电子政务公众服务需求及其对系统成功的影响路径研究
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摘要
伴随着信息通信技术的发展,互联网应用已渗透到社会生活的各个领域。电子政务作为信息化工作的重要组成部分,是政府推行服务理念,实施公众服务的重要载体和有效手段。当前,公众服务已成为电子政务的核心价值,以公众为中心,切实满足公众需求成为电子政务成功实施面临的主要挑战。
作为公共产品,电子政务公众服务有着迥异于电子商务服务的特征,其需求既体现了信息产品的需求特点也具有公共产品需求的特殊性。在电子政务研究中,已有许多文献从用户需求视角出发,通过个体信息技术采纳研究和用户满意度研究识别出一系列影响电子政务成功实施的因素,例如感知有用性,感知风险、信任等。然而总体看来,现有研究仅考虑了信息系统应用的绩效需求,忽视了系统实施中关系需求、发展需求等较高层次需求的作用,更忽视了电子政务所具有的公共产品特点,缺乏针对电子政务公众服务特点的需求研究。因此,本文在消费决策理论和系统成功理论框架下,结合服务质量、技术接受、用户参与、自我效能等理论研究成果,分析研究了与电子政务公众服务需求相关而又层次递进的两个核心问题：(1)电子政务公众服务需求的存在机制,即电子政务公众服务需求的结构怎样,主导需求是什么,受到哪些因素的影响；(2)电子政务公众服务需求对系统成功的影响机制,即用户需求对于电子政务系统成功实施的影响路径是怎样的。
围绕上述两个问题,本文以需求层次理论为依据,分析了电子政务公众服务需求的基本结构,构建了需求量表。进而站在消费决策理论与系统成功理论研究的交叉点上,构建本文的理论分析框架：
基于消费决策理论,需求是在内部心理因素和外部环境因素的交互作用下产生的。自我效能直接影响到个体对于使用电子政务公众服务的心理过程。用户的自我效能感越强,在面对电子政务公众服务时所产生的需求感也就越强烈,从而更愿意付出努力积极使用这一系统；同时消费决策过程也是一个信息处理过程,在此过程中,参与程度会影响到用户的需求认知,而公众用户的需求也会随着服务体验的不断深入而逐渐发生变化,进而影响用户的使用行为。
基于系统成功理论,服务质量和系统使用是信息系统成功的关键维度。个体需求是电子政务系统使用行为的驱动力,影响着服务质量的判断和评价。公众需求的识别和满足是电子政务公众服务系统成功实施的关键。此外,信任机制镶嵌于技术采纳过程中,公众用户对政府机构和政府门户网站的信任影响着用户满意度、系统的采纳以及持续使用意图。用户需求通过电子政务中的信任机制作用于使用行为。
在上述理论分析的基础上,本文构建了电子政务公众服务需求研究的概念模型,对变量之间的关系和影响路径作了符合理论逻辑的假设。然后进行问卷调查,采用结构方程模型方法,按照先分后总的步骤进行实证检验。
通过上述理论和实证研究,本文得到了以下结论与创新：
首先,明确了电子政务公众服务需求的本质特性。根据需求层次理论,只有在较低层次的需求得到相当的满足后才会产生较高层次的需求。在电子政务公众服务中功能需求是低层需求。因此,人们通常会认为功能需求是主导需求。但本文研究发现,关系需求对政府网站的持续使用具有正向影响,是当前的主导需求。电子政务是网络技术的应用,随着Web2.0模式的盛行,互动和体验已成为网民的主要需求,这表明电子政务必须顺应网络技术的发展趋势,体现了它与传统公众服务的差异。同时,公众服务是一种国家权力的回归,体现了公民的权利和责任,关系需求作为主导需求也恰好反映了电子政务需求与经济需求的差异。
其次,揭示了需求对于系统成功的影响路径。需求是使用行为的根本动因,但并不是所有的需求都对系统持续使用行为产生影响。本文通过对电子政务公众服务需求影响机制的研究,发现了三条影响路径：其一是关系需求直接正向影响政府网站的持续使用；其二是关系需求正向影响发展需求,发展需求正向影响用户对政府网站的信任,从而影响系统的持续使用；其三是关系需求正向影响公众对政府的信任,政府信任正向影响对网站的信任,进而影响系统的持续使用。这些影响路径的发现为系统成功实施提供了思路。
再次,强调了信任在电子政务系统实施中的重要作用。在当前的电子政务研究和实践中,公众需求问题已得到了普遍关注和高度重视。但是却忽略了另一个重要影响因素——信任。本研究发现在电子政务公众服务实施过程中,要提高政府网站的利用率,仅仅关注用户的需求是不够的,因为信任在需求与使用行为之间发挥着中介作用。只有在充分信任的基础上,公众才会持续地使用政府网站。而且这种信任是建立在公众对政府信任的基础之上的。因此,在电子政务公众服务实践中,关注用户需求的同时还必须关注政府信任的建立。
最后,需求的影响因素研究为电子政务实践中的需求管理提供了可操作性的措施建议。现有的电子政务需求研究指出了性别、年龄、职业等人口因素对于需求的影响,这些研究虽然有助于用户细分,但对于需求识别、挖掘等更深层次的需求管理指导意义不大。本文通过研究发现自我效能是关系需求和发展需求的直接影响因素,同时发展需求还受到行为导向参与的影响。自我效能理论和用户参与理论中指出了自我效能和用户参与的影响因素,在电子政务实施过程中可以充分利用这些因素了解、激发、挖掘用户需求。
With the development of information and communication technologies, the application of Internet has penetrated into all areas of social life. E-government,as a necessary component of informationization, is an important carriers and effective means for government to promote service idea and implement publice sevices.At present, the public service has become the core value of e-government ,and user-centered has become the major challenge that e-government faces,that is to meet users'needs effectively.
E-government services are different from e-sevices in e-commerce because it is a public goods, the needs in e-government services not only embodies the characteristics of demand for information products ,also have the special nature of demand for public goods.In the existing e-government literatures, the research on technology adoption and users'satisfaction have identified a serious of factors that will influence the usage of government websides and users'satisfaction,which are from demand perspective, such as perceived usefulness, perceived risk and trust. However, only the performance need is considered that information system can fulfill in the existing researches, ignoring the role of relationship need and self-development need, and giving a cold shoulder to the characteristics of public goods.There is lack of study on the users'needs targeted e-government service to citizen.Therefore,the paper analysises two connected and step-up questions about the needs in e-government services, which under the theorietical framework of IS success and comsumer decisiong-making,combined with service quality, customer participation and self-efficacy theories:One is the existence mechanism of the needs in e-government services,including what is the needs structure, what is the dominate need and what influence factors exists.The other is the effect mechanism of the need in e-government sevices on the success of e-government systems,including how the user's needs impact on the success of e-government systems and what is the effect path.
To answer the above questions, the thesis describes the basic structure of the users'needs in e-government services, which is base on the theory of hierarchy needs, and scales for the needs has been developed.Furthermore, building theoretical research framework by integrating the theories of consumer decision-making and IS success:
Based on the consumer decision-making theory, the needs arise from the interaction between the inner psychological factors and external environmental factors.Self-efficacy directly affects the mental process of individual to use e-government. The self-efficacy is stronger, the sense of need is more intense when users face e-government services, and they are more willings to make efforts to use it.At the same time, decision-making process is also an information processing, where the level of users'participation affects the cognition of users'needs, which change gradually with the service experience deep-going, and then put impact on the user's behaviror.
Based on the theory of IS success, service quality and system usage are the key dimensions to IS success. Users’need has a direct impact on the judgement and evaluation of service quality, which are the starting point and driving force to use e-government. So it is important for e-gvoernment success to identify and meet the users'needs.In addition,trust mechanism embedded in the process of technology adoption, trust in government and trust in e-government website affect users' satisfaction,system adoption and the intention of continue usage.User's needs act on the intention of continue usage though trust in e-government services.
Research model is constructed on the theoretical analysis,the relationship between different variables and affect pathes are discussed and hypothesises are presented with theoretical logic, and then, survey is conducted.The empirical analysis process follows steps of the part first then the whole with structural equation modeling.
The thesis makes several contributions on the basis of the theoretical and empirical research.
First of all, it discusses the essential features of the users'needs in e-government services.According to the theory of hierarchy needs,the higher-leverl needs will not be considered until the lower level needs have been met enough.In e-government services, need for service function is the lowest in the need hierarchy,so commonly it is regarded as dominant needs.Howerver,the study find that there is a positive relationship between relationship need and intention of continue usage,which means the need for relationship is the dominant need in e-government services. E-governement is resulted from the application of network technology.With the prevalence of Web 2.0,interaction and experience have become the major needs of web users,which indicates that e-government must respond to the tends of technology development,and which reflects the diffrerence from the traditional public services.At the same time,the public serveices means the return of the state power,which embodies the relationship of the rights and responsibilities holded by citizen,so the conclusion reflects the difference between the need for e-government and demand in business.
Secondly, the impact path of needs on system success is revealed.Need is the fundational dynamics for the behaviror, but not all needs can impact the continue usage.The study points out three impact paths:First,need for relationship is directly related to the continue usage.Second, need for relationship is positively related to the need for self-development, futher, self-development needs is positively related to the trust in government websites, and then the trust in government websites is positively related to the continue usage. Third, need for relationship is positively related to trust in government, futher, trust in government is positively related to the trust in government websites, and then the trust in government websites is positively related to the continue usage.This provides a guideline for the successful implementation of e-government.
Thirdly, the trust as a important role in the implementation of e-government is emphasized.In the current research and practice of e-government,users'needs have been concerned highly,but another important factor-truse is overlooked at.The study find that it is not enough to pay only attention to the user's needs in e-government services, because trust in government websides is the mediator between the needs and continue usage.Only does trust exists,could the users continue to use the government websites.And such trust is effected by the trust in government.Thus the trust must be considered in the practice of e-government.
At last, the study on the influencing factors of needs gives a reference to the demand management in e-government services. There are many researches which indicted the demographic factors for the needs,such as gender,age,occupation etc.Although such conclution maybe helpful for the user segments,the deerpr task in demand management such as need recognition and mine are difficult to do.The study shows that the positive relationship is existed between self-efficacy and the need for relationship,and behavior-oriented participation is positively related to the self-development need.Study on self-efficacy and user participation have identified a serious of determinants variables for them,which can be taken advantage to understand, explode and excavate the user’need in e-government services,such as establishing the image of the government,carring out demonstration experience or improveing the level of participation.
作为公共产品,电子政务公众服务有着迥异于电子商务服务的特征,其需求既体现了信息产品的需求特点也具有公共产品需求的特殊性。在电子政务研究中,已有许多文献从用户需求视角出发,通过个体信息技术采纳研究和用户满意度研究识别出一系列影响电子政务成功实施的因素,例如感知有用性,感知风险、信任等。然而总体看来,现有研究仅考虑了信息系统应用的绩效需求,忽视了系统实施中关系需求、发展需求等较高层次需求的作用,更忽视了电子政务所具有的公共产品特点,缺乏针对电子政务公众服务特点的需求研究。因此,本文在消费决策理论和系统成功理论框架下,结合服务质量、技术接受、用户参与、自我效能等理论研究成果,分析研究了与电子政务公众服务需求相关而又层次递进的两个核心问题：(1)电子政务公众服务需求的存在机制,即电子政务公众服务需求的结构怎样,主导需求是什么,受到哪些因素的影响；(2)电子政务公众服务需求对系统成功的影响机制,即用户需求对于电子政务系统成功实施的影响路径是怎样的。
围绕上述两个问题,本文以需求层次理论为依据,分析了电子政务公众服务需求的基本结构,构建了需求量表。进而站在消费决策理论与系统成功理论研究的交叉点上,构建本文的理论分析框架：
基于消费决策理论,需求是在内部心理因素和外部环境因素的交互作用下产生的。自我效能直接影响到个体对于使用电子政务公众服务的心理过程。用户的自我效能感越强,在面对电子政务公众服务时所产生的需求感也就越强烈,从而更愿意付出努力积极使用这一系统；同时消费决策过程也是一个信息处理过程,在此过程中,参与程度会影响到用户的需求认知,而公众用户的需求也会随着服务体验的不断深入而逐渐发生变化,进而影响用户的使用行为。
基于系统成功理论,服务质量和系统使用是信息系统成功的关键维度。个体需求是电子政务系统使用行为的驱动力,影响着服务质量的判断和评价。公众需求的识别和满足是电子政务公众服务系统成功实施的关键。此外,信任机制镶嵌于技术采纳过程中,公众用户对政府机构和政府门户网站的信任影响着用户满意度、系统的采纳以及持续使用意图。用户需求通过电子政务中的信任机制作用于使用行为。
在上述理论分析的基础上,本文构建了电子政务公众服务需求研究的概念模型,对变量之间的关系和影响路径作了符合理论逻辑的假设。然后进行问卷调查,采用结构方程模型方法,按照先分后总的步骤进行实证检验。
通过上述理论和实证研究,本文得到了以下结论与创新：
首先,明确了电子政务公众服务需求的本质特性。根据需求层次理论,只有在较低层次的需求得到相当的满足后才会产生较高层次的需求。在电子政务公众服务中功能需求是低层需求。因此,人们通常会认为功能需求是主导需求。但本文研究发现,关系需求对政府网站的持续使用具有正向影响,是当前的主导需求。电子政务是网络技术的应用,随着Web2.0模式的盛行,互动和体验已成为网民的主要需求,这表明电子政务必须顺应网络技术的发展趋势,体现了它与传统公众服务的差异。同时,公众服务是一种国家权力的回归,体现了公民的权利和责任,关系需求作为主导需求也恰好反映了电子政务需求与经济需求的差异。
其次,揭示了需求对于系统成功的影响路径。需求是使用行为的根本动因,但并不是所有的需求都对系统持续使用行为产生影响。本文通过对电子政务公众服务需求影响机制的研究,发现了三条影响路径：其一是关系需求直接正向影响政府网站的持续使用；其二是关系需求正向影响发展需求,发展需求正向影响用户对政府网站的信任,从而影响系统的持续使用；其三是关系需求正向影响公众对政府的信任,政府信任正向影响对网站的信任,进而影响系统的持续使用。这些影响路径的发现为系统成功实施提供了思路。
再次,强调了信任在电子政务系统实施中的重要作用。在当前的电子政务研究和实践中,公众需求问题已得到了普遍关注和高度重视。但是却忽略了另一个重要影响因素——信任。本研究发现在电子政务公众服务实施过程中,要提高政府网站的利用率,仅仅关注用户的需求是不够的,因为信任在需求与使用行为之间发挥着中介作用。只有在充分信任的基础上,公众才会持续地使用政府网站。而且这种信任是建立在公众对政府信任的基础之上的。因此,在电子政务公众服务实践中,关注用户需求的同时还必须关注政府信任的建立。
最后,需求的影响因素研究为电子政务实践中的需求管理提供了可操作性的措施建议。现有的电子政务需求研究指出了性别、年龄、职业等人口因素对于需求的影响,这些研究虽然有助于用户细分,但对于需求识别、挖掘等更深层次的需求管理指导意义不大。本文通过研究发现自我效能是关系需求和发展需求的直接影响因素,同时发展需求还受到行为导向参与的影响。自我效能理论和用户参与理论中指出了自我效能和用户参与的影响因素,在电子政务实施过程中可以充分利用这些因素了解、激发、挖掘用户需求。
With the development of information and communication technologies, the application of Internet has penetrated into all areas of social life. E-government,as a necessary component of informationization, is an important carriers and effective means for government to promote service idea and implement publice sevices.At present, the public service has become the core value of e-government ,and user-centered has become the major challenge that e-government faces,that is to meet users'needs effectively.
E-government services are different from e-sevices in e-commerce because it is a public goods, the needs in e-government services not only embodies the characteristics of demand for information products ,also have the special nature of demand for public goods.In the existing e-government literatures, the research on technology adoption and users'satisfaction have identified a serious of factors that will influence the usage of government websides and users'satisfaction,which are from demand perspective, such as perceived usefulness, perceived risk and trust. However, only the performance need is considered that information system can fulfill in the existing researches, ignoring the role of relationship need and self-development need, and giving a cold shoulder to the characteristics of public goods.There is lack of study on the users'needs targeted e-government service to citizen.Therefore,the paper analysises two connected and step-up questions about the needs in e-government services, which under the theorietical framework of IS success and comsumer decisiong-making,combined with service quality, customer participation and self-efficacy theories:One is the existence mechanism of the needs in e-government services,including what is the needs structure, what is the dominate need and what influence factors exists.The other is the effect mechanism of the need in e-government sevices on the success of e-government systems,including how the user's needs impact on the success of e-government systems and what is the effect path.
To answer the above questions, the thesis describes the basic structure of the users'needs in e-government services, which is base on the theory of hierarchy needs, and scales for the needs has been developed.Furthermore, building theoretical research framework by integrating the theories of consumer decision-making and IS success:
Based on the consumer decision-making theory, the needs arise from the interaction between the inner psychological factors and external environmental factors.Self-efficacy directly affects the mental process of individual to use e-government. The self-efficacy is stronger, the sense of need is more intense when users face e-government services, and they are more willings to make efforts to use it.At the same time, decision-making process is also an information processing, where the level of users'participation affects the cognition of users'needs, which change gradually with the service experience deep-going, and then put impact on the user's behaviror.
Based on the theory of IS success, service quality and system usage are the key dimensions to IS success. Users’need has a direct impact on the judgement and evaluation of service quality, which are the starting point and driving force to use e-government. So it is important for e-gvoernment success to identify and meet the users'needs.In addition,trust mechanism embedded in the process of technology adoption, trust in government and trust in e-government website affect users' satisfaction,system adoption and the intention of continue usage.User's needs act on the intention of continue usage though trust in e-government services.
Research model is constructed on the theoretical analysis,the relationship between different variables and affect pathes are discussed and hypothesises are presented with theoretical logic, and then, survey is conducted.The empirical analysis process follows steps of the part first then the whole with structural equation modeling.
The thesis makes several contributions on the basis of the theoretical and empirical research.
First of all, it discusses the essential features of the users'needs in e-government services.According to the theory of hierarchy needs,the higher-leverl needs will not be considered until the lower level needs have been met enough.In e-government services, need for service function is the lowest in the need hierarchy,so commonly it is regarded as dominant needs.Howerver,the study find that there is a positive relationship between relationship need and intention of continue usage,which means the need for relationship is the dominant need in e-government services. E-governement is resulted from the application of network technology.With the prevalence of Web 2.0,interaction and experience have become the major needs of web users,which indicates that e-government must respond to the tends of technology development,and which reflects the diffrerence from the traditional public services.At the same time,the public serveices means the return of the state power,which embodies the relationship of the rights and responsibilities holded by citizen,so the conclusion reflects the difference between the need for e-government and demand in business.
Secondly, the impact path of needs on system success is revealed.Need is the fundational dynamics for the behaviror, but not all needs can impact the continue usage.The study points out three impact paths:First,need for relationship is directly related to the continue usage.Second, need for relationship is positively related to the need for self-development, futher, self-development needs is positively related to the trust in government websites, and then the trust in government websites is positively related to the continue usage. Third, need for relationship is positively related to trust in government, futher, trust in government is positively related to the trust in government websites, and then the trust in government websites is positively related to the continue usage.This provides a guideline for the successful implementation of e-government.
Thirdly, the trust as a important role in the implementation of e-government is emphasized.In the current research and practice of e-government,users'needs have been concerned highly,but another important factor-truse is overlooked at.The study find that it is not enough to pay only attention to the user's needs in e-government services, because trust in government websides is the mediator between the needs and continue usage.Only does trust exists,could the users continue to use the government websites.And such trust is effected by the trust in government.Thus the trust must be considered in the practice of e-government.
At last, the study on the influencing factors of needs gives a reference to the demand management in e-government services. There are many researches which indicted the demographic factors for the needs,such as gender,age,occupation etc.Although such conclution maybe helpful for the user segments,the deerpr task in demand management such as need recognition and mine are difficult to do.The study shows that the positive relationship is existed between self-efficacy and the need for relationship,and behavior-oriented participation is positively related to the self-development need.Study on self-efficacy and user participation have identified a serious of determinants variables for them,which can be taken advantage to understand, explode and excavate the user’need in e-government services,such as establishing the image of the government,carring out demonstration experience or improveing the level of participation.
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