.From the perspective of social compliance,this article develops a framework for analyzing the drivers of switching behavior,and examines the driving factors and configuration effects of mobile government users' switching behavior by using the methods of PLS structural equation analysis and fuzzy set qualitative comparative analysis.The study suggests that the switching behavior of mobile government users can be attributed to factors such as government support,group norms,and users' transfer cognition,in which government support and group norms positively affect switching willingness and switching behavior through users' transfer cognition.In addition,there are multiple cause-effect paths for mobile government users' switching behavior,i.e.,government-driven and group-compliant,which achieve the same goal.